Loewe overtakes Miu Miu and Prada to reclaim the title of hottest brand in the world. Under the creative direction of Jonathan Anderson (who, in May, took on the role of honorary co-chair at the Met Gala) the brand has honed its codes of creativity, craft and culture building. This quarter Loewe was a sponsor of the Met Gala, launched a new Paula’s Ibiza collection, presented its menswear SS25 show in Paris, dropped a Pride capsule collection, and dressed Zendaya, Ayo Edebiri and Jonathan Bailey. The release of the much anticipated Challengers movie, with costumes designed by Jonathan Anderson and select items available to shop through Loewe, aligned the brand with a high-profile cultural moment. And crucially, desire for Loewe product is strong. Sustained demand for basket bags and the anagram tank top helped drive a 29% increase in searches over the last three months. Adeptly balancing heritage with cultural relevance, Loewe is raising the brand heat bar, culminating in receiving the Grand Prix at the inaugural Luxury & Lifestyle Lions at the prestigious Cannes Lions International Festival of Creativity.

As luxury brands continue to raise their prices, we’re seeing contemporary labels beginning to claim share of search from the heritage houses. Coach re-enters The Lyst Index’s hottest brands ranking for the first time since Q4 2022, joining The Row, New Balance and Skims as the only four American brands in the chart. Mixing heritage appeal with refreshed designs, the brand's ability to blend accessible luxury with on-trend aesthetics has resulted in a 27% increase in searches this quarter, driven by demand for its Tabby bag, this quarter’s third hottest product. With prices starting at $385, the bag has been viral on TikTok, generating over 34.2M posts on the platform. Thanks to its woven leather bags — with price tags averaging between $300 and $500 — Dragon Diffusion has also managed to cement itself as a new cult favorite within a notably crowded market: the basket bag category. Despite the competitive landscape, searches for the brand’s made on-demand tote bags have increased 197% this quarter. 

In the Hottest Products list, more signals that standout independent brands can cut through, if the product is right. High Sport’s sell-out flared pants, this quarter’s 6th hottest product, have earned a cult following among industry insiders in the US. Launched in 2021 by The Row alum Alissa Zachary — who also worked with the likes of Khaite, The Line and Rosetta Getty — searches for High Sport spiked 42% on Lyst this quarter. Casablanca’s bold summer shirt is the quarter’s hottest menswear piece. Meanwhile, London-based womenswear brand Amy Lynn has cemented its status as a key player in the contemporary fashion scene. Founded in 2017, searches for its puffball dress (this quarter’s 7th hottest product) spiked 53% in April after going viral on TikTok and generating over 61.6M posts.