Luxury fashion label Miu Miu surpasses Loewe to claim the position of the globe's premier fashion brand.

In the dynamic world of fashion, trends come and go, but some stand the test of time. The second quarter of 2025 has seen a shift in consumer preferences, with Miu Miu, the Prada Group-owned brand, taking the top spot on the Lyst Index.

The Lyst Index, an online shopping discovery platform, ranks fashion's top brands and items over a three-month period, taking into account factors such as social media mentions, consumer searches, product views, and sales, as well as global activity and engagement statistics.

Miu Miu's suede, logo-embossed loafer was the fourth hottest product of the quarter, contributing to the brand's overall success. The Prada brand also surpassed Tapestry-owned Coach to land in fourth place, marking a significant move up the ranks.

Interestingly, six of the period's 10 hottest products were shoes. The Row's Dune flip flop was Q2's hottest product, while the Adidas Adicolor Sprinter Short, generally priced below $50, saw a 121% increase in demand, partly due to its promotion by musicians Harry Styles and model Bella Hadid.

Sportswear also saw a surge in popularity, with a 78% increase in searches for "sport shorts" in the second quarter. This trend was echoed by Pucci, which saw a 96% increase in searches quarter on quarter.

The rise in demand for accessories that carry narrative and craftsmanship, beyond just branding, was evident in the increased interest for Jacques Marie Mage. Lyst attributed this boost to the brand's unique story and exceptional craftsmanship.

H&M-owned brand COS was the only mass market brand to make it into Lyst's top 10, coming in at seventh place. Saint Laurent maintained its position in third place for the second quarter in a row, while Loewe became the second hottest brand of the quarter.

The Row rose to sixth place - its highest ranking since the Lyst Index began. Amsterdam-based minimalist label Rohe saw a 27% increase in searches quarter over quarter, indicating a growing interest in sustainable and minimalist fashion.

Coach dropped to fifth place in the second quarter 2025, marking a slight decline from its previous position. Brands such as Miu Miu and Burberry, although not in the top 10, still appeared in the top 20 of the Lyst Index, demonstrating their ongoing popularity.

In conclusion, the second quarter of 2025 has seen a shift in consumer preferences towards sportswear and unique, narrative-driven accessories. Brands that can offer a blend of style, quality, and storytelling are likely to continue to thrive in the ever-evolving fashion landscape.

Luxury fashion label Miu Miu surpasses Loewe to claim the position of the globe's premier fashion brand.