Saint Laurent tops Lyst’s hottest brands ranking for the first time

For the first time, Saint Laurent has claimed the top spot in Lyst’s latest hottest brands ranking, dethroning Miu Miu, despite a 7% drop in revenue in Q3 2025, reports WWD.

The Kering-owned brand’s rise in popularity was fueled by strong interest in loafers, micro bags, and boots, as well as buzz around its Spring 2026 Paris show on September 29, attended by front-row stars Hailey Bieber, Zoe Kravitz, Charli XCX, and Blackpink’s Rosé.

Miu Miu held onto second place, while H&M’s premium sister brand Cos climbed four spots to overtake The Row as the third-most searched brand, with searches up 147%. The Row saw a more modest 28% increase in demand.

Other brands that gained traction this quarter include Bottega Veneta, Ralph Lauren, Versace, Burberry, Gucci, and Stone Island, while Loewe, Alaïa, Balenciaga, Prada, Chloé, and Jacquemus experienced declines in demand.

The fastest-growing brands were Nour Hammour, Nike, and Madewell. Demand for Nour Hammour’s leather outerwear rose 49%, Nike grew 7%—indicating a potential resurgence under new CEO Elliot Hill—and Madewell saw a 34% increase thanks to renewed interest in slouchy shoulder bags, flats, and jeans.

Lyst’s most-searched products this quarter included:

• Havaianas flip-flops

• Saint Laurent’s Le Loafer

• Cos chunky sweaters

• The Row eel-skin loafers

• Skims pierced nipple push-up bra

• Savette Slim Symmetry pochette

• Nike x Jacquemus Moon Shoes

• Nike Shox TL sneakers

• Polo Ralph Lauren midi dresses

• Coach Soft Empire Carryall bag

Saint Laurent’s rise demonstrates the brand’s continued appeal and ability to capture consumer attention, even amid revenue fluctuations.