Saint Laurent Named Hottest Fashion Brand in Lyst Q3 2025 Index

Saint Laurent Lyst Index — Photo: Academy by Fashionphile

Saint Laurent has been crowned the hottest fashion brand in the world for the first time, according to the Lyst Index covering July to September 2025. The Kering-owned label rose to the top of the rankings, displacing Miu Miu, which had held a consistent lead over previous quarters and now moves into second place.

Market Shifts Reflect a Season of Change

The new rankings highlight a season of notable repositioning across the industry. Cos made one of the most significant moves, rising four places to secure third, while Loewe fell from second to eighth. The Row and Coach completed the top five, placing fourth and fifth. Prada slipped to sixth after a slight decline, and Stone Island reappeared in the rankings at number nineteen, boosted by a surge in interest tied to the Oasis reunion tour.

Fast-moving labels also included Nour Hammour, which saw rising demand for leather outerwear, and Nike, which experienced a lift under its new chief executive. Madewell also benefited from renewed consumer affection for so-called «mall heritage» brands.

Products of the Season

While luxury fashion continues to drive conversation, this quarter’s most sought-after product was unexpectedly modest: Havaianas’ Top Flip-Flops. Demand for the classic sandal rose sharply, continuing the season’s fascination with elevated casual wear.

Saint Laurent also secured the second-most popular item with its Le Loafer, which saw a pronounced rise in searches. Cos’ Chunky Cashmere Sweater followed in third, The Row’s Eel Loafer in fourth, and Skims’ much-discussed Pierced Nipple Bra in fifth after a spike in attention during August.

Elsewhere, Polo Ralph Lauren’s Striped Midi Dress reached ninth place, helped along by increased visibility after Taylor Swift wore the style during her engagement announcement, boosting the brand’s position on the main brand index as well.