Talks Around Jonathan Anderson’s Departure Fuel Loewe’s Popularity on Lyst

LONDON — Loewe again overtook Miu Miu to claim the top spot on the Lyst hottest brands ranking for the first quarter of 2025, thanks to a 38 percent surge in searches on the shopping platform driven by the coverage surrounding the departure of then-creative director Jonathan Anderson, who is set to unveil his first collection for Dior Men on June 27 during Paris Men’s Fashion Week.

The last time Loewe rose to the top was in spring of 2024 when Luca Guadagnino released “Challengers,” which featured costumes designed by Anderson and a press tour during which Zendaya and costars Mike Faist and Josh O’Connor, two of the poster boys for the “Rodent Man” trend, wore Loewe looks on multiple occasions, helped the brand align with “a high-profile cultural moment.”

However, not all brands undergoing creative changes sparked the same level of interest among Lyst shoppers. Versace, Balenciaga, Bottega Veneta, Gucci and Valentino all dropped in the ranking.

The dark horse of the season was Cos, the minimal, more upscale label owned by H&M Group. Cos, which counts Oscar-winning actor Adrien Brody as an ambassador, climbed 11 places to become the sixth hottest brand in the quarter, with demand rising 44 percent. Cos is the first mass fashion brand to break into the top 10 ranking.

Chloé, Ralph Lauren and On saw considerable gains in the quarter as well. Under Chemena Kamali’s creative direction, Chloé entered the top 10 hottest brands for the first time since the Lyst Index began. Ralph Lauren rose six places to 12th position, thanks to engaging audiences across multiple tiers of the market. The Zendaya-approved On entered the ranking this quarter in 18th position. Searches for the brand jumped 50 percent in the period.

In terms of in-demand items for the first quarter of 2025, the Celine flared jeans that Kendrick Lamar wore at the Super Bowl halftime show topped the chart. Searches for flared jeans on Lyst following his performance shot up 412 percent.

It was followed by the Taekondon sneakers from Adidas; the Speedcat ballet flat from Puma; the Gaby vanity bag from Saint Laurent; the suede pouch from Miu Miu; the barrel leg trousers from Cos; the Accolade hoodie from Alo Yoga; the color sock from Uniqlo; the Michael shoes from Paraboot, and the mini ruffled dress from Chloé.

With 160 million annual active users, Lyst earlier this month entered into a definitive agreement to be acquired by Zozo Inc., a Japanese fashion e-commerce platform operator, for $154 million.

Following the acquisition, Lyst will become a wholly owned subsidiary of Zozo. It will continue to operate as a stand-alone business based in London, with Emma McFerran continuing to serve as chief executive officer.

Zozo said the acquisition of Lyst will form the cornerstone of its international expansion strategy, while Lyst’s brand authority and intelligence will be further strengthened by leveraging Zozo’s market leadership in Japan.