The Lyst Index/Q2 2025

                                  Footwear Frenzy, Heritage Hype, and the Reign of Miu Miu

The Lyst Index for Q2 2025 has arrived, and once again, it’s a high-fashion temperature check with a flair for drama. The quarterly report—which measures consumer behavior, social media engagement, product searches, and sales across thousands of online stores—paints a picture of a fashion landscape dominated by quirky footwear, minimalist staples, and a few surprising brand shakeups.

At the top of the brand hierarchy, Miu Miu strutted back to the #1 spot with its signature nonchalance and nostalgic charm. Anchored by the continued success of its faded suede loafers, which ranked as one of the hottest products of the quarter, the brand delivered storytelling-rich campaigns that resonated with Gen Z and luxury veterans alike. It helped that everyone from Emma Chamberlain to Alexa Chung was photographed in Miu Miu this spring.

Loewe, which had held the top position in Q1, dropped to #2 following leadership changes. The departure of creative director Jonathan Anderson triggered waves of speculation, though the Puzzle Bag's 10th-anniversary editions kept loyal fans shopping. Saint Laurent landed at #3, proving that tailored edge and logo-free luxury remain perennially desirable. Coach and The Row both had major wins, with the latter hitting its highest-ever ranking at #6 and likely thanks to its viral Dune sandals, which topped the list of Q2’s hottest items.

Miu Miu Faded Suede

Also noteworthy: COS remains the only high-street label cracking the top 10, maintaining its grip on elevated minimalism. Meanwhile, Chloé and Moncler returned to the limelight, and Bottega Veneta continued to ride the wave of quiet luxury with sculptural bags and sleek ready-to-wear.

But it’s not just about the brands, it’s about the products that lit the internet on fire.

Leading the charge was The Row’s Dune sandal, a study in sleek understatement that saw a 162% surge in searches. Spotted on red carpets and street style blogs alike, it embodied the summer’s obsession with smart, stripped-down footwear. The trend continued with Skims’ white racerback tank—a basic, yes, but one that sold out multiple times, thanks to a 230% jump in demand.

In a more playful twist, the adidas Adicolor Sprinter shorts made a triumphant return from the early 2000s, worn by the likes of Bella Hadid and Harry Styles. Also appearing on the hot list were Vibram’s V-Soul flats, a polarizing yet wildly in-demand shoe that belongs in the “ugly-chic” hall of fame, and Ancient Greek Sandals’ Iro ballet flats, which struck a balance between pearl-core glam and Grecian ease.

Other standouts include the Juju Vera Petra shell pendant, which rode the wave of coastal-core jewelry, and Isabel Marant’s hidden wedge sneakers—yes, those—proving that fashion’s collective Y2K amnesia has truly set in. Closing out the product list were Faithfull the Brand’s Hedy linen maxi dress, perfect for wedding season or a European escape, and Prada’s Re-Nylon & suede sneakers, ideal for those embracing luxury that sweats.

If there’s one message from Q2, it’s this: shoes are doing the heavy lifting in 2025. Six of the ten hottest products were footwear—proof that your sandals, sneakers, and slightly bizarre flatforms say more about your fashion IQ than any logo-laden bag ever could.

Culturally, there’s a noticeable shift toward niche brands with bold, eccentric aesthetics. Character-driven storytelling and creative freedom are driving consumer curiosity. Yet at the same time, simplicity still sells. From Skims tanks to COS tailoring, the basics haven’t budged.

As always, the Lyst Index captures fashion’s ever-fluctuating pulse: part hype machine, part oracle, part mood board. For Q2 2025, it’s clear—your best investment is on your feet, your basics better be elevated, and if Miu Miu says loafers are in, then, they’re in.