Iconic fashion houses such as Saint Laurent, Miu Miu, Ralph Lauren, Burberry, and Gucci, as well as affordable luxury brands (Cos, Massimo Dutti), were very popular in the fourth quarter of 2025, according to the Index compiled by the Lyst platform. In terms of products, “modern classics” such as Ralph Lauren’s zip-up sweater, Burberry’s tartan scarf, and Chloé’s Paddington bag were particularly popular.
While many fashion and luxury houses have been shaken up in recent months by the arrival of new creative directors, changes in consumer expectations were very subtle at the end of last year.
This is the analysis of the authors of the latest Lyst Index, covering the last three months of 2025. And indeed, while the previous edition (July, August, September) saw many upheavals, the final quarter of 2025 proved to be much more stable.
A “strangely calm” ranking
As a reminder, the Lyst Index acts as a barometer of trends by identifying, each quarter, the 20 most popular luxury brands and the ten most sought-after products. To do this, Lyst sifts through the purchasing habits of customers on its fashion platform (160 million buyers per year), as well as online searches on Lyst and Google, social media engagement, and global media coverage.
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Featured photo: © Saint Laurent – Miu Miu – Cos
