The highly anticipated, 'Lyst! Inside Q1 2025’s Hottest Fashion Rankings' report has sent ripples through the industry, highlighting a market where luxury continues to evolve, and surprisingly, accessible fashion is making an unprecedented rise. Loewe has dethroned long-standing frontrunner Miu Miu, signalling a quarter of shake-ups driven by creative director changes, viral moments, and a growing consumer appetite for both high-end craftsmanship and affordable, on-trend pieces.

The Lyst Index, a quarterly barometer of fashion's hottest brands and products, analyzes the online shopping behavior of over 200 million people annually. Its methodology factors in search data (on and off-platform), product views, sales, and global social media mentions, activity, and engagement statistics across a three-month period.

Loewe's Ascent: A farewell propelled to the top

The biggest headline from Q1 2025 is undoubtedly Loewe's climb to the #1 spot, unseating Miu Miu, which had held the coveted position for the entirety of 2024. This rise from its previous Q4 2024 ranking (where it was #4) is largely attributed to the immense buzz surrounding Jonathan Anderson's impending departure as creative director. Shoppers flocked to Lyst, with searches for the brand spiking by 38 per cent, eager to acquire pieces from his final collections. This phenomenon underscores the powerful influence of a designer's legacy and the desire of consumers to own a piece of fashion history.

Fashion analyst say Jonathan Anderson's departure created a palpable sense of urgency and collectability around Loewe. It's a testament to his transformative 11-year tenure, which not only elevated the brand's profile but also cemented its status as a cultural powerhouse.

Miu Miu and Prada's slide, a minor rebalancing

While Loewe celebrated its victory, Miu Miu, after a dominant 2024, dropped to second place. Its sister brand, Prada, also saw a slight dip, falling two spots to fifth. This shift isn't necessarily a sign of decline for the Prada Group, but rather a reflection of Loewe's exceptional quarter and the overall dynamism of the luxury market. Miu Miu continues to command a strong following, particularly among Gen Z, largely because of its playful aesthetic and viral moments.

Mass market makes its mark

Perhaps the most groundbreaking development in the Q1 2025 report is the unprecedented entry of mass-fashion labels into the top rankings. This signifies a broadening of the fashion landscape, where ‘hottest’ is no longer solely synonymous with high luxury.

COS, the H&M Group's premium sub-brand, made history by rising 11 places to become the world's sixth hottest brand. This marks the first time a mass-fashion label has broken into the Lyst Index's Top 10. COS reported a remarkable 44 per cent quarter-over-quarter increase in demand, largely driven by viral products like its ‘barrel leg pants’, which also became the quarter's sixth hottest product.

Adding to this accessible wave, running brand On entered the Lyst Index for the first time, landing in 18th place, with searches up 50 per cent for the quarter. Even more striking, Uniqlo's color socks, priced at a modest $3.90, were the eighth hottest product of the quarter, becoming the most affordable product ever to feature on the Lyst Index's hottest products list. This highlights a consumer trend towards value and everyday essentials gaining traction alongside aspirational luxury.

Table: Lyst rankings and the change

Note: Rankings for brands not listed in both Q4 2024 and Q1 2025 might be outside the top 20 or have not been specifically highlighted in available reports.

Hottest products of Q1 2025

The hottest products list also saw some interesting shifts, influenced celebrity endorsements and emerging micro-trends:

Table: Lyst list of hottest fashion products

Luxury’s changing narrative

The Q1 2025 Lyst Index underscores a fascinating evolution within the fashion industry. While designer changes and runway moments continue to generate buzz, the report highlights that ‘heat’ is increasingly being influenced by numerous factors such as:

Designer transitions: The anticipation and emotional connection surrounding creative director changes, as seen with Loewe and Jonathan Anderson, can directly translate into consumer demand.

The power of celebrity: A single, high-profile endorsement, like Kendrick Lamar wearing Celine jeans, can create an immediate, widespread frenzy and sell-out products.

Accessibility and value: The strong performance of brands like COS, On, and Uniqlo signifies a growing consumer desire for stylish, well-made, and affordable options that seamlessly integrate into everyday wardrobes. This challenges the traditional notion of luxury exclusivity.

Enduring silhouettes and retro revivals: The popularity of the Adidas Taekwondo sneaker and Paraboot Michael shoe demonstrates that timeless designs and nostalgic trends continue to resonate deeply with consumers.

Micro-trends and niche categories: The surge in "ballet sneaker" searches indicates the rapid emergence of new, highly specific fashion trends driven by social media and early adopters.

As the fashion world continues its rapid pace, the Lyst Index Q1 2025 serves as a crucial compass, illustrating that while luxury houses will always hold sway, the definition of "hottest" is becoming more diverse, democratic, and responsive to immediate cultural moments and evolving consumer desires. The industry watches with bated breath to see how these trends will further unfold in the coming quarters.