These Were the Hottest Brands and Fashion Buys of Q4, According to Lyst
Saint Laurent is still on top and the appetite for “borecore” is brewing.
With 2025 firmly behind us and the first month of the year over and done with, it’s time to reflect and analyze. In fashion, anyway… It’s officially time for Lyst to share its Q4 findings, kicking off February with the latest Lyst Index. As always, the index features the hottest brands of the quarter, along with the it-fashion items and the brands to watch.
This quarter, Saint Laurent remains the world’s hottest brand, likely due to its killer runway shows and brand ambassadors like Charli XCX, Zoe Kravitz and Bella Hadid. Next up is Miu Miu, because when would being a Miu Miu girl ever be off the menu? Making up the rest of the top five is COS at number three, with demand increasing by 60%, followed by Ralph Lauren, Prada and Coach. The Row comes in at number seven, followed by Burberry, Gucci and Moncler.
Interestingly, Q4 marks the first time that Nike has re-entered the Lyst Index in two decades, likely a direct result of the NikeSKIMS launch and the growing relationship between fashion and sport. As for the hottest items, this quarter’s list includes an unlikely quarter-zip at number one, along with Burberry’s Nova Check scarf, UGG‘s Zora ballet flats and more.
Read on for the full list and for the full report, head to the Lyst website.
1. Polo Ralph Lauren Cable-Knit Quarter-Zip
2. Massimo Dutti Puffer Jacket
Wetter weather is going nowhere fast and last season felt significantly colder than normal. That, coupled with the quiet popularity of gorpcore and sport, propelled this Massimo Dutti puffer into the second spot on the list. Not a far cry from recent drops from Cecilie Bahnsen and The North Face or Rains, the slightly more affordable option is more popular than ever.
3. Arc’Teryx Bird Head Toque
4. Burberry Cashmere Scarf
It’s no secret that Burberry has had a resurgence, thanks to its London-centric ambassadors and brand campaigns, so it makes sense then that a classic cashmere scarf would hit a peak over the holiday season. Its popularity also signals the rise of the OG Nova Check colorway, plus a growing demand for entry-level luxury.
5. Chloé Paddington Bag
The Chloé Paddington bag made a pretty intense comeback last year, but according to Lyst, November was its biggest traffic-driving month, with demand increasing by 291%, compared to the previous quarter. Likely due to its celebrity fans like Rachel Sennott, Dua Lipa and Alexa Chung, the slouchy silhouette also benefits from a designer vintage revival.
6. UGG Zora Ballet Flats
If there’s anything we learned last year, it’s that hybrid silhouettes are here to stay. UGG’s Zora Ballet flat marked a new expansion for the brand and it’s clear to see that people loved it.
7. Parke Varsity Mock Neck Sweatshirt
8. Saint Laurent Vendome Slingback Pumps
It’s hardly surprising that Saint Laurent would enter the hottest items list too, but it’s the Vendome Slingback Pumps that take the cake. Likely due to its classic silhouette and rich colorways, the shoe was also worn by Demi Moore and Chloë Sevigny last year.
9. Victoria Beckham Alina Jeans
Never underestimate the power of Netflix, apparently, because demand for Victoria Beckham’s Alina Jeans reportedly soared by 378% from last quarter, all thanks to its subtle mention in the VB documentary.
10. Lemaire Wrap Coat
Finally, if “buttoned up to the top” doesn’t ring a bell, there’s a chance that this coat isn’t on your wish list. Funnel necks are officially back in fashion and Lemaire is on the menu.
