French luxury fashion house Saint Laurent has emerged as the world’s hottest brand in the third quarter (Q3) of 2025, with Miu Miu swapping positions compared with the same period last year, reaffirming a familiar hierarchy at the top of the Lyst Index. Overall, the latest rankings show limited movement among leading brands, with the top three unchanged quarter on quarter (QoQ), signalling that consistency and clearly defined brand codes are being rewarded over novelty despite expectations of creative disruption.
Ralph Lauren emerged as one of the strongest performers of the quarter, climbing five positions with a 24 per cent QoQ increase in demand. Its renewed focus on core lifestyle codes has found strong cultural traction, amplified by seasonal social media trends such as the ‘Ralph Lauren Christmas’ aesthetic. Burberry and Gucci also rose five places each, while Stone Island moved up four spots, supported by a 62 per cent surge in searches, highlighting how brands reaffirming heritage and design discipline are outperforming peers still in transition.
Brands gaining momentum are those reinforcing established identities rather than chasing bold reinvention. H&M group’s COS retained its third-place ranking while recording a notable 60 per cent QoQ rise in demand on Lyst. Its clean aesthetic, focus on materials and dependable design have continued to resonate globally. The debut of Massimo Dutti at number 16 further underlines growing demand for accessible, design-led brands positioned between everyday wear and fashion credibility.
Conversely, brands that slipped down the Index appear to be those without a clearly articulated or fully re-established creative direction. Lyst noted that this reflects consumer caution rather than rejection, as shoppers adopt a wait-and-see approach during periods of strategic recalibration.
Product trends this quarter leaned heavily towards modern classics and functional staples, signalling a shift away from overt Quiet Luxury towards more robust, utilitarian aesthetics. Categories such as outerwear, knitwear and practical accessories saw strong traction, reflecting a consumer focus on longevity and versatility.
The Polo Ralph Lauren cable-knit quarter-zip sweater emerged as the hottest product of Q4 2025, with searches for quarter-zips rising 132 per cent globally over the past three months. Its renewed popularity was reinforced by appearances in recent luxury runway debuts, placing the classic style firmly back in the spotlight. Lyst noted that the quarter-zip trend reflects a broader maturation in menswear, as younger consumers gravitate towards smarter, work-ready silhouettes.
Outerwear specialist Barbour also saw demand surge 147 per cent in Q4, supported by a series of high-profile collaborations. Meanwhile, Arc’teryx’s Bird Head toque became the world’s hottest headwear item, recording a dramatic 1,058 per cent spike in searches, driven largely by Gen Z and Gen Alpha shoppers.
Among fast-rising brands, Tokyo-based A.Presse recorded a 191 per cent increase in searches, while heritage shirtmaker Charvet saw demand climb 128 per cent following its visibility in Matthieu Blazy’s debut collection at Chanel. According to Lyst, the current Index reflects a broader industry recalibration, where shoppers increasingly favour brands with clear cultural codes, strong product identities and confidence in who they are, rather than those chasing what comes next.
Fibre2Fashion News Desk (SG)
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