Creative director shakeups and product virality helped reshape fashion’s most-wanted list, with Loewe, COS, and Chloé climbing the ranks.
Key Takeaways
- Loewe returns to the top of the Lyst Index, following the announcement of Jonathan Anderson’s departure and impending Dior Men debut.
- COS enters the top ten for the first time, fueled by its barrel-leg trousers and a 44% spike in demand.
- Chloé climbs ten spots, bolstered by Chemena Kamali’s vision and the success of the Mini Ruffled Dress.
- Archive-inspired pieces—like Adidas Taekwondo sneakers and Paraboot’s Michael shoes—are trending strongly.
- Duran Lantink, newly appointed at Jean Paul Gaultier, and Dries Van Noten’s creative shift also helped boost brand visibility.
The Q1 2025 Lyst Index is in—and it reveals a fashion landscape recalibrating in real-time. At the top sits Loewe, reclaiming the No. 1 spot just weeks after Jonathan Anderson’s departure was made official. The news sent searches for the brand soaring 38%, driven by shoppers hoping to snap up Anderson’s final collections before he takes over Dior Men.
This latest index reflects more than just rankings—it captures the cultural temperature of a season marked by creative turnover, nostalgia-driven shopping, and viral product moments. COS made a historic debut in the top ten, climbing eleven spots on the strength of its barrel-leg trousers and runway ambitions, signaling a breakthrough moment for high-street fashion.
Chloé, meanwhile, re-entered the top ten for the first time since the Index began, rising ten places under the direction of Chemena Kamali. The success of its Mini Ruffled Dress—No. 10 among hottest products—helped spark a boho revival that’s gaining traction across platforms.
Sportswear also had its moment. Adidas’ Taekwondo sneaker ranked as the second hottest product, while Puma’s Speedcat Ballet Flats capitalized on the growing demand for “sneakerina” hybrids—up 1300% in search volume this quarter.
Meanwhile, Celine’s Marco Jeans stole the spotlight at the Super Bowl thanks to Kendrick Lamar, leading to a 412% spike in searches for flared denim. The influence of celebrities and archive styling continues to drive brand heat, with Paraboot and On also entering the conversation through heritage revival and cross-category growth.
Beyond the top twenty brands, smaller names made meaningful gains. Duran Lantink saw a 69% rise in demand after being named creative director of Jean Paul Gaultier. Dries Van Noten and Levi’s also saw double-digit increases as both leaned into archival storytelling and headline-making collaborations.
Taken together, the Q1 Index showcases how fashion’s most resonant players today are blending creative clarity, viral relevance, and emotional storytelling—on and off the runway.
