Chanel Is Officially the World’s Hottest Brand According to the Lyst Index

Chanel mania is showing no signs of slowing down. In Matthieu Blazy’s new era, the house claims the number one position in the Lyst Index Q1 2026.

The ranking tracks fashion’s “hottest” brands not by revenue, but by attention — combining search behaviour, shopping activity and online visibility to reflect what people are engaging with in real time. Brands are assessed across three key signals — Desire, Demand and Discovery — capturing how that attention forms, spreads and converts online, rather than what simply sells.

Image courtesy: @pernillewilby

Under Matthieu Blazy’s new creative direction, Chanel is not being repositioned so much as recalibrated. The house’s visual and commercial codes remain intact, but they have been tightened and re-surfaced in a way that feels unmistakably current. The result is a brand universe that remains instantly recognisable, yet appealing to a wider audience. When it comes to categories, its the bags and footwear that are driving momentum – with the sell-out Chanel 26S Pumps ranking second in hottest products, and the equally coveted Maxi Flap Bag coming in sixth position.

Image courtesy: @42fashiondotcom

Dior holds strong at number three, maintaining its position. Under Jonathan Anderson, the house continues to build consistency across image, product and narrative.

Gucci is this quarter’s most notable mover, climbing four places as momentum builds around Demna’s direction. The reaction remains deliberately polarised, but that tension is translating into visibility.

Further down the Index, Zara continues to strengthen by staying close to culture rather than traditional fashion cycles. This quarter, that relevance is amplified by Bad Bunny’s Super Bowl performance, where he wore a custom Zara look on one of the world’s biggest stages — a moment that pushed the brand directly into global cultural conversation.

On the product side, the story is noticeably skewed towards practicality. Knitwear, outerwear and everyday staples continue to dominate, reinforcing a broader shift toward wearable, repeatable wardrobe pieces over statement-driven novelty. Across the Top 10 Hottest Products, functionality consistently outperforms flash.

Image courtesy: Lyst Index

With Chanel crowned the world’s hottest brand this quarter, do you agree with the Lyst Index verdict?