498: She makes a beautiful bride (she's Toteme)
Brand Rank: Summer 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.
Yesterday we rolled out the first of our two-part Brand Rank figures for Q3 of 2026. Today’s send does the bigger and more important job of revealing the list’s heavyweights: the top 10 most shoppable brands overall.
Before we get there, though, I wanted to share a few line-specific stats from the period that would otherwise be lost to history. The most-ordered-from link, for example, was Negative Underwear’s Last Chance sale, though that alone wasn’t enough to earn the brand a spot in the top 20. We don’t track beauty or health here, but Supergoop’s Glowscreen SPF 40 and Evolv’s oral GLP-1 biomimetic both landed among the top five most-ordered individual products.
Our most-clicked product, Jil Sander’s Goji Pillow Bag, drove twice as many clicks as the next highest-clicked item, which was Another Tomorrow’s Relaxed Wide Leg Pants. Both Olga Basha and Dresen Studio (personal favorites in my denim stack) clicked especially high for the small, indie brands that they are. Acne Studios was the most-chatted-about brand not on this list.
If retailers were ranked they’d appear in this order: Net-A-Porter (by a lot), and The RealReal and MyTheresa by a close margin. Read ahead for the top 10 brands.
Top 11-20 recap: 11. Phoebe Philo, 12. Alex Mill, 13. Gap, 14. Tory Burch, 15. Gucci, 16. Jil Sander, 17. Chanel, 18. Leset, 19. Simone Pérèle, 20. Miu Miu
1. Toteme
It’s wedding bells for miss “Always the bridesmaid, never the bride.” In the two and half years we’ve been publishing Brand Rank (yes! really!) Toteme has cracked the top 20 in virtually every edition, making it to the top 10 in over 50% of rankings, and yet, it has never held the top spot until today.
Let’s take a look at Toteme’s 36.6 score, which we can sort of hijack to review just how our custom scoring system works and why it matters: A Post Score of 8 reflects the number of times we mentioned the brand in our own published materials—this past quarter included reports on a Net-A-Porter-exclusive sale, an on-site sale, and a new PF26 collection “where beige can contain multitudes”—which we value highly as a shoppability indicator; what gets included from week to week goes through rigorous editorial consideration against all other possible news within a cycle.
Remaining score factors are in the hands of the Magasin audience. The Chat Score is weighed identically to the Post Score. So for Toteme, eight mentions in out chat room = eight Chat Score points. Independent of what ends up in our content, any brand driving conversation in our famously chattery chat room can rack up standing in this Rank. Chat mentions of Toteme spanned links to its linen, call outs in a local stoop sale, beach cover-up and raincoat recs, questions about the fit of its boots, someone selling a leather tote, styling suggestions that include its clutches and wedding guest dresses.
The last two categories reflect raw reader behavior—how they click and what they order. The top-clicked and most-ordered link of the season was for Toteme’s private sale (now over, but here’s the current sale selection), with the brand’s top-clicked single product being this long knit skirt (also on sale) and most-ordered single product being these drawstring wool pants (also also on sale).
My read on Toteme’s new standing is that, 1. it was firing on all cylinders this season, no single channel skewed it into the leading position but rather it dominated across all four. And 2. consistency and clarity of vision brought it here, not a celebrity spokesperson or collab strategy.
Key products: Long Knit Skirt, $250 $500 / Drawstring Dinner Trousers, $324 $540 / Mohair Knit Tank Dress, $624 $1,040 / Wide Fluid Trousers, $256 $640
2. Khaite
Khaite landed near the top on the strength of SEA (sustained editorial attention), proving its .1% price points are working to place the brand among the Bottegas and Diors of the world. On average, the chat, post, and order scores are all in the same ballpark suggesting that you all are just as interested in Khaite as we are.
Key products: Karo Jeans, $680 / Verda Jersey Maxi Dress, $616 $880 / Luiza Skirt, $2,480
3. Jamie Haller
An unlikely disruptor of the Toteme-Khaite-The Row trifecta so often pinned to the top of this ranking and in the greater, mis-identified “quiet luxury” discourse. In a way, Jamie Haller as a wedge makes sense. Originally known for her Italian-made leather shoes and now also equally recognized for RTW “basics”: 100% cotton jeans, elegant loungewear, relaxed suiting, broken-in shirting, plus jewelry, too, Haller’s seemingly straightforward pieces have differentiators to the exact degree shoppers look for when buying something from such broad categories. She’s up for CFDA this year. Who’s to say how far her relatable star will rise.
