370: Pant-based protein
Brand Rank: Summer 2025 Edition, part I.
Brand Rank is a data-driven index of the most shoppable brands in the Magasin universe. See past Brand Rank reports here.
Welcome back to Brand Rank! We’re taking a look at where the 20 most shoppable labels stand as we enter the summer season. It’s a lot of data to digest (not trying to comment on readers’ attention spans, Substack literally cuts these off in inboxes at a certain point), so we’ve split our findings into two sends. Today, we’re sharing brands 11-20, all of whom still performed well on the retail stage, and tomorrow we’ll get to the heaviest hitters, the real fin doms…take your guesses for #1 in the comments, I’m curious to see what you think with the hints provided here.
Some trivia! This Tory Burch woven tote was by and far the most ordered item (now sold out completely on the brand’s site). The top-clicked link was of the Joshi-Greene Rail Storage System on IG (not even fashion! Exciting to see some interiors action.) But the top fashion link was for Lido swimwear on Net-A-Porter followed by Our Legacy’s Hip Trousers on sale after being included in our black trouser deep dive. The most chatted brand that didn’t crack the top 20 was Maryam Nassir Zadeh. Conversely, the brand most mentioned by the editors (mostly me) that didn’t cross the threshold was Saint Laurent.
An interesting throughline I found from the brands represented below was the impact of the black trouser index. Beyond Our Legacy’s top-clicked Hips from above, Aritzia’s Effortless Pants and Studio Nicholson’s Awes mentioned in the report were largely responsible for each brand ending up here this quarter. Meanwhile, other “sensible,” “trouser-like” (ykmim?) brands Lemaire, Armani, and Auralee ranked for related successes.
Methodology
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 second quarter of 2025, 341 brands were mentioned in the chat 752 times. Magasin itself wrote about 332 brands in 816 instances. 2,326 orders over the period spanned 71 brands. And the top 112 brands were responsible for driving 332,937 clicks. That’s an average of nearly 3,000 clicks per brand.
11. Bally
For the week the world descended on Milan, Bally became a sort of meme. I bought the first thing I tried on upon arriving for Salone (a now sold-out leather jacket…this one’s similar), only to hear from other, equally rabid shoppers that they’d also looted the store or even pre-shopped Bally online before arriving for fear that all the best stuff would be sold-through. Bally is a Swiss brand, not even Italian, which makes the whole thing really funny to me.
From there, Bally went on to host one of the best online sales (still on to some extent) I’ve seen outside of Black Friday/bankruptcy liquidation. The brand’s remained in a bit of a sale tailspin it’s been unable to distract from, currently creative director-less since Simone Bellotti decamped to Jil Sander…here’s to looking forward to the new that’ll inspire as much shopping thrill as these deals have in recent weeks.
Key products: Pathy studded leather loafers, $895
12. Baserange
Baserange is awesome and evergreen, but this season’s success can be pegged at least in part back to some gossip I heard about an unresolved wholesale order, leaving it with a ton of extra inventory it needed to put on sale, aggressively and early (still on now!).
Key products: Disc Longsleeve Tee, $140 $234 / Briar Longsleeve Tee, $126 $180
13. Aritzia
A breakout star from May’s deep-as-it-was-broad Category Dive on tailored black pants, Aritzia’s $100-something pair secured the brand’s spot on the ranking once again (it was #6 last season). The cultish Effortless Pants franchise (it’s literally trademarked)—highlighted in their lo-rise crepette form—also come in a more summer-y Tencel-linen blend and various shorts lengths (I like the Bermuda best).
Looking forward, what’ll be interesting to see is how a change in strategy affects rank: Aritzia has partnered with Thistles on an exclusive pair of the downtown-y brand’s sunglasses, The Joan, that it’s selling at no price difference from main line (smart positioning for Aritzia). It’s the first collab since the Sperry’s boat shoe that sold out twice this spring and certainly the coolest, i.e. independent, IYKYK-appeal, brand it’s teamed up with.
Key products: The Effortless Pant Lo-Rise Crepette, $118 $148
14. Interior
The brand may no longer be in production (it shuttered nearly a year ago), but its product still lingers on at retailers—at Saks—and on resale sites—The RealReal—feeding our will to shop it at outrageously low numbers.
