Fashion’s Transfer Window
Launchmetrics Spotlight
One word can describe how the industry started 2025: turbulence. Eight luxury houses announced a shake-up in creative direction this quarter alone, four of which are among the Lyst Index’s Hottest Brands. In January, the appointment of Matthieu Blazy as Chanel’s new creative director sparked a cascade of replacements and announcements of new postings, both expected and surprising. Sabato de Sarno announced his exit from Gucci after two years, giving way to the appointment of Demna, whose replacement at Balenciaga is yet to be named. Louise Trotter was tapped for the top job at Bottega Veneta, becoming the only female creative director of a Kering-owned brand. Glenn Martens moved to Maison Margiela, Michael Rider took over at Celine, and Simone Bellotti stepped in at Jil Sander.
After months of speculation, the official announcement of Jonathan Anderson’s departure from Loewe — where Jack McCollough and Lazaro Hernandez will replace him — sparked an outpouring of online acclaim, and a 38% increase in searches for the brand on Lyst. Reflecting this impactful moment for the brand, Loewe displaces Miu Miu to take back the top spot this quarter. With customers keen to shop Anderson’s final Loewe collection before his newly appointed position, replacing Kim Jones at Dior Men’s, does this mark the beginning of the #OldLoewe era?
Chloé enters the top 10 hottest brands for the first time since the Lyst Index began, moving up nine places. Just over a year after Chemena Kamali’s return to the brand as creative director, the resurgence of the boho aesthetic has helped bring the brand firmly back into the conversation. The Mini Ruffled Dress, which sits at number 10 in the hottest products list, demonstrates the brand’s reimagining of its house codes; the revitalization of Chloé’s signature aesthetic is proving to be a winning strategy. A successful return to brand archives could be a playbook to follow amid designer shakeups.
As the industry recalibrates to new creative visions, how have these high-profile changes influenced fashion shoppers this quarter? Aside from Loewe’s ascent, it’s a mixed reception for those in flux. Versace and Balenciaga both move up one space, while Bottega Veneta, Gucci and Valentino all drop down the table. For the first time, a high street brand, COS, surges 11 places into the top ten hottest brands, with a 44% increase in demand. Thanks to viral products like its barrel-leg trousers — this quarter’s 6th hottest product — COS is now leading a breakthrough in mass fashion brand building. Brand moments such as this April’s runway show, which rivaled the production value of any luxury house, could further solidify the brand’s position at the intersection of accessibility and aspiration.
CHLOÉ
ON
On enters The Lyst Index for the first time, evolving from a sneaker label to an innovative brand boasting celebrity endorsements from Zendaya, Roger Federer, and FKA Twigs. Collaborations with emerging and luxury brands prove that the industry and customers are welcoming On’s ambitions beyond activewear; the brand released partnerships with Loewe and Post Archive Faction in the past year, and searches on Lyst increased by 50% this quarter.
Building on the global success of the Samba, Adidas continues to successfully reintroduce archive silhouettes. The Adidas Taekwondo, this quarter’s second hottest product, is the latest low-profile shape to excite fashion fans. Meanwhile, Puma rides the wave of the Speedcat’s popularity with the introduction of the new Speedcat Ballet. This ‘sneakerina’ hybrid combines the slimline sneaker look with trending ballet shapes, hitting the low-profile niche for a fashion-forward shopper. Carving out a hot new sneaker category, searches for ‘ballet sneakers’ have increased 1300% this quarter on Lyst.
1300%
increase in searches for sneakerinas on Lyst this quarter
The exploration of archive styles expands outside of sportswear, with Paraboot’s Michael, a traditional lug-soled leather shoe, becoming one of this quarter's hottest products. First designed 80 years ago, the Paraboot Michael is now surging in popularity, with a 226% increase in searches year on year.
Have we already witnessed fashion’s biggest cultural moment of the year? In February, multi-Grammy Award-winner Kendrick Lamar shaped the zeitgeist by stepping out in a pair of Celine flared jeans at the Super Bowl. After selling out online, the co-sign of this silhouette drove a 412% increase in searches for ‘flared jeans’ on Lyst. Kendrick’s influence has not gone unnoticed; the artist was announced as a Chanel brand ambassador this month.
$3.90
The price of Uniqlo's socks:
the most affordable product in Lyst Index history
PARABOOT
Launchmetrics Spotlight
Duran Lantink
Lantink is best known for remixing deadstock into sculptural, puffed-up silhouettes that spark online debate and discourse. A recipient of the LVMH and Woolmark Prizes, the Dutch designer has been named the permanent creative director of Jean Paul Gaultier.
worn by:Troye Sivan, Doja Cat, Victoria Beckham
Trending Product:Padded Shorts
+69%
rise in demand this quarter
Dries van Noten
Julien Klausner’s first Fall-Winter 2025 show for Dries Van Noten was met with critical acclaim. Continuing Van Noten’s intellectual legacy, the internally appointed creative director ushers in a new era for the house.
Worn by:Tracee Ellis Ross, Ayo Edebiri, Harry Styles
Trending Product:Suede Sneaker
+11%
rise in demand this quarter
LEVI'S
Levi's
One of the most iconic names in denim, Levi’s has maintained its category leading status decade after decade. This quarter saw a continued partnership with Beyoncé, exploring archival Levi’s styles and the brand’s storied history.
WORN BY:Beyoncé, Selena Gomez, Austin Butler
Trending Product:Cinch Baggy Jeans
+35%
rise in demand this quarter
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Chloé Is Back
In a season of noise, Chloé’s quiet clarity is striking a chord — proof that emotion, not excess, is driving the new luxury.
How to Navigate the Flared Jeans Resurgence
Reborn from counterculture to contemporary style, flares are the must-have silhouette of 2025.
Meet the Bag That’s Taking Over SS25
Heritage form meets modern function — vanity bags return as fashion’s most polished power accessory.
Editor’s Picks: COS menswear
Blending elevated design with mass appeal, COS is redefining what it means to dress with intent.
What’s Behind the Rise of the Divisive Shoe?
Fashion’s most divisive shoes are no longer the outliers—they’re the main event.
How to Wear Modern Boho in 2025
Once a symbol of carefree rebellion, boho style is back — but with a modern, refined twist.
Why is Everyone Buying an 80-Year-Old Shoe?
Quietly unconventional, the Paraboot Michael is the ultimate dress code disruptor.
Editor’s Picks: COS womenswear
Blending elevated design with mass appeal, COS is redefining what it means to dress with intent.