Saint Laurent, the most desirable brand according to Lyst in the third quarter of 2025

The Lyst sales platform publishes its index of the most popular fashion brands and products every quarter. As the world's largest marketplace with 160 million users per year, it has unique databases on the behaviour of its customers and users. It tracks their behaviour, searches, products viewed and sales. But it goes further by incorporating mentions on social media on a global scale. In short, Lyst's formula analyses more than eight million items. Luxury is not the only sector covered by the platform, as more affordable brands such as the American brand Madewell and sports brands are also scrutinised.

It is therefore an indicator of brand desirability, and at the top of this coveted Holy Grail, Saint Laurent's arrival at the top of the Lyst index in the third quarter. This is a very interesting result for the Kering group, whose third-quarter figures were not positive, and in particular for Saint Laurent, whose sales fell by 7% between July and September, to €620 million. Searches for the Saint Laurent Loafer, Lyst's second most coveted product in the third quarter, increased by an average of 66% month-on-month. It seems that the work of Anthony Vaccarello, creative director at Saint Laurent since 2016, and his stylistic consistency are proving appealing, while competing brands have experienced considerable instability. The Spring/Summer 2026 fashion show, which took place in Paris in October, had a huge impact on social media and certainly helped to boost the brand's desirability.

Another big surprise was the arrival of COS in the top three most searched brands, with a 147% increase in searches this quarter. The brand's turnover is not disclosed, as it is part of the H&M group, but the group's profit growth reached €270 million, up 40%. In fourth place is the iconic quiet luxury brand The Row, with demand up 28% this quarter. Prada drops two places to sixth in the ranking, and Loewe tumbles from second to eighth, undoubtedly impacted by the departure of its creative director Jonathan Anderson to Dior. Another brand experiencing a significant decline, while remaining in the top 20, is Alaïa.

Burberry moves up four places with a 14% increase in demand this quarter and ranks 13th in the rankings, with Daniel Lee's repositioning finding its audience. Skims continues its rise in desirability with a 271% increase in demand and ranks 15th among the most popular brands.