Noticias

In today’s fashion world, hype goes far beyond the runway. It’s shaped by online searches, celebrity appearances, viral social media moments, and strategic collaborations. The Lyst Index for Q1 2025 reveals the most coveted brands of the season. Here’s our top 10:

1. Loewe

Loewe claimed the throne with a 38% surge in global searches, driven by Jonathan Anderson’s final collection and the “Crafted World” book. The Spanish brand stands out for its artistic design, exceptional leather craftsmanship, and pieces that blur the line between classic luxury and experimental fashion. Its SS25 runway was one of the season’s most talked-about moments, blending art, fashion, and digital sensitivity into a futuristic presentation. Loewe’s cultural and aesthetic power has solidified it as today’s most influential fashion house.

2. Miu Miu

After topping charts in 2024, Miu Miu remains strong at #2 on the Lyst Index. The brand continues to charm Gen Z with micro-miniskirts, balletcore flats, and campaigns featuring global influencers. For SS25, it doubled down on sheer fabrics, cropped vests, and short jackets, perfectly aligning with the European urban style. Its “college-chic with a grunge edge” aesthetic makes Miu Miu a social media and street style essential.

3. Saint Laurent

With a strong presence on red carpets, Saint Laurent gained momentum with standout appearances at events like the Oscars and the Met Gala. The brand’s sculptural and minimalist luxury attracts celebrities such as Zoë Kravitz and Hailey Bieber. Impeccable tailoring and dramatic eveningwear reinforce the maison’s glam-rock chic DNA. Under Anthony Vaccarello’s leadership, YSL remains a symbol of feminine power and refined sensuality.

4. Coach

Coach experienced an impressive revival: its “Soho” sneaker line became a hit at New York runways and store displays. Searches for the brand rose by 332%, boosted by athlete and celebrity sightings. The American brand is repositioning itself as a cool mid-luxury reference. Structured handbags and vintage-inspired sneakers appeal to fans of nostalgic streetwear. Coach’s recent success lies in its balance of accessible pricing and premium design.

5. Prada

Despite a slight drop in the ranking, Prada remains a creative powerhouse. The Italian label heavily invests in visual storytelling, including its Re-Nylon projects that merge sustainability with innovation. Oversized sunglasses, elegant cargo pants, and sporty tailoring have dominated European street style in recent months. Prada’s fusion of tradition and aesthetic experimentation keeps it one of the industry’s most respected names.

6. COS

COS was the breakout brand of the quarter, jumping 11 positions on the Index. The Scandinavian label captivated the public with wide-leg minimalist trousers, structured jackets, and its first unisex fragrance. The quiet luxury aesthetic, paired with accessible pricing, attracts consumers looking for understated sophistication. Its sustainable capsule launches and architectural cuts have secured COS a cult following among conscious fashion lovers.

7. Bottega Veneta

Bottega Veneta continues to reign in the realm of silent luxury. The brand invests in cultural campaigns and sensory experiences, such as its Patti Smith collaboration and art installations in Milan. Iconic woven accessories like the Cassette bag and textured leather sandals remain among the most searched items online. Its appeal lies in discreet sophistication and timeless design, winning over both the fashion elite and aspirational audiences.

8. The Row

Founded by the Olsen twins, The Row cemented its spot in the top 10 with ultra-minimalist resort shows and cult accessories like the Dune sandal. Celebrities such as Kendall Jenner and Sofia Richie are unofficial ambassadors of the brand’s refined style. Cashmere pieces, oversized shirts, and long dresses define the wardrobe of those who value pure elegance. The Row embodies the modern “old money” aesthetic.

9. Chloé

Under Chemena Kamali’s direction, Chloé brought back icons like the Paddington bag and returned to its romantic boho roots with flowing dresses and earthy tones. The French house jumped 10 spots, fueled by 2000s nostalgia and emotionally driven storytelling. Gigi Hadid, Florence Pugh, and Adwoa Aboah are among the celebrities embracing the brand’s new spirit. Today, Chloé symbolizes feminine eco-luxury that celebrates authenticity and freedom.

10. Moncler

Moncler closes the top 10 with solid sales and a growing presence in the Asian market. Its business model, based on high-impact collaborations (such as Moncler x FRGMT) keeps the brand current and desirable. Campaigns featuring Penn Badgley and reimagined technical pieces have strengthened its image among fashion lovers and urban adventurers alike. Despite a volatile macroeconomic scenario, Moncler proves its resilience and adaptive power.

Fashion in 2025 is all about the fusion of tradition, innovation, and subtle desire. Brands like Loewe, COS, and Chloé prove that hype doesn't need to scream, it can be built through aesthetic consistency, digital strategy, and purposeful design. On the other end, Miu Miu, Coach, and Prada show how pop culture, experimentation, and emotional connection fuel desirability. In the middle of this fashion ecosystem, Urban Hype Club positions itself as a cultural radar and platform for urban expression. Now is the time to use this global temperature check to create content, collections, and experiences that capture the now.