On February 4, fashion shopping app Lyst released the Lyst Index for Q4 2025, covering the period from October to December 2025, unveiling rankings of the hottest fashion brands and products during the quarter. The defining theme of this report is “Un-Revolution,” highlighting a moment in which, despite structural changes across the fashion industry, consumer purchasing behavior has shifted toward stability and familiarity rather than constant novelty.
While the industry continues to undergo significant transformation—including creative director changes and strategic realignments across major houses—the composition of the top-ranking brands remained largely unchanged from the previous quarter. As a result, “not changing” itself emerged as a defining characteristic of Q4.
Saint Laurent Maintains the Top Spot Among Hottest Brands
According to Lyst, Saint Laurent once again ranked as the world’s hottest brand, maintaining its No.1 position. Demand for the brand increased by 4% quarter over quarter, while the Vendôme Slingback Pumps saw a 33% increase in searches in December, securing a place among the quarter’s hottest products.
At the top of the ranking, Miu Miu and COS also continued to perform strongly. In particular, COS recorded a 60% increase in demand, reinforcing its position as an accessible contemporary brand that combines refined design with attainable pricing. This steady growth reflects a broader consumer preference for “safe” and reliable choices in uncertain times.
The Lyst Index: Ralph Lauren and Burberry Signal a Reappraisal of Classics
One of the most notable developments in this quarter’s index was the resurgence of brands anchored in classic aesthetics.
Ralph Lauren climbed five positions, with demand rising by 24%. The brand benefited from heightened social buzz around the so-called “Ralph Lauren Christmas” aesthetic during the holiday season, reaffirming the appeal of its iconic visual language.
Similarly, Burberry rose five places, recording a 38% increase in demand. Searches for its iconic Nova check cashmere scarf surged by 307%, placing the item among the quarter’s hottest products.
Meanwhile, Massimo Dutti entered the Lyst Index for the first time, with demand up 59%. Its puffer jacket ranked among the hottest products of the quarter, underscoring growing interest in practical, versatile outerwear.
The Quarter-Zip Moment and the Return of Polished Dressing
The hottest product of Q4 was the Polo Ralph Lauren cable-knit quarter-zip sweater, which saw a 75% increase in demand quarter over quarter. The item became emblematic of the season, signaling a broader shift toward polished, understated dressing.
Lyst frames this movement as a shift in aesthetic values. As Generation Z consumers mature, interest is moving away from logo-driven or street-centric trends toward more classic, refined styles. The momentum was further amplified by the creative director debuts of Jonathan Anderson at Dior and Matthieu Blazy at Chanel, both of which reinforced a renewed focus on tailoring and heritage codes.
Other standout products this quarter included the Arc’teryx Bird Head Toque, the Chloé Paddington Bag, PARKE’s mock-neck sweatshirt, and the Victoria Beckham Alina jeans, all of which gained significant traction across platforms.
Moving Fast: The Rise of Practical Classics
In the “Moving Fast” category—highlighting brands outside the top 20 experiencing rapid growth—Japanese menswear label A.PRESSE recorded a 191% increase in searches. French luxury shirtmaker Charvet saw demand rise by 128%, while British heritage brand Barbour posted a 147% increase.
These results clearly point to a growing consumer preference for durability, craftsmanship, and long-term wearability over decorative appeal.
“Borecore” as a Sign of Maturity, Not Conservatism
Taken together, these trends indicate a decisive shift in consumer priorities. Rather than chasing immediacy or seasonal hype, shoppers are increasingly favoring practicality, quality, and completeness. The rise of “borecore”—characterized by quarter-zips, classic outerwear, and refined shirting—should not be read as conservatism, but as a mature reassessment of modern classics.
At the same time, amid ongoing creative reshuffles in the luxury sector, consumers appear unwilling to commit to new directions immediately. Instead, they are prioritizing trust and reliability. As a result, accessible contemporary brands such as COS and Massimo Dutti—offering strong value propositions—captured a significant share of demand and dominated what proved to be a “golden quarter.”
The Lyst Index Q4 2025 ultimately visualizes this collective shift in mindset, translating evolving consumer judgment into clear, data-driven insight.
Copyright © 2026 Oui Speak Fashion. All rights reserved.