At a glance
- Ranking: Prada is the most searched-for fashion brand online in the third quarter of 2026, according to the Lyst Index published at the end of October.
- Podium: Prada climbs five places, ahead of Chanel (2nd) and Miu Miu (3rd); Gucci, Saint Laurent and Dior follow.
- Key figure: demand for Prada on Lyst jumped 55% over the quarter.
- No. 1 product: the Prada Wish silk duchesse pouch, with searches up 498%; it is listed at €980 on prada.com.
- Worth noting: Celine enters the top 10 for the first time; Dries Van Noten, Diesel and Khaite join the top 20.
Chanel led the ranking the previous quarter. In the third quarter of 2026, Prada takes back first place in the Lyst Index, the quarterly barometer of the most desired fashion brands online. The ranking, the standout products and what it means for the major houses.
Prada climbs five places in one quarter
Sixth in the second quarter, Prada takes the lead with demand up 55% on the platform. The peak came during fashion week, when the skirts from the September show in Milan became a recurring topic on social media. Titled “The Skirt”, the Spring/Summer 2027 collection by Miuccia Prada and Raf Simons explores a single garment across 63 looks: pleated nylon, crystal embroidery imitating guipure lace, floral prints. Lyst sees in it a “Pradaism” that has moved beyond the runway.
The Lyst Index top 10
Here are the ten most searched-for brands in the third quarter of 2026, with their movement since the previous quarter:
- 1. Prada (+5)
- 2. Chanel (-1)
- 3. Miu Miu (-1)
- 4. Gucci (+1)
- 5. Saint Laurent (-1)
- 6. Dior (-3)
- 7. Burberry (+1)
- 8. Ralph Lauren (-1)
- 9. Chloé (+2)
- 10. Celine (+5)
From 11th to 20th place come Bottega Veneta, Coach, Massimo Dutti, The Row, Moncler, Dries Van Noten, Loewe, Diesel, Stone Island and Khaite. Celine climbs five places and enters the top 10 for the first time, driven by menswear demand up 62% year on year.
Wish pouch: searches up 498%
The quarter’s most searched-for product is a soft drawstring pouch: the Prada Wish, in silk duchesse. Searches for it rose 498%. On prada.com, the sky blue version is listed at €980: silk, leather drawstring closure, leather handle loop with snap, 35 cm high and 29 cm wide. For Lyst, it embodies Prada as an aesthetic, beyond the purchase itself. To compare with the great classics, see the prices of luxury icons in 2026 (in French).
The ten most desired products
- Prada, Wish silk duchesse pouch
- COS, Trullo flap bag
- Celine x Reebok, Freestyle Lo sneaker
- Vans, Premium Authentic
- Dries Van Noten, long wrap scarf-skirt
- Phoebe Philo, Peak sunglasses
- Free People, Forever Young bloomer pants
- Balenciaga, Rodeo bag
- Chanel, ballet flats
- Cartier, Tank watch
The Celine x Reebok sneaker sold out soon after launch, and demand for the Dries Van Noten scarf-skirt rose 383%. The classics hold firm : Chanel ballet flats, the Cartier Tank and the Vans Premium Authentic are all still on the list.
Chanel, Miu Miu, Dior: who is slipping?
Chanel, first in the second quarter, drops one place. Miu Miu slips from 2nd to 3rd and Dior loses three places, from 3rd to 6th. Versace, Phoebe Philo and Jacquemus, all in the top 20 the previous quarter, drop out. Dries Van Noten enters straight in at 16th, with demand up 27% over the quarter; Diesel returns and Khaite arrives in 20th place, driven by its Danielle jeans.
What the ranking says about the houses
Lyst notes a growing taste for ornament, embroidery and pieces steeped in history, a year after a season dominated by the restraint of The Row and COS. On the sales side, desire is not always enough: according to Prada Group’s release of 22 October 2026, retail sales of the Prada brand grew 2% over nine months and 1% in the third quarter, while Miu Miu’s fell 3% in the quarter. Group CEO Andrea Guerra credits this resilience to the desirability of the brands. The ranking measures attention, not revenue : a useful nuance for reading a two-speed luxury market (in French).
How Lyst builds its ranking
The Lyst Index combines demand from the platform’s 160 million annual shoppers with signals from social media, search, editorial coverage and artificial intelligence. Each brand is assessed on three dimensions: desire, demand and discovery. The model prioritises aspiration-led demand, weights recency and excludes activity driven by discounting or negative attention. For products, more than eight million items are screened.
| Ranking | Lyst Index, Q3 2026 (published end of October 2026) |
| No. 1 | Prada (up 5 places) |
| Podium | Prada, Chanel, Miu Miu |
| Prada demand | +55% over the quarter |
| No. 1 product | Prada Wish silk duchesse pouch, searches +498% |
| Wish pouch price | €980 (prada.com France, October 2026) |
| New in the top 20 | Dries Van Noten (16th), Khaite (20th), Diesel back (18th) |
| Out of the top 20 | Versace, Phoebe Philo, Jacquemus |
| Data set | 160 million annual shoppers, more than 8 million products |
Information checked on 31 October 2026. Sources: Lyst Index, Q3 2026 (Lyst), Prada Group press release of 22 October 2026, Prada Wish pouch product page (prada.com), Prada Spring/Summer 2027 show (prada.com).
