This week, Lyst released its ranking of the most popular fashion brands and products for the first quarter of 2025, revealing two unprecedented events. Let’s dive into the key highlights, spotlight the top brands and products, and explore what this means for the fashion industry.
What is the Lyst Index?
The Lyst Index is a quarterly ranking compiled by Lyst, the world’s largest fashion search platform, serving 160 million users annually. It analyzes consumer behavior, including search queries (on and off the platform), product views, and purchases. The ranking also factors in social media mentions, brand activity, and global audience engagement. In short, the Lyst Index reveals the brands and products dominating the fashion scene.
#OldLoewe
Spanish brand Loewe claimed the top spot, dethroning Miu Miu. The surge in interest, with a 38% increase in brand searches, stems from Jonathan Anderson’s departure as creative director. His transformative impact on Loewe is undeniable—when he joined, the brand was relatively obscure; today, its pieces are snapped up as investments. The era under his leadership is already being dubbed “Old Loewe,” much like Phoebe Philo’s tenure at Celine.
While Loewe products haven’t yet cracked the top 10 (we’re eagerly awaiting the Tomato Bag!), Miu Miu holds strong with its “Mocha Mousse” suede bag securing 5th place.
Chloé: The Return of Boho-Chic
Chloé soared 10 spots to 9th place, thanks to creative director Chemena Kamali’s soft, pastel boho aesthetic, which has captivated the fashion community. A ruffled light blue Chloé dress rounds out the top 10 products.
COS and Uniqlo: Mass-Market Makes Waves
In a surprising turn, mass-market brand COS entered the top 10, climbing 11 positions. For the first time, a high-street brand stands shoulder-to-shoulder with luxury labels in the Lyst Index. COS’s dark green trousers, ranking 6th among products, likely fueled this rise.
Even more astonishing is Uniqlo’s $3.90 socks taking 8th place—the cheapest product ever to feature in the Lyst Index top 10.
Athletic Boom and Emerging Names
Sportswear brand On, promoted by Zendaya, debuted in the ranking. Demand for athletic wear is skyrocketing, particularly for hybrid styles like the “sneakerina” (sneakers with a ballet flat silhouette), which saw a 1300% surge in search queries. Puma’s Speedcat ballet flats (3rd place) and Adidas’s Taekwondo Sneakers (2nd place) dominate the product list.
Celine and Kendrick Lamar
Kendrick Lamar’s Super Bowl performance in Celine flared trousers sparked a frenzy, with searches for “flared jeans” on Lyst spiking by 412%. Celine’s Marco jeans topped the list of most popular products.
What Does This Mean for Fashion?
The 2025 Lyst Index signals a more diverse and democratic fashion landscape. Retro sneakers, boho-chic, and ballet-inspired aesthetics continue to capture consumer attention. The breakthrough of mass-market brands like COS and Uniqlo, with their affordable yet high-quality products in the top 10, reflects a shift away from luxury and toward accessible fashion. Meanwhile, the success of On and Celine, amplified by celebrity collaborations, underscores the enduring power of star-driven marketing.
