MIU MIU REMAINS THE HOTTEST FASHION BRAND AS BURBERRY RETURNS TO LYST Q2 2025 LIST

Miu Miu has once again claimed the top spot on Lyst’s quarterly hottest brands index, cementing its hold on fashion’s cultural pulse. Known for its playful sophistication, the brand saw a continued surge in demand in Q2 2025. Viral products like its micro-miniskirts, logo knitwear, and suede loafers, paired with high-profile celebrity styling moments, have kept Miu Miu firmly in the spotlight and at the forefront of consumer interest.

Loewe follows closely behind at number two, riding the wave of attention around Jonathan Anderson’s final collection for the house and the success of its distinctive accessories. Saint Laurent, Prada, and Coach also landed in the top five. Coach’s rise, in particular, reflects a successful Gen Z rebrand, powered by a nostalgic embrace of classic designs and collectible bag charms.

One of the biggest surprises this quarter is Burberry’s return to the Lyst rankings. After slipping off the list in recent months, the British heritage brand has re-entered the top 20, hinting at a renewed interest in its refreshed creative direction and luxury offerings. This comeback signals that Riccardo Tisci’s past influence and the brand’s latest campaigns are starting to resonate with a younger, global audience once more.

Other standout names on the list include Bottega Veneta, Alaïa, Moncler, The Row, Birkenstock, SKIMS, Gucci, Jacquemus, Versace, Balenciaga, Chloé, Ralph Lauren, and Valentino. While some brands rose due to product virality or celebrity endorsements, others like The Row and Bottega maintained steady momentum with their minimalist appeal and understated luxury.

Miu Miu’s continued dominance across multiple quarters highlights the power of brands that balance nostalgia with innovation. Meanwhile, Burberry’s quiet resurgence reminds the industry that with the right storytelling and cultural timing, even legacy brands can recapture the public’s attention.