Lyst Index 2026: Chanel Becomes the Most Desirable Fashion Brand

The Lyst Index analyzes brands based on three criteria—desirability, demand, and discovery—to reflect consumer engagement with fashion brands. It also helps identify new purchasing behaviors, cultural influences, and emerging discovery trends, particularly through AI-powered search and content creators.

This year, Chanel made a striking debut in the rankings and claimed the top spot. This quarter was marked by strong consumer demand and particularly powerful cultural visibility. This momentum can be partly attributed to the recent arrival of Matthieu Blazy as the brand’s creative director, who spearheaded the Chanel Pumps and the Maxi Flap Bag—both among the most sought-after fashion items of the quarter.

Gucci, meanwhile, marks its big comeback to the top 5—a first since 2022—by climbing four spots. The controversial appointment of Demna as creative director sparked numerous reactions on social media, boosting the brand’s visibility among the general public. On Lyst, demand surged by 12% in the days following the fashion show.

Dior and Céline also entered the rankings, at third and twentieth place respectively, while Fendi returned to nineteenth position. Versace also gained ground with a 17% quarter-over-quarter increase in demand on Lyst, driven in particular by reactions following Dario Vitale’s departure at the end of last year.

In the premium segment, COS and Massimo Dutti maintain their spots in the top 20 and compete with industry giants, driven in particular by the popularity of basics such as casual jackets and knitwear. Chloé, Coach, Prada, Burberry, and Loewe also reposition themselves in the rankings.

Some brands are gaining visibility without making it into the top 20. This is particularly true of Zara, which made headlines with Bad Bunny’s performance at the Super Bowl, for whom it designed an exclusive wardrobe. The brand also drew attention with the announcement of a partnership with John Galliano, as well as collaborations with Soshiotsuki, Aaron Levine, and Willy Chavarria.

Vivienne Westwood also surged in the first quarter thanks to the outfits worn by Margot Robbie and Charli XCX during the *Wuthering Heights* tour. Demand for her corset dresses rose by 79% compared to the previous quarter, as did demand for wedding dresses (+79%). The Fond Gown also ranks fifth among the most popular products, with an 890% increase in searches.

Calvin Klein also saw a surge in interest thanks to the brand’s visibility in Disney’s Love Story. Following the series’ release, searches jumped 43%.

Among the key trends shaping the sector are pop culture, discoveries made through artificial intelligence, and new shopping journeys. Shoppers now create aesthetic mood boards before selecting their pieces, reflecting a more narrative and personalized approach to fashion.

Despite political instability, luxury dominates the ranking of the most desirable brands, thanks to its mastery of storytelling and the creation of strong brand universes. Houses with a consistent and recognizable creative vision, such as Chanel, Gucci, and Céline, have captured attention and moved up in the top 20. Media highlights, such as Oscar season or Fashion Weeks, also help amplify this visibility.

Finally, the most in-demand products remain extremely diverse, both in terms of style and price. A $2.99 Trader Joe’s tote bag (in 8^th place) thus sits alongside a Chanel Maxi Flap bag (in 6^th place) in the rankings. This coexistence reflects a shift in how consumers assign cultural value to fashion, now prioritizing a product’s narrative and community aspect over brand positioning or price.