Lyst Index Q2: Miu Miu reclaims throne and footwear dominates global desire
In a global environment marked by geopolitical tension and signs of a possible recession_ fashion consumption has not stopped. However_ it has evolved to adapt to the conditions of an uncertain context. During the second quarter of 2025_ consumers worldwide have shown an orientation towards strategic spending_ with a strong emotional and symbolic charge.
This is revealed by the latest data from the Lyst Index. This quarterly report analyses the behaviour of 160 million users on the world's largest fashion search platform.
Footwear as emotional investment
Six of the ten most sought-after products of the quarter were trainers. This data reinforces the leading role of footwear as a vehicle for style when general spending on fashion is moderating. In times of restraint_ consumers seem to prioritise what they can afford. They favour footwear they perceive as a lasting and visible investment over garments that have less impact.
Miu Miu's suede loafers with logo exemplify this trend towards a nostalgic_ almost melancholic aesthetic. This is in tune with the collective feeling of the season. This line is also represented by The Row's Dune sandals. These traditional flip-flops_ which have a "Y" shaped strap_ have boosted the firm to its best ever position in the ranking.
At the other end of the spectrum_ proposals such as Vibram's FiveFingers or Isabel Marant's Bekett_ the latter with a year-on-year growth of +630 percent_ materialise a consumer logic that combines sport_ eccentricity and practicality.
Fashion has responded to this demand with proposals that prioritise basics with character. In parallel_ sports shorts saw a +78 percent increase in searches. This reaffirms the rise of an athletic and versatile aesthetic that has become the unofficial uniform of the summer.
Miu Miu leads ranking
In this context_ Miu Miu tops the Lyst Index for the second quarter. It reclaims first place after several editions in which it has alternated with Loewe in this position_ which on this occasion drops to second place. Saint Laurent maintains its leadership in the top three with a coherent and well-established proposal.
The Row continues its rise with an aesthetic identity carefully built around "quiet luxury". Jacquemus also climbs the ranks_ confirming the strength of a consistent narrative on social media.
The recent additions of Burberry and Birkenstock respond to different but equally revealing dynamics. Burberry is committed to a renewed strategy that revalues its British identity. Birkenstock consolidates a trend towards the consumption of functional pieces with lasting value. Meanwhile_ other houses such as Versace and Alaïa are showing signs of decline in the rankings.
This quarter's ranking is as follows:
- Miu Miu (+1)
- Loewe (-1)
- Saint Laurent (—)
- Prada (+1)
- Coach (-1)
- The Row (+2)
- COS (-1)
- Chloé (+1)
- Bottega Veneta (-2)
- Moncler (+1)
- Ralph Lauren (+1)
- Alaïa (-2)
- Balenciaga (+1)
- Jacquemus (+2)
- Skims (—)
- Versace (-3)
- Burberry (New)
- Gucci (-1)
- Birkenstock (New)
- Valentino (—)
New directions on the rise
Outside the top ten_ some brands are showing accelerated growth that reveals new impulses in fashion's collective desire.
Pucci signs its rebirth as a symbol of exuberance and contemporary escapism. Under Camille Miceli_ the historic Italian house updates its visual language with psychedelic prints and seventies-style fitted silhouettes_ winning over both insiders and global celebrities such as Hailey Bieber and Dua Lipa. The "Orchidee" jumpsuit has become a true object of desire_ driving a +96 percent increase in demand.
From Amsterdam_ Rohe strengthens its place in the quiet luxury landscape with a refined aesthetic and architectural lines. The firm has experienced growth of +27 percent_ led by its silk shorts with lace.
In the world of sunglasses_ Jacques Marie Mage raises has caused a +35 percent increase in searches_ with models such as the "Last Frontier VI Aviator" among the most desired.
With the spring/summer 2026 collections just around the corner_ this data gives us clues about the direction global taste could take in the coming months_ drawing a new map of aesthetic aspirations.