Edging past Loewe, Miu Miu has retaken the top spot as the world’s hottest fashion brand, according to the latest Lyst ranking.
The Prada Group-owned brand moved up from a second-place finish in the first quarter, to take the top spot in Lyst’s Q2 2025 Index. Loewe shifted down to second while Saint Laurent maintained its position in third place, one of only three brands in the top 20 to do so, reports industry outlet Fashion Dive. Prada moved up one spot to fourth, pushing Tapestry-owned Coach to fifth.
The Row meanwhile achieved its highest ranking since the Lyst Index began, buoyed by its Dune flip-flop, the hottest product for the quarter. Searches for the leveled-up classic shot up 162 percent quarter-over-quarter after Bridgerton star Jonathan Bailey was photographed wearing them in June.
Consumer searches, social media mentions, product views and sales, and global activity and engagement are just some of the factors that go into Lyst’s quarterly rankings of fashion’s top brands and products. The online shopping discovery platform has been publishing its index since 2018.
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A few mass market brands made it into the top 20, notably H&M-owned brand COS, which was knocked down to seventh place by The Row, and Skims. The success of its tank top, ranked as the second hottest product for the quarter, was enough for the brand to hold onto 15th place. Birkenstock entered the top 20 at 19th, Lyst noting model Hailey Bieber was spotted wearing the brand’s kitten-heel flip-flops
Footwear dominated the hottest products list, accounting for six of the top 10. Lyst posits that shoes and standout accessories like Juju Vera’s white petra shell pendant (ranked 7th) offered a more budget-friendly option for shoppers, “proving that miniature buys can make major statements.”
Only three clothing items – a tank top, a pair of sport shorts and a strapless linen dress – made it into the top 10.
The Adidas Adicolor Sprinter Short, a style introduced in the 1970s, took third thanks to a fresh boost in Q2. Turns from musician Harry Styles and model Bella Hadid contributed to a 121-percent increase in demand. “With an accessible price point and multiple variations of the style available both new and on resale platforms, athletic shorts are a key trend this summer,” said Lyst. The platform saw searches for “sport shorts” jump 78 percent in the second quarter.
