Of course, CHANEL is the most sought-after brand of the moment

This was revealed in the Lyst Index report for Q1 2026.

In its first edition of the year (January–March), the index introduces a complete overhaul of the rankings and a methodology that completely changes the rules of the game. And in this new era, Chanel debuts straight at number one, driven by an unstoppable Matthieu Blazy with key designs such as the court shoes and the Maxi Flap bag.

Gucci has climbed four places and returned to the Top 5 for the first time since 2022, thanks to Demna’s new – and controversial – creative direction, which has managed to turn every move the brand makes into a viral sensation. This alone has led to an immediate 12% surge in demand following its fashion show.

The ranking also features key new entrants such as Dior (3) and Celine (20), whilst Fendi returns to 19th place. Versace is gaining momentum (with a 17% rise in demand) amidst creative changes, and brands such as COS and Massimo Dutti remain steady, demonstrating that ‘quiet luxury’ continues to compete with the giants.

The big surprise of this quarter comes from Zara, which has emerged as the breakout brand thanks to Bad Bunny’s performance at the Super Bowl and the announcement of its collaboration with John Galliano and Willy Chavarria. Meanwhile, the revival of Vivienne Westwood has also set the tone for this period, thanks to appearances by Margot Robbie and Charli XCX during the promotion of ‘Wuthering Heights’; whilst Calvin Klein is back on the cultural radar thanks to its presence in Disney’s ‘Love Story’, boosting its search volume by 43%.

In terms of products, Saint Laurent reigns supreme with its stand-up collar jacket – the most sought-after item of the quarter (+5,550%) – and its Butterfly sunglasses, which are also climbing the rankings (+217%). Other hits include the adidas Chinese Style Track jacket (+960% in March), Celine’s lace-up ballet flats (+300%) and the Kangol Tropic 504 cap, boosted by ‘Love Story’.