The Most Googled Vintage Items of 2025 Were Unexpected — and More Telling Than You Think

Google’s Year in Search 2025 already made headlines for its eclectic mix of trending vintage items: Oakley hoodies, Red Kap pants, Mötley Crüe tees, Hollister jackets, Miss Me jeans, Fox Racing hoodies — a chaotic, nostalgic wishlist echoing America's current obsession with subculture dressing.

But that list only scratched the surface.

To understand the luxury side of the conversation, we expanded the dataset. Using Glimpse, we evaluated search volume and year-on-year growth for 45 luxury brands, and then manually logged specific product-level search terms for each. General searches like “vintage Chanel bag” didn’t qualify — only named, unmistakable items made the list.

Most-Searched Vintage Luxury Item of 2025

Surprisingly, the Chloé Paddington — though it saw the strongest growth this year — wasn’t the top result.
The vintage Fendi Baguette remained the most-searched vintage luxury item overall, securing its status as the internet’s favorite archival bag.

Fastest-Growing Searches: The Rise of Japanese Avant-Garde

When looking strictly at year-on-year search growth, a clear theme emerged:
vintage Japanese design is entering a new boom cycle.

Brands with the highest growth in vintage-item searches included:

• Issey Miyake (particularly Pleats Please 90s/early 2000s pieces)
• Yohji Yamamoto (deconstructed skirts, tailoring)
• Comme des Garçons (1990s runways, early 2000s silhouettes)

This trend aligns with the broader fashion pivot toward experimental construction, archival silhouettes, and pieces that feel personal, collectible, and cerebral.

Why This Matters for Resale and Archival Fashion

Vintage interest is increasingly defined by two poles:

1. Nostalgic American subcultures, as seen in Google’s main report
2. High-concept luxury archives, especially from Japanese designers and early-2000s European houses

For collectors, consignors, and resale platforms, these search patterns show a market moving toward both accessibility and art — a rare overlap that signals strong demand heading into 2026.