Over the past two years, Miu Miu and Loewe have battled it out for the top spot on the Lyst Index of hottest brands in the world (with Miu Miu usually taking the crown). Today (November 5), a new contender has swiped the number one spot: Saint Laurent by Anthony Vaccarello. As announced this morning, the Lyst Index’s Q3 2025 results are in, with the French fashion house jumping up two places – overtaking both Loewe and Miu Miu – to claim first place for the first time.

Its success can be attributed to several factors. Firstly, 2025 has seen the renaissance of “boom boom” fashion, led by Saint Laurent’s recent runways, and secondly, Le Loafer is in high demand. As well as the brand’s boots and micro bags, YSL loafers have been crowned this quarter’s second most in demand product – beaten only by Havaianas’ flip-flops, which spiked in searches by 34 per cent.

Though we’re shocked to see Miu Miu in second, the most surprising news of the quarter is the unstoppable rise of Cos, which has leapt by four positions to become the third hottest brand in the world. The Row comes in fourth with a 28 per cent growth in demand, followed by Coach, Prada and Bottega, with Loewe dropping down to eighth place. Over at Burberry, things are looking up – the British brand has risen by four places to claim the 13th spot, following a 14 per cent increase in demand.

It’s been a great quarter for Nike too, with not one by two shoes in the hottest product list: the Nike x Jacquemus Moon shoe and Nike Shox TL trainers. Elsewhere, quiet luxury prevails with Cos’ chunky sweater coming in third on the products index and The Row’s Eel loafers in fourth. Kim K and Skims’ nipple bra is the fifth most popular product – does this mean we might be seeing an appearance from the merkin for Q4?

In an unexpected turn of events, the breakout stars of Lyst’s Q3 2025 report are Saint Laurent and Cos, two brands that offer entirely opposite aesthetics: boom boom vs quiet luxury. For now at least, more is more.