Prada’s Point of View
PRADA
Prada is back at number one, Celine is climbing and Dries Van Noten has entered the ranking. The brands leading the Lyst Index this quarter each have a point of view so clear that shoppers want the idea as much as the item. Through styling, design language and cultural references, these brands build worlds that shoppers want to buy into, and the range of aesthetics desired by shoppers is opening up. Dries Van Noten, Diesel and Khaite join the Index with three very different visions: a mastery of color and print, a fearless take on denim and youth culture, and an exacting, quietly luxurious American style. What unites them all is a clear identity, held with conviction.
Nowhere is that clearer than at the top. Prada rises five places to reclaim the number one spot, with demand for Prada on Lyst up 55% in Q3. Desire and discoverability spiked during fashion week, with the skirts featured in September's Milan show becoming a fixture of discourse across social feeds. It was a simple idea with a long afterlife online: an example of how a recognizable ‘Pradaism’ can travel far beyond the moment on the runway and become something more pervasively cultural. Prada’s aesthetic is distinct enough to be recognized, discussed and reinterpreted at scale. The Wish pouch, this quarter’s hottest product, saw searches rise 498%. It’s a simple, elegant expression of the brand’s appeal, but the bigger draw is the idea of Prada itself — an aesthetic and a sensibility people want to engage with, whether or not they ultimately buy into the product.
Celine climbs five places to enter the top 10 for the first time. Celine’s design language is built around considered proportions, clean lines and precise styling. Its influence is visible in how pieces are combined as much as in individual products: the cut of a jacket, the shape of a shoe or the balance of an outfit all contribute to a recognizable look. Its rise again proves the impact of a consistent, clearly defined approach to luxury, where the identity comes through in the details rather than a single signature item. The Celine/Reebok Freestyle Lo, among the quarter’s hottest products, shows how a collaboration can translate an idea rather than dilute it. That brand precision, carried onto a familiar sportswear shape, sold out as soon as it landed. Celine menswear is particularly hot, with demand up 62% year-on-year.
62%
YEAR-ON-YEAR GROWTH FOR CELINE MENSWEAR ON LYST
CELINE
LAunchmetrics spotlight
Dries Van Noten offers a very different visual vocabulary, with color, print, texture and layered combinations central to its identity. Arriving in 16th position, demand for Dries is up 27% quarter-on-quarter, and the Long Wrap Scarf-Skirt, this quarter’s fifth hottest product, captures the appeal of the brand. It functions as a statement in its own right, while its print and shape offer different possibilities for styling. Its entry reflects how the Index is opening up to a broader range of aesthetics. Diesel returns to the ranking with an energy all its own. Khaite arrives at 20 on the strength of commercial hero pieces including the Danielle jeans, and a collaboration with Oliver Peoples. These are all very different visions, and the Lyst Index has room for all of them.
383%
Increase in demand for Long Wrap Scarf-Skirt on Lyst in Q3
Within that widening range, one mood is gaining ground. Dries’ Scarf-Skirt, Conner Ives’ Demi Couture Reconstituted Vintage Robe, Free People’s lace-trimmed bloomer pants and Prada’s Wish Pouch all lean towards the ornamental: pattern, embellishment and a sense of history. The moving fast brands embody the vibe. Conner Ives, with demand up 49% quarter-on-quarter, is known for reworking t-shirts and deadstock fabric into expressive, often one-of-a-kind pieces. Emily Dawn Long, up 17%, brings humor to handcraft, hand-dyeing with food waste and earning a cult following for her "Spoiled Boys" slogan tees. Mfpen (up 37% QoQ) utilize deadstock fabrics and take seemingly normcore clothing to an intentionally sculpted and expressive position. It’s a shift from a year ago, when pared-back labels The Row and Cos were setting the tone. Classic styles are still a winning formula: from Vans’ Premium Authentic sneakers to Cartier’s Tank and a spectrum of slouchy top-handle bags, instantly recognizable pieces performed strongly in the hottest products this quarter. Ornate or classic, what these pieces share is an idea people recognize at a glance.
A year on from fashion’s first wave of creative reset, Q3 offers an early read on what’s translating into customer attention. Shoppers are rewarding clarity of concept, and as the range of aesthetics opens up, they’re ready to make a stronger visual statement. The opportunity now belongs to brands with a clear point of view, and the confidence and codes to make it ownable and wearable beyond the digital feed.
HAILEY BIEBER
LAUNCHMETRICS SPOTLIGHT
Conner Ives
The London-based designer’s collections draw on American identity, nostalgia and vintage clothing, with many pieces made using deadstock or vintage garments. His label gained widespread attention in 2025 for its “Protect the Dolls” T-shirt, which raised money for Not A Phase.
TRENDING PRODUCT:
Demi Couture Reconstituted Vintage Robe
+49%
QuARTER-ON-QUARTER RISE IN DEMAND for CONNER IVES
Emily Dawn Long
The New York designer creates clothing using natural dyes made from food scraps, including avocado pits, red cabbage and saffron. She also works with vintage and thrifted garments, and has used her dyeing process to refresh customers’ stained clothing.
TRENDING PRODUCT:
"Spoiled Boys" T-shirt
+17%
QuARTER-ON-QUARTER RISE IN DEMAND for EMILY DAWN LONG
LAUNCHMETRICS SPOTLIGHT
Mfpen
Founded by Copenhagen-based designer Sigurd Bank in 2016, Mfpen reinterprets classic clothing through relaxed silhouettes and contemporary tailoring. The brand prioritizes deadstock and surplus fabrics, using recycled, biodegradable and organic fibers where appropriate.
TRENDING PRODUCT:
Mfpen x New Balance 991v1
+37%
QuARTER-ON-QUARTER RISE IN DEMAND for mfpen
Shop The Lyst Index
Our editor’s selection of key pieces from the ten hottest fashion brands in the world, according to The Lyst Index.
Behind the Lyst Index: Inside the World of Dries Van Noten
The Belgian brand enters the top 20 hottest brands for the first time.
The Lyst Index Methodology
How we use our data touchpoints to craft the report and rankings.