The Un-Revolution
MASSIMO DUTTI
On paper, this quarter’s ranking looks oddly calm. The top three brands remain unchanged from Q3, and looking back at the same quarter last year, Saint Laurent and Miu Miu have simply switched positions, returning to a familiar hierarchy that feels almost too neat for a year defined by creative upheaval. In an industry that’s spent the last twelve months priming for disruption — new designers, new directions, new eras — we’re left asking, where are the big shocks? The dramatic reversals? The wholesale resets?
Stability at the top isn’t a sign that nothing is happening. The brands gaining ground aren’t chasing spectacle or novelty. They’re reinforcing codes, refining silhouettes, and leaning into what already works. In a year that was supposed to be defined by change, the real disruption might be how little some of the winners felt the need to move at all.
COS maintains its third-place spot and continues to see significant +60% quarter-on-quarter growth in demand on Lyst. Its sharpened aesthetic, material focus, and consistency of reliable product continue to resonate with a broad, global audience. Its performance reinforces the growing appetite for brands that sit confidently between fashion credibility and everyday wearability. The entrance of Massimo Dutti (number 16) as a new Index entrant also points to the growing demand for brands perceived as accessible, dependable, and design-conscious without leaning heavily on seasonal trend cycles.
Ralph Lauren emerges as one of the Index’s strongest contenders this quarter, moving five positions with a +24% increase in demand on Lyst QoQ. The brand's meaningful momentum is driven by a renewed commitment to its core visual and lifestyle narrative, which is resonating worldwide. In December, the ‘Ralph Lauren Christmas’ aesthetic trended on social, spiking to 16.8k posts with the hashtag #ralphlaurenchristmas and 33.3k posts with #ralphlaurenaesthetic across Instagram and TikTok. Burberry and Gucci (both moving up five positions in Q4), alongside Stone Island (up four positions, with a +62% increase in searches QoQ), demonstrate that brands actively reasserting their identity — whether through heritage codes, disciplined design language, or cultural alignment — are finding traction in a market that increasingly rewards coherence over reinvention for its own sake.
In contrast, brands moving down the Index right now tend to share a common challenge: the absence of a clearly articulated or fully re-established point of view. Where creative transitions or strategic recalibrations are still bedding in, consumer desire is more tentative. This isn’t a rejection of the brand’s ideas, but rather a wait-and-see attitude as shoppers seek reassurance before re-committing.
62%
increase in searches for stone island on Lyst this quarter
BURBERRY
Ralph Lauren via Launchmetrics
As such, this quarter’s hottest items skew toward what might best be kindly described as modern classics, or critically as an emergence of a sort of ‘borecore’ aesthetic of intentional restraint: pieces that feel immediately wearable, historically grounded, and culturally familiar. Quiet Luxury is retreating; there’s a more hardwearing aesthetic emerging alongside the cashmere-laden, elegance-infused styles seen previously. Strong product demand for categories such as practical outerwear, simple accessories, and knitwear with a point of difference reflects a consumer mindset focused on longevity and utility.
The Polo Ralph Lauren quarter-zip sweater is Q4’s hottest product. Searches for quarter-zip sweaters spiked 132% in the last three months, with this hero piece leading the global surge in demand. This moment was amplified by the style being featured in Jonathan Anderson’s creative director debut at Dior and Matthieu Blazy’s at Chanel, with these luxury houses helping push Ralph Lauren’s emblematic version of the sweater back into the spotlight.
The quarter-zip movement, which has taken menswear by storm in 2025, highlights a shift: streetwear-leaning dressers are aesthetically maturing, and entering the workforce with a desire to look the part. It also signals that Gen Z is entering a new phase of societal maturation, reflected in fashion trends now leaning toward classic, smarter styles like those within the Ralph Lauren universe, aligning the brand’s peak popularity with the cultural mood. Barbour (with demand up +147% in Q4) is a fast-moving brand, reinforcing this zeitgeist. Barbour’s growth was bolstered by a year dotted with collaborations, partnering with tastemaker brands like Ganni, Levi’s, Arket, and Noah NYC.
Arc'teryx’s ubiquitous toque hat is the world's hottest headwear, reaching critical mass demand with a dramatic 1058% spike in searches on Lyst in Q4. The Parke sweater, a viral TikTok phenomenon with Gen Z and Gen Alpha shoppers, is this quarter's 7th Hottest Product.
In this quarter’s Moving Fast brands, Japanese label A. Presse saw searches up 191% in the last three months. Iconic heritage brand Charvet (demand up +128% in Q4) is seeing renewed attention thanks to prominently featuring in the debut collection of Matthieu Blazy’s Chanel, making for a new lens through which the brand's shirting can be viewed, cultural cache combined with craft. For now, The Lyst Index reflects the broader recalibration still underway across the fashion industry. In a crowded and uncertain market, shoppers want brands with clear cultural codes and products that communicate these with precision. Fashion, this quarter, isn’t so much about chasing what’s next, but more about knowing exactly who you are, and standing firmly behind it.
128%
increase in demand for charvet on Lyst this quarter
Charvet Shirting for Chanel
LAUREN
A.PRESSE
A.PRESSE
Founded in Tokyo in 2021, A.PRESSE is built around refining classic garments through obsessive attention to detail. Drawing on vintage workwear, military clothing, and mid-century menswear, the brand produces restrained, impeccably constructed pieces that prioritise fabric quality, proportion, and longevity.
Trending Product:Blue Vintage Cotton Zip-Up Hoodie
+193%
QuARTER-ON-QUARTER RISE IN DEMAND
Charvet
Widely regarded as the world’s oldest shirtmaker. Charvet is known for its exceptional shirting, silk ties, and bespoke tailoring. The brand has long been synonymous with precision craftsmanship and material excellence, with its approach remaining rooted in traditional techniques, emphasising customisation, subtle luxury, and sartorial fundamentals.
Trending Product:Men's Blue Cotton Shirt
+128%
QuARTER-ON-QUARTER RISE IN DEMAND
GANNI X BARBOUR
Barbour
Founded in 1894 in South Shields, England, Barbour is best known for its waxed cotton outerwear and functional, heritage-driven design. Originally created for sailors, farmers, and outdoor workers, the brand’s jackets have since become global style staples.
Trending Product:Women's Blue Martha Quilted Jacket
+147%
QuARTER-ON-QUARTER RISE IN DEMAND
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