Chanel has once again been crowned the world’s hottest fashion brand, retaining the top position on the Lyst Index for the second quarter of 2026.
The French luxury house maintained its lead following the successful launch of its Coco Beach and Métiers d’Art collections. Interest in the brand’s accessories also surged, with searches for Chanel sunglasses rising by 70% during the quarter.
Former chart-topper Miu Miu climbed two places in the latest rankings after recording a 30% increase in demand. Lyst credited the growth to continued interest in the brand’s crochet bags, sunglasses, and its collaboration with New Balance and tennis star Coco Gauff.
Behind Miu Miu were Dior, Saint Laurent, Gucci, Prada, Ralph Lauren, Burberry, and Coach, with most of the luxury labels holding steady or making only minor movements.
One of the quarter’s biggest winners was Massimo Dutti. The Inditex-owned retailer jumped eight places to enter the top 10 after demand increased by 43%. According to Lyst, the surge was fuelled by Bella Hadid’s appearance in the brand during the Cannes Film Festival, alongside growing appreciation for its understated Mediterranean-inspired style.
Outside the top 10, Chloé climbed three places to number 11 as demand rose 20% quarter-on-quarter. The brand’s Jelly Mules also became one of the quarter’s standout products after searches soared by 657%.
Further down the rankings, The Row, Versace, Bottega Veneta, and Celine all featured prominently. Celine climbed five places following a 31% increase in demand, driven by excitement surrounding Michael Rider’s creative direction.
One of the most notable debuts came from Phoebe Philo’s namesake label, which entered the Lyst Index for the first time at number 18. The brand recorded a 29% increase in demand, supported by its expanding retail presence across the Asia-Pacific region.
Lyst also highlighted several emerging brands gaining momentum beyond the top 20. Issey Miyake doubled its demand compared to the previous quarter, helped by a remarkable 501% increase in searches for its Madame-T design. Voranida and Literary Sport were also named among the fastest-growing labels attracting consumer attention.
Sport Continues to Shape Fashion Trends
Sport remained a powerful influence on fashion throughout the quarter.
A New York Knicks cap claimed the title of the quarter’s hottest product after searches skyrocketed by 4,276% following the team’s historic NBA Championship victory.
Football’s growing influence was equally apparent. Searches for football-inspired fashion increased by 60%, while the adidas x Willy Chavarria jersey entered the top 10 hottest products after demand climbed 373% during the FIFA World Cup.
Lyst’s Top 10 Hottest Products of Q2 2026
The latest ranking featured a mix of luxury fashion and accessible wardrobe staples:
- New York Knicks cap
- Issey Miyake Madame-T
- SKIMS Jelly Shoe
- Gucci Vittoria heels
- Chloé Jelly Mules
- Massimo Dutti toe sandals
- Chanel Shield sunglasses
- Dôen Iona shorts
- adidas x Willy Chavarria jersey
- Zimmermann Daylight Tiered Dress
The quarter’s rankings also highlighted the continued popularity of ultra-feminine footwear, with flip-flop-inspired silhouettes from Gucci, Chloé, and Massimo Dutti emerging as some of the season’s most sought-after pieces.
