Ralph Lauren emerged as one of the quarter's top performers, moving up five spots with a 24 percent quarter-over-quarter increase in demand. Its renewed focus on core lifestyle codes has found strong cultural traction, amplified by seasonal social media trends such as the 'Ralph Lauren Christmas' aesthetic. Burberry and Gucci also rose five places each, while Stone Island rose four places, supported by a 62 percent increase in searches, highlighting how brands reaffirming their heritage and design discipline are outperforming peers still in transition.
Saint Laurent topped the Lyst index in the third quarter of 2025, as limited movement among leading brands highlighted a preference for consistency over disruption. Ralph Lauren, COS, Burberry, Gucci and Stone Island gained momentum by reinforcing heritage and core identities. Product demand shifted towards modern classics and functional basics, with knitwear, outerwear and quarter-zip accessories leading the trends.
The brands that are gaining momentum are those that reinforce established identities rather than pursuing bold reinvention. H&M group's COS maintained its third place and recorded a notable 60 percent quarter-on-quarter increase in demand on Lyst. Its clean aesthetic, focus on materials and reliable design have continued to resonate globally. Massimo Dutti's debut at number 16 further underlines the growing demand for accessible, design-driven brands, situated between everyday wear and fashion credibility.
By contrast, the brands that fell on the Index appear to be those without a clearly articulated or completely reestablished creative direction. Lyst noted that this reflects consumer caution rather than rejection, as shoppers take a wait-and-see approach during periods of strategic recalibration.
This quarter's product trends leaned heavily toward modern classics and functional staples, signaling a shift from quiet luxury toward a more rugged, utilitarian aesthetic. Categories such as outerwear, knitwear and practical accessories saw strong traction, reflecting a consumer focus on longevity and versatility.
Polo Ralph Lauren's Quarter-Zip Cable Knit Sweater emerged as the most popular product of Q4 2025, with searches for quarter-zip increasing 132% globally over the past three months. Its renewed popularity was bolstered by appearances at recent luxury runway debuts, placing the classic style firmly back in the spotlight. Lyst noted that the quarter-zip trend reflects a broader maturation in men's fashion, as younger consumers gravitate toward smarter, work-ready silhouettes.
Outerwear specialist Barbour also saw demand rise by 147 per cent in the fourth quarter, supported by a series of high-profile collaborations. Meanwhile, Arc'teryx's Bird Head beanie became the most popular headwear item in the world, recording a dramatic 1,058 percent increase in searches, driven largely by Gen Z and Generation Alpha shoppers.
Among fast-growing brands, Tokyo-based A.Presse saw a 191 percent increase in searches, while traditional shirtmaker Charvet saw demand rise 128 percent following its visibility in Matthieu Blazy's debut collection at Chanel. According to Lyst, the current index reflects a broader industry recalibration, with shoppers increasingly preferring brands with clear cultural codes, strong product identities and confidence in who they are, rather than those chasing what's next.
Fiber2Fashion News Desk (SG)
