Fashion house Miu Miu surpasses Loewe to cement its position as the world's leading brand in fashion.

In the world of fashion, trends are always evolving, and the second quarter of 2025 has been no exception. According to Lyst, an online shopping discovery platform that has reported on trends since 2018, the quarter saw some significant shifts in consumer preferences.

The second quarter 2025 Lyst Index, which ranks fashion's top brands and items over a three-month period based on factors including social media mentions, consumer searches, product views, and sales, has revealed some fascinating insights.

Miu Miu, the Prada Group-owned brand, has taken the top spot as the hottest fashion brand in the world, pushing Coach down to fifth place. Loewe follows closely as the second hottest brand, while Saint Laurent maintains its position in third place for the second quarter in a row.

Interestingly, six of the period's 10 hottest products were shoes. The Row's Dune flip flop was the quarter's hottest product, with searches up 162% quarter-over-quarter. The Adidas Adicolor Sprinter Short, which saw a boost in popularity partly due to musicians Harry Styles and model Bella Hadid wearing the shorts, took the third spot. The Prada Group-owned brand Miu Miu had the fourth hottest product with its suede, logo-embossed loafer.

H&M-owned brand COS was the only mass market brand in Lyst's top 10, coming in at seventh place. Amsterdam-based minimalist label Rohe saw a 27% increase in searches quarter over quarter, and eyewear brand Jacques Marie Mage saw a 34% boost from May to June, according to Lyst.

It's worth noting that Lyst's quarterly index does not limit its ranking to the top 20 brands. However, the search results do not provide specific information on which brands outside the top 20 of the Lyst ranking increased in popularity or had increased searches in the second quarter of 2025.

Pucci saw a 96% increase in searches quarter on quarter, and the demand for the Adidas Adicolor Sprinter Short also increased by 121%.

The Row rose to sixth place in the Lyst Index, its highest ranking since the Lyst Index began. Saint Laurent and Miu Miu have shown consistent strength in the index, while brands like Coach and Coach have seen a dip in their positions.

As we move into the second half of the year, it will be interesting to see how these trends continue to evolve and which brands and products will rise to the top in the third quarter.