The Lyst platform has published its quarterly index for the first quarter of 2026. The British fashion search engine is celebrating almost a decade of trend analysis. This edition introduces a new methodology built on three key pillars: Desire, Demand, and Discovery. This analytical redesign illuminates a new reality for buyers and industry executives: the buying process is no longer linear. It is now shaped by requests from artificial intelligence (AI) and viral cultural events.
In this newly designed environment, the French fashion house Chanel takes first place. The house is generating new excitement after its cruise show in Biarritz. The new Lyst Index ranking confirms its leadership position. This performance is explained by sustained demand and record visibility. It was driven forward by Matthieu Blazy’s latest creations, with special mention of the pumps and the ‘Maxi Flap’ bag.
Directly behind it, the ranking shows significant strategic shifts. After several weak seasons, Gucci returns to the top five. The brand jumped four places, reaching its strongest position since 2022. This growth is driven by the redesign initiated by Demna. It generates a type of attention that now defines commercial success. This strategy resulted in a 12 percent increase in demand in a single day, immediately after the last fashion show.
Dior takes third place. Celine returns in 20th place and Fendi moves up to 19th. Versace continues its recovery with demand growth of 17 percent compared to the previous quarter. This proves that conversations around a brand are concretely converted into sales.
Weight of the lifestyle market
The first quarter of 2026 data also highlights the resilience of mainstream brands such as Cos and Massimo Dutti. These players continue to compete with the luxury giants. This happens thanks to a constant demand for must-have essentials, especially casual jackets and knitwear. The attraction of the Lifestylemarket remains a particularly stable growth engine.
Outside of luxury, Spanish fast fashion retailer Zara is emerging as this quarter’s emerging brand. It has multiplied the cultural points of contact with great impact. Her performance at the Super Bowl with artist Bad Bunny demonstrated the relevance of a presence ingrained in pop culture. This was complemented by a partnership with John Galliano and notable collaborations with Soshiotsuki, Aaron Levine and Willy Chavarria.
The influence of the red carpet on Vivienne Westwood
The Vivienne Westwood house has seen one of the strongest increases at the start of this year. Demand for their bustier dresses increased by 86 percent. Their wedding segment grew 79 percent compared to the previous quarter. The ‘Long Fond Gown’ model alone led to an 890 percent increase in searches. These extraordinary numbers were directly reinforced by Margot Robbie and Charli XCX’s outfits on their recent promotional tours.
The Lyst Index for the first quarter of 2026
- Chanel (newcomer)
- Saint Laurent (-1 place)
- Dior (newcomer)
- Miu Miu (-2 places)
- Gucci (+4 places)
- Ralph Lauren (-2 places)
- Prada (-2 places)
- Coach (-2 places)
- Burberry (-1 place)
- COS (-7 places)
- The Row (-4 places)
- Versace (+2 places)
- Moncler (-3 places)
- Chloe (-3 places)
- Bottega Veneta (-3 places)
- Loewe (-3 places)
- Stone Island (-2 places)
- Massimo Dutti (-2 places)
- Fendi (re-entrant)
- Celine (newcomer)
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