In a global environment that is characterized by geopolitical tensions and signs of a possible recession, fashion consumption continues, but continues to develop to adapt to the conditions of an insecure context. In the second quarter of 2025, consumers showed a tendency towards strategic editions worldwide with strong emotional and symbolic importance.
This emerges from the latest data of the Lyst Index, the quarterly report, which analyzes the behavior of 160 million users: inside on the world’s largest fashion search platform.
Shoes as an emotional investment
Of the ten most searched products in the quarter, there were six shoes. This number underlines the importance of shoes as a stylistic device when the general fashion expenses weaken. In times of reluctance, consumers seem to prefer shoes that you perceive as a permanent and visible investment, compared to clothing with a lesser effect.
Wild leather loafers with MIU Miu-Logo illustrate this trend towards a nostalgic, almost melancholic aesthetics in harmony with the collective feeling of the season. The Dune sandals of The Row also represent this line. The traditional toe separator sandals with a Y-shaped belt helped the brand to place their best placement in the ranking.
At the other end of the spectrum, models such as the FiveFingers from Vibram or the Bekett of Isabel Marant – the latter with an annual growth of +630 percent – embody consumer logic that combines sportiness, eccentricity and functionality.
Fashion recognized this demand and reacted with offers that put the basics in the foreground. At the same time, sports shorts recorded an increase in search queries by +78 percent. This confirms the rise of athletic and versatile aesthetics that has become an unofficial summer uniform.
Miu Miu leads the ranking
In this context, Miu Miu leads the Lyst Index of the second quarter, conquering first place after the brand had alternated with Loewe in the last editions. Loewe falls back to second place this time. Saint Laurent claims his leadership position in the TOP 3 with a coherent and established offer.
The Row continues his ascent with a carefully constructed aesthetic identity around the ‘quiet luxury’, while Jacquemus also makes positions and confirms the strength of a consistent social media strategy.
In addition, the newcomers Burberry and Birkenstock reflect different, but equally revealing dynamics. While Burberry relies on a renewed strategy that upgrades its British identity, Birkenstock consolidates a trend towards the consumption of functional and durable pieces. At the same time, fashion houses such as Versace and Alaïa have a decline in the ranking.
This is what the ranking looks like this quarter:
- Miu Miu (+1)
- Loewe (−1)
- Saint Laurent ( -)
- Prada (+1)
- Coach (−1)
- The Row (+2)
- COS (−1)
- Chloé (+1)
- Bottega Veneta (−2)
- Moncler (+1)
- Ralph Lauren (+1)
- Alaïa (−2)
- Balenciaga (+1)
- Jacquemus (+2)
- Skims ( -)
- Versace (−3)
- Burberry (new)
- Gucci (−1)
- Birkenstock (new)
- Valentino ( -)
New up -and -coming brands
Apart from the top 10, some brands show an accelerated growth that reveals new impulses in the collective fashion request.
Pucci celebrates its comeback as a symbol of exuberance and modern escapism. Under the direction of Camille Miceli, the traditional Italian house updates its visual language with psychedelic prints and figure -hugging silhouettes in the style of the 1970s and thus inspires both insiders and international stars such as Hailey Bieber and Dua Lipa. The overall ‘orchid’ has developed into a true object of desire and increased demand by +96 percent.
From Amsterdam, Rohe consolidates its place in the landscape of the ‘Quiet Luxury’ with a clear aesthetics and architectural lines. The company recorded growth of +27 percent, also through its silk shorts with lace.
In the area of sunglasses, Jacques Marie Mage has increased searches by +35 percent, with models such as the ‘Last Frontier VI Aviator’ one of the most popular.
With the collections for spring/summer 2026 in sight, this data gives us information in the direction that the global taste could take in the coming months and draw a new card of aesthetic wishes.
This article was used with digital tools translated.
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