This is the most coveted luxury brand in the world. Generation Z is crazy about it!

The latest edition of the Lyst Index Q1 2025 reveals which brands really rule the fashion world. Surprising changes, Loewe's triumph and COS's historic rise to the top show that luxury is about more than price.

The Lyst Index for Q1 2025 has been released, showing what is currently desirable, clickable, and worth investing in. The quarterly report, based on analysis of millions of users’ shopping behaviors, social media trends , and sales results , once again reveals where global aesthetics are headed.

The report paints a picture of luxury in a phase of profound transformation – it is less and less about ostentatious wealth and more about emotional attachment to the brand, authenticity of the message and refined minimalism.

Loewe store in Barcelona / Shutterstock

Loewe is the undisputed winner of this quarter. The brand, under Jonathan Anderson , climbed to the top thanks to its refined aesthetic and ... emotions that accompanied the departure of the brilliant designer.

As customers rushed to buy the visionary's latest designs, searches for the brand increased by as much as 38 percent. This shows that today, it is not only good design but also the creator who builds true brand value.

In second place is the dethroned, but still strong Miu Miu . Right behind her are Saint Laurent and Coach , which is successfully attracting a new generation of customers. Prada has dropped to fifth place, but still remains in the top.

The biggest surprise, however, is... COS , which jumped to sixth place. For the first time in the history of the ranking, a brand from the mass fashion segment has entered the world's top luxury . This is a breakthrough that shows how much the definition of exclusivity has changed.

Bottega Veneta dropped to seventh place. The Row came in eighth. Chloé came in ninth, regaining its former glory under the direction of Chemeny Kamali . Alaïa rounded out the top ten — you remember the iconic mesh ballet flats, right?

The high position of a brand like COS is evidence of a new era of exclusivity. Customers today seek value in storytelling, functionality and aesthetics that resonate with their lifestyle.

The Swedish brand's success is the result of a well-thought-out strategy that attracted young consumers, including through cooperation with Adrien Brody, the face of the 2025 campaign. Additionally, the brand made its debut in the fragrance segment, introducing the "COS Perfumery" perfume collection.

1. LOEWE +3
2. MIU MIU -1
3. SAINT LAURENT -1
4. COACH +1
5. PRADA-2
6. COS +11
7. BOTTEGA VENETA -1
8. THE ROW +1
9. CHLOE +10
10. ALAIA -3