Chanel’s Triumph and Massimo Dutti’s Unexpected Breakthrough: Lyst Index of Hottest Brands Released

The Lyst platform has published its ranking of the most popular fashion brands and products for the second quarter of 2026, highlighting the triumph of French classics, sportswear, and unexpected breakthroughs from the mass market.

In the second quarter of 2026, Chanel retained its status as the hottest brand in the world. According to the platform, the updated index methodology continues to reward sustained cultural momentum rather than fleeting viral spikes. The French fashion house managed to keep its crown thanks to the launch of its Coco Beach and Métiers d’Art collections, as well as a 70% surge in demand for sunglasses.

Major Climbers and New Faces in the Ranking

• Miu Miu climbed two positions to take second place. The brand continues to dominate, driven by growing interest in woven bags, eyewear, and a successful collaboration with tennis player Coco Gauff for New Balance.

• Massimo Dutti made a powerful leap, jumping eight spots straight into the top 10. Demand for the brand grew by 43%, largely thanks to Bella Hadid wearing the label's pieces at the Cannes Film Festival and the overarching trend for a refined "Mediterranean" wardrobe.

• Celine rose to 15th place (+5 positions) against the backdrop of the warm reception given to collections under the creative direction of Michael Rider.

• Phoebe Philo entered the prestigious Lyst ranking for the first time, claiming the 18th spot (a 29% increase in demand) following an expansion of its retail strategy, particularly in the Asia-Pacific region.

Outside the top 20, the standout breakthrough labels included Issey Miyake (with demand doubling), alongside Thai brand Voranida and Literary Sport.

What People Wore This Summer: Key Product Trends

Athletic themes and summer vacations served as the primary drivers of consumer demand:

• Basketball Triumph: A New York Knicks cap topped the ranking of the most popular products following the team's historic win in the NBA Finals (with demand spiking by 4,276%).

• Football Fever: The Adidas x Willy Chavarria collaborative jersey claimed the ninth spot on the wave of the World Cup (a 373% surge in demand). Overall interest in "blocecore" (football chic) grew by 60% over the quarter.

• Summer Footwear: Open-toe shoes and beach styles secured four spots in the top 10—Skims jelly shoes, Gucci Vittoria shoes, Chloé mules, and Massimo Dutti thong sandals all posted triple-digit sales growth.

The list of the most coveted items also featured Chanel sunglasses, Dôen Iona shorts, and the Zimmermann Daylight dress.