Chanel has once again topped the Lyst Index, holding onto the title of the world's hottest fashion brand for the second quarter of 2026.
The French luxury house maintained its lead following the release of its Coco Beach and Métiers d'Art collections, while growing interest in its eyewear offering saw searches for Chanel sunglasses increase by 70% throughout the quarter.
Miu Miu followed closely behind in second place, climbing two positions thanks to strong demand across its seasonal accessories. Crochet bags, sunglasses and the label's ongoing New Balance partnership with tennis star Coco Gauff all contributed to a 30% rise in consumer interest.
One of the biggest success stories this quarter came from Massimo Dutti. The Inditex-owned retailer surged eight places to break into the top 10, with demand rising by 43%. Lyst attributes the jump to Bella Hadid's high-profile endorsement during the Cannes Film Festival, alongside increasing appetite for the brand's refined, Mediterranean-inspired aesthetic.
Elsewhere, Celine climbed five spots to 15th after recording a 31% increase in demand, suggesting shoppers are responding positively to Michael Rider's direction for the house. Chloé and Jacquemus also continued their upward trajectory as consumers embraced summer-ready wardrobes, while Phoebe Philo's eponymous label entered the Lyst Index for the very first time. Landing at number 18, the brand experienced a 29% rise in demand, driven in part by its expanding retail footprint across the Asia-Pacific region.
Beyond the top 20, Lyst highlighted several brands gaining momentum. Issey Miyake saw demand double compared to the previous quarter, helped by a remarkable 501% increase in searches for its Madame-T design, which secured second place in the hottest products ranking. Thai label Voranida and Literary Sport were also identified as emerging names attracting significant attention.
Sport continued to influence shopping habits throughout the quarter, with a New York Knicks cap claiming the title of Lyst's hottest product after searches skyrocketed by 4,276% following the team's historic NBA Championship victory. Football's growing impact on fashion was equally evident, with the adidas x Willy Chavarria jersey entering the ranking in ninth place after demand climbed 373% during the FIFA World Cup. Overall, searches for football-inspired fashion increased by 60% compared to the previous quarter.
Warm-weather footwear also dominated consumers' wish lists. Four of the 10 hottest products were open-toe silhouettes, including SKIMS' jelly shoes, Gucci's Vittoria heels, Chloé's jelly mules and Massimo Dutti's toe sandals. Each recorded substantial increases in demand, rising by 2,170%, 1,322%, 657% and 304%, respectively.
Rounding out the list of standout products were Chanel's shield sunglasses, Dôen's Iona shorts and Zimmermann's Daylight Dress, reflecting continued demand for summer-ready essentials across both luxury and contemporary fashion.
The latest rankings also reflect Lyst's revised methodology, introduced earlier this year. The platform now combines shopping behaviour from its 160 million annual users with wider signals including search trends, editorial coverage, social media engagement and emerging AI-powered discovery tools. The update also means brands no longer need to be stocked on Lyst itself to qualify for inclusion in the quarterly index.
