And, we’re not that surprised …
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The Lyst Index, which ranks the fashion world’s hottest brands and products, has released its report from the first quarter of 2025 – with some rather fascinating insights. The index, which typically engages with premium and designer brands, reports that, for the first time, a high street brand has ranked amongst the top ten hottest brands of the moment. In a surprising (or, perhaps, not-so-surprising) twist, COS has surged eleven places to rank as the sixth most popular brand of the last few months, pipping brands such as Bottega Veneta, The Row, Chloé and Toteme to the post.
To deduce the hottest products, Lyst’s formula filters more than eight million items by volume via social media mentions alongside searches, page views, interactions and sales on the app. COS has seen a 44 per cent spike in demand in the first quarter of this year. This stat will likely make sense to those who follow the H&M-owned brand closely. Recent popularity has been accrued to the brand’s elasticated barrel-leg trousers which have also ranked as the sixth most popular product of the same period. Last quarter, the brand’s pure cashmere sweater, which mirrors the minimal-luxe feeling of The Row, made the list of top ten hottest products also, speaking to the strong sway that quiet luxury and Instagram trends have on consumer spending.
Khaki elasticated barrel-leg trousers, €79, at COS.
The COS SS25 fashion show earlier this month has also been a talking point. Staged in a marble quarry in Athens, the catwalk show boasted a front row that included Sharon Stone and Adrien Brody (the Oscar-winning actor is the face of the brand’s latest menswear campaign), as well as style influencers such as Alexis Foreman and Lucy Williams, pictured below. According to Lyst, the production value of the show “rivalled the production value of any luxury house, [and] could further solidify the brand’s position at the intersection of accessibility and aspiration”.
Additionally, in a first, this quarter’s Lyst Index revealed the cheapest product to ever land on its list of viral fashion buys. Coming in at eighth place is a pair of coloured ribbed socks by Uniqlo which, at €3.90, are the most affordable product in Lyst Index history.
Red ribbed cotton-blend socks, €3.90; www.uniqlo.com.
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