395: Begone Christian Girl Autumn! It's J.Crew catalog fall.

Brand Rank: Fall 2025 Edition, part II.

Sep 29, 2025

Brand Rank is a data-driven index of the most shoppable brands in the Magasin universe. See past Brand Rank reports here.

Fashion produced several novel lodestars over the last three months: Chan Luu’s Nisha cardigan, which drove more orders than any other single product—though a close second, the brushed chino barn jacket, won J.Crew this list’s honorary of “most shoppable brand.” Neither is over $250. Meanwhile, Jamie Haller’s Loverboy jean jacket, $598, was the highest grossing product by volume.

The Row’s Ana foam slides earned the highest number of clicks from sufficiently piqued readers wanting to learn about the brand’s latest offense. Uniqlo’s Clare Waight Keller-designed C collection was the most-clicked landing page. J.Crew x Rouje was the most engaged-with collab.

Prada’s mint-green Cleo bag was the highest ranking resale product (followed closely by Hermés’ Victoria). F.Miller was the beauty brand with the biggest impact by clicks, but LESSE—for its SPF—and Calecim—for its clinical anti-aging serum—outperformed it on orders.

Brand Rank takes a season’s worth of Magasin reader engagement data and turns it into a definitive hierarchy of brand shoppability. If you missed part one of Brand Rank: Fall 2025, catch up here to see which ranked for spots 11 through 20, and why. Today, we’re revealing the 10 most desirable and discussion-worthy names.

Let’s get to it.

Top 11-20 recap

11. Tibi, 12. FFORME, 13. Saint Laurent, 14. Déhanche, 15. Dôen, 16. Toteme, 17. St. Agni, 18. Aritzia, 19. Leset, 20. Calvin Klein

1. J.Crew

J.Crew had a busy few months. I traveled to Puglia with the brand alongside an outrageous network of new-media types to clout-bomb its capsule with Masseria San Domenico (that was fun!). It collaborated with French brand Rouje, took over a historic Manhattan building for NYFW, and put out two buzzily nostalgic catalogs (the men’s caught heat for using AI, but the women’s was quickly moodboarded and devoured). The brand reissued the rollneck, released campus-ready licensed college merch, and pretty much just finally capitulated to becoming the historically accurate 1990s J.Crew we’ve yearned for it to be.

I myself wore a ton of J.Crew—the infinitely mutable Gwen satin slip skirt in white and black, its packable straw tote—but the brand’s Koh-i-Noor of the season was without question the brushed chino barn jacket it sent home with each of its NYFW dinner guests (including Ryan Philippe, Chloe Fineman, Blood Orange).

Key products: Rouje X J.Crew Jolie square-toe heels, $238 / Broken-in Barn Jacket in brushed chino, $149 ~~$228~~ / Eyelet balconette underwire bikini top, $80 ~~$89~~

2. Tory Burch

Let me let you in on an open secret. For all we talk about the Toryssance..the rebirth of the great American brand upon whose Revas we were reared and to whose pierced bags we turned in an act of rebellion, as if to say: I am not that WASP any more, my inner teen girl does not steer my style. Well, while all the newness from shadow agents whose imprint certainly changed the look and feel (Pookie, Brian) may have made us look, it’s still good ol’ Tory that’s coming home with us at the end of the day.

As recently as the fall sale that started last week (and is still going), shoppers were engaging with OG styles like the Ella tote and Mellow sandal, and newer styles with an old-school feel: the Ines heel, the McGraw baguette. And one of the best-selling styles across the season is this plaid Tory Sport golf jacket, so classic it feels entirely fresh again.

It makes you wonder whether any of us ever wanted new Tory, or just an excuse to rediscover the institution that Tory is and always has been.

Key products: Nylon plaid golf jacket, $440 / Beaded heeled sandal, $450 / Mellow Mary Jane jelly, $200

3. The Row

The Row ranks highly on each new Brand Rank as reliably as chicken or pasta are your options on a plane (I’m writing this en route to Paris, can you tell?), but often for wildly different drivers behind each appearance. This last stretch had readers clicking in swarms to get up to speed on the brand’s latest bullshit—its rage bait $620 shower slide that could have been Yeezy…or the dollar store…and came just moments after its earlier foam flip-flop scandal (that ended up doing quite well for The Row, it would seem).

