Lyst Year in Fashion report shows Miu Miu strength, style comebacks and power of viral moments

Lyst has issued its annual Year in Fashion report and its shows that Miu Miu is 2025’s leading label, a title it has now held for three years in a row.

The higher-end shopping platform is used by over 160 million consumers so its data set is pretty strong and it said that Miu Miu’s “irreverent, hyper-feminine identity continues to resonate online and shape styling and shopping trends”.

And Miu Miu’s parent company Prada Group clearly has a lot more to be happy about as its signature Prada label also scored strongly this year. In particular, it claimed “the slim-sneaker spotlight in 2025 with the Collapse”, a re-nylon and suede style with a distinctive collapsible heel. Searches rose 31% year-on-year, fuelled by strong cultural traction, “including a viral moment from Harry Styles”.

It didn’t manage the top bag spot though as that was claimed by the Chloé Paddington. It was back, 20 years after its debut, with a 573% spike in demand in September for its relaunch and “demand still climbing”. Relaunched under Chemena Kamali, the updated it-bag is enjoying “mega celeb-endorsement” from Rachel Sennott, Alexa Chung, Dua Lipa and Daisy Edgar-Jones.

It’s been a year in which large number of creative directors have moved but Lyst said that Demna’s appointment at Gucci has “proved the most impactful so far, sparking a 106% surge in traffic as shoppers rushed to experience his new vision”. The September launch of the La Famiglia collection and the See Now Buy Now model “cemented Gucci’s most talked-about creative reset in years”, perhaps going some way to silencing the critics who’d cast doubt on Kering’s choice of Demna.

Meanwhile, Lyst said The Row’s Dune sandal was a key piece this year but also “split the internet”. The $600 basic flip-flop may have been controversial because of its price, but it saw search growth of 130%, “with a 240% spike following Jonathan Bailey’s now-iconic red carpet moment”.

And talking of celebrities influencing search, during the Super Bowl halftime show, Kendrick Lamar’s Celine flared jeans sparked a “staggering” 2,368% surge in searches for the silhouette, “marking one of the year’s most dramatic product placements”.

And Pedro Pascal’s “playful, personality-led menswear choices led to sharp upticks across luxury brands, including a 23% rise in Celine Homme searches after his Emmy appearance. His influence marks a shift toward individuality-driven menswear”.

Direct sponsorship deals also paid off. The Summer I Turned Pretty, Amazon Prime’s hit series, “reached peak social buzz and inescapable fandom when Season 3 dropped earlier this year”. And aiming to further connect with Gen Z, “Coach seized the moment through a sponsorship deal and TSITP capsule collection… and brand demand is up 58% YoY, demonstrating the significant commercial impact of real-time, fandom-driven moments”.

Meanwhile, Labubu was “2025’s most inescapable craze” and the “sinister-smiling bunny keychain became fashion’s most unexpected status symbol, generating a 625% increase in searches at peak chaos”. It was adopted by celebrities from Rihanna to Lady Gaga.

But celebs weren’t the only influencers of the year as “a new generation of creators armed with TikTok, Substack and machine learning emerged as 2025’s most trusted fashion voices”. Lyst said “these ‘vibe-analysts’ shifted influence away from traditional influencers, providing data-led clarity in an overwhelming trend landscape”. @databutmakeitfashion, @styleanalytics, and @aguspanzoni were “breakthrough Vibe Analysts this year”.