Miu Miu Dominates Fashion Again as Labubu and Celebrity Style Drive 2025 Trends
Lyst's annual Year in Fashion report for 2025 highlights Miu Miu as the undisputed leading label, a prestigious title it has now secured for three consecutive years. Drawing upon data from over 160 million consumers, the high-end shopping platform noted that Miu Miu's "irreverent, hyper-feminine identity continues to resonate online and shape styling and shopping trends." This success is mirrored within its parent company, Prada Group, as the signature Prada label also enjoyed a strong year, notably claiming "the slim-sneaker spotlight in 2025 with the Collapse"—a distinctive re-nylon and suede style featuring a collapsible heel. This particular shoe saw searches rise by an impressive 31% year-on-year, propelled by significant cultural traction, including a viral moment from Harry Styles.
However, the top spot for bags was seized by a revived classic: the Chloé Paddington. Making a triumphant return 20 years after its initial debut, the iconic bag experienced a staggering 573% spike in demand in September following its relaunch, with "demand still climbing." Relaunched under the creative direction of Chemena Kamali, the updated "it-bag" has garnered "mega celeb-endorsement" from influential figures such as Rachel Sennott, Alexa Chung, Dua Lipa, and Daisy Edgar-Jones.
The past year also witnessed considerable movement among creative directors, with Lyst identifying Demna’s appointment at Gucci as "the most impactful so far." His new vision sparked a 106% surge in traffic as shoppers eagerly explored his fresh aesthetic. The September launch of the "La Famiglia" collection, coupled with the "See Now Buy Now" model, "cemented Gucci’s most talked-about creative reset in years," effectively silencing earlier critics who had expressed doubts about Kering’s choice of Demna.
In terms of standout items, The Row’s Dune sandal emerged as a "key piece" but undeniably "split the internet." Despite its controversial $600 price tag for what some perceived as a basic flip-flop, the sandal saw search growth of 130%, peaking with a remarkable 240% spike following Jonathan Bailey’s now-iconic red carpet appearance, solidifying its unexpected allure.
Celebrity influence continued to drive significant search trends. During the Super Bowl halftime show, Kendrick Lamar’s Celine flared jeans prompted a "staggering" 2,368% surge in searches for the silhouette, marking "one of the year’s most dramatic product placements." Similarly, Pedro Pascal’s "playful, personality-led menswear choices" led to sharp upticks across numerous luxury brands, including a 23% rise in Celine Homme searches after his Emmy appearance. His impact signals a notable shift toward individuality-driven menswear.
Direct sponsorship deals also proved highly effective. "The Summer I Turned Pretty," Amazon Prime’s hit series, reached "peak social buzz and inescapable fandom" when Season 3 dropped earlier in the year. Capitalizing on this moment to connect further with Gen Z, Coach executed a successful sponsorship deal and launched a "TSITP capsule collection." This strategic move resulted in Coach’s brand demand increasing by 58% year-on-year, powerfully demonstrating the significant commercial impact of real-time, fandom-driven brand engagement.
Beyond traditional trends, Labubu became "2025’s most inescapable craze." This "sinister-smiling bunny keychain" unexpectedly transformed into fashion’s most surprising status symbol, generating a massive 625% increase in searches at its peak. Its widespread adoption by celebrities ranging from Rihanna to Lady Gaga underscored its viral phenomenon.
Crucially, celebrities were not the sole arbiters of influence this year. Lyst highlighted the emergence of "a new generation of creators armed with TikTok, Substack and machine learning" who rose to become "2025’s most trusted fashion voices." These "vibe-analysts" have successfully shifted influence away from traditional influencers, providing data-led clarity within an increasingly overwhelming trend landscape. Notable breakthrough "Vibe Analysts" this year included @databutmakeitfashion, @styleanalytics, and @aguspanzoni.
