This High Street Store Is Competing With Chanel, Miu Miu, Dior and Saint Laurent—According to the 2026 Lyst Index
Massimo Dutti is holding a top spot in the second instalment of the report that ranks the world's hottest fashion brands and products
If I were to say "that's hot", what would first spring to mind? If it's Paris Hilton, we should be friends. If it's the seemingly never-ending heatwave we're having here in the UK, your priorities are probably in the right place. But if your mind jumps straight to the Lyst Index—the quarterly ranking of each season's hottest fashion products and brands—then you're in luck, because the latest list has just been released, and Massimo Dutti has clearly been making waves.
Typically, it's the luxury labels earning a much-coveted spot in the top 20 hottest brands. This time around, Chanel takes the top spot, closely followed by Miu Miu, Dior, Saint Laurent and Gucci, so no surprises there. But nestled in at number 10 is high street star Massimo Dutti, clearly no longer known solely as Zara's older sister. Both brands sit under the same Spanish parent group, Inditex.
For our team at Marie Claire, this ranking comes as little surprise. Massimo Dutti has long been our go-to for everything from elevated everyday basics to office outfits—the latter being where the brand truly excels. While trends absolutely influence each collection, with many a runway reference visible to the shrewd fashion fan, the Massimo Dutti design team have a particular knack for putting their own spin on them, making each piece feel effortlessly cohesive. Minimalist with a modern twist is the key draw.
It's a specific celebrity endorsement, though, that the Lyst team have pinpointed for the sudden global surge in rankings: Bella Hadid's brown slip dress, black flip flops and woven bag look, worn in Saint-Tropez in May and still in stock. Almost certainly a paid placement, but clearly one that's paid off, sparking what Lyst describes as a "growing desire for its elevated Mediterranean-inspired pieces".
And elevated really is the key word when it comes to Massimo Dutti. Every collection feels grown-up, catering to a customer who cares about current cuts, colours and styles while always looking polished. Workwear, by default, has become one of the brand's most in-demand categories, for creatives and highly corporate women (and men) alike. Though it's not just workwear: holiday-ready sandals (the mid-heel style in now sold-out black takes sixth place among the last quarter's most popular products), cleverly crafted leather pieces and accessories are all proving plenty popular too.
For the brand to be holding its own among a list of luxury giants, though, you probably don't need me to spell out its plus points. With its popularity only rising, I'm certain you're already well attuned to them.
Massimo Dutti Pieces We're Loving Right Now
Granted, Massimo Dutti sits at the upper end of the high street when it comes to price, but many of its pieces feel far above it. Case in point: this scarf halter-top and balloon midi skirt co-ord, reminiscent of an especially cool luxury label.
Massimo Dutti is known for many things, but suits are where the brand truly excels. As this oversized linen-blend navy set proves, the high street label can craft many a modern cut.
You can always rely on Massimo Dutti to create leather handbags that look designer - without the price tag.
Animal print and sheer? This shirt ticks many a trend box while remaining seasonless. Really, you can wear it year-round.
Kitten heel mules are the perfect summer shoe to take you from desk to dinner and onto the airplane.
If your wardrobe is awash with neutral shades of cream, black and brown, a blush pink might break up the cycle without straying too far from your comfort zone. This classic-cut linen-blend midi dress can be pared back with a simple flip flop or dressed up with ample accessories.
A blazer will instantly make any outfit feel more formal, whether that be a dress and flip flops or a simple tee and jeans. With a rounded neckline, no collar or lapels, this one feels a tad softer for easier styling.
The draping detail on this dress makes it instantly striking, while also toeing that workwear-weekend line Massimo Dutti is best known for. A kitten heel mule will make it more office-friendly, while a gold-tone strappy sandal and statement earrings take it into the evening.
This sculptural blouse has the ability to make any outfit all the more striking: black trousers, white jeans, a cotton midi skirt all being easy-to-style pairings. I'd also be tempted to wear it as a jacket, swapping the belt for something a little heavier.
Massimo Dutti's thong sandals have been the High Street heel of the summer. This red colourway is still in stock, just.
Sheer styling has been in the trend orbit for quite a few seasons now and this pleated shirt effortlessly steps into the style. To make it more modest, layer a vest or high neck top in cream, blue or red underneath.
Consider this simple satin cream midi dress a staple style for any occasion. Mules and a blazer will lean it more towards the office. Flip flops and a belt will take it to the beach. And for the evenings? A strappy sandal and statement necklace.
Yes, black cigarette trousers will always be timeless, but if the love for balloon trousers and barrel-legs jeans has taught us anything, it's that we're wanting to have more fun with shapes. These baggy fit trousers offer exactly that.
As with any high street store, you're bound to find pieces directly influenced from the fashion week runways. To me, this 100% cotton skirt screams Tory Burch. Pair it with a baby blue shirt, cream vest or red knit come winter.
