Fashion’s Hottest Quarter
MIU MIU
The latest Lyst Index shows resort-ready labels dominating the rankings, warm-weather accessories topping the hottest products lists, and sport continuing to serve as both inspiration and investment for fashion shoppers worldwide. Across desire, demand and discovery signals, consumers increasingly gravitated towards brands that met the season in real time, capturing the mood of the moment as shoppers refreshed their wardrobes for summer.
Chanel retains its position at the top of the Index. The launch of its Coco Beach and Métiers d'Art 2026 collections have helped maintain brand discovery whilst searches on Lyst for Chanel sunglasses grew +70% quarter-on-quarter.
Miu Miu climbs back into the top three, up two positions, after searches rose 30% quarter-on-quarter. Miu Miu's crochet bags and a hot New Balance collaboration, as seen on Coco Gauff at Wimbledon, all combined to propel the label up the rankings, demonstrating how cultural moments continue to accelerate search momentum and shopping intent. Dior once again completes the podium, while Burberry and Prada both climb up the hottest brands list.
Phoebe Philo makes its debut in The Lyst Index after searches for the label rose 29% quarter-on-quarter. The brand's expanded retail offering, combined with a number of seasonally relevant, product-led moments, have helped the label climb into the rankings for the first time, despite the relative restraint of its overall growth strategy. Phoebe Philo’s arrival reflects intense desire signals and cultural appetite from an in-the-know crowd, now translating into Lyst Index brand heat beyond its limited retail footprint.
Massimo Dutti rises the most places this quarter, climbing eight positions after searches for the brand rose 43%, fuelled by celebrity visibility during Cannes and growing demand for its elevated, Mediterranean-inspired wardrobe. Celine is the other major riser, climbing five places after searches rose 31% quarter-on-quarter, driven by a growing appetite for Michael Rider's directional offerings. Both brands maintained visibility across social and editorial conversations that continued to build momentum throughout the quarter.
Shoppers are refreshing their wardrobes in line with the season, finding new reasons to shop ahead of the autumn-winter investment pieces window. Cruise collections, resort dressing, and warm-weather accessories have all seen increased demand in Q2, with consumers showing a renewed appetite for romantic, vacation-ready styles. The strongest performers were the brands and products that remained highly discoverable throughout the quarter, surfacing naturally as shoppers searched for seasonal inspiration.
43%
Increase in demand for Massimo Dutti on Lyst in Q2
Massimo Dutti via Getty
CHLOÉ
Hottest really becomes the operative word for the products we see this quarter. As record-breaking heatwave temperatures swept across the Northern Hemisphere, shoppers gravitated towards pieces that felt as practical as they did playful. Jelly footwear, barely-there heeled sandals, oversized shield sunglasses and breezy summer staples all surged in demand. The breadth of brands represented in the 10 hottest products suggests consumers were shopping for a seasonal idea rather than a specific label, with product heat spreading across luxury and contemporary fashion alike as shoppers discovered similar aesthetics at multiple price points.
Jacquemus' return to the Index is further evidence of the appetite for this lighter, vacation-ready mood, while products such as Issey Miyake's Madame-T Stole and Zimmermann's Daylight Dress reinforce that the quarter's strongest performers were the pieces best aligned with how consumers were actually living and dressing this summer.
Emerging labels like Voranida also capitalised on this seasonality-led demand, with searches rising an impressive 232% year-on-year. Across both contemporary and luxury fashion, the brands making the biggest gains were those that embraced the realities of the season, meeting consumers where they were rather than asking them to buy into collections not yet fit for purpose. As shoppers increasingly discovered fashion through seasonal needs and aesthetics, that relevance translated directly into measurable demand.
A New York Knicks cap saw searches rise a phenomenal 4,276% quarter-on-quarter to claim the top spot. The cultural momentum of the NBA Championship, as well as an increase in the popularity of aesthetic-driven sportswear labels such as Literary Sport, has seen sporting moments dominate the conversation around luxury fashion this summer. From Wimbledon to the World Cup, sporting events have been a major driver for designers this summer, with Willy Chavarria's Adidas collaboration also landing at the right time to enter the hottest products list. As discovery increasingly happens through algorithmic feeds rather than traditional fashion spaces, sport has become one of the industry’s more powerful discovery engines. Highlights, athlete tunnel fits and fan-led content are introducing moments of cultural cache to entirely new audiences, creating a cross-pollination that translates into measurable search momentum and shopping demand.
If the last few quarters of The Lyst Index were defined by a settling of the dust post-creative director musical chairs, this quarter has seen a shift in emphasis. While luxury brands continue to dominate the overall rankings, the products that defined the quarter open up the playing field. This quarter's biggest winners were the brands that sustained cultural relevance, converted attention into demand, and remained visible wherever fashion discovery was happening online.
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LAUNCHMETRICS SPOTLIGHT
Issey Miyake
Founded in Tokyo in 1970 by Japanese designer Issey Miyake, the brand is renowned for its innovative approach to fabric, form and technology. Its signature pleating techniques and sculptural, movement-led silhouettes have made it one of Japan’s most influential fashion houses.
+100%
QuARTER-ON-QUARTER RISE IN DEMAND for issey miyake
Voranida
Voranida is a Thai fashion label with a focus on fluid silhouettes, romantic detailing and lightweight fabrics. The brand has built a particular following around its dresses and outerwear, tapping into an understated, minimalist aesthetic.
+232%
QuARTER-ON-QUARTER RISE IN DEMAND for Voranida
LITERARY SPORT
Literary Sport
Literary Sport is a Los Angeles-based fashion label founded by designer Ana Kras, bringing together an art-world sensibility with relaxed, understated sportswear. Known for elevated everyday pieces with a distinctly intellectual, quietly offbeat point of view.
+231%
QuARTER-ON-QUARTER RISE IN DEMAND for Literary Sport
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Shop The Lyst Index
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