Loewe wins most-watched fashion ranking
The beginning of 2025 is redrawing the hierarchy of the most desired brands. The latest Lyst Index, based on requests from 200 million users, puts Loewe at the top of the ranking, to the detriment of Miu Miu, previously unchallenged.
Loewe: creative transition at the center of attention
The Spanish House, owned by the LVMH group, is back in first place on the Lyst Index, a position it had not held since mid-2024. This rise is due to the acclaimed work of Jonathan Anderson, but also to the effect triggered by the announcement of his departure. The result: a +38% jump in searches for Loewe, arousing curiosity about the creations of the Anderson era, seen as future collector’s items.
Behind this spotlight lies a new creative phase, orchestrated by Proenza Schouler co-founders Jack McCollough and Lazaro Hernandez, recently appointed as artistic directors.
Chloé in ambush, COS explodes
Another surprise in this ranking is the meteoric rise of Chloé, which enters the Top 10 for the first time, thanks to the assertive return of the bohemian style. A stylistic shift that seems to be seducing once again.
Among the more accessible brands, COS (H&M Group) moved up 11 places to 6ᵉ position. Its rise was driven by viral collections, attractive price positioning and the successful launch of its perfume line, a strategic segment in a context of inflation.
Star products: sneakerinas, Celine jeans, Uniqlo socks
Among the strong trends spotted by Lyst, sneakerinas (slim, ballerina-style sneakers) recorded a +1300% jump. Celine’s flared jeans, worn by Kendrick Lamar at the last Super Bowl, are also among the most sought-after pieces.
And the prize for ultra-popular accessories goes to Uniqlo, whose colorful socks for under €4 become the most affordable product ever seen in the Lyst Index.
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