Prada is back at the top. In the latest Lyst Index, covering July to September 2026, the Italian fashion house climbed five places to claim the number one spot, overtaking Chanel and Miu Miu. The last time Prada topped the ranking was in late 2023. This time, its return was accompanied by a 55% increase in demand compared with the previous quarter. It seems the brand’s September show in Milan did more than introduce a new collection: it put Prada back at the centre of the fashion conversation.
A familiar top three
Chanel slipped one place, while Miu Miu also dropped by one. Both brands remain firmly in the top three, but this quarter they had to make room for Prada.
Gucci climbed one position to fourth, while Saint Laurent fell to fifth. Dior experienced a more significant decline, dropping three places to sixth.
These shifts do not necessarily mean shoppers have suddenly lost interest in particular brands. The Lyst Index measures digital demand and brand visibility, taking into account search activity, product interactions, social media and other signals. It is best understood as a snapshot of what the fashion audience is paying attention to at a given moment, rather than a definitive ranking of quality or commercial success.
Celine makes one of the quarter’s biggest comebacks
If there is one brand worth keeping an eye on in this ranking, it is Celine. The label climbed five places to reach tenth, breaking into the top 10. Demand for Celine’s menswear line increased by 62% year over year.
Several factors may be contributing to this momentum: new collections under Michael Rider, the brand’s recognisable aesthetic and its collaboration with Reebok. The Celine x Reebok Freestyle Lo sneakers ranked third among the quarter’s hottest products and sold out following their release.
What makes Celine particularly interesting is that it does not need to reinvent its visual identity entirely to attract attention. Precise proportions, considered styling and a consistent design language already give the brand a recognisable point of view. And that consistency seems to be paying off.
Bottega Veneta and Chloé are gaining ground, too
Bottega Veneta climbed three places to reach number 11, while Chloé moved up two positions to ninth. Both brands are gaining visibility, showing that the conversation around fashion extends well beyond the top three.
It is also worth watching Bottega Veneta under Louise Trotter and how the house develops its aesthetic through upcoming collections. Meanwhile, Chloé continues to strengthen its position in the top 10, reclaiming a more prominent place in the contemporary fashion conversation.
The Row, by contrast, dropped two places to 14th. This does not necessarily signal a decline in the brand’s overall appeal, but it does suggest that its digital popularity was outpaced by other labels this quarter.
Which products are driving demand this season?
The hottest-products ranking adds another interesting layer to the picture. Prada’s Wish Silk Duchesse Pouch took first place, with searches increasing by 498%. COS’s Trullo Flap Bag came second, followed by the Celine x Reebok sneakers in third.
The top 10 also featured Vans Premium Authentic sneakers, a Dries Van Noten scarf skirt, eyewear by Phoebe Philo, Chanel ballet flats and a Cartier Tank watch.
It is a notably diverse selection, spanning statement designer pieces and items that can easily fit into an everyday wardrobe. One of the quarter’s most interesting takeaways is that attention is not driven solely by recognisable logos or status accessories. Specific design details and products that people want to discover, discuss and search for are just as capable of generating buzz.
The takeaway: Q3 2026 was a strong quarter for Prada, saw Celine break into the top 10 and brought new momentum for Bottega Veneta and Chloé. Whether these brands can maintain their positions next season will depend on their ability to turn attention around individual collections and products into sustained demand.
