Celebrity style, minimalism and “mall core” are some of the various factors shaping fashion’s cultural and commercial landscape, according to Lyst’s Q3 2025 Index.
On Wednesday, AI-powered fashion discovery platform released its quarterly ranking of fashion’s hottest brands and products. The index is based on Lyst’s analysis of shopping behavior from more than 160 million annual users from July to September 2025, factoring in searches, product views, sales, and global social media engagement.
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“Shoppers want to feel confident in their choices,” said Emma McFerran, CEO of Lyst. “Customers are shopping with intention, wish-listing versatile pieces that work across seasons, and gravitating towards brands with a clear identity,” she said.
Saint Laurent claimed the No. 1 hottest brand position for the first time, followed by Miu Miu and H&M Group’s COS, which rose four positions to become the No. 3 hottest brand, with searches increasing 147 percent this quarter.
Quiet luxury leader The Row ranked No. 4, while Coach held onto No. 5 after a quarter that saw celebrity endorsements and a strategic partnership with the Prime series “The Summer I Turned Pretty.”
Prada, Bottega Veneta, Loewe, Ralph Lauren and Chloe rounded out the top 10 hottest brand list.
While it didn’t rank as one of the 20 hottest brands on the index, Lyst noted that Madewell saw a 34 percent increase in demand, riding the wave of the “mall-brand renaissance.” Consumers are looking for slouchy shoulder bags, flats and jeans from the J.Crew Group-owned brand.
This demand for everyday staples is echoed in the index’s hottest products list. Lyst named Havaianas flip flops the No. 1 hottest product in Q3. Demand for rubber sandal spiked 34 percent as consumers took the beach basic to the streets this summer. Other staples such as Saint Laurent’s Le Loafer ranked No. 2, followed by a chunky sweater from COS and another loafer—The Row’s Eel Loafers—at No. 3.
“Minimalist brands COS and The Row demonstrate that simplicity and restraint continue to resonate with consumers seeking sophisticated, understated pieces across price points,” Lyst stated.
At No. 5, Lyst said Skims viral Pierced Nipple Push-Up Bra highlights the power of converting social media buzz into product demand.
Savette’s Slim Symmetry Pochette, Nike x Jacquemus Moon Shoes, Nike Shox TL Sneakers, Polo Ralph Lauren’s Midi Dress (worn by Taylor Swift in her engagement photos to Travis Kelcee) and Coach’s Soft Empire Carryall 48 completed the top 10 list.
