Chanel held the number-one spot in the Lyst Index for the second quarter of 2026, keeping its rank as the world's hottest fashion brand for another quarter. Lyst, a fashion technology company and shopping app that publishes a quarterly ranking of the most-wanted brands and products, released the Q2 2026 edition on 5 August. Chanel's position was fuelled by the launch of its Coco Beach and Métiers d'Art collections, while sunglasses drove a 70 percent uplift in demand on the platform. WWD

Miu Miu climbed two places to number two, lifted by a 30 percent increase in demand across crochet bags, sunglasses and its New Balance collaboration with tennis player Coco Gauff. Behind it, the ranking's biggest jumper came from an unexpected corner of the Spanish group Inditex, the owner of Zara. Massimo Dutti, Inditex's higher-end chain, rose eight spots to land at number 10, after a 43 percent surge in demand. Lyst attributed the jump to Bella Hadid wearing the brand during the Cannes Film Festival and to growing appetite for its Mediterranean-inflected wardrobe.

Two designer names made notable entries. Celine climbed five places to number 15 on a 31 percent demand increase, as shoppers reacted to Michael Rider's direction for the brand. Phoebe Philo's namesake label entered the index for the first time at number 18, with a 29 percent rise in demand. Lyst linked Philo's debut to her expanding retail strategy, particularly in the Asia-Pacific region.

Beyond the top 20, Issey Miyake stood out. Demand for the Japanese house doubled quarter-over-quarter, helped by a 501 percent spike in searches for its Madame-T style, which ranked as the second hottest product of the quarter. Thai label Voranida and Literary Sport were also flagged as fast movers.

The single hottest product, though, belonged to neither a luxury house nor a fashion label. A New York Knicks cap claimed the number-one spot after demand surged 4,276 percent around the team's NBA title win. The Adidas x Willy Chavarria jersey entered at number nine, with a 373 percent demand increase tied to the FIFA World Cup. Searches for soccer-inspired fashion on Lyst rose 60 percent compared with the previous quarter.

Footwear dominated the products list. Four of the top ten were open-toe or vacation-leaning shoes. Skims' jelly shoes led with a 2,170 percent demand increase, followed by Gucci's Vittoria heels at 1,322 percent, Chloé's jelly mules at 657 percent and Massimo Dutti's toe sandals at 304 percent. Chanel's shield sunglasses, Dôen's Iona shorts and Zimmermann's daylight dress also made the ranking.

Lyst updated its methodology in the prior quarter. The index now combines platform demand data from 160 million annual shoppers with signals across social media, search, editorial coverage and emerging AI discovery channels. A brand can appear in the ranking regardless of whether it is available to buy on Lyst itself. The company said the updated approach rewards sustained cultural momentum rather than one-off viral spikes.