After a year away, Burberry rejoins fashion’s heat index, signaling real momentum for the British house this summer rankings.
Burberry is back in the zeitgeist. The British label re‑entered the Lyst Index for Q2 2025 at number 17, outpacing Gucci, Birkenstock, and Valentino after sitting out the ranking for four straight quarters.
Festival‑season billboards, a resurgent cool‑Britannia mindset, and a sharpened menswear offer all helped revive buzz. Under chief executive Josh Schulman, stores have started moving product again; analysts point to single‑digit sales gains and what they call “sensible” pricing on leather goods. In a market where many French and Italian houses just posted declines, that uptick feels notable.
Miu Miu kept its grip on the top slot, buoyed by a suede, logo‑stamped boat shoe that sailed into fourth place on the hottest products list. Loewe, Saint Laurent, Prada, and Coach round out the rest of the top five. The Row scored its highest‑ever finish at six, thanks largely to the $690 Dune flip‑flop seen on Jonathan Bailey during his Jurassic World Rebirth press junket; searches for the minimalist sandal jumped 162 percent.
Momentum is gathering for a few dark‑horse names as well. Searches for LVMH‑owned Pucci climbed 96 percent after Hailey Bieber, Addison Rae, and Dua Lipa reached for its kaleidoscopic pieces. Amsterdam’s pared‑back Rohe spiked 27 percent, and demand for Jacques Marie Mage eyewear rose 34 percent.
Rounding out the quarter’s must‑have items: the Skims cotton tank, Adidas Sprinter shorts, Vibram flats, Ancient Greek Sandals ballet flats, Juju Vera shell necklaces, Isabel Marant Bekett sneakers, Faithfull the Brand’s strapless sundress, and Prada’s Re‑Nylon sneakers.
For Burberry, the renewed attention reads like validation. Schulman’s strategy, built on heritage checks, tour‑ready jackets, outerwear with a streetwise feel, and shows that lean into Brit‑pop energy, is connecting with a generation looking for brands with backbone. If the upward trend holds, expect to see that plaid swinging a little higher on next quarter’s chart.
