On July 30, Lyst, one of the world’s largest fashion search platforms, released the Lyst Index for the second quarter of 2025. The quarterly ranking, which analyzes data from over 160 million annual shoppers, is compiled based on global shopping behaviors, social media activity, and engagement metrics. It continues to serve as a key benchmark for the fashion industry worldwide.
Topping the brand ranking this quarter is Miu Miu, making a return to the number-one spot. Maintaining momentum from Fall/Winter 2024, the brand’s popularity was driven in part by the success of its logo-embossed suede loafers. The shoes, which combine “preppy nostalgia and contemporary edge,” evoked a back-to-school sensibility that resonated across global markets.
Meanwhile, Loewe, which ranked first last quarter, dropped to second place, likely influenced by the announced departure of creative director Jonathan Anderson. Still, the brand maintained strong visibility with its Puzzle Bag 10th Anniversary collection launched in May, and a hot-air balloon inspired by its Paula’s Ibiza Tomato Bag, which debuted in June.
Following in the rankings are Saint Laurent (3rd), Prada (4th), and Coach (5th). The Row came in at sixth place, marking its highest-ever position in the Index — fueled in part by the Dune Sandals, which also topped the product ranking this quarter. The rest of the top 10 includes COS, Chloé, Bottega Veneta, and Moncler.
Burberry also made a return to the brand ranking for the first time in a year, coming in at 17th place. This season, the brand successfully tapped into the resurgence of the “Cool Britannia” vibe rooted in UK culture, with a music festival-focused campaign playing a key role. Burberry’s signature British identity and timeless design appear to have resonated once again, helping the brand reclaim its presence as one to watch.
Footwear Takes Over the Product Ranking
In the Q2 product ranking, 6 out of the top 10 items were shoes. Leading the list is The Row’s Dune Sandals. As Lyst commented,
“Viral visibility reframed the once-basic shoe as a fashion-forward summer staple — proof that simplicity, when styled right, can carry surprising weight.”
Coming in second is SKIMS’ white tank top, which saw a 230% surge in searches this quarter — reflecting a broader “return to basics” trend amplified by TikTok. Third place goes to Adidas’ Adicolor Sprinter Shorts, a vintage style originally from the 1970s. Renewed interest was driven by celebrity co-signs from Harry Styles and Bella Hadid, pushing Q2 demand up by 121%.
Miu Miu’s Faded Suede Loafers ranked fourth, followed by Vibram’s V-Soul shoes in fifth. The latter reflects the continued trend from Q1 of merging functionality and fashion, particularly through performance-inspired silhouettes.
Handbags Shift from Products to Brand-Builders
Another noteworthy point this quarter is the complete absence of luxury handbags from the top 10 product ranking — a surprising shift, given that handbags have long been staples of the list. Since the Lyst Index was first introduced in 2018, this marks the first time that no bags have appeared in the top 10.
While bag charms like Labubu continue to enjoy strong popularity, this doesn’t mean that handbags themselves have lost relevance. On the contrary, for many brands, bags remain a key driver of brand value and recognition.
For example, Coach benefited from increased attention to its Tabby and Brooklyn bags, thanks in part to endorsements by Camila Morrone and Bella Hadid. Versace, ranked 16th, gained visibility with its “La Vacanza” campaign featuring Sabrina Carpenter carrying the brand’s mini-Tag Bag. Valentino, which came in at 20th, launched new campaigns spotlighting key handbags from its Fall 2025 collection.
Looking Ahead to Q3: A Wave of New Creative Debuts
This September, several major fashion houses are set to unveil debut collections under newly appointed creative directors, potentially leading to significant shifts in the Q3 Lyst Index. It remains to be seen how the brand hierarchy will be reshaped and which products will emerge as the next “hot” items.
As Lyst notes, “With fresh perspectives in influential roles, Q3 could usher in a new era — and a wholly different set of brands and products capturing shoppers’ attention and imagination online.”
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