The Lyst Index for Q1 2025 has crowned Spanish luxury fashion house Loewe as the world’s hottest brand amid a turbulent start to the fashion year marked by sweeping creative director changes across major houses. Loewe displaced Miu Miu, which came in second, followed by Saint Laurent, Coach and Prada on the third, fourth and fifth positions.
Loewe surged to the top following Jonathan Anderson’s departure, fuelling a 38 per cent spike in searches as shoppers rushed to buy pieces from his final collection. The move also positions him to succeed Kim Jones at Dior Men’s, while Proenza Schouler’s Jack McCollough and Lazaro Hernandez step in at Loewe.
The quarter witnessed a reshuffling of creative leadership, dubbed ‘fashion’s transfer window’, with changes at Chanel, Gucci, Bottega Veneta, Celine, Jil Sander, and Maison Margiela. Notably, Louise Trotter became the only female creative head at a Kering-owned label.
Chloé returned to the top 10 for the first time since the Lyst Index began, due to Chemena Kamali’s archival revivals and the popularity of its Mini Ruffled Dress—ranked 10th among the quarter’s hottest products, Lyst said on its website.
In a breakthrough for mass fashion, high street label COS entered the top 10, driven by a 44 per cent surge in demand and the viral success of its barrel-leg trousers—this quarter’s sixth hottest item.
Newcomer On also debuted in the Index, transitioning from a sneaker brand into a fashion-forward player, backed by high-profile collaborations and endorsements from Zendaya and Roger Federer. Searches for On rose by 50 per cent this quarter.
Among product highlights, Celine’s Marco flared jeans—worn by Kendrick Lamar at the Super Bowl—topped the list after a 412 per cent jump in searches. Meanwhile, Uniqlo’s coloured socks became the most affordable product ever to enter the Index at $3.90.
Paraboot’s 80-year-old Michael shoes saw a 226 per cent YoY search rise, reflecting the continued consumer interest in heritage pieces, while the ‘sneakerina’ trend surged with Puma’s Speedcat Ballet, driving a 1,300 per cent increase in searches for ballet sneakers.
Brands gaining momentum include Duran Lantink, newly appointed creative director at Jean Paul Gaultier, and Dries Van Noten, now under Julien Klausner’s creative lead, both benefitting from renewed media buzz and increased shopper interest.
The quarterly report, compiled by fashion search platform Lyst, reflects shopping behaviours from over 160 million global users, combining search data, sales, product views, and social media engagement.
Fibre2Fashion News Desk (KD)