Shopping this way does feel a bit like tomb raiding, but beloved sunsetted brands have a funny way of coming back into our lives lately—the spirit of Louisa and Pookie Burch’s Trademark being revived through the Toryssaince (any industry insider will tell you new Tory Burch has Pookie’s fingerprints all over it), and Sies Marjan’s Sander Lak bursting back onto the scene under his new eponymous brand, just shown in Paris…even while his former CEO Joey Laurenti appropriated the half-a-million-strong Instagram account for his new venture, the denim brand Ossou…all this in mind, who’s to say what the future looks like for Interior founders Jack Miner and Lily Miesmer.
Key products: Nicola Cotton-Poplin Straight-Leg Pants, $280 $560
15. Paloma Wool
Killer performance in the chat. Likely an effect of the brand’s erstwhile popup in Soho finally formalizing into a permanent space. The conversation it inspired centered largely on shoes—including cosigns of its 001KM and 002KM ballerina sneakers and Miles true sneakers. This chatter converged with its top-clicked published product, the Fernanda Slide recommended by Ana Kras in our summer style matrix, to outline an under-sung answer to the (eternal) question: What shoes can I actually walk in in the heat?
Key products: Fernanda II Slide, $313
16. Lemaire
Q1’s leading label didn’t benefit from as long-tailed of a boost as it did after its show in January (its second show of the year just took place in June over the days we were compiling data for this list). Still, the signs of an ever-maturing, steadily growing brand are there. Its steady roll out and remixing of its quintessential accessories is down to a science, as evidenced by the leading bags of the season—Croissant meets car-seat beads (which have formed a standalone bag in the past), Gear bag in a new size, and Filt collab Croissant takes on new shades.
A new delivery of esoteric corded objects to wear around the neck (magnifying glass, pen, harmonica) will make their way to the right necks, replacing castanets and bird whistles.
And, FWIW, I did stop by the Lemaire store when in Paris last week—I bought this milky trench for 30% off on private sale.
Key products: Gear Leather Shoulder Bag, $1,990 / Brown Pearls Medium Croissant Bag, $2,440
17. Studio Nicholson
Studio Nicholson’s honorable mention in our black trouser index brought the Awe Pants back into the Magasin psyche (they were a “viral” product last summer, too). And now the brand’s back and ranking at #17 on the strength of that inclusion alone.
Key products: Awe Pant, $315 $625
18. Armani
While there’s a pretty steady appetite for vintage Armani YOY/MOM, the house’s well-placed collaboration with Our Legacy Workshop this quarter apparently inspired an uptick in resale orders, the highly referential collection acting as testimony to the evergreen-ness of its quintessential soft tailoring.
Just before the long weekend, Armani announced that it’d be renewing its collaboration with KITH (the first debuted FW24), so I’m willing to predict another OGW team-up later this year.
Key products: Our Legacy Workshop x Armani
19. Leset
A solid Net-A-Porter sale at summer’s open (Memorial Day weekend) brought a bunch of core Leset down to stock-up-able levels, a good chunk or which still is. What’s left is mostly fall-leaning knits and heavier stuff, but Leset’s own sale is an extra 20% off through EOD and includes some of its best-selling first names: Barb, Lauren, Yoko…
One of the reasons these rankings take so long to write is because I always get side tracked shopping. This quarter’s “tax” was a racerback dress down to $64 in the sale.
Key products: Yuri Midi Car Coat, $720 / Kyoto Cotton-Poplin Jacket, $240 $480
20. Auralee
Dispatches from me and
AND even (who included mention in his Litchfield guide) conspired to land Auralee on the top 20. This brand is important to the editors, clearly, but the crossover to gen pop is somewhat less traceable. Proven styles like the “Newsletter jeans” (sorry, had to) continued to perform, while interest in one of my worn-in-Milan skirts drove clicks.Even anecdotally, Auralee is one of the most beloved names on the men’s week calendar and what industry folks love to evangelize. But whether it’s threading the needle isn’t entirely clear by the data. Still, there’s promising stuff coming in the next few seasons from this “editor brand,” so don’t expect these wheels to squeak any less.
Key products: Indigo Hard Twist Denim 5p Jeans, $450 / Green Foil Printed Silk Lawn Maxi Skirt, $464 $635
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