371: It had to be Tory
Brand Rank: Summer 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 part one of Brand Rank: Summer 2025, catch up here to see which brands ranked for spots 11 through 20, and why. Today, we’re revealing the top 10 heavyweights that scored as much as 7x that of other Magasin-leading brands.
Let’s get to it.
Top 11-20 recap
11. Bally, 12. Baserange, 13. Aritzia, 14. Interior, 15. Paloma Wool, 16. Lemaire, 17. Studio Nicholson, 18. Armani, 19. Leset, 20. Auralee
1. Tory Burch
It was always going to be Tory. I watched it coming in the daily data, where the brand dominated, responding to every inclusion with an outpouring of clicks and orders. To put it into perspective, there hasn’t been a leading brand outperform the second best by this much (a factor of 164%) since the first-ever Brand Rank, when Eileen Fischer beat out Toteme by 180%.
LOTS of action for the brand this quarter. It launched a collaboration with BonBon; released new sunglass styles; uploaded SS25 runway to the site. Plus massive rolling sales over the period that are currently in full swell (at an additional 25% off)—T-straps under $190, creased denim under $100, an East-West Kira bag just around $300, a beach-to-raw bar mesh tote for a flat $150.
I had a good deal of Tory on rotation, personally. The Patmos mesh flats that went with everything. The hand-mirrored dress I wore to the MoMA party (any everyone else wore to weddings, apparently). The handkerchief wrap dress I wore to a dinner out East.
Looking forward, some newer styles are already conspiring to keep Tory in the top five come Q3: I’m seeing a lot of this flower-appliqué tank; THIS BASKET BAG; and a phenomenal footwear offering that includes the jelly slides I’m trekking around the neighborhood in, dainty espadrille wedges (and their mesh flat counterparts), beautifully beaded evening sandals, and sumptuous pebbled leather boat shoes.
It’s not just that it’s Tory, it’s that it’s not even close.
Key products: Handwoven Tote, $1,503 (#1 most ordered product overall) / Twisted Viscose Jersey Top $459 $898 / Double T Buckle Wedge $159 $328 / TB x Bonbon Locker Room Bracelet $78
2. J.Crew
Rebuilding J.Crew out of its mall brand ruins back into the national treasure it once was is approaching project completion. The gut metric I’ve been using to track this undertaking is whether it’s cooler to buy the brand vintage or new, and the efforts of the past few months, piggy-backing on strides of the years prior, are tilting the scale towards the latter.
Swim and vacationwear dramatically lurched J.Crew’s shoppability forward this season, with the Olympia Gayot-recommended 1993 re-issue bikini (featured in our summer style matrix) becoming the second most popular product from all of Q2, followed closely by the eyelet bikini I wore while traveling with the brand to Puglia to activate its collaboration with Masseria San Domenico. More instant icons from the latest deliveries include these block-print Bermudas, mesh espadrilles, pink nylon shorts, and theee 1989-reissue striped tote.
Like Tory, J.Crew’s sale fortuitously overlaps with this send, where there’s up to 70% EXTRA off sale styles—on the quintessential lace-trim skirt, canvas barn jacket, crochet dress…basically the whole site, so it’s better to just click around and see for yourself.
Key products: 1993 Underwire Bikini Top, $87 $98 (#2 most ordered product overall) / Eyelet Balconette Underwire Bikini Top, $54 $89
3. Uniqlo
A note: Uniqlo appears organically and often in this newsletter, however we did publish a sponsored send in partnership with the brand during this quarter. The metrics from that partner post have been excluded from this report, and its standing here can be attributed entirely to organic engagement.
Holistic performance from one of the stalwarts of Brand Rank (last quarter it held second place), driven by an even distribution of chats, editor mentions, orders, and clicks. The menswear (i.e. unisex) led, with these Wide Chino Pants from Uniqlo U driving more than double in sales compared to the second best-seller (these Linen Cotton Tapered Pants).
