Saint Laurent’s Le Loafer shoe was Q3’s second hottest product.

Saint Laurent ranked top for the first time in the Lyst Index in Q3 2025, followed by Italy’s Miu Miu and London-based H&M Group brand COS.
Saint Laurent’s Le Loafer shoe was Q3’s second hottest product.
Moving up four positions, COS saw a 147-per cent increase in searches in the quarter.
Loewe moved down six spaces to eighth rank.
American brand The Row moved up two spaces into fourth position.

The latest index reflects an unusual mix of moods, uncertainty for brands mid-transition and clarity for those doubling down on what they do best, according to an official release.

All but three brands in the table moved position this quarter, with the biggest swings coming from COS’s breakthrough into the top three—moving up four places since Q2 2025, and Spanish brand Loewe moving down six spaces to eighth position.

The data shows simplicity and restraint continue to resonate with consumers seeking understated pieces across price points.

COS saw a 147-per cent increase in searches in the quarter. The COS chunky cashmere sweater, last appearing in Q4 2024, returned as one of Q3’s hottest items.

American brand The Row moved up two spaces into fourth position, with demand up by 28 per cent in the quarter. In Q2, its flip-flop defined a summer trend; this quarter, the Eel loafer dominated searches, sitting neatly in an aesthetic dialogue with Saint Laurent’s own.

Still in fifth position, demand for Coach on Lyst rose by 29 per cent in the quarter, with strong social buzz supported by high profile sports ambassadors and strategic product placements and partnerships. The Empire bag, this quarter’s tenth hottest product, helped anchor the brand’s summer success.

Another American brand seeing digital, culture-led growth is Ralph Lauren (ninth position), rising two places with a 6-per cent quarterly increase in searches.

American brands are resonating outside of the Top 20 too. Madewell saw 34-per cent growth in the quarter, riding the wave of the mall-brand renaissance bringing brands like Gap and American Eagle back into the online conversation for younger shoppers.

Brands are effectively capitalising on moments of social media virality and tapping talent more relevant to Gen Z to reach these audiences in their digitally native context.

Burberry (13^th position) climbed four positions with a 14-per cent lift in demand in the quarter. Skims (15^th position) continues its product-driven ascent, with demand now up by 271 per cent year on year in the quarter.

Stone Island re-entered the index after four years outside the Top 20, with a strong 115-per cent quarter-on-quarter rise in demand. A long-time pillar of casual subculture, the brand garnered mainstream attention in the quarter.

Taken together, Q3’s results reveal a fashion landscape regaining balance after several volatile seasons. New creative leads are still settling, but those with a defined direction, like Saint Laurent, The Row, and COS, are proving that conviction is the key to clarity, the release added.

Fibre2Fashion News Desk (DS)