For the first quarter of 2026, Chanel takes the top spot on the Lyst Index Hottest Brands ranking. This marks a major achievement for the French luxury house as it dethrones fellow French fashion powerhouse Saint Laurent, which held the number one position for the final quarter of 2025 and now comes in second place for Q1.

The methodology behind the ranking is based on what Lyst refers to as the three D’s: Desire, Demand and Discovery. Demand measures searches, purchase intent and engagement across the platform. Desire focuses on cultural visibility and the growing appetite for a brand across consumers, digital communities and content creators, while also examining its wider cultural impact. Discovery measures how effectively a brand emerges in the consumer shopping journey and how visible it becomes through recommendations, digital exposure and A.I.-driven shopping experiences.

Chanel

The biggest story this quarter is undoubtedly Chanel taking the number one position. Much of this renewed excitement surrounding the house has been credited to the appointment of Matthieu Blazy as creative director. Since taking over the house, Blazy has brought a fresh energy to Chanel while still respecting the brand’s heritage and craftsmanship. Alongside that, the brand’s celebrity visibility has grown significantly, especially through ambassadors like Jacob Elordi and Pedro Pascal.

Saint Laurent

Coming in second place is Saint Laurent under the creative direction of Anthony Vaccarello. The brand continues to dominate through sharp tailoring, sensual silhouettes and its effortlessly cool aesthetic.

Saint Laurent remains one of the strongest luxury houses when it comes to celebrity dressing and red carpet visibility. Whether through campaigns, runway moments or accessories becoming viral fashion pieces, the brand continues to hold strong cultural influence globally.

Dior

One of the biggest surprises this quarter is Dior making a new entry into the ranking. Under its creative director Jonathan Anderson , Dior continues to balance heritage luxury with modern celebrity culture.

The house remains one of the most visible brands globally through fashion week presentations, couture moments and ambassador partnerships across Hollywood, K-pop and sports culture.

Miu Miu

Miu Miu remains one of the strongest fashion forces right now under Miuccia Prada. Miu Miu understands how to create viral fashion moments without making them feel forced. From its micro-mini era to its librarian-inspired styling and celebrity co-signs, the brand continues to define fashion aesthetics online and offline.

Gucci

Despite shifts within the luxury market, Gucci remains firmly within the top five under creative director Demna. 

The house has shifted toward a more refined and wearable identity compared to previous years, focusing less on maximalism and more on understated luxury. Gucci’s campaigns, celebrity placements and runway visibility continue to keep the brand within mainstream fashion conversation. It’s most recent runway show were the brand shut down the “Times Square” for their latest collection says it all.

Ralph Lauren

One of the more interesting placements this quarter is Ralph Lauren continuing its rise. Under founder Ralph Lauren, the brand has successfully leaned into heritage American luxury.Its visibility at sporting events, celebrity appearances and campaigns rooted in old-money aesthetics has helped introduce the brand to younger audiences again.

Prada

Prada remains one of fashion’s most stable and respected brands under the joint creative direction of Miuccia Prada and Raf Simons.Prada continues to balance intellectual fashion with commercial success, something very few brands consistently achieve. Its runway collections continue to influence trends across both luxury and fast fashion.

Coach

Coach continues its impressive comeback under creative director Stuart Vevers.

The brand has successfully connected with younger consumers through nostalgia-driven designs, accessible luxury and strong social media visibility. With only the youthful faces of the entertainment industry with Bella Hadid  and Storm Reid.

Burberry

Burberry remains on the list under creative director Daniel Lee,The house continues to refine its identity by blending British heritage with modern luxury aesthetics. Burberry’s outerwear and accessories remain some of its strongest commercial products globally.

The Row

Founded by Mary-Kate Olsen and Ashley Olsen, The Row continues to dominate the quiet luxury conversation.Its appeal comes from understated elegance, exceptional tailoring and minimal branding. In a fashion landscape increasingly obsessed with subtle wealth aesthetics, The Row continues to thrive quietly but powerfully.

Versace

Versace remains one of the strongest brands for glamour and celebrity dressing under creative director Donatella Versace.The house continues to dominate red carpets with bold silhouettes, metallic fabrics and high-glamour campaigns that maintain its identity within luxury fashion.

Moncler

Moncler continues to thrive under chairman and CEO Remo Ruffini through collaborations and large-scale fashion activations.The brand has mastered the art of co-creation, bringing together celebrities, designers and artists in ways that keep it culturally relevant beyond outerwear. Their latest campaign of the puffy seaside mascots head being sighted in various major cities.

Chloé

Under creative director Chemena Kamali, Chloé continues its return to soft femininity and bohemian luxury.The brand’s romantic silhouettes and flowing styling have resonated strongly this season, especially with consumers leaning back toward feminine dressing.

Bottega Veneta

Bottega Veneta remains culturally influential under creative director Louise Trotter.

The house continues to maintain its reputation for leather craftsmanship and understated luxury, while still evolving visually after the hugely successful Matthieu Blazy era.

Loewe

Under the creative vision of Jack McCollough and Lazaro Hernandez , Loewe continues to operate as one of fashion’s most creatively respected brands.

From surreal runway pieces to celebrity partnerships and artistic campaigns, Loewe consistently feels fresh and experimental without losing commercial appeal.

Fendi

Fendi returns to the ranking as a re-entry. Under creative director Maria Grazia Chiuri for couture and womenswear, the brand continues to balance Roman luxury heritage with contemporary fashion.

Celine

One of the major new entries this quarter is Celine. With Michael Rider beginning a new chapter at the house following the Hedi Slimane era, there is growing curiosity surrounding the future direction of the brand.

Even before this transition fully unfolds, Celine remains deeply influential within luxury fashion through its minimal aesthetic, celebrity following and strong accessories business.

Looking at the Q1 2026 ranking as a whole, one thing becomes very clear: fashion consumers are responding strongly to brands with distinct creative direction and cultural identity. The brands performing best right now are not only selling products, they are creating moments, aesthetics and conversations people want to be part of.

Written by Maria Jonah

Edited by Angel Joanne Okonkwo

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