Design

Saint Laurent Takes the Crown: The Hottest Fashion Brand of 2025

This season, Saint Laurent took the top, officially named the hottest fashion brand on the planet according to The Lyst Index for Q3 2025.

Por: Rubén Carrillo
SAINT LAURENT THE HOTTEST BRAND
Saint Laurent surged to the top thanks to an unmistakable return to sensual glamour, sleek tailoring, and the viral success of Le Loafer / Photo via @ysl

Saint Laurent, led by Anthony Vaccarello, has dethroned Miu Miu and overtaken Loewe, marking a major shift in the global fashion hierarchy.

 

The announcement from Lyst—a digital shopping platform that analyzes the behavior of over 200 million users annually—reflects more than just popularity. 

 

It reveals which labels truly capture the world’s attention through searches, engagement, and sales across thousands of e-commerce sites. 

 

The Lyst Index, released quarterly, is regarded as one of the most influential barometers of what’s trending in fashion right now.

Saint Laurent, led by Anthony Vaccarello, has dethroned Miu Miu and overtaken Loewe, marking a major shift in the global fashion hierarchy. / Photo Saint Laurent SS25
Saint Laurent, led by Anthony Vaccarello, has dethroned Miu Miu and overtaken Loewe, marking a major shift in the global fashion hierarchy. / Photo Saint Laurent SS25

How Lyst Decides Who Tops the List

Unlike traditional awards or editorial picks, The Lyst Index relies entirely on data. 

 

The platform compiles millions of digital interactions: search queries, product views, social media mentions, and conversion rates. It measures which designers people are not only talking about—but actually buying.

 

In Q3 2025, Saint Laurent surged to the top thanks to an unmistakable return to sensual glamour, sleek tailoring, and the viral success of “Le Loafer,” which became one of the most searched luxury shoes of the year. 

 

The label’s aesthetic—refined, provocative, and timeless—embodies the kind of aspirational luxury that resonates globally.

In Q3 2025, Saint Laurent surged to the top thanks to an unmistakable return to sensual glamour, sleek tailoring, and the viral success of “Le Loafer,” which became one of the most searched luxury shoes of the year. / Photo Saint Laurent
In Q3 2025, Saint Laurent surged to the top thanks to an unmistakable return to sensual glamour, sleek tailoring, and the viral success of “Le Loafer,” which became one of the most searched luxury shoes of the year. / Photo Saint Laurent

Boom Boom Fashion vs. Quiet Luxury

This quarter’s Lyst Index revealed a fascinating paradox. On one end of the spectrum, the hottest fashion brand Saint Laurent leads the “boom boom” revival—a high-octane aesthetic emphasizing sharp silhouettes and bold energy. 

 

On the other, Cos represents the quiet luxury movement, with minimalist sweaters and effortless design.

 

Cos jumped four spots to third place, proving that understated style can still dominate the conversation. 

 

Meanwhile, The Row, Prada, and Coach completed the top five, reinforcing the balance between bold opulence and minimalist elegance. 

 

Loewe, a former frontrunner, dropped to eighth after several quarters near the top, while Miu Miu—still wildly popular—settled for second place.

The Products Everyone Wants

Saint Laurent’s Le Loafer was crowned the second most in-demand product of the quarter, only outperformed by Havaianas’ classic flip-flops, which saw a staggering 34% rise in searches. 

 

This unexpected pairing—a $30 sandal and a high-end loafer—captures fashion’s current duality: aspirational luxury meets accessible simplicity.

 

The Row’s eel loafers, Cos’ chunky cashmere sweater, and Skims’ viral pierced nipple bra also ranked among the top five items. 

 

Even Nike joined the elite list, thanks to its collaborations with Jacquemus and the resurgence of the Shox TL trainers.

Saint Laurent’s Le Loafer was crowned the second most in-demand product of the quarter, only outperformed by Havaianas’ classic flip-flops, which saw a staggering 34% rise in searches. / Photo Saint Laurent
Yves Saint Laurent / Photo Saint Laurent

The Digital Pulse of Modern Luxury

The Lyst Index isn’t just about what’s selling—it’s a snapshot of fashion’s cultural heartbeat. 

 

With search spikes linked to celebrity moments and viral media, it illustrates how digital trends and online behavior now shape luxury’s direction.

 

For instance, Ralph Lauren climbed two spots after Taylor Swift’s engagement in one of its classic dresses, proving that pop culture remains one of fashion’s strongest accelerators. 

 

Similarly, Stone Island re-entered the top 20, fueled by the Oasis reunion tour and a remarkable 115% increase in searches.

Quick Questions & Answers

  • Who creates The Lyst Index? The Lyst Index is compiled by the global fashion platform Lyst, using data from millions of online consumers.
  • What determines the hottest fashion brand? Search volume, engagement, conversion rates, and sales performance all influence the ranking.
  • Why did Saint Laurent rise to the top of hottest fashion brand list? Thanks to its bold aesthetic, strong identity, and the viral success of Le Loafer.
  • Which brands follow Saint Laurent this quarter? Miu Miu ranks second, Cos third, The Row fourth, and Coach fifth.

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