394: Toteme, Dôen, and Calvin Klein got humbled by a belt brand
Brand Rank: Fall 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! In today’s send, we stand statue-still in a river of shopping data, plunging our fists in intermittently to pluck out 10 of the most sought-after, discussed, and thrashingly alive brands of the last three months.
We introduce brands 11 through 20, with the top-ranking numbers 1 through 10 hitting inboxes tomorrow. If you are new to this report, you can find out more about how we put our list together (think: data, less: vibes). And if you’ve been here before, be forewarned…there is a slow changing of the guard underway; some of your faves are not where they once were.
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 third quarter of 2025, 225 brands were mentioned in the chat 385 times. Magasin itself wrote about 282 brands in 707 instances. 2,090 orders over the period spanned 162 brands. And the top 163 brands were responsible for driving 418,189 clicks. That’s an average of nearly 2,565 clicks per brand.
11. Tibi
The first of the second half begins with a three-way tie between Tibi, Fforme, and Saint Laurent, disparate brands that tell us about our current consumption mood: mass luxury in conversation with regional and niche, Euro-merican, and price diversity—the spread on Tibi’s Outlet, including sporty, flat-soled slip-ons for $69, silk boxer shorts for $79, and a leather trench for 50% off its original price of $6,800, demonstrates as much. The phenomenal new ideas coming from Tibi (its strength comes from innovating shapes, textiles) that were shown on the September runway, are currently up for pre-order. This micro-hoop pencil skirt is genius, and bound to do well come spring.
Key products: Perfect T-Shirt Shrunken V-Neck, $180 / Silk Voile Easy Tuxedo Shirt, $595 / Eco poplin maxi shirtdress, $545
12. Fforme
The way I see it, two tandem events landed Fforme on this list, for the first time ever. There was the headline-earning archive sale that cut past-season (i.e. Paul Helbers-era) pieces down by 90%. Then, the brand staged its NYFW show, the second under new creative director Frances Howie, which very well might have been the best—at very least top three—of the season. It really was an ashes 🤝 phoenix season.
A technicality: Fforme’s click quotient was higher than that of any other ranking brand this season, signaling enormous reader interest/intent, but as we don’t gather affiliate data from the brand’s site, we’re missing some conversion metrics that likely would’ve placed it even further ahead (we know from the comments section that more than a few of you shopped the sale).
Key products: Kimm oversized ribbed cashmere sweater $716 $1,790
13. Saint Laurent
It would have been so possible for ‘80s office cosplay to die a TikTok trend, but credit to Anthony Vaccarello for the depth and texture he created in his power broker fantasy world that made it lasting, and not the meme matter of its poorer interpreters. It may be a thing fashion people reserve for other fashion people, but at NYFW, a suit and tie was the knowing thing to wear to a big dinner on a brand’s dime. Outside of that bubble, more tangible successes for Saint Laurent; not least of which—this leather jacket. Or is it “the” leather jacket by now? If you could picture it before you clicked the link, well…
Key products: Bomber jacket, $6,100
14. Déhanche
With exception to this quarter’s leading brand, Déhanche drove more orders through a single link than any other brand. Its seasonal sale opened the floor to shoppers who’ve heard a lot, from this newsletter and elsewhere, about Déhanche’s category-defining belts (enormous credit to the brand for establishing itself as such in record time) at risk-averse prices. Its belts are in the $200-300 range, which feels right for the BIFL-quality leather and hardware, but new arrivals get up to $500, as with a 24k-gold “Revenge Belt” (OK Di), or $850 for a pony hair waist corset.
It also bares addressing that this is the only category-specific brand to make the list, and it outranks Toteme, a previous top-spot holder AND ‘90s legend Calvin Klein, the most awaited revival of the last five years.
Key products: Mini Hutch Pony Hair Belt, $275
15. Dôen
There’s usually a brand or two that hit the top 20 of this index based on the strength of a single product. This season, that designation goes to Dôen, whose Elowette skirt did numbers after being linked in a vacation outfit roundup (I like it a lot too!).
Supporting the brand’s standing, like several others along this stretch of Brand Rank, was an archive sale that lowered the gate on romantic (yet not cheap-looking, which is getting harder to find), femme pieces. Sale’s now over, but there’s a good cache on The RealReal. Or better yet, beat me to this wool houndstooth coat from the new fall arrivals. It’s really good with the dress!
Key products: Elowette skirt, $358 / Melanie skirt, $298
16. Toteme
Toteme once topped this list, and usually occupies the top 10. Now down to spot 16 (hardly what you’d call paltry—it beat out several thousand others), what I suspect has happened is that, by shifting focus its away from multiple seasonal deliveries to an emphasis on its Garderob capsule wardrobe concept, Toteme diminished that sustained novelty. It’s a more responsible model, for sure, and one that reflects the way we dress more closely, but there’s a reason fashion is shaped the way it is…these hype-harnessing tactics are elemental to so many businesses.
That said, even quiet additions to its sensible lineup can cause a low-grade shopping buzz. The swing-shaped country jacket I wrote about when visiting the Copenhagen flagship met more than a few takers.
Key products: Zipped country jacket, $890
17. St. Agni
I had the foresight at some point this quarter to predict St. Agni’s spot here. A press push and pop-up shop in New York seem like big successes for the brand in attracting new American shoppers (it’s Australian, except now with the brand-name awareness to be more than just “some Australian brand.”).
FYI: There’s a 20% off sitewide sale on now.
Key products: Paper Taffeta Cocoon Dress, $575
18. Aritzia
I’m often wearing Aritzia sweatpants or workout clothes when I’m writing the newsletter, so it’s fitting to find it here. (Hello, old friend.) When asked at
’s Shop Rat Summit to name a brand I’m gatekeeping, I said Aritzia. It’s a joke, but not in the way a lot of people thought. Real Magasin-heads know I actually don’t shut up about it.Key products: The Joan sunglasses, $275 / Notable Cardigan, $138
19. Leset
Leset holds its place quarter-over-quarter. And through a polite balance of qualifying factors: Published mentions keep pace with chat chatter, orders correlate with clicks. Amazingly, many of the products that earned Leset its standing—the Kyoto anorak, the James turtleneck in parchment, the Lauren pant in brown, the Yuri car coat—are completely sold out on the brand’s own site, which has made way for new arrivals that feel equally core to its casual-yet-polished “brandless” basics, with the occasional twist when you least expect it: a teddy-boucle blouson (this will do very well), a half-zip lambswool anorak, a positively Rick Jamesian cropped satin coat.
Key products: Kyoto anorak, $288 $480 / James Turtleneck Top, $155 $360 / Lauren pant, $270 / Yuri car coat, $720
20. Calvin Klein
We’ve been waiting for Calvin Klein Collection’s arrival to stores for a full season now, since its current iteration’s runway debut in February. The critics have had a lot to say about the revival (and have continued their…justifiably…piercing feedback for September’s round two), but the real test always comes down to shopping cart action. Just 10 days out from its MyTheresa launch—still the exclusive retailer, AFAIK—and performance looks middling. I’ve watched the CK One clutches ebb and flow from sold-out states, sizing dwindle and miraculously jump back up on signature broad-shouldered blazers, a dozen previously available products are now marked Coming Soon…we’re either in the eye of a returns storm or there’s some strategic stock seeding designed to drum up a sense of scarcity. Gonna have to give this one a solid TBD.
Key products: Vicky fringed gathered gown, $4,800 / Kate leather slingback flats, $810
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