THE MOST SEARCHED-FOR BRANDS RIGHT NOW
What makes a brand the most searched in the world? It’s not all about sales, campaigns, or celebrity endorsements. In 2025, a brand’s impact is also measured in searches and interactions. In a volatile moment for fashion, being on the global radar signals something deeper: cultural resonance. The Lyst Index does not just measure desire, it reflects the questions we ask ourselves about fashion and its narratives. How do we want to dress? What stories do we want to tell through what we wear? What codes represent us today?
In the first quarter of 2025, the ranking reveals a truth: the top brands offer a unique and emotional perspective. From the introspective luxury of The Row to Prada’s intellectual inquiries, through the architectural sensitivity of Alaïa or the surrealism of Loewe, each brand in the list has understood the present moment and responded with authenticity.
We explore the OTTODISANPIETRO brands present in the Top 10 of the ranking, their relevance, their latest moves, and the paths they’re carving.
#10. Alaïa
The reopening of Alaïa’s Paris flagship sparked the buzz that brought the brand back into the global top 10. Under the creative direction of Pieter Mulier, the house continues to shape a new vocabulary for the female silhouette. Through pure lines, body-sculpting patterns and spectacular materials, Alaïa remains true to its legacy without relying on nostalgia. The Winter-Spring 2025 campaign, photographed by Tyrone Lebon with Daria Werbowy, reinforces its distinctive world: intimate, powerful images where strength and delicacy coexist in a complex balance.
The Summer-Fall 2025 collection, presented in March in Paris, returns to one of the house’s central pillars: intelligent sensuality. Dresses like sculptures, fabrics that respond to movement, and cuts that highlight and play with anatomy. All expressed with a restrained elegance that feels bold in a time of passing maximalism.
Alaïa cements its cult status through constant evolution.
#9. Chloé
Chloé’s return to the top 10 of the Lyst Index is one of the quarter’s major milestones. Just over a year after Chemena Kamali’s appointment as Creative Director, the French house has strongly reclaimed its place on the global stage. Its Winter 2025 show in Paris confirmed a vision of bohemian spirit without clichés, where archive references become tools of emotion and authenticity.
The reappearance of the iconic Paddington Bag, symbol of the 2000s it-bag era—was met with enthusiasm by a generation who lived its peak and another who knew it only through vintage images. At the same time, Chloé’s Mini Ruffled Dress rose to become the 10th most-wanted product of the quarter, proving the strength of this new creative direction.
Chloé now stands as a house that speaks from the heart with its Parisian prêt-à-porter, listening to an international audience seeking more than fleeting trends. This ten-place leap is a sign: Chloé is back, and here to stay.
#8. The Row
The Row’s rise in the Q1 Lyst Index confirms that quiet luxury is still evolving. The Olsen twins’ label climbed one position this season, maintaining its presence without campaigns or media exposure. Its secret? An unwavering vision of fashion as a language of quality, balance, and precision.
The Resort 2026 presentation was a statement to the industry: no seating hierarchy, no cameras, no phones. Just fashion. As always with The Row, fashion built from structure, texture, and drape. This approach has fostered a growing yet discreet cult following. This season, it’s reflected in the viral success of the Dune sandals, minimalist flip-flops that have conquered the fashion world with more than just their simplicity. They speak of everyday luxury and how something simple becomes elegant when worn with intent.
Meanwhile, rumours of the Margaux bag ’s discontinuation, arguably the house’s most iconic model, have only fuelled desire for The Row’s coveted pieces. Simplicity, here, is power.
#7. Bottega Veneta
Bottega Veneta reaffirms its place as a pillar of contemporary European luxury. In a quarter marked by uncertainty, the Italian house stayed its course with an introspective, artistic vision. Steering clear of media noise, Bottega Veneta continues to build a community that values sensory experience and conceptual depth.
This quarter saw the debut of Correspondences, a performance by Soundwalk Collective and Patti Smith at the brand’s new San Fedele HQ in Milan, a testament to Bottega Veneta ’s commitment to fusing fashion and culture. The appointment of I.N. (of South Korean group Stray Kids) as global ambassador connects the brand with a new generation in search of authenticity.
The Summer 2025 campaign reinforces this identity: garments and accessories that avoid excess yet leave a lasting impression. Intrecciato bags, flat loafers… Each Bottega Veneta piece is a lesson in volume, texture, and tempo.
