382: Fashion legends in the fall shopping spreadsheet

Survey results are in.

The fall shopping spreadsheet is a Magasin tradition of publishing, in raw form, the results of a survey we open up to readers about their fall shopping plans, actions, and observations.

Here’s the 2025 fall shopping spreadsheet.

> Best experienced on desktop, at 75% zoom or under.

When it launched in 2022, it was a shared Google Sheet where hundreds of view-only readers could access the results and each reported item or category was linked out. Maryam Nassir Zadeh and Prada led in the responses, Saks Potts (RIP), Gimaguas, and Lemaire performed strongly.

By 2023, we exceeded Google Sheets’ limits and published the spreadsheet as a gated webpage, which hit 1,000 access requests in four minutes. This was the year the Toteme, Khaite, The Row triad fossilized, with Lauren Manoogian, Margiela, and COS just in the wings.

In 2024, menswear contributions grew—and Studio Nicholson usurped Khaite in the top three.

Today, for the fall shopping spreadsheet’s fourth year, I’ve souped up the raw data browsing experience by reaching out to some key people in Magasin’s network who take shopping very seriously and know what they’re talking about to complete the survey themselves.

Expert contributors

Sara Moonves, Editor-in-Chief of W Magazine. Lynette Nylander, Executive Digital Director at Harper’s Bazaar. Louisa Jacobsen, star of HBO’s “The Gilded Age” and a fashion week fixture on and off the runway. Bailey Moon, celebrity stylist whose clients include Pamela Anderson and Jill Biden (who shared his picks for clients and himself). Melanie Masarin, founder of Ghia. And Gabriella Khalil, Creative Director of Palm Heights.

The Magasin fashion team—me and

Louis Cheslaw

—also shared our top-of-mind items for fall.

You’ll see these submissions highlighted in in the spreadsheet, Magasin’s in pink and our contributors’ in purple, but I wanted to raise a couple of interesting takeaways.

Sara Moonves and Lynette Nylander both claim the small Olsen-loved brand Dosa (stocked at The Row’s Amagansett location). Meanwhile Sara and Louisa Jacobson mutually name-check Cristaseya, which I also mention. Bailey Moon and Gabriella Khalil each list a brand I wasn’t previously familiar with: Kuzyk. Gabriella and Melanie Masarin went as far as IDing Chan Luu’s Misha cardigan as a seasonal essential.

Phoebe Philo gets tapped by Sara, Lynette, Louisa, and myself, and Khaite is listed as a key brand of the season by Louisa, Bailey, and me, with Gabriella Khalil having eyes on this skirt in particular.

Community results

Some of the expert forecasting comes through in the survey results at large. Phoebe, Khaite—Kallmeyer to a large extent—characterized the season’s wishlists and purchase histories. The Row has gone nowhere in terms of popularity (obviously), neither has Toteme. Prada, Jamie Haller, and Max Mara also come up often, as do Ralph Lauren and Celine.

Categorically, loafers are more sought-after than boots, we’re jacket-headed but not yet coat-hungry. Denim is the second most pursued “color” (after black), but burgundy is everyone’s trend ID. Cashmere outranks leather.

The lowest price is $24 (for Gil Rodriguez headbands), the highest price is $11,810 (for a Sophie Bille Brahe initial ring), and the average price is $455. There are 210 items priced above $1,000 and 86 items under $100.

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