The aim of the updated model is to more accurately capture not just commercial success, but a brand’s overall “cultural temperature” — how widely it is discussed, referenced, and circulated across the digital landscape.

How “fashion hype” is now measured

1. Desire
This metric evaluates cultural interest in a brand online. It includes:

• social media conversations (Instagram, TikTok, Pinterest, Reddit, etc.)
• emotional tone of those discussions
• user-generated content and engagement
• coverage in online fashion publications

2. Demand
Based on the behavior of roughly 160 million annual Lyst shoppers:

• search activity (on and off the platform)
• sales and conversion rates
• speed of sales and product sell-out rates
• depth of product engagement

3. Discovery
Tracks how brands reach new audiences:

• emerging search trends
• cross-industry traffic from music, film, sport, gaming, and art
• expansion beyond traditional fashion consumers

The new system also allows brands to enter the ranking even if they are not directly available on the Lyst platform.

Chanel becomes the new leader of cultural demand

The biggest development of the quarter was Chanel taking first place. According to Lyst, collections created under Matthieu Blazy generated a powerful digital ripple effect, with interest spreading rapidly from fashion insiders to mainstream audiences.

Particular spikes in attention were driven by:

• Chanel’s signature pumps
• the iconic maxi flap bag

Both items also appeared on the list of the quarter’s most in-demand products.

Lyst said Blazy’s collection “ignited a digital wave of conversation,” expanding beyond fashion circles into broader popular culture.

Reshaping the fashion hierarchy

Other notable movements in the updated ranking include:

• Dior and Celine entering the list for the first time (at positions 3 and 20)
• Fendi returning to the ranking
• Gucci climbing back into the top five for the first time since 2022

Among the most popular products of the quarter were:

• Saint Laurent high-collar jacket
• Chanel green and black pumps
• Celine lace-up ballet flats
• Vivienne Westwood gown
• Chanel maxi flap bag spotted on Pedro Pascal
• Adidas collaborations and other cross-industry items

The updated Lyst methodology reflects a broader shift in fashion: success is increasingly defined not only by sales, but by cultural influence, social media presence, and digital visibility.

In this new landscape, the “hottest brand” is no longer just the one that sells the most — but the one that is most discussed, imitated, and embedded in the digital conversation.