Lyst Index: Chanel Remains in 1st Place in the Second Quarter of 2026

Based on an analysis of 160 million consumers using the Lyst platform, the ranking measures three key dimensions: desire, demand and discovery. The aim is to identify the brands that best capture attention, convert this visibility into purchase intent and dominate digital conversations.

At the top of the rankings, Chanel retains its number one spot. The launch of the Coco Beach and Métiers d’Art 2026 collections has boosted the French fashion house’s visibility, whilst searches for its sunglasses rose by 70 per cent on Lyst in a single quarter.

Miu Miu has made one of the season’s most impressive comebacks, climbing two places to return to the podium. The 30 per cent rise in searches can be attributed in particular to the success of its crochet bags and its highly publicised collaboration with New Balance, notably worn by tennis player Coco Gauff at Wimbledon. This is further proof that high-profile cultural moments can significantly boost enthusiasm for a brand.

Dior rounds off the top three, whilst Burberry and Prada have also climbed the rankings of the most coveted brands.

The second quarter also marks Phoebe Philo’s notable entry into the Lyst Index. Searches for the brand have risen by 29 per cent in three months, driven by the gradual expansion of its product range and high demand from an international clientele particularly attuned to emerging trends.

The biggest rise, however, went to Massimo Dutti, which climbed eight places thanks to a 43 per cent increase in searches. The brand’s visibility at the Cannes Film Festival and its sophisticated Mediterranean wardrobe have appealed to customers seeking accessible summer elegance.

Jacquemus’s return to the rankings confirms this appetite for holiday-inspired fashion and a sense of freedom, whilst pieces such as Issey Miyake’s Madame-T Stole or Zimmermann’s Daylight dress illustrate the success of designs perfectly aligned with the season’s real-life uses.

The other standout trend of the quarter is the growing influence of sport in the worlds of luxury and ready-to-wear. The New York Knicks cap tops the ranking of the most-searched-for products, with a spectacular 4,276 per cent increase in searches on Lyst.

The excitement surrounding sporting competitions — from Wimbledon to major international events — is transforming sports kit and symbols into genuine fashion items. Collaborations between sports brands and designers, such as Willy Chavarria’s partnership with Adidas, are benefiting from this new momentum.

After several seasons marked by changes in creative directors at the major fashion houses, the second quarter of 2026 reveals a new hierarchy. The luxury giants remain dominant, but the real winners are those who manage to capture the spirit of the times.

More than a question of prestige, success now hinges on a brand’s ability to appear at the right time, in the right place and within the right cultural context. Between summer destinations, sporting influence and digital discoveries, the most successful fashion is that which transforms attention into desire — and then desire into a purchase.