344: The beauty brand that cracked the fashion ranking
Brand Rank: Spring 2025 Edition, part II.
Brand Rank is a data-driven index of the most shoppable brands in the Magasin universe. See past Brand Rank reports here.
If you missed this weekend’s send tallying up the 10 most shoppable brands from Q1 of 2025, you can catch up here. Today, we’re taking a closer look at the brands rounding out the top 20—what landed them on this list, and which products drove the most engagement.
Plus, a few honorable mentions at the end, including the beauty brand that stood among fashion giants thanks to a single hero product, Eadem.
Let’s get to it.
Top 10 recap
1. Lemaire, 2. Uniqlo, 3. Khaite, 4. J.Crew, 5. COS, 6. Aritzia, 7. Tory Burch, 8. Toteme, 9. The Row, 10. Gap / Banana Republic
11. Alex Mill
Alex Mill’s spring arrivals were a big catalyst for engagement this season, from which the Carla jeans (with great center fold fading) stood out as the biggest single hit of them all. These, plus the rest of the collection, are up to 40% off through the end of today at Alex Mill’s sale.
Key products: Carla High Rise Straight Jean, $158 $225 / Alex Roll Neck Sweater, $146 $195 / Britt Work Jacket in Herringbone, $225
12. Le Monde Beryl
I think we all know the Apres Ski Shearling Flats had something to do with LMB’s spot here—they tied with that J.Crew cashmere crew as the most-ordered item. (The flats are finally back in stock here, here, and here, to be safe.) But, that’s not to boil its entire success down to a single hit product. The Allegra boot—the other great style from that same delivery—also found success in the clicks.
Key products: Apres Ski Shearling Flat, $595 / Allegra Riding Boot, $1,200
13. Carven
US distribution is better than ever for the brand, but I wonder if Carven will survive the loss of Bottega-bound Louise Trotter as creative director… In her final season at the French brand, shopping interest centered on this now-sold-out suede car coat (this Magda Butrym style is the closest alt I’ve found), plus my own Carven buy: this fringed, beaded scarf.
Key products: Tan Short Split Suede Coat, sold out / Embroidered Fringed Scarf in Crepe de Chine, $390
14. Staud
Staud introduced Staud Sport, a pretty successful stab at the active-lifestyle space, from which these athletic flats were a standout (in a great brown color). As far as mainline goes, I have to hand it to the brand for getting its quality under control and demonstrating to shoppers why it deserves to hold down the middle-priced tier.
Key products: Alba Sport Ballet Flat, $350
15. Skims
It always comes back to the Classic Hoodie, Skims’ knockout piece that I’ve not added to my wardrobe in multiples. This, plus a busy sale and the creeping in of swim season cinched the brand a spot in the top 20.
Key products: Classic Hoodie, $80
16. Métier
Various components of a single Métier bag—the Cala 32 and its detachable interior pouch—dominated my March Paris travels. I found the bag itself to be a perfect airplane vessel, and the smart, zippable sleeve within was a great evening clutch throughout the week.
Key products: Cala 32, $2,250
17. Alaïa
Alaïa’s ballet flats led its Brand Rank standing, as they do the brand overall. As reported from Paris, “I heard from a reliable source that something like 60% of Alaïa’s business is coming in through ballerina sales.” This crochet pair in particular sent Mag hive clicking.
Key products: Crochet Leather-Trimmed Mary Jane Flats, $1,400 / Le Teckel Small Shoulder Bag in Studded Suede, $3,100
18. Emme Parsons
Speaking of woven ballerinas, Emme Parsons’ also made an impact this quarter, and they are about 60% less than the Alaïas above. During this spell, I personally stocked up for spring with this pair of sandals.
Key products: Tramonto Mary Jane in Black Raffia, $595 / Susan Slide in Black Nappa, $465
19. Beaufille
A first-timer to the ranking, Beaufille really showed up with its R25 collection, featuring an all-red, all-suede ensemble that stopped me and many readers mid-scroll. All three pieces—a button-down shirt, maxi skirt, and tote bag—are unsuprisingly sold out, but the most-ordered product overall, the Deren denim shirt, is still available.
Key products: Denim Deren Blouse, $355 / City Tote, $685 / Ziegler Maxi Skirt, $1,000 / Suede Deren Blouse, $945
20. Tibi
Tibi’s outlet sale spearheaded its path to the top 20, and you should know, it’s still on. Its oversized nylon shirt and cape dress led the charge (now only available at full-price), but the combo sock-slipper Borg shoe—plus a few hundred other pieces—are around the $200 mark.
Key products: Italian Sporty Nylon Shirt With Cocoon Back, $445 / Borg Sock Shoe, $230 $575 / Stretch Silk Nylon Wide Neck Cape Dress, $1,495
Honorable mentions:
Eadem — if we weren’t limiting this report to just fashion brands, Eadem would have ranked just below Emme Parsons. The beauty brand’s Le Chouchou lip gloss is an honest-to-god organic viral success; I carry two in my bag at all times (in Burnt Malai for day and Bissap Glaze for night) and have heard from tons of folks, including the Lucien Pages team and Sasha Mei, they’re just as gung ho on it as I am.
Olga Basha — for garnering the most clicks on a single product, her jeans (which are one of the two products she offers at all, alongside cords). I happened to stop by for a studio visit this week for some try-ons, and I wouldn’t be surprised to see her crack the top 20 on the next edition of Brand Rank.
Jamie Haller — the most chatted-about brand that didn’t crack this list, just shy of Toteme-level mentions.
Auralee — the most-published brand that didn’t surface to the top 20…I suspect it’ll catch up very soon, though.
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Love seeing Eadem crack it
Jamie haller’s line is so good I almost don’t want to talk about it.