Besides Labubu, what were the iconic products of 2025? Lyst tells us in its annual “Year in Fashion” report, which highlights (among other things) the most popular items of the last 12 months. The global shopping platform analyzed online searches and the purchasing behavior of its customers. Miu Miu, Prada, The Row, Chloé, and Gucci were the winning brands. Let’s see how and why.
Miu Miu and Labubu triumph
Brand
If “the most unstoppable craze of 2025” was for the Labubu, Lyst named Miu Miu as the leading brand of 2025. This is the third consecutive year that this has happened, with a 138% increase in global demand since 2022. This year saw the launch of the micro skirt that took the web by storm. In the following years, ballet flats, bag charms, and other items confirmed Miu Miu’s reign.
Bags
Chloé’s Paddington bag triumphed in this category. After 20 years, the bag was reborn under the creative direction of Chemena Kamali, recording an average growth of 418%, with an increase of 573% in September alone. And demand is still growing, according to Lyst.
Footwear
The Dune sandal by The Row was this year’s key product. According to Lyst, it “broke the internet”. The flip-flop divided the online community due to its price (currently €850 on MyTheresa). Controversy aside, the product experienced a 130% increase in searches in the first half of the year, with interest growing as temperatures rose.
Sneakers
Beside Miu Miu, Prada leads this category thanks to the success of the Collapse model, made of Re-Nylon and suede. Searches for this model have increased by 31%, and the shoe model has overtaken Adidas’ Samba.
Creative Directors
Gucci won with the appointment of Demna. Acclaimed by the public (although several critics were skeptical about his appointment), “Demna’s Gucci did not disappoint “, writes Lyst. But there is a new king on the horizon. Or rather, a queen. It’s Grace Wales Bonner, whose arrival at Hermès caused searches for her eponymous brand to skyrocket by 165%.
Read also:
- What it means now that Miu Miu has lost its title as Lyst’s hottest brand
- LVMH and Kering clear out stock, hopefully to make room for new items
