What the Lyst Index reveals about the first four months of 2025

One of the most creatively hectic years.

As it does every quarter-end, Lyst publishes its results report after having analysed the behaviour of more than 160 million shoppers around the world. And the main conclusion is that LOEWE is crowned the hottest brand of Q1, unseating Miu Miu after Jonathan Anderson‘s departure in order to replace Kim Jones at Dior Men. The result? A 38% increase in searches and a collective rush to capture the last of the “Old LOEWE” pieces before a new era begins.

But this is not the only Maison that has undergone major transformations in recent months: up to eight luxury houses have announced changes in their creative direction. One of the most talked-about was the appointment of Matthieu Blazy as Chanel‘s new creative director; or the departure of Sabato de Sarno after two years and the consequent replacement of Demna. Louise Trotter, the only woman in a creative direction position at Kering, takes the reins at Bottega Veneta; Glenn Martens moves to Maison Margiela; Michael Rider to Celine and Simone Bellotti to Jil Sander.

In the midst of so much turnover, Chloé makes a historic entry into the Lyst Index top 10 for the first time since the ranking has existed. The boho aesthetic, rejuvenated by Chemena Kamali, is back on the radar. Her ruffled mini-dress, positioned as the tenth most popular product of the quarter, confirms that the archive is gold when executed with emotional intelligence and a sense of the present.

Another surprising name is COS, which climbs to 11 places and slips into the top 10 most desirable brands of the quarter. In a twist that blurs the line between luxury and fast fashion, the elevated minimalism giant gets 44% more demand, driven by viral pieces such as its Barrel Leg trousers.

On the footwear side, On is gaining momentum and enters the index for the first time, with ambassadors such as Zendaya, Roger Federer or FKA Twigs, and collaborations that make a difference with LOEWE or Post Archive Fashion. adidas, for its part, revives some of its most iconic silhouettes with success: this is the case of the Taekwondo, the second most desired product of Q1. PUMA is no slouch either with the new Speedcat Ballet, which exquisitely captures the athletic Y2K aesthetic.

Rummaging through the “Archive” category, we find Paraboot‘s Michael shoe, designed 80 years ago, now a cult item. Its traditional silhouette and sturdy sole are more present than ever, with a 226% increase in year-on-year searches.

But the jewel in the crown, the MOST HOT piece in the ranking, is none other than the flared jeans by Celine that Kendrick Lamar wore during halftime of the SuperBowl. Take a look at the chart below and find out which other designs are close behind.