Key products: Wide Chino Pants $49 / Linen Cotton Tapered Pants $49
4. The Row
After last quarter’s #9 standing, I worried The Row’s slide down Brand Rank was a recession indicator (it had never yet dropped below #3). Now squarely back in the top 5, my confidence in a strong summer economy is renewed, though of course even under the best financial circumstances, who can resist a sale? The open of SSENSE’s Private Sale, then Public Sale, drove The Row’s top converters: a pair of mesh slippers (currently 30% off) and what I touted as a dream bridal dress (also 30% off).
Since then, the discounts have spiked, and leather pants can be found at 60% off, tank dresses for under $600, and sandals for under $400.
Key products: White Sock Slippers, $483 $690 / Off-White Bernette Maxi Dress, $2,975 $4,250
5. Alex Mill
A note: While our Alex Mill Private Sale post was not sponsored, we eliminated editor mentions in that send from the data set, so as to not too heavily skew the results. We’ve kept in clicks and orders.
The natural relationship that existed between Magasin readers and Alex Mill came to further fruition in a private sale brokered exclusively for paid subscribers. Those engagement points landed the brand again on this ranking, four spots north of its previous standing.
Key products: Sloane Pant, $62 $155 (mostly sold out, but the Soho is a close comp) / Carly Cami Dress in Cupro $215
6. Prada
A few spring fixations landed Prada on this list—the spikey runway heels I bought in Milan, summer beach bags, and “eyebrow” sunglasses. Looking ahead to summer’s breakouts, it feels imperative that I single out these squashed, beaten leather brogues that I fell in love with in this FT editorial, saw worn expertly outside of Cafe Charlot in Paris, and had the chance to try on in store in Capri. (They also come as a sandal.)
Also on my travels, I discovered that Prada had re-issued two very core piece from my personal archive: the pink suede jacket I dramatically parted with at
’s Neverworns Live! Shopping sale and a higher-necked version of the sablé slip dress I never managed to link to after finding it at a Stockholm boutique—one of my unfailing standbys for elegance at the drop of a hat.Key products: Two-Tone Brushed Leather Pumps, $1,450 / Black ‘Prada Runway’ Sunglasses, $313 $695
7. Khaite
A strong PF25 offering from Khaite, which included the world’s best cartoon tee (it’s Cate Holstein’s comic strip, we’re just living in it). Unlinked in the newsletter, but my real-world season prominently featured this hand-crochet top and skirt set, which I wore to Magasin’s 4-Year Anniversary party at Asoko.
Key products: Maeve T-Shirt, $320 / Olivia Textured-Leather Tote, $2,200
8. COS
As with many of yesterday’s inclusions, COS’ standing was raised by the appearance of these community-recommended wool and cotton pants in our tailored trousers deep dive. Walkable sandals, Prada-like suede outerwear (worn by me), and a Margaux bag dupe bolstered the brand elsewhere.
Like many other brands on this list, COS’ sale is happening now.
Key products: Relaxed Cotton Wide-Leg Pants, $60 $135 / Crossover Leather Slingback Sandals, $102 $170
9. Martiniano
I’m thrilled to see Martiniano on this list, let alone in the top 10. It’s a microorganism, especially compared to giants it’s rubbing shoulders with (what I’d give to see the J.Crew collab…paging Olympia…give us a slingback!), but a heavy hitter in terms of good, restrained design. The glove flats and heels are keystones of many Magasin closets (especially my own), but the timely release of sandal styles, including flip flops (also gold!) and block heels, keep its name in our mouths.
Key products: Navy Party Heels $545
10. Toteme
Toteme’s private sale (still on now) threw sharp elbows to land it on this list. A tonal monogram cady shirt was the top seller, while a cinched waist shearling jacket and cable-knit hoodie (bless the off-season shoppers, I could never be you) led the clicks.
Looking forward (and within the current climate), the brand’s sell-out cocoon skirt, crochet flats, and lace cape are all proving viable contenders to fill in next season’s “key product” line.
Key products: Monogram Cady Shirt, $354 $590
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So fascinating. Tory Burch killed in the shoe department. ❤️
Niche takeaway.. I’m losing my mind that P re-issued that sablé dress. The sleep I have lost. 💀💀💀