469: The Row's invisible It bag
Brand Rank: Spring 2026 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.
Top 11-20 recap
11. Gap, 12. Comme Si, 13. Jamie Haller, 14. Alex Mill, 15. Tory Burch, 16. Nour Hammour, 17. Leset, 18. Simone Pérèle, 19. Gucci, 20. Levi’s
1. The Row
A new mini Row bag, even defying It-dom at the level of a Margaux or Marlo, will always cause sufficient Richter register to land in Brand Rank’s top five. A slew of February new arrivals included the now-sold-out Terrasse To-Go Bag—a neotenically proportioned version of the past-season Terrasse shoulder bag revived for SS26, which promptly sold out and now cameos on resale sites (the short-strapped Bauletto version is still findable).
The next-clickiest news was of The Row’s Mon Vintage edit, a price-upon-request archive curated by founder of the private vintage showroom Marie Blanchet, featuring rare Yohji Yamamoto and Margiela pieces the Olsens have openly cited as design touchstones. The curation either sold out or was retired to make way for the current Thomsen Gallery exhibition, featuring selected woven vessels, and a collaboration with Desert Vintage, feat. sourced Fortuny, Zoran, and other unknowns.
Key products: Terrasse To-Go Bag, $1,950 / Lilas Wool and Linen-Blend Wide-Leg Pants, $682 $1,450 / Dalia Leather Handbag $1,990
2. Khaite
Dozens of Khaite-centric conversations fizzed up in the chat this season (it was the most talked-about brand), most of them focused on its season-in, season-out boots. A sampling of mentioned styles: the Nevada stretch ankle boot, the Ona crinkled knee boot, the Davis leather knee high, the Hooper over-the-knee, the Colt glossed-leather riding boot. Denim was the next most-talked-about category, with multiple mentions of the Abigail jean (available in at least seven washes) and the Karo barrel leg.
From Magasin’s published content, the arrival of the cropped Balser cardigan threatened to replicate the virality off the OG (also chatted-about) Scarlet cardigan—and outfit inclusions brought last year’s Lotus pendant and Verda V-neck pique dress back in the rotation.
Key products: Balser Cable-knit Cashmere and Mohair-blend Cardigan, $1,700 $3,400 / Blue Sowen Jeans, $620 / Medium Lotus Pendant in Silver, $1,280
3. Phoebe Philo
Collection D hit ecomm this January, with drops happening in February and March, making it the most-clicked overall brand of the season—a scrunchie-waisted coat earned the most clicks from all the new-in, followed by angular sunglasses. But my own styled-out pieces from the brand topped even those: trusty high-throat ballerina flats AND the merlot leather bomber I bought at Dover Street in Paris (don’t ask me about my detax paperwork for that…).
An interesting tracking thing to note: Phoebe’s standing on this BR is based on data from before the brand’s arrival to MyTheresa this month—between that and Collection E arriving in June, I wouldn’t be surprised to see it finally strike #1 by our summer edition.
Key products: Shrunk Bomber in Merlot Leather, $6,300 / Kick Coat, $5,200 / Slice Cruise Sunglasses, $460
4. Toteme
Toteme’s perennial nature means that the sale that lurched the brand to fourth place this season contained pieces with as much appeal and relevance as its latest arrivals. The sale’s now over, but discounts on SSENSE, The Outnet, FWRD, Saks, etc. gel with or even supplant new-in pieces from its SS26 collection for the price-aware shopper—a just-released contrast-trim version of its staple bucket bag, or a lizard-embossed one of the same shape for $300 less? Cotton-viscose trouser new arrivals, or a linen-blend for 70% off? It’s a game of spot the difference where the answer is quite the deal.
Key products: The Slim Leather Knee Boots, $630 $1050 / Double-Pleat Winter Trousers, $610
5. Uniqlo
Clare Waight Keller’s Uniqlo: C collection was a volume play this season, during which $50 khaki culottes and a $40 drawstring bag were some of the top sellers. This quarter’s data didn’t include drops from the usual needle-movers, the U (from the Lemaire team) and JW Anderson collaborations, showcasing C’s standalone might in driving sales, perhaps finally staking out its rightful place in the Uniqlo Mount Rushmore of nicely priced designer capsules.
Key products: Cotton Culotte, $50 / Drawstring Bag, $40 / Bicolor T-shirt, $25
6. Lemaire
Speaking of Lemaire, mainline also cracked Rank, just a point shy of Uniqlo. The bulk of its standing came from chat mentions, which turned out some good shopping gossip, including shopping Antonioli and Jake & Jones for hard-to-source pieces, going half a size down in its shoes, and its Vibram-sole sneakers making good biking gear.
Key products: Black Short Duffle Coat, $1,590 / Belted Wool-Blend Trench Coat, $601 $1,201
7. Prada
We’re never not hustling when it comes to Prada. Chat mentions around the brand center on resale and vintage (as far back as the 1995 collection), suggesting dupes (this Róhe leather versus the $7,900 Prada one) and protecting our investments by seeking repair recommendations (for shoes, Jim’s Shoe Repair comes cosigned).
Key products: Satin Mules, $490 $700, Saffiano Lux Leather Briefcase, $544 $725
8. COS
The sales data speaks for COS this season, over which scores of suede pants, sculptural tops, and suspiciously cerulean blue sweaters escaped into carts as the brand staged a runway show in Seoul. During the once-mall brand’s High Fashion moment, we have to ask, does the devil actually wear COS?
Key products: Merino Wool V-Neck Sweater, $139 / Fluid Straight-Leg Pants, $449
9. J.Crew
J.Crew was guaranteed to rank this season on the power of its 1988 Edition Rollneck sweater alone. The re-issue of the iconic knit, plus a suite of designer collabs with Eckhaus Latta, Collina Strada, Tanner Fletcher, and more, became socially ubiquitous, while old Magasin favorites like the Gwen slip skirt and Fair Isle cardigan did heavy background work.
Key products: The Rollneck Remix, $91 $180 / Gwen Lace-Trim Slip Skirt in Luster Charmeuse, $51 $118 / Classic Fair Isle Cardigan, $142 $158
10. Chanel
Blazy-mania brought the most hardcore shoppers out from Paris to New York, where the new CD’s first collection hit stores over March. I went in on opening day in search of the canvas version of the Small Shopping Bag, only to learn the sourcers had all gotten there first. Even the pony hair slingbacks and slides, which I wavered on, would disappear from shelves within days. Safe to say we’ve entered a post-patent leather opera flat era? (If you’re still hunting down a good dupe, Toteme just put one out.)
Key products: Small Shopping Bag, $7,000 / Interlocking CC Logo PVC Slides, $375 $625 / Black Patent Leather Moccasins Flats, $2,550
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“Neotenously”, not “neotenically”, though neither makes sense in context.