468: Gap Body positivity
Brand Rank: Spring 2026 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! I managed to make it through the writing of today’s send only ordering two things: a pair of vintage Levi’s 503b jeans, seeing that there was a rare pair in my size up on eBay and, while not on this list, a linen top from the Tove archive sale that I happened to stumble into when searching my inbox for unrelated info. This list is about shoppability, and here are two data points that would contribute to a brand’s score.
Today, in the first of two sends, we look at brands 11 through 20 on the list.
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 first quarter of 2026, 480 brands were mentioned in the chat 1,217 times. Magasin itself wrote about 560 brands in 1,307 instances. 1,914 orders over the period spanned 214 brands. And the top 324 brands were responsible for driving 386,839 clicks. That’s an average of nearly 1,193 clicks per brand.
11. Gap
Remember the utopia of Gap Body in the ‘90s? As, like, a freshly showered and optimistic counterpoint to the Victoria’s Secret cleavage pressed up against store windows? According to our data, it’s back. The Breathe Bikini and Thong, re-upped in our renewed underwear deep dive, have been trending in this ranking since the original investigation was published in 2024. Now, a significant portion of Magasin chat dialogue centers on other Gap intimates and loungewear—the wireless bra from the Breathe collection, the organic stretch cotton bralette, its sweatpants and fleece pajamas, “not sloppy” loungewear, “the best tee for $20,” long-sleeve tees, satin track pants that look like Donni ones…
Key products: Breathe Bikini (5-pack), $27 $55 / Breathe Thong, $12
12. Comme Si
Comme Si’s La Shirt Classica was listed as my third most-worn item of 2025 in this inaugural assessment of Staying Power. It was also the third most-clicked link of the entire spring season of Magasin. I own this shirt in Grecian Blue, White, Maraschino, and in Gray Flannel, and most recently added in La Boxer Alta pant version in Navy. I suspect it will be on the next year-end Staying Power list, alongside another coming-soon staple I’m very excited about, but not enough to break embargo. More on that this week.
Key products: La Shirt Classica, Cotton Poplin, $275 / The Pilates Sock $40 / The Silk Ribbed Sock, $60
13. Jamie Haller
One thing that keeps Jamie Haller consistently on this list is the unpredictability of its launches and sales. Jamie plays a game of “First dibs,” where being in her inner circle pays off with early access to a heavily discounted archive (as happened back in January) and sporadic product drops—just this week, she’s leaked the new Scrunchie Heel in black and butter, a recreation of a 1970s sandal née The Archive Heel, and the seemingly Laura Dern-inspired Big Shirt and Pleat Short, AND she’s announced re-stocks of The Walking Sandal, The Kit Slide, The Clog, The Freddie Jean, and The Karate Pant. Some of these are, predictably, out of stock yet again.
Key products: The San Diego Sandal, $498
14. Alex Mill
Alex Mill had a busy season (when doesn’t it?) with closely timed drops, starting with the Alex Rollneck of FW25 all the way through to the best-seller Chiltern Jacket of SS26 Chapter 1. We’ve now reached Chapter 3, relevant to my own wishlist as far as these cotton-linen chinos and this sort of designer-looking (you know the one) straw tote go.
Key products: Madelyn Cable Knit Wool Blend Donegal Sweater, $228 $91 / Agnes Donegal Sweater, $99 $248 / Andre Zip Jacket In Linen Twill, $250
15. Tory Burch
For spring: Tory Burch’s increasingly 1940s-coded designs—e.g. T-bar heels, drop waists, blazers a certain shade of blue—revisited through a contemporary lens that the culture owes largely to Lotta Volkova (the girlhood factor). But what’s on the new-in pages doesn’t always track with the carts over a season of shopping data. The real accessory story being told by the bags and shoes that most impacted Tory’s Brand Rank score, is louche, boho, a little model-off-duty, a little retrograde even! Some Tory collections are more forward-driving than others, but it looks like Q1 was one for the stalwarts.
Key products: Studded Balloon Bag, $1,050 / Perry Shoulder Bag, $259 $400 / Romy Mary Jane, $250 / Classic Loafer, $245 $325
16. Nour Hammour
The winter of 2026 will always be remembered as the one when everyone bought their Nour Hammour coat. I somehow ended the season with four of them: the Elsa and Isadora shearlings, the Gallery suede, and the Parlor leather. “Fur season” is over, but I can see spring-summer elasticity in the latest collection (good blazer) and the coming expansion into new categories.
Key products: Sima shearling coat, $3,500 / Isadora Sumptuous Shearling Coat, $3,260
17. Leset
Chat queen, clearly, with nearly half its score deriving from subscriber convos. Recommendations for the brand were in the loungewear catchall, with some specific callouts for the Kyoto Pants, the Lauren Wide-Leg Pants, and the Layered Margo Tee.
Key products: The Margo Tee, $78 / Laura Margo Tee, $88
18. Simone Pérèle
Re-examining my underwear drawer made me realize how few bra and underwear makers I tolerate anymore since discovering Simone Pérèle—its Essentiel t-shirt bra and Comete mesh triangle did for those categories what no bra had come close to doing before. I don’t waste a single second on my bra wishlist anymore. And! In the months since publishing that update, I’ve expanded further into the equally rewarding underwear department and added the Plume bra (possibly the greatest ever no-show lacy nude bra).
Key products: Essentiel Multiposition Unlined Bra, $85 / Comete Wireless Triangle Bra, $125
19. Gucci
During Q1, Demna’s first collection for Gucci became officially available to shop, six-ish months after a teaser where pieces cropped up at select boutiques around the world (I bought my Vittoria heels—my favorites since—in this window). Gucci also went ahead and kind of half-assed a repeat of that experiment with spare parts from the follow-up FW26 show…leggings (?), a plain black jacket, not really any accessories to speak of…and then didn’t really promote the see-now-buy-now happening in any way. Even the SA I spoke to thought it (and the pieces) were weird. Still, gave us something to talk about over at Magasin at least.
Key products: Borsetto Medium Boston Bag, $3,100 / Vittoria Python Pump, $1,600 / Vintage SS99 Gucci by Tom Ford Runway Feather Thong Mule Heels, $895
20. Levi’s
My vintage Levi’s 503b jeans, which I awarded 100% Staying Power in my 100 most-worns of 2025, were the top-clicked link this season by a lot. There is nothing like finding a pair of jeans that render every other pair you own moot, which was exactly my experience when I bought these at Front General Store in Dumbo in 2024. I used to think I was a 550s girl, but since discovering the 503b—a youth model of the 501XX—I don’t think they come close.
Key products: Levi’s 503b, various
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