For the First Time, Saint Laurent Tops Lyst’s Hottest Brands Ranking

LONDON — Despite a 7 percent slip in revenue in the third quarter of 2025, Saint Laurent was able to claim the top spot in the latest Lyst hottest brands ranking for the first time, dethorning Miu Miu.

The rise in the Kering-owned brand’s popularity in the quarter was mainly driven by searches for loafers, micro bags and boots on the platform.

The brand’s spring 2026 show, which took place in Paris on Sept. 29, also likely fueled the brand’s popularity in the period. Front row guests including Hailey Bieber, Zoe Kravitz, Charli XCX, and Blackpink’s Rosé generated considerable buzz online.

With Miu Miu holding second place, H&M’s premium sister brand Cos climbed up four spots and overtook The Row as the third-most searched brand on the site with searches increasing 147 percent in the quarter. The Row saw a modest 28 percent gain in demand in the period.

Brands moving up the chart this quarter also included Bottega Veneta, Ralph Lauren, Versace, Burberry, Gucci, and Stone Island, while Loewe, Alaïa, Balenciaga, Prada, Chloé, and Jacquemus saw various degrees of decline in demand on the platform.

The top three brands moving fastest in the ranking were Nour Hammour, Nike and Madewell.

Lyst said there was a 49 percent uptake in demand this quarter for Nour Hammour’s refined and functional leather outerwear. Nike’s 7 percent rise in demand signaled a potential comeback under new chief executive office Elliot Hill, while Madewell’s 34 percent increase in demand has the mall-brand renaissance to thank, as shoppers are looking for slouchy shoulder bags, flats and jeans.

In terms of most searched fashion items in the quarter on Lyst, they were: Havaianas’ flip-flops, Le Loafer from Saint Laurent, chunky sweater from Cos, eel-skin loafers from The Row, pierced nipple push-up bra from Skims, slim symmetry pochette from Savette, moon shoe from the Nike x Jacquemus collaboration, Nike’s Shox TL sneakers, midi dress from Polo Ralph Lauren, and Coach’s soft Empire Carryall bag 48.