Other Row action tracked the stock of various bags after the Margaux crash (a slow-motion crash, but still). The Marlo 12 (a recent personal investment), the Agnes (spotted on MK at W’s NYFW party), and the Idaho XL were all click and order leaders.

Key products: Marlo 12 leather tote, $4,900 / Ama rubber slides, $620

4. COS

The see-now-buy-now-ability of COS’ runway earlier this month did well for the brand. (Better even than it did after its February show; it sits a spot higher than in Q1’s ranking.) Almost simultaneous to models’ walk through a well-lit warehouse in Greenpoint, readers were buying up the basket-weave sweater and olive green shearling coat. Also interesting to me was how the earned media value of its front row put it among Calvin Klein, Michael Kors, Coach, and Tory Burch as a top talked-about brand, according to Launchmetrics. COS! The newest fighter to join the American entry-level luxury heavyweights?

And, before I move on, I should mention the 25% sitewide sale, on now.

Key products: Basket weave wool sweater, $329 / Rounded merino wool maxi skirt, $135 / Relaxed fluid wide-leg pants, $149

5. Prada

Everyone loves a Prada shoe. This episode’s irresistibles included the run-over-with-a-car antique leather heels (and loafer), a nicely discounted pair of two-tone satin pumps from Bergdorf’s sale, and my runway devil-horned heels.

On the bag front, this tiny nylon sac, belted with a gold chain, was at the top. And for outerwear, “ugly” Prada at its best with a felted gray blazer that practically hovers off the body its so sculptural and oversized.

Key products: Bicolor satin bow pumps, $580 ~~$1450~~

6. Phoebe Philo

I was thrilled to see Phoebe land here, not least because it provides a real shakeup to the top 10, but because I’m personally in an era of snapping up pieces (and have been Substack noting up a stream of consciousness about them—I caved and bought the high-throat flats after moaning that the Repetto “dupes” only ran in men’s sizing).

Fall shopping spreadsheet submissions were hugely influential on the brand’s score—not only did VIP contributors Sara Moonves, Lynette Nylander, and Louisa Jacobson (and I) single it out as a leader this season, a ton of additional mentions poured in from readers, too.

It's not likely we'll see another extra-contractual upload of current-season Phoebe Philo to an off-price site like Cettire, as I scooped last month, but thankfully there's now a reliable stream making it's way to The RealReal.

Key products: Peak sunglasses, $460 / Small KIT bag, $4,500

7. Jamie Haller

If the jean jacket returns to the fashionable left of center, blame Jamie Haller. Her Loverboy denim was among the most shopped products this term, substantially more than The Row’s counterpart.

Key products: The Loverboy Jacket in Raw Rinse, $598 / The Archive Heel in Snake Mix, $650 / The Crease Jean in Worn Indigo, $440

8. Uniqlo

So many brands end up topping this list on the strength of their collaborations, so it's not surprising that Uniqlo, who's made a full time business of them, is a regular. It's Clare Waight Keller-designed Uniqlo: C collection was what won the season, though on other occasions it’s been Christophe Lemaire and Sarah-Linh Tran’s U or J.W Anderson. The company just announced Cate Blanchett as a brand ambassador, so its next appearance on Brand Rank might very well trace back to her.

Key products: Broadcloth Oversized Shirt, $49 / Cotton Stand Collar Shirt Jacket, $49 / Souffle Yarn Stand Collar Cardigan, $59

9. Alaïa

Luxury bag prices are going up, but at least Alaïa really gave us something to crave with its $6,000+ braided Le Click bag, one of this issue’s biggest high-budget breakout stars. It also saw nice interest in RTW, for its barrel-leg jeans and a hooded polo dress I wore on vacation in Capri (and have with me this week for PFW).

Key products: High-rise barrel-leg jeans, $1,450 / Le Click East/West Medium Braided Leather Bag, $6,250

10. Khaite

I bought Khaite’s Varda v-neck t-shirt dress early in the season, and have made it an essential part of my wardrobe since. Casual and comfortable enough to wear on a road trip and running errands, ethereal and elegant enough to take me to gallery openings and Hampton dinners. It’s on sale at MyTheresa right now.

Not quite as understated, the leopard-print pony hair Loxley skirt was another efficient performer over the same time period. I wore the navy blue version en route to the brand’s runway a couple weeks back.

Key products: Verda jersey maxi dress, $616 ~~$880~~ / Monroe Satin Loafers, $352 ~~$880~~

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