What is the hottest brand at the moment? The fashion shopping platform lyst compiles a an index of the most hyped brands every quarter. With 160 million shoppers a year, Lyst gathers data including shopping behaviour, products searches, views, sales and social media activities within three months. With all of that in mind, we´re intrigued to find out what is the hottest brand before 2025 ends.
Top of the List
At top of the list of hottest brands is Saint Laurent taking over the reigns from Miu Miu, which holds second place this quarter. This is down to Saint Laurent having a successful run the last quarter. Kate Moss starred in Saint Laurent´s Velvet Heat campaign by Mert & Marcus, Saint Laurent presented a cinematic SS26 show with Bella Hadid returning to the runway and the French fashion house co-produced Jim Jarmusch’s Golden Lion winning film Father Mother Sister, Brother at the Venice Film Festival. Combining fashion and film is something we cherish at Thurzdays.
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Some surprises
Two very different brands in terms of price range, but both with the same concept of ‘quiet luxury’ that stood out this quarter were Cos and Row who take third and fourth place on the list. Known for its minimalist designs and modern shapes, the high-street brand Cos stepped up 4 spaces since the last quarter. The brand returned to New York Fashion Week for the fourth times and had a successful AW25 collection. Not to mention its accessible pricing point.
The modest luxury brand The Row, designed by former actors Marykate and Ashley Olsen, has taken fourth place as hottest brand. The Row has had a few moments recently having held its SS26 show in September in Paris, dressing Kendall Jenner at the Academy Museum Gala and having trending products on social media included Agnes bag and Ophelia sweater. And not to mention winning the the American Accessory Designer of the Year at the CFDA Awards. The two Hollywood stars have shown that all of this can be achieved without being in the limelight or allowing phones at their shows.
Controversy vs Tradition
Further down the list is Kim Kardashian’s brand Skims, which is said to now be worth $5bn. The shapewear brand dropped its first NikeSKIMS collection at the very close of the quarter, which gained a lot of hype. But that’s not the only reason why Skims is in the top 20. Skims was in the headlines in August for launching its viral seamless sculpt face wrap, which gained much controversy for beauty standards.
Surprisingly, the traditional and much worshipped luxury brands Chanel and Dior are not on the list. Both French fashion houses, who have changed their creative direction had two successful shows in Paris in September, which were very much praised in the press.
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The Takeaway
It just shows that attention-grabbing campaigns isn’t sufficient to be at the top of the list. Interestingly, the brands that collaborate in the field of film such as Saint Laurent, Miu Miu or Coach, which is next to be seen in the next The Devil Wears Prada, are in the top five. Whether dressing all the characters in a film, appearing in a designer dress on the red carpet or simple product placements, it is evident that fashion and film play a huge role for consumers.