Nike back in the game and Ralph Lauren on the up as Lyst showcases hottest fashion brands
Lyst, an AI powered fashion discovery platform, has released its Q4 2025 Index, a quarterly ranking of fashion’s hottest brands and products.
Based on the shopping behaviour of 160 million annual users from October through December 2025, this shows US heritage brands successfully translating clear product focus into strong demand during the holiday season.
"Shoppers want recognisable, functional products with clear positioning, whether it's a quarter-zip, the perfect puffer or a cult accessory,” says Emma McFerran, CEO at Lyst. “When culture, product and availability align, momentum follows. We track these shifts in real time to make multi-brand discovery more intuitive and personal.”
Nike re-entered the top 20 at No. 19, ending a two-year absence from the index’s hottest brands ranking. The return was driven by a 27% quarter-over-quarter increase in demand for core footwear franchises, specifically low top silhouettes, and a successful second drop from the NikeSKIMS collaboration.
Ralph Lauren climbed five places to number four, recording a 24% increase in demand on Lyst and delivering the hottest product of the quarter. The Polo Ralph Lauren Cable-Knit Quarter-Zip saw a 75% rise in demand quarter over quarter as shoppers prioritised versatile, classic silhouettes for the holiday season.
Increased social attention around the brand’s Christmas aesthetic reinforced familiarity and sustained engagement during peak gifting months. Though it slipped one spot to number, Coach maintained its position in the global top ten by extending its performance with US shoppers through the holiday period.
The brand’s consistent product strategy allowed it to balance heritage appeal with modern relevance, particularly among younger consumers engaging with core leather goods and accessories. Specific functional yet fashionable products saw the sharpest demand spikes of the three-month period.
Contemporary brands such as COS and Massimo Dutti also saw gains, reflecting demand for well priced wardrobe staples during peak trading months. Globally, Saint Laurent held the number one position for a second consecutive quarter, reflecting steady demand for investment led dressing.
RTIH AI in Retail Awards
Brarista, IBM Consulting, Foundit!, Quorso, Vusion, Sensei, Reckon.ai, EE, Walkbase, Globant, Riskified, and Goddiva were among the winners at the RTIH AI in Retail Awards, sponsored by VenHub Global, 3D Cloud, EdTech Innovation Hub, and Retail Technology Show.
Our 2026 hall of fame entrants were revealed during a sold out event which took place at The Barbican in Central London on Thursday, 29th January, and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “According to Amazon’s Andy Jassy: AI is a once in a lifetime reinvention of everything we know, and the largest technology transformation since the cloud.”
“Whether that’s overstating it or not, we're certainly seeing an increasing number of innovative, potentially game changing developments in this space across both traditional and digital retail spaces. And that is reflected in tonight's finalists, who are boosting customer experiences and tackling retailers' painpoints across the likes of physical stores, online, omnichannel, supply chain, and payments.”
“To quote one of our judges: I have to admit, judging these awards was so difficult. So many that would have been worthy winners. And great to see how AI has moved firmly into delivery mode. Firmly into delivering for customers and driving huge innovation.”
Congratulations to our 2026 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended our Thursday, 29th January gathering.
Stay tuned for an indepth review of the awards ceremony in the next edition of RTIH magazine.
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