The Lyst Index for Q1 has landed, revealing how pop culture and AI-driven discovery are reshaping the way we shop. Consumers are no longer starting with products, but with moods and references – think “Carolyn Bessette-Kennedy style”– before narrowing down their choices. Recent cultural moments have driven demand for brands such as Calvin Klein, Kangol, and Vivienne Westwood, showing that storytelling now leads shopping behaviour.

Luxury continues to dominate, but success is being driven by strong creative vision rather than price alone. Brands like Chanel, Gucci and Celine are capturing attention by building distinct worlds that consumers want to be part of, especially during key moments like fashion month and award season.

There’s no single defining trend this quarter. Instead, the hottest items span both high and low price points, but what connects them are the cultural moments and communities behind them.

And so, here is what people are shopping for right now.