Saint Laurent tops Lyst Index: The power of consistent brand vision
While this season's industry conversations revolve around new beginnings_ the latest Lyst Index suggests consumers may be craving something else entirely: consistency. Amid creative reshuffles and collective realignments_ one thing seems certain. The brands currently succeeding know exactly who they are and remain true to their vision.
One such brand is Saint Laurent. The French luxury brand has reached the top spot of the Lyst Index for the first time in the third quarter of 2025_ the British fashion search engine announced on Wednesday. The brand_ led by designer Anthony Vaccarello_ has dethroned Miu Miu.
However_ this is not a significant drop for the Italian label_ but rather a gentle correction_ as Miu Miu only slips one place to second. The situation is quite different for Loewe. Earlier this year_ the news of Jonathan Anderson's move to Dior propelled the brand to the top. Now_ Loewe is clearly feeling the loss of its creative director_ falling six places.
Consistency and minimalism
Saint Laurent impresses with its precision_ clean silhouettes and characteristic cool sensuality. According to Lyst_ this focused identity_ combined with timeless appeal_ is a major contributor to its success. The fashion house is also behind the quarter's second most popular product_ the _Le Loafer_ shoe. Searches for this item increased by 66 percent month-over-month_ surpassed only by Havaianas flip-flops in first place.
The data also shows that simplicity and restraint continue to resonate with consumers seeking understated yet high-quality pieces across all price points. Perhaps the biggest surprise is the rise of Cos. The H&M Group-owned label climbs four places to become the third hottest brand worldwide_ with a 147 percent increase in searches. Its _Chunky Cashmere Sweater__ last seen in the rankings in the fourth quarter of 2024_ returns as one of the season's most sought-after products. Meanwhile_ The Row_ aesthetically similar but in a different price bracket_ moves up two positions to fourth place. Demand for the brand increased by 28 percent this quarter.
Social capital drives the index
Coach remains unchanged at number five_ with demand increasing by 29 percent during the quarter. This rise is driven by a strong social media presence; prominent sports ambassadors; and targeted product placements in the upcoming film _The Devil Wears Prada 2_ and a collaboration with the series _The Summer I Turned Pretty_. The _Empire Bag__ the tenth most popular product of the quarter_ further solidifies the brand's success.
Another US player benefiting from cultural influence is Ralph Lauren. The brand gained two places to climb to ninth_ with a six percent increase in searches. This was partly due to singer Taylor Swift's engagement announcement in a striped Ralph Lauren dress_ the ninth most popular product of the quarter.
Skims is also among the winners of online conversations. Demand for the label has increased by 271 percent year-over-year_ driven by viral products like the controversial _Face Wrap__ which has firmly embedded the brand in cultural discourse. The hype also revived interest in the _Nipple Bra__ with searches for it rising by 69 percent in August.
Meanwhile_ Stone Island is celebrating a remarkable comeback to the index after a four-year absence. The brand returns to the top 20 with a 115 percent increase compared to the previous quarter. Once a symbol of subcultural cool_ it has returned to the spotlight this quarter_ thanks to the wave of nostalgia surrounding the reunion and tour of Britpop band Oasis.