Who's On The Lyst

Q4 Rankings

The Lyst Index. The quarterly mood ring for what the world actually wants to wear issued its Q4 rankings and there are some surprises and disappointments all at the same time.

Basic Is Sometimes The Best

Saint Laurent reclaimed the crown it first nabbed back in Q3, proving that ‘basics will win every time. Fashion Director Anthony Vaccorello (named Met Ball Chair…that helps) kept things simple and leaned into loafers as their marquee product and it worked. I guess when the world gets nervous, it doesn’t reach for micro-bags it reaches for loafers. Who knew?

Miu Miu clung to #2 with its lasting appeal and nod to the younger set. Meanwhile, COS sat pretty at #3, quietly teaching everyone that “masked up minimalism” and expensive sweaters are apparently sexy now. We aren’t sure it will last. But the quarter wasn’t all status quo and silk, with Ralph Lauren emerging as the surprise comeback kid, jumping +5 spots to #4. Yes, Polo went from dad chic to Gen-Z babe with a cable-knit quarter-zip leading the hottest products list. We have said it before and will say it again…Ralph does Ralph better than anyone.

Hottest Product

Not far behind, Burberry and Gucci both surged +5 places, which is impressive… especially for Gucci, whose creative whiplash felt like it changed direction more times than a carousel. Either Gen Z finally forgave Gucci’s identity crisis, or algorithms have genuinely lost their minds. Look for Gucci to fall next quarter. Just sayin’.

Then there were the brands that took a less glamorous trip down the ranks. Bottega Veneta slid –5 spots and Loewe also dipped –5 which is proof that even quiet luxury has a noise floor. Once the darling of the Index, Loewe’s drop suggests that “artful minimalism” ends at some point.  The Row wasn’t immune either, falling –3 places despite its perennial cool-kid status. Perhaps consumers decided that spending nearly four figures on sandals isn’t all that fun.

Bravo Dutti!

One of the more interesting entries was Massimo Dutti, showing up in the top 20 out of nowhere as well as the re-entry of Nike, which could be sending serious worry at Lululemon, who has a lot to worry about.