As is customary every August, Lyst Index has published the ranking of the most desired brands for this second four-month period, showing slight changes in consumer tastes and the appeal of each brand. Chanel maintains the leadership of this ranking, fueled by the frenzy sparked by Matthieu Blazy. The launch of its Coco Beach and Métiers d’Arts 2026 collections has helped maintain interest in the French house, while searches on Lyst for Chanel sunglasses grew by more than 70 percent this last quarter.
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Next is Miu Miu, which rises two positions after searches increased by 3 percent. Miu Miu’s crochet bags and a successful collaboration with New Balance featuring tennis champion Coco Gauff. It surpassed Dior, Saint Laurent, Gucci, Prada, Ralph Lauren, Burberry, and Coach, which remained stable or moved only one position.
The surprise came with the great climb of Massimo Dutti, which rose eight places after a 43% increase in searches, “driven by the visibility of celebrities like Bella Hadid during the Cannes Film Festival and the growing demand for its sophisticated Mediterranean-inspired wardrobe.”
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Celine is another brand growing rapidly and climbs 5 positions after a 31% increase in searches compared to the previous quarter, driven by the growing interest in Michale Rider’s avant-garde proposals. As a novelty, Phoebe Philo entered the ranking for the first time after a 29% increase in demand. A very remarkable achievement since the brand still goes unnoticed by many buyers and its distribution remains very limited. In position number 19 is Jacquemus, with a 20 percent increase in its demand, “reinforcing the continued interest in brands that are synonymous with summer clothing.”
The summer period and sports have been the key themes during this quarter. Lyst stated that “from the NBA to Wimbledon and the Football World Cup, sport continued to influence fashion discovery and buyer behavior, becoming one of the most important cultural and commercial drivers of the moment.”
