Miu Miu tops Lyst Index Q2 2025 as world's hottest brand

In a quarter marked by global economic uncertainty and shifting consumer preferences, Miu Miu has emerged as the world’s hottest brand, reclaiming its position at the top of the Lyst Index for the second quarter of 2025 (Q2 2025).

The brand's strong performance was driven by its signature blend of nostalgic prep and modern edge — best embodied by its suede logo-embossed loafers, which ranked fourth among the quarter’s most in-demand products.

Loewe, which held the number 1 position in Q1 2025, moved to number 2 this quarter. Its artisanal craftsmanship and strong celebrity backing kept it firmly in the spotlight, sustaining high consumer interest. Saint Laurent remained steady at number 3, bolstered by its signature sharp glamour and ongoing strength in accessories and footwear.

The Row also made waves this season, achieving its highest ranking yet on the Index, powered by the viral popularity of the Dune sandal — now officially the hottest product of the quarter. The $690 flip-flop saw a 162 per cent surge in searches following actor Jonathan Bailey’s high-profile appearance wearing the style in June, London-based Lyst said on its website.

Skims’ Tank Top secured second place, reinforcing the brand’s loungewear dominance, while Adidas’ Adicolor Sprinter Shorts placed third, with a 121 per cent rise in demand thanks to their retro-sport revival and celebrity wear.

Footwear continued to dominate, accounting for six of the top 10 products. From Isabel Marant’s Y2K wedge sneakers to Vibram’s V-Soul flats, the footwear frenzy signals a consumer shift towards statement soles — whether nostalgic, performance-driven or quirky.

Burberry re-entered the hottest brands list after a year’s absence, fuelled by a bold ‘Cool Britannia’ campaign. Meanwhile, Chloe saw a 33 per cent rise in Lyst searches, and COS also saw strong Q2 gains. Rising fast just outside the Top 20, Pucci nearly doubled its search volume in Q2, fuelled by the growing popularity of euro-core beachwear and high-profile endorsements from Hailey Bieber and Dua Lipa.

ALCHEMPro News Desk (HU)