Brand Rank is a data-driven index of the most shoppable brands in the Magasin universe. See past Brand Rank reports here.
Congratulations, you’ve landed on Brand Rank, a central square on the Magasin editorial board. Every quarter, we dig into the data to crown winners out of the hundreds of brands that fill our emails to you. It’s all very orderly and scientific, and you can read more about that in the box below. Today’s send reveals brands 11–20, and tomorrow’s will round it out with brands 1–10.
It’s not unusual for me to end up shopping my way through the making of these seasonal reports, and today’s no different. I took the opportunity to re-up on some Alex Mill tanks, lest my favorites sell out after landing here, and I bought a new Simone Pérèle Comete bra after orphaning mine in a Paris hotel room. One thing yet left un-bought…my white (papaya orange) whale…my precious Jil Sander Goji bag.
Scroll on to read how Brand Rank comes together, who made the top 20, and discover the runners up in a new, top 30 honorable-mentions section at the very end.
To learn more about how Brand Rank gets built, you can find a full explainer ** here**. In short, we assess every instance of brand engagement. Our weighted system determines—out of the 5,000+ brands that ranked—which 20 are most in-demand among Magasin’s tens of thousands of subscribers.
Across the last three months, 344 brands were mentioned in the chat 674 times. Magasin itself wrote about 408 brands in 884 instances. 1,765 orders over the year spanned 228 brands. And 387 brands were responsible for driving 312,497 clicks. That’s an average of nearly 807 clicks per brand.
Collection E spoon-fed us a mouthful of waggish, new items to cash-contemplate: the HI towel (want), the floppy-tongue pumps (need), this funnel-neck leather jacket (the foundational layer of my personal Maslow’s hierarchy). Still, it was the now-quintessential Gig Bag mentioned in our editor ’s introduction that headed up the brand’s click and orders lists, understandably un-impulsive behavior from our shoppers despite the buzz around a brand that mostly starts in the low four figures.
Key products: Small Gig Bag, $3,200 / Flip Flip in Electric Green, $650 / Leather Jacket, $7,300
Alex Mill quietly outperformed expectations through efficient clicks and a dependable order stream, and *not *just the totes. Data shows editorial inclusions convert to more orders and clicks than chat mentions, suggesting that Mill simply benefits from being surfaced at the right moment.
Key products: Ribbed Tank, $68 / Painter Pant, $195 / Maya Pencil Skirt, $79 ~~$175~~
Gap has emerged as the leader of the mall brand renaissance by tapping into the zeitgeist in the same way it did in the ‘90s. It dominated the conversation this quarter, really getting the chat going. From a logo hoodie-centric Coachella activation to a pair of buzzy collaborations with Victoria Beckham and Hailey Bieber, Gap is proof that the most successful fashion labels know that entertaining their customers is key to standing out in a saturated market.
**Key products: **Linen-Blend Easy Wide-Leg Pants, $79 / Breathe Bikini (5-pack), $21 ~~$54~~ / GapStudio Maxi Dress, $148 / Organic Cotton Vintage Shrunken T-shirt, $20 ~~$24~~
Tory Burch’s standing as New York’s soft spot—among uptown and downtown girls alike—has been cemented for another quarter, as proven by high scores across both post mentions and orders. While Tory has never veered too far from her preppy roots, introducing items that touch on a wide range of aesthetics, from edgy to sporty to beachy, lends the brand more mass appeal.
**Key products: **Classic Loafer, $325 / Polo Mesh Dress, $369 ~~$640~~ / Curiosity Shell Pendant Necklace, $209 ~~$300~~ / Turnlock Sport Slide, $199 ~~$325~~
To state it plainly: I don’t think Gucci has any clarity of vision under its current creative leadership. The collections are wack, the campaigns are cringe, the runway pieces look terrible on body. BUT. By George can they merchandise the hell out of a product. Despite the meandering, the era-shielded brand machinery is putting out bangers. I bought an $890 bikini this summer on the strength of its carefully balanced chavvy-ism and was—nay, am!—hugely tempted to shell out for another. I haven’t bought a designer bag in a year, but * this one*…makes me think. I’m wearing Demna’s first-collection
Key products: GG Bikini, $890 / NY Large Tote Bag, $2,950 / Jackie 1961 Slim Bag, $2,450
Jil Sander’s Goji Pillow Bag in papaya-orange satin, which earned a rare subject line spot, was the top-clicked and top-ordered link across the entire quarter. Does it continue to vex me? Absolutely. Did I discover that it’s listed for 12% less on SSENSE than on Net-A-Porter? Uh huh. And is it further discounted on Cettire, where it’s a full thousand dollars below the on-page retail price? Well, yes. Something should be said about the Simone Bellotti era at Jil, a topic of conversation among many at Milan Design Week, but tbh, the headline is still just: This Jil Sander bag is the only medicine that can cure me.
Key products: Jil Sander’s Goji Pillow Bag, $3,150 / Hood Lace-Up Shoe, $690 ~~$1,150~~ / Gray Knit Wool-Blend Sweater, $638 ~~$1,250~~
Congratulations to the buyer of the underpriced Chanel runway crochet top I flagged from The RealReal, which, at $543, more accurately captures the spending appetite of the Magasin community as compared to the second most-clicked Chanel link for the quarter, this Métiers d’art 2026 skirt priced at $8,150. Fun to see what money and an aggressive markup strategy can conjure, but it’s a much bigger thrill to uphold the inherent design value of past collections—like this mysteriously $310 SS01 Karl-era leather skirt that just listed—and get it for the low. It’s a stake out, not a shell out, over here.
Key products: Longwear Nail Colour, $34 / Métiers d’art 2026 skirt, $8,150
Leset’s strongest signal this quarter came from conversation; the elevated basics *have *entered the chat, and tastefully so. A lower order score than its peers, perhaps, but plenty of evidence to show that both Leset’s tees (a frequent order we’ve seen data-wise) and more seasonal pieces like the jacquard Pam skirt place the brand as a staple in our matrix.
**Key products: **Kyoto Carpenter Pant, $280 / Laura Margo Tee, $88 / Pam Wrap Skirt, $580
If Simone Pérèle’s order score is any indication, the French lingerie brand’s sexy wares have converted lots of satisfied customers. The bras in particular are a Magasin favorite—both unlined and underwire styles—and with so many at a sub-$100 price point, we’re not surprised to learn how irresistible they’ve been to readers this quarter.
**Key products: **Heloise Underwire Triangle Bra, $70 ~~$100~~ / Plume Molded Full Cup, $95 / Essentiel Multiposition Unlined, $85
Miu Miu is at an interesting place this quarter, with the score largely offset by post mentions, most of which come from fashion and design week dispatches in Report Back features and sale-mentions. Miu Miu is all about the world-building, where discussion around seeing it out in the wild establishes the label is, at once, a luxury brand, a “vibe,” and a styling point of reference. Not every brand needs to convert aggressively to shape the conversation.
**Key products: **Mesh Fabric Slippers, $995 / Cady Eyelet Dress, $4,300 / Apron Floral Side-Tie Dress, $2,400
The brands that rank in positions 21 onwards admittedly tell a more diverse and shifting story than the power players that tend to wind up on our official list quarter after quarter. In the spirit of recognizing their relevance in Magasin’s collective shopping psyche, a mini ranking of the top 30:
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With contributions from Maya Kotomori and Alyssa Vingan.
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