LONDON — Chanel has retained its position as the world’s hottest brand in the latest Lyst Index for the second quarter of 2026, reflecting how the platform’s updated methodology continues to reward sustained cultural momentum rather than one‑off viral spikes.
The shopping platform said Chanel held the crown in the second quarter thanks to the launch of its Coco Beach and Métiers d’Art collections, while sunglasses fueled a 70 percent uplift in demand on Lyst.
Miu Miu climbed two places to number two, riding a 30 percent increase in demand for crochet bags, sunglasses and its ongoing New Balance collaboration with tennis player Coco Gauff.
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Among the biggest movers was the Inditex-owned Massimo Dutti, which jumped to 10th place, rising eight spots quarter‑over‑quarter. Demand for the brand increased 43 percent, driven by Bella Hadid’s endorsement during the Cannes Film Festival and growing appetite for its elevated, Mediterranean‑inflected wardrobe, Lyst said.
Celine climbed five places to number 15 on the back of a 31 percent increase in demand, as shoppers reacted positively to Michael Rider’s vision for the brand. Chloé and Jacquemus also advanced thanks to spikes in summer dressing.
Phoebe Philo’s namesake label entered the Lyst Index for the first time at 18th place, with a 29 percent rise in demand, reflecting growing momentum behind the designer’s expanding retail strategy, especially in the Asia-Pacific region.
Outside of the top 20 performers, Lyst singled out Issey Miyake, Thai label Voranida and Literary Sport as fast movers. Demand for Issey Miyake doubled quarter‑over‑quarter, helped by a 501 percent spike in searches for the Madame-T style that landed as the index’s second hottest product this quarter.
On the products side, sport was the dominant driver. A New York Knicks cap claimed the number-one position after demand surged 4,276 percent around the team’s history‑making NBA title win.
The Adidas x Willy Chavarria jersey entered at number nine, with a 373 percent increase in demand around the FIFA World Cup. Overall, searches for soccer-inspired fashion on Lyst rose 60 percent compared to the previous quarter.
Summer footwear was also trending, with four of the top 10 styles being open‑toe or vacation‑leaning shoes. Skims’ jelly shoes, Gucci’s Vittoria heels, Chloé’s jelly mules and Massimo Dutti’s toe sandals all saw triple‑digit demand growth, up 2,170 percent, 1,322 percent, 657 percent and 304 percent, respectively.
Other items that made it to the hottest products ranking included Chanel’s shield sunglasses, Dôen’s Iona shorts, and Zimmermann’s daylight dress.
As reported, Lyst updated its ranking methodology last quarter, combining platform demand data from 160 million annual shoppers with a curated set of signals across social, search, editorial and emerging AI discovery channels.
A brand can now appear in the Lyst Index regardless of whether it is available to shop on the platform.
