LONDON — Burberry‘s turnaround effort is gaining momentum among analysts and online shoppers.

The brand on Wednesday made a comeback on the latest Lyst hottest brands ranking for the second quarter of 2025 after a yearlong absence, landing at 17th place, ahead of Gucci, Birkenstock and Valentino.

Lyst said the brand’s comeback was the result of a resurgent “cool Britannia” vibe, a strong festival campaign and a growing demand for its menswear offering.

Under chief executive officer Josh Schulman, Burberry has been able to outperform its industry peers in a tough environment. The company has successfully stemmed the double-digit sales declines of the past year and outstripped growth expectations for the first fiscal quarter ending June 30.

Bernstein called Burberry’s first-quarter performance “decent, particularly in the context where French and Italian peers are expected to shrink by negative” high-single-digit to double-digit, when they report earnings this month. LVMH Moët Hennessy Louis Vuitton, for instance, saw its fashion and leather goods division decline in the first half.

“More importantly, company commentary indicates early signs of brand reignition,” said Bernstein, adding that “the sequential improvement in same-store sales — against a most difficult environment — suggests that things are starting to work.”

The bank also believes that Burberry has a “more realistic pricing approach in leather goods,” which should help fuel growth going forward.

The top spot this quarter once again belonged to Miu Miu, with Loewe, Saint Laurent, Prada and Coach trailing behind. The brand’s suede, logo-embossed boat shoe was the fourth hottest product in the period.

The Row achieved its best ranking this time at the sixth spot. Lyst said the buoyancy was boosted by the performance of the Dune flip-flop, seen on Jonathan Bailey during his “Jurassic World Rebirth” press tour. The footwear style is this quarter’s hottest product. Searches for the $690 flip-flop rose by 162 percent in the period.

Lyst also singled out Pucci, Rohe and Jacques Marie Mage as some of the fastest-growing brands in terms of online interest.

The LVMH Moët Hennessy Louis Vuitton-owned Pucci saw searches jumping 96 percent thanks to celebrity endorsements from Hailey Bieber, Addison Rae and Dua Lipa. Interest in the Amsterdam-based, minimalist brand Rohe spiked 27 percent, while demand for the eyewear brand Jacques Marie Mage grew 34 percent in the period.

In terms of the most searched products this quarter, besides The Row flip-flop and Miu Miu boat shoes, they are Skim tank top, Adidas classic sprinter shorts, Vibram flats, ballet flats from Ancient Greek Sandles, shell necklace from Juju Vera, Bekett sneakers from Isabel Marant, strapless dress from Faithful The Brand and Prada Re-Nylon sneakers.