While this season’s industry conversation revolves around new beginnings, the latest Lyst Index suggests that consumers may be craving something entirely different: consistency. Amid creative reshuffles and collective realignments, one thing seems certain – the brands that are thriving right now know exactly who they are and are staying true to their vision.
One of these brands is Saint Laurent. The French luxury brand will reach the top spot on the Lyst Index for the first time in the third quarter of 2025, the British fashion search engine said on Wednesday. This deposes the brand Miu Miu, led by designer Anthony Vaccarello, from its throne.
For the Italian label, however, this is not a deep fall, but rather a gentle correction, as Miu Miu only slips down one place to second place. Things are completely different at Loewe. At the beginning of the year, news of Jonathan Anderson’s move to Dior propelled the brand to the top, but now Loewe is clearly feeling the loss of its creative director and has fallen six places.
Consistency and minimalism
Saint Laurent impresses with precision, clear silhouettes and characteristic, cool sensuality. According to Lyst, this focused identity, coupled with timeless desirability, is a key contributor to success. The fashion house is also behind the second most popular product of the quarter – the ‘Le Loafer’ shoe – whose searches are up 66 percent month-on-month, only surpassed by the Havaianas flip-flops in first place.
The data also shows that simplicity and restraint continue to appeal to consumers looking for understated but high-quality pieces across all price points. Perhaps the biggest surprise is the rise of Cos. The label, which belongs to the H&M Group, climbed four places and became the third most popular brand worldwide with an increase of 147 percent in search queries. Its ‘Chunky Cashmere Sweater’, last featured in the rankings in the fourth quarter of 2024, returns as one of the most sought-after products of the season. Meanwhile, The Row – aesthetically related but in a different price range – rises two positions to fourth. Demand for the brand is up 28 percent this quarter.
Social capital drives the index
Coach remains unchanged in fifth place, with demand increasing by 29 percent in the quarter. This increase is driven by a strong presence on social media, prominent sports ambassadors as well as targeted product placements in the upcoming film ‘The Devil Wears Prada 2’ and a cooperation with the series ‘The Summer I Turned Pretty’. The ‘Empire Bag’, the tenth most popular product of the quarter, further consolidates the brand’s success.
Another US player who benefits from cultural appeal is Ralph Lauren. With an increase of six percent in search queries, the brand gained two places and climbed to ninth place. The reason for this is, among other things, singer Taylor Swift’s engagement announcement in a striped Ralph Lauren dress, the ninth most popular product of the quarter.
Skims is also one of the winners of online conversations. Demand for the label is increasing by 271 percent year-on-year, driven by viral products such as the controversial ‘Face Wrap’, which firmly anchors the brand in cultural discourse. The hype is also reviving interest in the ‘Nipple Bra’, with searches increasing by 69 percent in August.
Meanwhile, Stone Island is making a remarkable comeback in the index after a four-year absence. The brand returns to the top 20 with an increase of 115 percent compared to the previous quarter. Once a symbol of subcultural cool, it’s coming back into focus this quarter thanks to the wave of nostalgia surrounding the reunion and tour of Britpop band Oasis.