Freakiest Foot Forward
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Q2 2025 unfolded under a shadow of economic uncertainty and continued global tensions, with murmurs of a potential recession beginning to shape how and what fashion lovers are buying. Amid tightening budgets, shoppers turned to small things that offer emotional resonance without high financial commitment. Beyond the viral Labubu craze, standout accessories and footwear — lower-lift, high-impact purchases — took center stage as expressive vessels of identity, proving that miniature buys can make major statements.
While the mood may have been somewhat introspective, brand momentum was anything but subdued. Miu Miu returns as the hottest brand of the quarter, with the brand’s logo-embossed suede loafers — ranked 4th in this quarter’s hottest products — striking a balance between preppy nostalgia and contemporary edge, channeling a back-to-school sensibility that resonated across markets. Juju Vera’s shell pendant necklace (number 7 on the hottest products) also signals cultural clout, tapping into the emotional register of handcrafted nostalgia and the ongoing appetite for talismanic, coastal-adjacent jewelry.
The Row achieves its highest Index ranking to date, buoyed by the performance of the Dune sandal — this quarter’s hottest product — and a continued refinement of its stark, sculptural minimalism. In a season dominated by personality over polish, searches for the $690 flip-flop rose by 162%, with interest rising significantly after Jonathan Bailey stepped out in a pair during a June press appearance. Viral visibility reframed the once-basic shoe as a fashion-forward summer staple — proof that simplicity, when styled right, can carry surprising weight. Meanwhile, shoppers continue to respond positively to Prada and Saint Laurent’s distinctive points of view: Prada’s futuristic pragmatism, Saint Laurent’s sharp glamour.
Burberry re-enters the hottest brands for the first time in a year, effectively capitalising on a resurgent ‘cool Britannia’ vibe, supported by a strong festival campaign. Another firm festival favourite, the Adidas Adicolor Sprinter Short, is this quarter’s third hottest product. First seen in the late 1970s, Q2 saw a 121% increase in demand for this style, thanks in part to celebrity co-signs from the likes of Harry Styles and Bella Hadid. With an accessible price point and multiple variations of the style available both new and on resale platforms, athletic shorts are a key trend this Summer.
78%
increase in searches for sports shorts on Lyst this quarter
BURBERRY
HAILEY BIEBER
Demand for Chloé on Lyst rose 33% in Q2, as its breezy, bohemian revival continues to gain ground with shoppers worldwide. COS — still the only ‘high street’ brand within the top 10 hottest brands — benefited from April’s widely praised runway show, proving that when elevated basics meet thoughtful presentation, they resonate across demographics.
Pucci is one of this quarter's brands rising fast outside of the Top 20, with searches up a huge 96% quarter on quarter. Brace for a Euro-core takeover, as glamorous Italian beachwear brands are trending worldwide. Endorsed by Hailey Bieber, Addison Rae and Dua Lipa, the most wanted pieces for a ‘Pucci Girl Summer’ are the Marmo and Orchidee swirly halterneck mini dresses, tops and swimsuits. Meanwhile Amsterdam-based Rohe offers a minimalist counterpoint, through refined tailoring and quiet luxury codes. The rise of Jacques Marie Mage sunglasses — which saw a 34% increase in demand from May to June — reflects the rising value placed on accessories that carry narrative and craftsmanship, beyond just branding.
81%
year on year increase in demand for Pucci on Lyst
The biggest statement of Q2, however, came from the ground up. Six of the 10 hottest products this quarter are shoes — a mix of the functional, the nostalgic, and the outright odd. Vibram FiveFinger shoes saw a 110% increase in traffic on Lyst this quarter, continuing the hybridization of performance and fashion that we saw in Q1 with Puma’s Speedcat Ballet. Meanwhile, the wedge sneaker — led by continued interest in Isabel Marant’s Bekett style — is the latest shoe to be capitalizing on a Y2K-fueled TikTok revival.
Will a wave of newly-appointed creatives, poised to reveal debut collections in September, usher in major change for The Lyst Index next quarter? With fresh perspectives in influential roles, Q3 could usher in a new era — and a wholly different set of brands and products capturing shoppers’ attention and imagination online.
630%
increase in demand for Isabel Marant Bekett sneakers this year
VIBRAM
SANDALS
the Brand
PUCCI
Pucci
Italian heritage brand Pucci blends archival prints with contemporary silhouettes, reemerging as a Y2K icon under the creative lens of Camille Miceli. Bold, body-conscious designs are resonating with a new wave of digitally native maximalists.
worn by:Hailey Bieber, Dua Lipa, Vittoria Ceretti
Trending Product:Orchidee Off-the-Shoulder Jumpsuit
+96%
rise in demand this quarter
Rohe
Amsterdam-based Rohe is defined by its quiet luxury approach to tailoring, offering minimalist staples with an architectural feel. The brand’s focus on elevated essentials has earned it a growing following.
Worn by:Rosie Huntington-Whiteley, Phoebe Dynevor
Trending Product:Lace-trimmed Silk Shorts
+27%
rise in demand this quarter
Jacques Marie Mage
Jacques Marie Mage
Jacques Marie Mage crafts limited-run eyewear with cinematic flair, drawing on vintage Americana and artisanal techniques. The brand’s bold, sculptural frames have become cult favorites among discerning collectors.
WORN BY:Brad Pitt, Jeff Goldblum, Lil Nas X
Trending Product:Last Frontier VI Aviator Sunglasses
+35%
rise in demand this quarter
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