THE MOST SOUGHT AFTER, ACCORDING TO LYST

10. Moncler

Moncler returns to the top 10 driven by innovation, alliances with contemporary culture, and pioneering sustainability. The second quarter of 2025 saw Moncler debut at the Met Gala alongside Edward Enninful, marking a new fashion and media milestone.

The Genius x Mercedes-Benz by Nigo collaboration, unveiled in New York, and the Genius x Gilga Farm capsule with Donald Glover reinforced its hybrid profile between luxury and creative high-street. Moncler was also recognised as the fifth most sustainable company in the world by TIME and Statista. The brand represents technical clothing deeply connected to the present and its most influential figures.

9. Bottega Veneta

Bottega Veneta opens a new chapter under creative director Louise Trotter, officially introduced,  by surprise,  in Cannes with Julianne Moore and Vicky Krieps. That same May, to mark the 50th anniversary of its iconic intrecciato, the “Craft is our Language” campaign reaffirmed its status as an emblem of artisanal luxury, bringing together Lauren Hutton, Tyler, the Creator, and Zadie Smith in a project celebrating the power of touch, hands, crafts, and artists.

The appointment of tennis player Lorenzo Musetti as brand ambassador sets a new path for Bottega Veneta, building associations beyond the arts. Anticipation will only grow ahead of Louise Trotter’s debut collection in September.

8. Chloé

Chloé continues on a path of warmth and nostalgia. The brand’s rise in recent years confirms the immediate impact of Chemena Kamali as creative director. Her High Summer 2025 campaign, fronted by none other than Claudia Schiffer, evokes the romantic and sensual codes of 1990s Chloé, a historic signature of the house. Desire for the brand’s bohemian spirit grew 33% as summer,  its moment of splendour,  approached.

Meanwhile, the Fall 2025 collection was unveiled in digital format with the help of collaborators such as Petra Collins and Bebe Parnell. Chloé closed the quarter with a return to Paris Couture Week in July, reaffirming the prominence of its prêt-à-porter.

6. The Row

The Row reaches its highest-ever Index position, thanks to consistency, aesthetic precision, and cultural power. Its Dune sandal became the most sought-after product of the quarter after appearing on Jonathan Bailey, Jennifer Lawrence, and Dakota Johnson.

Its SS26 menswear presentation in Paris and its first homeware collection,  launched at Milan Design Week,  marked an intense and expansive summer. The Olsen sisters’ brand builds its legacy through self-aware, sculptural minimalism, turning essential objects into sources of desire.

4. Prada

Prada’s continued presence in the top 5 reaffirms its place as an intellectual and contemporary reference point. The house staged its Prada Frames symposium, “In Transit,” during Milan Design Week, strengthening its unwavering connection to architecture and critical culture. This season, the Collapse sneakers stood out as the tenth most-searched product.

Meanwhile, the Days of Summer campaign, featuring Hunter Schafer, Kendall Jenner, and Troye Sivan, translated Prada’s thinking and contemporary alignment into aspirational imagery. The opening of its Fifth Avenue men’s boutique,  offering Made to Measure and Made to Order services,  demonstrated how Prada combines aesthetic vision with pragmatism. Miuccia’s brand always looks to the future, grounding its philosophy in the present. 

3. Saint Laurent

Saint Laurent remains firmly on the podium thanks to a glamorous, precise, and razor-sharp proposition. The house commissioned artist Francesco Clemente for its Summer 2025 campaign, portraying Zoë Kravitz and Isabella Ferrari and offering a new perspective on the brand through contemporary art.

The Winter 2025 collection came to life with the presence of legendary actor Christopher Walken, reinforcing the cinematic relationship that has been growing since the 2023 campaign with Pedro Almodóvar. Saint Laurent Productions even reached the Oscars this year, marking another milestone in its transcultural ambitions. Its Summer 2026 menswear show at the Bourse de Commerce consolidated its signature tension between the classic and the provocative, expanding its constant renewal of fashion.

2. Loewe

In its ongoing duel with the next brand, Loewe yields the top spot this season,  but still sets the pace with a refreshing vision of art, humour, and craftsmanship. To celebrate ten years of the iconic Loewe Puzzle bag, it released an exclusive collection of 19 archival re-editions, reaffirming its technical and aesthetic legacy.

The LOEWE Craft Prize returned to Madrid in 2025, with winners announced by Pedro Almodóvar and Meg Ryan. As every summer, the Paula’s Ibiza campaign made a comeback, and this time, in a playful and viral gesture, the house launched its own hot air balloon in Cappadocia, inspired by the tomato bag from Paula’s Ibiza (itself born from a viral tweet in 2024). The Loewe universe remains unmistakable as the brand prepares for a new creative direction in September.

1. Miu Miu

Miu Miu has mastered intellect, nostalgia, and desire, trading places with Loewe for the top two spots over several consecutive seasons. Prada’s rebellious sister regains first place this quarter as the most searched brand, thanks to its distinctive interplay between cultural introspection and immense commercial appeal.

In New York, it presented Tales & Tellers, a performance cycle conceived by Goshka Macuga and curated by Elvira Dyangani Ose, expanding its relationship with art and live experience. Collaborations included Catherine Martin on the upcycled Grande Envie collection and the reopening of its Bond Street flagship with a new retail concept. Miu Miu suede loafers ranked as the fourth most popular product of the quarter, in line with the growing preppy trend. Miu Miu is a cultural force and a global conversation about fashion and society.

Between positions 10 and 20, several of our selected brands continued to spark conversation and global desire. Alaïa (#12) shone on red carpets: Miley Cyrus stunned in a custom design at the Met Gala, while Rihanna and Leila Bekhti chose the house for Cannes. Its Archetypes Summer–Fall 2025 campaign, starring Anok Yai and Binx Walton, reaffirmed its romantic, sculptural language.

Jacquemus (#14) reinforced its storytelling power with the Le Paysan show at Versailles, opened its Melrose flagship, and launched the Bateau with Timberland, while dressing Tyla and Central Cee. Its international presence continues to grow with Monaco pop-ups and viral products.

Gucci (#18) celebrated its legacy with the Keep It Gucci book in collaboration with Assouline and a Cruise 2025 show in Florence, with the GG monogram at the forefront. Finally, Valentino (#20) spotlighted new handbag releases, the Nellcôte and Viva Superstar,  and transformed its Madison Avenue boutique with an immersive sensory space.