Chanel has maintained its position as the world’s hottest brand in the second quarter of 2026, according to the latest Lyst Index.
The French luxury house held onto the No. 1 spot following the successful launch of its Coco Beach and Métiers d’Art 2026 collections. Chanel sunglasses also saw a 70% quarter-on-quarter search increase, further solidifying the brand’s dominance in the luxury market.
Miu Miu climbed two positions to second place, driven by a 30% increase in searches. The Italian brand’s rise was fuelled by cultural moments such as tennis star Coco Gauff sporting its New Balance collaboration at Wimbledon. Dior secured the third position to complete the podium, while Saint Laurent and Gucci rounded out the top five.
The quarterly report, which analyses demand data from 160mn annual shoppers, highlighted a major consumer shift towards resort-ready labels, vacation clothing and sports-inspired silhouettes.
| # | Item | Estimated retail price (USD) |
|---|---|---|
| 01 | New York Knicks New Era NBA Champions cap | $40–50 |
| 02 | Issey Miyake pleated poncho | $650–950 |
| 03 | SKIMS minimalist mule/slipper | $78–98 |
| 04 | Gucci GG canvas thong heel sandals | $850–990 |
| 05 | Chloé translucent wedge mule | $850–1,050 |
| 06 | Massimo Dutti leather flip-flops | $80–130 |
| 07 | Chanel shield sunglasses | $650–850 |
| 08 | Dôen embroidered bloomers/shorts | $150–220 |
| 09 | adidas x Willy Chavarria football jersey | $120–150 |
| 10 | Zimmermann tiered floral dress | $1,750–2,250 |
Phoebe Philo debuts as summer trends surge
Phoebe Philo made its first appearance on the Lyst Index at No. 18. Searches for the eponymous label rose 29% quarter-on-quarter, proving that intense cultural appetite from fashion insiders has translated into broader brand heat despite a limited retail footprint and overall restraint in its growth strategy.
Meanwhile, Massimo Dutti saw the biggest leap on the index, climbing eight places to 10th. A 43% surge in demand for the Spanish brand was propelled by prominent celebrity visibility during the Cannes Film Festival and a growing consumer desire for its elevated Mediterranean-inspired wardrobe. Celine also made significant gains, rising five places to 15th amid increased interest in Michael Rider’s directional offerings.
Shoppers prioritised practical yet playful pieces as record-breaking heatwaves swept the Northern Hemisphere. Hottest products for the quarter included jelly footwear, barely-there sandals, oversized shield sunglasses and breezy staples. The data suggests consumers focused heavily on seasonal ideas over brand loyalty, finding similar aesthetics across multiple price points.
Sportswear captures cultural momentum
Sports-inspired fashion emerged as a powerful discovery engine, heavily influencing the quarter’s most desired products. A New York Knicks cap claimed the No. 1 spot on the hottest products list with a staggering 4,276% increase in searches. This surge reflected the cultural momentum of the NBA Championship and a growing consumer preference for aesthetic-driven sportswear brands.
Major global sporting events from Wimbledon to the World Cup drove intense consumer interest, introducing fashion trends to entirely new audiences through athlete tunnel outfits and fan-generated online content. A jersey from Willy Chavarria’s collaboration with Adidas also landed in the top 10 products list, successfully capitalising on this athletic crossover trend.
Emerging labels similarly benefited from seasonality and niche aesthetics. Thai fashion brand Voranida saw demand rise 232% quarter-on-quarter, while Toronto-based Literary Sport experienced a 231% increase, further cementing the immense influence of relaxed, intellectual sportswear in the luxury fashion sector. Issey Miyake also doubled its demand, powered by interest in items like the Madame-T Stole.
