THE #1 BRAND IN THE WORLD

Valentino closes this quarter in 20th place with a series of actions focused on cultural visibility. The house unveiled its Fall/Winter 25/26 campaign, titled Le Méta-Théâtre Des Intimités, a project that expands the public presence of the collection and sets the tone for the season. As an anecdote not included in the official ranking, Valentino was the brand chosen to reopen the legendary Studio 54 for one night only during New York Fashion Week.

Another significant move was the collaboration with Vans, the first under the creative direction of Alessandro Michele. The partnership quickly made headlines after Jolin Cai wore one of the pieces during the launch of her new album. Valentino also received an additional boost when Anne Hathaway was photographed on the set of The Devil Wears Prada 2 carrying the Valentino Garavani Panthea bag, strengthening the brand’s visibility through a franchise widely recognized by the public and closely tied to contemporary fashion.

Stone Island makes its return to the Index after four years, landing at No. 19 with several projects that highlight its current creative activity. The brand designed a custom Nylon Metal look for boxer Usyk’s ring entrance at Wembley, a moment that once again linked the label with the world of international sport. It also released the editorial Los Pikes Medellín, photographed by Isaac Lamb, showcasing both current and archival pieces. The project deepens the recognition of Stone Island’s technical and aesthetic legacy through a dialogue between eras and materials. This quarter also saw the announcement of the fourth installment of the Stone Island Navigation Series, photographed underwater by Liam MacRae, focusing on symbolism and the continued exploration of the brand’s famous Compass.

Alaïa ranks 18th this quarter, driven by key campaigns and public recognition. The house unveiled its Summer/Fall 25 campaign, starring Loli Bahía and Nastassia Legrand, which consolidated the collection’s visibility across international editorials and sustained the brand’s visual presence during a highly competitive season. On an institutional level, creative director Pieter Mulier received the CFDA Fashion Award for International Designer of the Year, a distinction that highlights the growing attention his work continues to attract within the industry.

Alaïa also gained significant media traction thanks to a roster of high-profile personalities seen wearing the brand throughout the quarter, including Rihanna, Margot Robbie, Gwendoline Christie, Julianne Moore, Anok Yai, and Jodie Turner-Smith. Their appearances helped extend the reach of the house’s creations across red carpets and public events, ensuring that Alaïa remained firmly in the spotlight.

Jacquemus holds the 17th position this quarter, with momentum built around collaborations, launches, and new audiovisual content. The independent French house announced a partnership with Veuve Clicquot, accompanied by a filmed campaign and an exclusive event in New York attended by Julia Roberts, reinforcing the brand’s reach and aspirational image.

Another key moment of the quarter was the launch of the Jacquemus + Nike Moon Shoe, introduced through a campaign starring Nicholas Alexander Chavez. The product generated over 35 million impressions, standing out as one of the most talked-about releases of the season. Jacquemus also released a campaign dedicated to the house’s savoir-faire, focusing on the craftsmanship behind the Jacquemus Le Turismo bag, further emphasizing its expertise in accessories. The brand thus maintains its position in the ranking through a balance of strong visual impact and sustained commercial activity.

Gucci rises four spots this quarter, reaching 14th place with a period defined by new creative projects, a visible resurgence, and strong media presence. The house presented La Famiglia, the first collection under Demna’s direction, reinterpreting the brand’s historical codes through a renewed visual language. Gucci also premiered The Tiger, a short film directed by Spike Jonze and Halina Reijn, starring Demi Moore, Edward Norton, and Keke Palmer, expanding its cultural footprint into the cinematic sphere.

The brand maintained steady visibility through high-profile appearances. Dua Lipa wore custom Gucci pieces during her Radical Optimism tour, while Jannik Sinner sported tailored Gucci apparel and accessories during Wimbledon and the US Open. Together, these appearances, combined with the new creative direction, reinforce Gucci’s upward movement in this quarter’s ranking.

Moncler ranks 11th, sustained by projects that strengthen its growing popularity. The house launched its Moncler Collection Pre-Fall 2025 campaign, starring Brooklyn and Nicola Peltz Beckham, which expanded the collection’s global visibility. Moncler also introduced a redesigned Moncler.com, now enhanced with generative AI technology developed in collaboration with Google, an upgrade that modernizes its digital ecosystem and product presentation. Long a pioneer in innovation, Moncler continues to lead in multiple domains.

This quarter also featured two releases within the Moncler Genius platform: Moncler x EE72 by Edward Enninful and Moncler x A$AP Rocky, both offering collaborative reinterpretations of the brand’s codes. These partnerships reinforce Moncler’s presence in the international collaboration space and sustain the rotation of projects within the Genius framework. Through these campaigns, collaborations, and digital updates, Moncler maintains its momentum this quarter by combining creative publishing with technological renewal.

Chloé enters the Top 10 this quarter with a period defined by collection presentations and globally visible campaigns. The house unveiled its Spring/Summer 2026 collection, exploring the idea of haute couture through a contemporary lens focused on ease of wear. This presentation solidified its position within the current fashion calendar and reinforced its seasonal narrative. Alongside it, Chloé launched the Fall/Winter 2025 campaign, photographed by David Sims and starring Grace Hartzel, further extending the collection’s reach across media and digital platforms.

