The Lyst Index is a quarterly ranking of fashion’s hottest brands and products compiled by Lyst, the world's biggest and most intelligent fashion shopping platform. With 200m shoppers a year and the biggest data set in fashion, Lyst is a unique source of global fashion intelligence. The formula behind The Lyst Index takes into account Lyst shoppers’ behavior, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three month period.

HOTTEST BRANDS

Q4-24

Coach Climbs High

courtesy of coach

2024 was a year of fashion in flux, and the transformation of The Lyst Index hottest brands chart reveals how online fashion shoppers are responding to shifting tides. This was Miu Miu’s year; the brand claimed the number one spot three out of the last four quarters (displaced only by Loewe in Q2). Sister brand Prada has also remained within the Top 3 year-round, while Saint Laurent has been steadily climbing the Top 5. Meanwhile, the rest of the table continues to shuffle as fashion fans reassess the value of luxury labels, and (re)discover more accessible brands and trends. This quarter sees two new entrants, some seasonal success stories, and some dramatic leaps up and down the Hottest Brands chart.

Coach climbs 10 places to become the world’s 5th Hottest Brand, reflecting an exceptional quarter across all of our key Index metrics. A well-executed strategy to connect authentically with Gen Z customers has paid off, with demand up a staggering 65% quarter on quarter, and 332% year on year. Competitive discounts during Peak sale season allowed more customers to access hot Coach bags and made Coach pieces popular holiday gifts.

332%

The year on year increase in demand for Coach in 2024

The Coach Brooklyn bag is this quarter’s Hottest Product, with a 46% spike in searches for Q4, while a Coach cherry bag charm taps into the Gen-Z craze for customization. Accessories for accessories are trending, as shoppers look for quirky charms, pins, and scarves to express their personalities, and adorn their it-bags with a personal touch. Searches for bag charms on Lyst spiked 77% this quarter.

UGG, another Gen-Z favorite, breaks back into the Hottest Brands list, rocketing into tenth position. While UGG always sees seasonal success, this quarter’s demand is unprecedented; UGG searches are up 358% over the last three months, and up 12% year on year. Beyond the ongoing nostalgic appreciation for 2000s fashion, shoppers are feeling inspired by creators showcasing new ways to style the boots, pairing UGGs with baggy jeans or more elevated looks. As ‘Mini UGG outfit inspo’ dominated TikTok, the ubiquitous tan UGG Classic Ultra Mini Boots became this quarter’s second hottest product.
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Algorithms overlap in our Hottest Products ranking, where the data surfaces celeb-endorsed statement pieces alongside more pragmatic ‘capsule wardrobe’ items. Post quiet luxury, shoppers are still seeking sleek, clean design across all price points. The Row remains the quarter’s ninth hottest brand, while COS, H&M Group’s modern minimalist line, enters the Hottest Brands list for the first time. Demand for COS increased 16% this quarter, and its viral cashmere sweater (a dupe for The Row’s style) is the fifth hottest product.

courtesy of COS

courtesy of wardrobe nyc

The Wardrobe NYC RHW blazer dress, from a collaboration with actress and model Rosie Huntington-Whiteley, is this quarter’s sixth hottest product. As worn by Beyoncé at a Kamala Harris rally, searches increased 110% this quarter. Taylor Swift helped drive a 242% surge in searches for British designer Charlotte Simone’s cult vintage-inspired coats, this quarter’s eighth hottest product. While in ninth position, &Daughter’s cardigan is the it-knit of the season, representing a viral TikTok moment for red crew neck cardigans this winter.
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As TikTok continues to fuel brand and product heat, how could an evolving social media landscape in the US shape how we shop for fashion this year? Will the luxury downturn continue, opening up space for more premium and contemporary brands, and how will the comings and goings of fashion’s high-profile creative directors influence The Lyst Index? Fashion’s great shake-up looks set to continue into 2025, and we’ll be tracking the data as the story unfolds.

$628

The average price of a Q4 Hottest Product, down 27% YoY

HOTTEST PRODUCTS

To find the world’s hottest products, Lyst’s formula filters more than eight million items by volume of social media mentions alongside searches, page views, interactions and sales in the Lyst app. We group colors for styles, and take into account global demand per volume of stock available.

COACH

Shoulder Bag

UGG

Classic Ultra Mini Boot

MIU MIU

Fleece

Coach

Cherry Bag Charm

COS

Cashmere Sweater

WARDROBE NYC

RHW Blazer Dress

SKIMS X THE NORTH FACE

2000 Retro Nuptse Jacket

CHARLOTTE SIMONE

Coat

&DAUGHTER

Ada Cardigan

Massimo Dutti

Penny Loafer

BRANDS MOVING FAST

courtesy of OUR LEGACY

Our Legacy

Stockholm-based Our Legacy creates esoteric clothing in classic silhouettes. Releasing frequent collaborations under the 'WORKSHOP' moniker, recent growth encouraged LVMH Luxury Ventures to take out a minority stake in the business last year.

worn by:Eddie Redmayne, Paul Mescal, Devin Booker

DeMellier

DeMellier handbags team contemporary design with traditional craftsmanship, with all pieces crafted in Europe using sustainably sourced materials.

Worn by:Meghan Markle, Sofia Richie

AURALEE

Founded in 2015, Japanese brand AURALEE is known for superlative materials and impeccably constructed silhouettes. Limited collaborations with Tekla and New Balance this quarter helped engage a growing international fanbase.

WORN BY:Lewis Hamilton

Trending Product:AURALEE x New Balance 990v4 sneaker

+114%

rise in demand this quarter