The Lyst Index 2026 has officially dropped, and it positions Chanel back on top. As Lyst approaches a decade of tracking industry heat, this quarter introduces a new methodology built around "Desire, Demand, and Discovery." In short, it means the index is now reflecting a landscape where shopping is no longer linear but shaped by AI prompts and cultural moments. Under the recalibrated lens, Chanel debuts straight into the number one position, driven by a quarter of sustained demand and peak visibility, with Matthieu Blazy’s latest pieces, especially the pumps and Maxi Flap bag.
However, the real shift sits beneath the surface. Gucci’s return to the top five (up four places) marks its strongest position since 2022, powered by Demna’s polarising reset and the kind of viral attention that now defines success. It translated into a 12% day-on-day spike in demand immediately after the show.
Dior lands straight in at number three, Celine re-enters at twenty, and Fendi reclaims ground at nineteen, while Versace builds momentum with +17% quarter-on-quarter demand growth, signalling that creative turnover and conversation still convert into clicks. Even more telling is the endurance of brands like COS and Massimo Dutti, holding their place among luxury heavyweights thanks to sustained demand for wardrobe staples like casual jackets and knitwear.
Outside the top tier, Zara has emerged as the quarter’s breakout. That’s thanks to a high-impact run of cultural touchpoints, including a Super Bowl moment with Bad Bunny and a viral partnership with John Galliano, alongside collaborations with Soshiotsuki, Aaron Levine, and Willy Chavarria.
Vivienne Westwood experiences one of the sharpest surges of the quarter, with corset dress demand rising +86% and bridal up +79% quarter-on-quarter, amplified by Margot Robbie and Charli XCX’s press tour wardrobes. The brand’s Long Fond Gown alone drives a +890% increase in searches, landing it firmly among the hottest products of the moment.
Meanwhile, Calvin Klein sees searches jump 43% off the back of its visibility in a hit TV series, reinforcing the growing feedback loop between screen culture and shopping behaviour.
On the product side, Saint Laurent dominates, with its stand-collar jacket claiming the number one spot after an explosive +5,550% month-on-month surge in demand, while its butterfly sunglasses also climb with +217% growth quarter-on-quarter. Elsewhere, an adidas Chinese-style track top sees demand spike +960% in March following the Lunar New Year, and Celine’s ballet lace-up shoes record a +300% increase in searches over the quarter.
According to Lyst, shoppers are increasingly starting with a mood, a reference, or a character, rather than a product, building out entire visual identities before narrowing down to items. At the same time, luxury’s dominance is being built by world-building. Essentially, the brands leading right now are those offering fully realised creative universes, amplified by fashion month, award season, and viral moments that convert attention into desire.
From Chanel handbags to supermarket totes, what matters now isn’t cost or category. In 2026, heat is dictated by story, speed, and who’s paying attention.
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