The brand complemented these efforts with a campaign dedicated to the Paddington Bag, one of its most recognized models, featuring Kendall Jenner, Aimee Lou Wood, and Anna from the creative duo MEOVV. This campaign reignited conversation around the bag in the market and reinforced the dialogue between Chloé’s archive and its current proposals. Through these combined efforts, seasonal runway, main campaign, and accessories spotlight, Chloé maintains strong visibility in a quarter marked by high visual activity.

Loewe reaches the 8th position with a series of initiatives centered on campaigns, ambassadors, and collection previews. The brand released its Fall/Winter 2025 campaign, starring Raffey Cassidy, Felix Kammerer, Lesley Manville, and Jiang Qiming, broadening its audience across different markets. Loewe also announced three new local ambassadors, Jiang Qiming, Chen Duling, and Kara Wai, strengthening communication in key Asian regions.

Additionally, the house unveiled the Spring/Summer 2026 teaser, directed by Talia Chetrit and featuring Erin Kellyman, Eva Victor, Isla Johnston, Lewis Gribben, Megan Northam, Orlando Norman, and Théodore Pellerin, offering an early glimpse of the upcoming season’s visual identity. This preview was part of a wider set of releases that sustained Loewe’s activity throughout the quarter. Through these campaigns, ambassador appointments, and collection teasers, Loewe consolidates its presence in the 8th spot of this quarter’s Index.

Bottega Veneta climbs two spots to 7th place this quarter, with a period defined by the debut of its new creative direction and an expanded public presence. The house presented the first collection by Louise Trotter, a launch that led conversations about the brand’s future and marked its seasonal activity. The show hosted guests such as RM, Uma Thurman, and Owen Cooper, reinforcing its media visibility and amplifying its impact across social platforms and international fashion outlets.

In addition to this debut, Bottega Veneta introduced the Mezzanotte fragrance collection, adding a new category to its product offering. This launch expanded the brand’s communication throughout the quarter, introducing a sensorial dimension to its global activity. With these initiatives, a new creative team, a seasonal show, and the fragrance launch, Bottega Veneta sustains its position in the Index during a visibly transformative phase.

Prada holds the 6th position, with a quarter focused on campaigns, new collections, and audiovisual collaborations. The house released Days of Summer, a campaign shot in Lido del Faro, Capri, characterized by wooden gozzi boats, ice cream, and scoubidou bracelet kits, evoking the spirit of Mediterranean leisure and seasonal ease. Prada also introduced Prada Fine Jewelry Couleur Vivante, its fine jewelry collection, accompanied by a campaign starring Amanda Gorman, Maya Hawke, and Kim Tae-Ri, which strengthened its international media reach.

The quarter also included an audiovisual collaboration with director Yorgos Lanthimos, celebrating the Prada Galleria bag alongside Scarlett Johansson. This project, among others, underscores the brand’s enduring cultural relevance, a quality few embody as effortlessly as Prada.

The Row climbs two places to reach 4th position, with a quarter defined by seasonal presentations and increased visibility on social media. The house presented its Spring/Summer 2026 show in Paris, an event that reinforced its presence on the international fashion calendar and shaped its recent communication strategy. Throughout the quarter, several of its pieces ranked among the most shared across digital platforms, particularly the The Row Agnes bag and the The Row Ophelia sweater, both generating sustained volumes of mentions and searches. Additionally, Kendall Jenner’sappearance wearing The Row at the Academy Museum Gala, and Ben Skinner’s look at the CFDA Awards, further expanded the brand’s media exposure, underscoring its presence on the season’s most visible red carpets.

Miu Miu secures the No. 2 spot this quarter, with a period marked by presentations, audiovisual releases, and new product launches. The brand hosted Miu Miu Select NYC, an event in collaboration with Coco Gauff, which strengthened its engagement with the American audience. The house also premiered Women’s Tales #30 – Fragments for Venus, directed by Alice Diop, adding a new chapter to its acclaimed short film series. Additionally, Miu Miu launched Miutine, its first fragrance in partnership with L’Oréal Group, expanding into a new product category and achieving broader visibility worldwide.

Finally, Saint Laurent rises two positions to claim the No. 1 spot on the Lyst Index for the first time, with a quarter defined by campaigns, film collaborations, and runway activity. The house unveiled the Velvet Heat campaign, starring Kate Moss and photographed by Mert & Marcus, strengthening its visual identity. Saint Laurent also co-produced Jim Jarmusch’s film, which won the Golden Lion at the Venice Film Festival, one of the quarter’s most notable cultural moments. The Saint Laurent Le Loafer became the second most searched product of the moment, contributing to the rising demand for loafers across the luxury market. The house also presented its Spring/Summer 2026 show, marking the return of Bella Hadid to the runway, a seasonal tradition that continues to captivate audiences.