The influence that celebrities have on denim trends is evident in The Lyst Index, the quarterly ranking of fashion’s hottest products and brands compiled by fashion platform, Lyst.
Lyst named the Celine Marco jean the No. 1 hottest product of Q1 2025. The $1,200 low-rise cotton jean landed in the zeitgeist when multi-Grammy Award-winner Kendrick Lamar wore it to his Super Bowl LIX Halftime Show performance. The halftime show was the most watched in Super Bowl history, drawing an average of 133.5 million viewers.
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After selling out online, Lyst said “the co-sign of this silhouette” drove a 412 percent increase in searches for ‘flared jeans’ on Lyst.
In general, there were several big moments for denim in Q1.
While Levi’s did not make the Hottest Brands index, Lyst called out Levi’s ability to maintain its “category leading status decade after decade.” Lyst reported said there was 35 percent increase in demand for the brand in Q1, indicating that Levi’s “Reiimagine” campaign exploring archival styles and the brand’s storied history with Beyoncé is resonating with consumers.
Though Beyoncé wears customized Western denim pieces in the commercials, Lyst said the cinch baggy jean is emerging as an item to watch.
Whereas Levi’s is gaining steam by revisiting classic designs, Duran Lantink is catching the attention of fashion watchers for the exact opposite reason. Lantink’s sculptural and surrealist silhouettes made with deadstock fabrics including denim “spark online debate and discourse” Lyst said and have garnered a celebrity fanbase that includes Troye Sivan, Doja Cat and Victoria Beckham.
Notable styles include jeans with a bare back, rounded jean jackets and denim hot pants. Lyst said demand for the newly appointed creative director of Jean Paul Gaultier’s eponymous label rose 69 percent in Q1.
Hot brands and products
The flood of new creative appointments and departures at fashion houses in Q1 impacted the Hottest Brands index.
Jonathan Anderson’s departure from Loewe sparked an outpouring of online acclaim, and a 38 percent increase in searches for the brand on Lyst. Loewe ranked the No. 1 hottest brand, followed by Miu Miu (No. 2), Saint Laurent (No. 3), Coach (No. 4), Prada (No. 5), COS (No. 6), Bottega Veneta (No. 7), The Row (No. 8), Chloé (No. 9) and Alaia (No. 10)
The quarter marked Chloé’s first time in the top 10 hottest brands since the start of the index. “Just over a year after Chemena Kamali’s return to the brand as creative director, the resurgence of the boho aesthetic has helped bring the brand firmly back into the conversation,” Lyst stated. The brand’s ruffle dress ranked the No. 10 hottest product.
The Hottest Products index reveals demand for casual and versatile pieces. Following Celine’s Marco jean at No. 1, Lyst named the Adidas Taekwondo sneaker and Puma’s Speedcat ballet flat the second and third hottest products in Q1.
Saint Laurent’s Gaby vanity bag and Miu Miu’s suede pouch nabbed the No. 4 and No. 5 spots respectively.
Barrel leg trousers by Cos (No. 6), Alo Yoga’s Accolade hoodie (No. 7) and Uniqlo’s $3.90 colored socks (No. 8) highlighted consumers’ enduring love for comfort. Outside of sportswear, Paraboot’s Michael, a traditional lug-soled leather shoe, ranked No. 9. Lyst said searches for the shoe, which was designed 80 years ago, increased 226 percent year on year.
