According to the latest Lyst Index report for Q3 2025, Saint Laurent has officially been named the world’s hottest fashion brand — for the very first time.

The French fashion house took the top spot from Miu Miu, marking a major cultural shift in luxury fashion hierarchy.

Interestingly, this recognition comes in a quarter where the brand’s revenue dropped by 7%, proving that consumer interest and desirability don’t always correlate directly with sales.

The driving force behind this momentum was the viral success of the Le Loafer, which saw a 66% spike in global searches throughout the quarter.

The Power of Relevance

Saint Laurent’s Spring 2026 show in Paris, held on September 29, generated massive buzz both online and offline. With front-row guests like Hailey Bieber, Zoë Kravitz, and Rosé from Blackpink, the event embodied the brand’s sleek, timeless sensuality curated by Anthony Vaccarello.

By merging its heritage codes with a contemporary narrative, Saint Laurent has mastered the art of staying quietly powerful — classic, but undeniably current.

Its accessories — from polished loafers to micro bags — have become global style statements, bridging the gap between aspiration and authenticity.

Lyst Index Q3 2025 – Top 5 Brands

1. Saint Laurent
2. Miu Miu
3. COS
4. The Row
5. Coach

The rise of Saint Laurent marks a defining moment in fashion’s cultural cycle. It’s not just about revenue — it’s about resonance.

In 2025, Saint Laurent isn’t just making clothes. It’s defining desire.