To No One’s Surprise, Chanel Is the World’s Most-Wanted Luxury Brand

If you’re a fashion lover who’s chronically online—I’m talking about the kind of person who cycles through a scroll rotation of Instagram, TikTok, Substack, Google News, and more—it’s likely you have a pretty good idea of what’s trending at any given time. Still, our algorithms feed us specific subsets of information and posts, and that’s where the Lyst Index comes in.

To get a truly comprehensive look at what’s trending, with the metrics and data to prove it, we look to Lyst’s quarterly report, which incorporates sales data, Google searches, social media mentions, and brand and product callouts.

Chanel Holds On to the Top Spot

Lyst’s Q2 report for 2026 just dropped, taking into account sales data from one of the most important fashion seasons in modern history. It confirms that Matthieu Blazy’s Chanel is the world’s most-wanted luxury brand right now, holding steady at number one from last quarter.

Chanel’s buzzy new drops, including the launch of Blazy’s first Coco Beach collection, commanded attention, catapulting demand and brand recognition. Later in the quarter, Chanel Métiers d’Art 2026 dropped, driving demand and further fostering a sense of an unspoken “Chanel club” that fashion fans wanted to be a part of.

Miu Miu Continues to Thrive

As new creative directors fight to overcome the great luxury slowdown of the 2020s, Miu Miu has continued to consistently thrive, rising back into Lyst’s top three this quarter, with searches up 30% from last quarter and retail sales up 3% in Q2 2026. Its demand is largely driven by Gen Z, whose spending power continues to increase as more of the generation reaches working age.

When it came down to what we were all eyeing and buying, Q2’s hottest products once again offered little in the way of shock value. The world, it seems, is collectively as enthralled by the New York Knicks’ historic championship win as we New Yorkers are, with the hottest product of the quarter being a Knicks cap.

Elsewhere, Gen Z-led trends like thonged sandals, all-lace everything, and Chanel’s Y2K-coded sandals were the items of choice. Not to mention, Chloé’s much-hyped, love-them-or-hate-them, Barbie-esque Jelly Mules were the fifth most-wanted product of the entire second quarter.

Celine and Phoebe Philo Are on the Rise

Other honorable mentions this quarter include the incredible growth happening at Celine since Michael Rider’s appointment, with the brand climbing five places as searches rose 31% quarter-on-quarter.

Phoebe Philo’s namesake label also makes its debut in The Lyst Index after searches rose 29% quarter-on-quarter. The brand’s expanded retail offering, combined with a number of seasonally relevant, product-led moments, has helped the label climb into the rankings for the first time, despite the relative restraint of its overall growth strategy.

Phoebe Philo’s arrival reflects intense desire signals and cultural appetite from an in-the-know crowd, now translating into Lyst Index brand heat beyond its limited retail footprint.