Lyst’s ‘Year in Fashion’ report has become an important indicator of the most influential movements in fashion. 2025 was marked by controversial trends, intense debates and a collective desire for more accessibility.
Italian label Miu Miu, dubbed Prada’s “flirty little sister,” emerged as the undisputed frontrunner in Lyst’s data. For the third time in a row, the brand secured first place in the ranking. This has been underpinned by a remarkable 138 percent increase in global demand over the last three years. Lyst attributes Miu Miu’s success to its playful and imaginative approach. This offers a contrast to the more serious side of luxury while still keeping the collections wearable.
Miu Miu remains at the top, flip-flops become unexpected stars
This year’s product highlights were heavily influenced by leading figures in fashion and pop culture. The Labubu pendant, an inevitable hype, became a status symbol and was more than just a short-lived fad. Celebrities from Cher to David Beckham loved the smiling bunny keychain. This led to a 625 percent increase in searches for the fluffy pendant in May and June, according to Lyst, marking the height of the hysteria.
Similar enthusiasm was seen with French fashion house Chloé’s Paddington bag. It was reissued this year and was subsequently seen on style icons like Dua Lipa and Alexa Chung. After the reintroduction, searches for the bag increased by an average of 418 percent, with a particularly strong increase of 573 percent in September alone.
The shoe trends focus on both comfort and simple design. The ‘Ugly Shoe’ aesthetic was led by US brand The Row’s Dune sandal, which saw average growth of 130 percent in the first half of the year. Flip-flops also experienced a hype. Searches increased by 240 percent after actor Jonathan Bailey wore a pair on the red carpet at the ‘Jurassic World’ premiere. Meanwhile, Italian fashion house Prada led the sleek sneaker trend with its ‘Collapse’ model, resulting in a 31 percent increase in searches.
The dissolution of exclusivity
The fashion world in 2025 was largely shaped by social movements that questioned established norms. A central theme of the year was breaking down barriers. This was driven by events such as “watch parties” for fashion shows that broke the exclusivity. Television shows like ‘The Summer I Turned Pretty’ also contributed to this by overcoming generational barriers.
This shift towards greater accessibility was initiated by figures such as the French-Algerian content creator Lyas. His public viewing party, ‘La Watch Party’, for Jonathan Anderson’s menswear debut for Dior became so popular that it was expanded to three cities. At the same time, a new breed of influencer is undermining the elitism of the industry. A growing number of fashion enthusiasts are using data-driven social media profiles to analyze fashion trends and bring authentic, informative content to a wider audience.
A sense of accessibility also fueled the resurgence of the ‘Britvasion’ nostalgia trend, according to Lyst. This was probably fueled by the return of Oasis, leading to a ‘Britpop’ revival. In August, Lyst reported a 133 percent increase in the Britpop aesthetic, characterized by Adidas tracksuits and wax jackets. Another key figure was Charli XCX. Their simple East London wedding sparked social media hype and inspired a demand for effortlessly chic wedding celebrations. This contributed to a 12 percent monthly increase in searches for British designer Vivienne Westwood.
Controversial debates and the Demna effect
This year, various public figures caused a stir, albeit for different reasons. For example, Pedro Pascal was named ‘Aura Dresser’ of the Year by Lyst. His red carpet outfits increased brand awareness. His appearance at the Emmys caused a 23 percent increase in searches for Celine Homme.
Controversy proved to be a strong demand driver. Kendrick Lamar’s Superbowl halftime show garnered attention for more than just his public feud with Drake. The rapper’s choice of bootcut jeans led to a huge 2,368 percent increase in searches for the style. Actress Sydney Sweeney also sparked digital discussions with her campaign for the US brand American Eagle. The ‘Euphoria’ star’s involvement in a much-discussed pun between ‘Jeans’ and ‘Genes’ led to a 53 percent increase in the brand’s traffic. Searches for straight-leg jeans and low-rise baggy jeans increased by 143 percent and 100 percent, respectively.
Beyond celebrity influence, changes in luxury fashion leadership are also being examined for their impact on consumer demand. Initial data suggests positive results from key appointments. After Demna moved from Spanish fashion house Balenciaga to Italian label Gucci in March, the latter saw a 106 percent increase in traffic. Grace Wales Bonner saw an even bigger 165 percent increase in searches for her eponymous brand after she was named successor at Hermes Men.
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