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Who is following in his footsteps?
Chanel retained its position as the world’s most sought-after fashion brand according to the latest Lyst Index for the second quarter of 2026, confirming that the platform’s updated methodology increasingly values long-term cultural influence and consistent popularity, rather than short-lived viral trends.
According to data from the Lyst platform, Chanel remained at the top thanks to the presentation of the Coco Beach and Métiers d’Art collections , while the brand’s sunglasses led to an increase in demand of as much as 70 percent .
Miu Miu climbed to the second place , which achieved a 30 percent increase in demand , thanks to the popularity of crocheted bags, sunglasses, as well as the continuation of cooperation with the New Balance company and tennis player Coco Gauff .
In the top ten most popular brands, Massimo Dutti, owned by Inditex, jumped eight places and took the tenth position. The demand for this brand increased by 43 percent, which was contributed by the appearance of Bella Hadid in his creations during the Cannes Film Festival, as well as the increasing interest of customers in an elegant style inspired by Mediterranean fashion.
Celine moved up five places and now occupies the 15th position, with demand growth of 31 percent, following positive reactions to the new creative vision of designer Michael Rider. Progress was also recorded by Chloé and Jacquemus, thanks to the increased interest in summer wardrobe.
Phoebe Philo’s brand made its first appearance on the Lyst Index, ranking 18th. The demand for this designer’s collections increased by 29 percent , which reflects the successful expansion of the retail network, especially in the markets of the Asia-Pacific region.
Outside of the top 20 brands, Lyst singled out Issey Miyake, Thai brand Voranida and Literary Sport as the fastest growing fashion houses. Demand for Issey Miyake collections doubled compared to the previous quarter, thanks to a 501 percent increase in searches for the Madame-T model, which was the second most popular product this quarter.
When it comes to products, sports fashion dominated the list of most wanted items. The New York Knicks cap took first place after interest in it increased by an incredible 4,276 percent, following the club’s historic NBA title.
In ninth place was the jersey created in collaboration between Adidas and designer Willy Chavarria , with a 373 percent increase in demand, fueled by interest in the World Cup. Overall, searches for football-inspired fashion were up 60 percent from the previous quarter.
Summer footwear was also among the biggest trends. Four of the ten most popular models were open-toed shoes or models intended for summer vacations. Skims rubber shoes saw a 2,170 percent increase in demand, Gucci Vittoria sandals 1,322 percent, Chloé rubber slippers 657 percent, while Massimo Dutti open-toe sandals achieved a 304 percent increase.
Chanel sunglasses, Dôen Iona shorts and Zimmermann Daylight dress were also on the list of the most wanted products .
Lyst recalled that last quarter it changed its ranking methodology, combining demand data from more than 160 million annual users with signals from social networks, internet searches, editorial recommendations and new AI channels for product discovery.
Under the new rules, a fashion brand can be listed on the Lyst Index even if its products are not available for purchase directly through the Lyst platform.