Key products: The Logo Weekend Shirt in Royal Blue, $425 / The Ballet Slipper, $515 / The San Diego Sandal, $498
4. The Row
The Row continues to function as the Magasin community’s North Star. Our coverage led to more engaged chat score, mainly about sizing or whether or not certain pieces are worth a big spend, as seen in relative orders. We anticipate the next sale to shift the needle in that arena, watch this space…
Key products: Terrasse Bag, $2,700 / Sayed Short, $1,250 / Casa Leather Loafers, $990
5. J.Crew
J.Crew has had a great quarter performance-wise in our little corner of the internet, driven by a healthy Orders Score that supersedes chat and post mentions. We really saw how brand familiarity converts to action, whether it be the heritage roll neck sweater, or collab pieces like the Zycloom mixed stone necklace or Xero sandal.
Key products: 2025 Rollneck Sweater, $98 / Gwen Lace Trim Skirt, $84 $118 / J. Crew x Xero Genesis sandal, $59
6. COS
COS continues to ricochet around the ranks, with particularly strong click activity complementing reliable orders, no doubt due to our more focused news mentions (is it just us, or did the brand suddenly get, like, really quality controlled?) From chat mentions: COS remains the brand you send a friend when they ask where to start rebuilding a wardrobe.
Key products: Merino Wool V-Neck Sweater, $69 $139 / Layered Cotton Pima Shirt, $64 $129 / Fluid Straight Leg Pants, $449
7. Uniqlo
Uniqlo was a key topic of conversation this quarter—both in the chat and our news sends—thanks in large part to its stream of thoughtful design partnerships. There was Scandi sweetness from breakout Copenhagen brand Cecile Bahnsen, zippy prints from former Marni creative director Francesco Risso in the F.RISSO collection, and a wide range of preppy staples in a poppy color palette from J.W. Anderson.
Key products: Cotton Culottes, $49 / Shirring Sleeveless Dress, $39 / Graphic T-shirt, $14
8. Comme Si
Jenni Lee’s pajama brand was always a Trojan horse into reached-for “outside” apparel. La Shirt Classica, its keystone product, uniformed the design set in Milan this season (as reported by our own Xavier Donnelly), and its newly introduced Deep V Shirt, an immediate beach-vacation essential, excelled in clicks and orders.
Key products: La Shirt Classica, $295 / Deep V Shirt, $295
9. Zara
Zara came in with a high orders score on account of its impressive roster of collaborators. There was the sexy Benito Antonio collection with Bad Bunny that pulled inspiration from the singer’s Puerto Rican roots; Marisa Berenson (aka Elsa Schiaparelli’s granddaughter) co-created a glamourous line of home goods; industry-favorite creative director Aaron Levine dropped his second range for the retailer, and Mexican-American designer Willy Chavarria lent Zara some insider clout with his sell-out collection.
Key products: Satin Shorts With Contrast Trim, $59 / Zig-Zag Multipurpose Blanket, $239 / Lace Slip Dress, $65 $219 / Linen Relaxed Fit Pants, $79
10. Prada
It should come as no surprise that Prada scored particularly high again this quarter when it comes to weekly post mentions. There’s always lots happening in the Miuccia-verse, and the Italian house is always in our frame of reference. (Another data point worth mentioning: The Devil Wears Prada 2 was released in May.) Prada is also a top mention when we’re discussing vintage grails, and makes frequent appearances in outfit posts. A forever favorite, no matter the season.
Key products: Route Large Leather Top-Handle Bag, $3,800 / Leopard-Printed Calf Hair Loafers, $684 $1,390
Magasin may earn some money if you make a purchase through one of the links above.
With contributions from Maya Kotomori and Alyssa Vingan.
Follow us on Instagram at @magasin.ltd.
What stood out to me across both parts was how often people clearly wanted the brand, just not necessarily at full price. Toteme took the top spot, but the private sale and discounted pieces did a lot of the work. The desire is obviously there. The full retail premium may be a different question.