Saint Laurent dethrones Miu Miu from the top spot, while Ralph Lauren climbs up by two places, thanks to Taylor Swift’s highly coveted engagement dress.
Fans of luxury fashion have been hooked up on a new brand recently, and although this fashion powerhouse has actually been around since 1961, it has emerged as the hottest brand for the first time ever on the internet. We’re talking about Saint Laurent. Yes, the iconic French label that popularized the Loulou handbag, complete with the gold-stamped “YSL” logo, we’ve been seeing everywhere.
The Paris-based retailer emerged as the hottest luxury label for Q3 2025, based on Lyst’s hottest brand index published on November 5. More than being a global online platform featuring the most in-demand brands like Saint Laurent, Prada, Gucci, and Bottega Veneta, alongside other luxury brands, Lyst is popular for its quarterly ranking of the hottest fashion brands and products in the world.
In the latest Lyst index, Saint Laurent climbed the top spot for the first time, dethroning Miu Miu, which has been battling with Loewe for first place over the past two years. Ironically, Saint Laurent rose from last quarter’s third spot to no. 1 even though its third-quarter organic sales fell 4 percent, according to parent company Kering.
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The rise was mainly driven by searches for its Le Loafer, which is the quarter’s second hottest product after Havainas’ Top Flip Flops. Saint Laurent’s loafer “rose on average of 66 percent month-on-month during the quarter,” according to Lyst. “Priced at $1K, the shoe distills the Saint Laurent philosophy: refine, subtle, sophisticated.” Other highly searched products on the platform are the house’s micro bags and boots.
Its Spring 2026 show on Sept. 29 likely fueled the brand’s popularity for the period as well. Its front row was filled with A-listers including Hailey Bieber, Blackpink’s Rosé, Zoe Kravits, and Charli XCX, who all have massive following online.
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Following Saint Laurent on the list is former first-placer Miu Miu, then H&M’s premium sister brand Cos, which is up by four spots because of searches increasing 147 percent in the quarter. Cos overtook The Row, which saw a modest 28 percent increase in popularity in the period.
Still in the fifth position is Coach after a 29 percent increase on demand on the Lyst for the quarter. This was supported by a strong social buzz from “high profile sports ambassadors, product placements in The Devil Wears Prada 2 and partnership with The Summer I Turned Pretty,” the Lyst explained. “The Empire bag, this quarter’s tenth hottest product, helped anchor the brand’s summer success.”
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Other brands that moved up the chart included Bottega Veneta, Versace, Burberry, and Gucci. Ralph Lauren also grew in popularity, with a “6 percent quarterly increase in searches.” That’s thanks to Taylor Swift’s engagement announcement, where the pop icon wore a striped Ralph Lauren dress. The highly coveted piece also took the ninth spot in the quarter’s hottest products.
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Moving fastest in the ranking is Nour Hammour, which had a 49 percent uptake for its refined and functional leather outerwear, as well as Madewell with a 34 percent increase for high demand for its slouchy shoulder bags, flats, and jeans. Nike also increased in popularity by 7 percent following the appointment of chief executive officer Elliot Hil.
Meanwhile, brands that saw various degrees of decline are Alaïa, Balenciaga, Parada, Chloé, and Jacquemus. There’s also Loewe which, according to Lyst, is “sharply feeling the loss of Jonathan Anderson.”
As for the quarter’s hottest fashion items on the Lyst, they were: Havanas’ Top flip flops, the Saint Laurent Le Loafer, Cos chunky cashmere sweater, The Row eel-skin loafer, Skims’ pierced nipple bra, Savette Slim Symmetry Pochette, the Nike x Jacquemus Moon Shoe, Nike’s Shoe TL Sneakers, Ralph Lauren’s striped Taylor Swift-approved dress, and the Coach Empire Carryall 48.
All data is gathered by Lyst based on the behavior of its 160 million shoppers. It takes into account not only product views and sales on its platform, as well as searches beyond the website. “To track brand and product heat, the formula also incorporates social media mentions, activity, and engagement statistics worldwide, over a three-month period,” it added. Know more about it here.