#5. Prada
Prada reclaimed centre stage. Beyond spectacle, the Milanese house, founded in 1913, reaffirms its role as fashion’s intellectual pillar, designing concepts beyond clothes. Its narrative, often abstract but precise, continues to captivate critics and fashion lovers hungry for meaning.
Highlights include Prada Mode Abu Dhabi, the 11th edition of its ephemeral cultural platform—transforming a space into a capsule of thought, art, and community. The house also launched Ten Protagonists, a short film series by author Ottessa Moshfegh. Meanwhile, its collaboration with National Geographic bolstered the Re-Nylon line and SEA BEYOND sustainability programme, blending ecological commitment with global education.
The Fall-Winter 2025 collection balanced function and emotion, a hallmark of Prada’s world. Amid a shifting creative landscape, Prada remains a steadfast beacon of fashion.
#3. Saint Laurent
Saint Laurent’s return is the result of a strategy that pairs its cinematic arm with impeccable fashion, a move that expands the brand’s cultural influence beyond the runway.
Saint Laurent Productions, the film division founded by Anthony Vaccarello, shone this season with two Oscars and four Golden Globes thanks to Emilia Pérez. This cinematic success elevated the brand’s artistic profile and positioned Vaccarello as a storyteller of his time, in fashion, film, and aspiration.
On the runway, the Fall-Winter 2025 menswear show reimagined the designer’s signature codes: structured shoulders, total black looks, and measured, confident sensuality. Add to that the reopening of Rive Droite and the launch of Sushi Park Paris, a hybrid space championing luxury as a cultural experience, and Saint Laurent continues to embody desire.
#2. Miu Miu
Miu Miu retains its crown as the brand most attuned to cultural undercurrents. Its gift lies in anticipating trends, before they even have a name. Miuccia Prada’s brand has solidified a unique language where preppy aesthetics collide with provocation, and innocence meets critical thought.
In Q1, Miu Miu celebrated Lunar New Year with The Encounters, an audiovisual project. It also launched pop-up spaces called Miu Miu Gymnasium, ephemeral venues exploring sportswear through the ironic, refined lens that defines the brand. In London, it unveiled Chapter 29 of Women’s Tales, its iconic short film series directed by women, further expanding the Miu Miu universe.
The brand’s dual narrative, sweet yet rebellious, structured yet undone, continues in recent collections, with dramatic hemlines, technical fabrics, and a sensuality that speaks to both desire and nostalgia.
#1. Loewe
Loewe reclaims the number one spot on the Lyst Index with a historic farewell. The official announcement of Jonathan Anderson’s departure as Creative Director marks a turning point for the industry. For over a decade, Anderson transformed Loewe from a traditional leather house into a cult global brand, known for its blend of surrealism, artisanal precision, and visual storytelling.
This quarter saw the release of Crafted World: Jonathan Anderson’s LOEWE, an editorial tribute to his legacy. The brand also unveiled its Fall-Winter 2025 menswear and womenswear collections at Hôtel de Maisons in Paris, an event we attended, reaffirming its conceptual and theatrical voice. In Tokyo, the Crafted World exhibition celebrated nearly two centuries of Loewe’s craftsmanship and innovation.
Following the announcement of Anderson’s exit, Loewe saw a 38% spike in searches. The Anderson era ends at the peak.
Honourable Mentions
Within the Top 20, several brands continue to shape fashion’s future. Moncler strengthens its fusion of fashion and performance, with campaigns starring Penn Badgley and dramatic runway shows in Courchevel, cementing its technical yet aspirational identity. Jacquemus keeps expanding visually and commercially, La Croisière, global boutiques, and a cinematic collaboration with Apple confirm its status as a creative force.
Gucci stands at a crossroads. Sabato de Sarno’s exit and the rumoured arrival of Demna stir mixed expectations. Yet, the house’s legacy persists through celebrations like the iconic Bamboo bag. Toteme continues to rise, its Beijing store by Herzog & de Meuron and viral kitten heels worn by Hailey Bieber showcase its growing influence. Valentino, under Alessandro Michele, marks the beginning of a maximalist revival inspired by the brand’s 1970s heritage, still in early stages.
Among the most sought-after products, the #1 spot goes to Celine’s Marco Jeans for men, seen on Kendrick Lamar and reviving the flare trend for menswear. The #4 and #5 spots belong to two bags available at OTTODISANPIETRO: the Gaby Vanity Bag by Saint Laurent and the Miu Miu Pouch. At No.10, Chloé’s ruffles, designed by Chemena Kamali, continue their trend dominance with the viral Ruffled Dress.
