Brand Rank is a data-driven index of the most shoppable brands in the Magasin universe. See past Brand Rank reports here.
The change in the air can only mean one thing: Brand Rank. Every quarter, we dig into the data to crown winners out of the hundreds of brands that fill our emails to you. It’s all very orderly and scientific, and you can read more about that in the box below. Today’s send reveals brands 11–20, and tomorrow’s will round it out with brands 1–10.
What makes this season’s tally a little different is that it includes all of the brands and products you submitted to the Fall Shopping Spreadsheet earlier this month. Naturally, these submissions to our survey on what everyone is buying for fall should have some impact on what we’re counting as “the most shoppable brands.”
It’s always a pleasure to welcome new brands to the tally, and today we have a couple of long overdue names: Emily Dawn Long and Eckhaus Latta. Congrats on making things we really, really want to buy. Plus! At the end, a bonus list of the brands that didn’t quite crack 20, but still help tell the story of what desire means to shoppers now.
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 800+ brands that ranked—which 20 are most in-demand among Magasin’s tens of thousands of subscribers.
Across the previous 3 months of 2026, 459 brands were mentioned in the chat 1,256 times. Magasin itself wrote about 423 brands in 1,131 instances. 1,705 orders over the period spanned 195 brands. And 471 brands were responsible for driving 427,707 clicks.
11. Kallmeyer
At no. 11, this will be the highest the 14-year-old New York native and frequenter of these pages has ever Brand Rank’ed, something foreshadowed in my very unofficial musings on the brands that defined summer 2026 (which it certainly did).
Kallmeyer skipped the inch-up from the bottom and secured the 11th place spot on the strength of the 360-degree story it told, from Daniella Kallmeyer’s wedding, at which the defining cummerbund trend of the season was front and center on her bride Allison; to the fall collection that introduced the brand’s first leather handbag, the old-Prada-inspired Magazine; to its collaboration with the giant that is Nike on a suede tennis shoe; to an upscaling NYFW show that introduced the deeply collectible “How to Wrap Five Eggs” beaded cage bag.
Members of the Magasin Chat even clocked a pair of opera flats in the R27 lookbook that inspired a hunt for a match; my inside intel is that they are by…Kallmeyer. Something for us all to look forward to.
Key products: Magazine Bag in Patent Leather, $1,590 / Kallmeyer x Nike Tennis Centre Shoe, $160 / Cottage Tote in Canvas, $695 / Nadja Trouser in Beaded Deco, $2,090
12. Chanel
A brand with little digital shoppability like Chanel winds up on a list like this through brute force of cultural impact. It manifests in the ease with which audiences reach for it as a reference point in conversation (“these Maui Jims look just like my Chanel sunglasses”), the parallels found in our coverage of other brands (“the Jeffrey Campbell shoeless A-pieds, a confounding knockoff in the manner of the Chanel shoeless trend”), and, this season in particular, elaborate monuments to it like the plywood Chanel store created by Tom Sachs, which engulfed his studio this NYFW.
Where shopping was involved, the vintage Cerf bag (the most Blazy of archive styles) emerged as a top-seller from platforms like The RealReal and Sourcewhere, alongside an uptick in flats and slingback fever. All this, and on top, many pilgrimages to its boutiques across the world to score a last pair of Blazy toe-caps in one’s size.
Key products: Cerf Bag (on resale), $1,445+ / Métiers d’art 2026 Oyster Minaudiere, POA / Patent Calfskin Slingbacks, $1,400
13. Alex Mill
A true mainstay brand within the Magasin matrix. We talk about the brand more than you tend to mention it, but the high clicks score and order score shows that more often than not, engagement leads to an order. It’s true; there’s truly something for everyone over at AM in a unisexy fashion, from their waxed-cotton jackets to collab pieces like this J.Press rugby shirt.
Key products: Montmartre V Neck Sweater in Cashmere, $320 / Painter jacket in herringbone, $250 / Hudson pant in cotton twill, $165 / J.Press x Alex Mill rugby striped shirt in cotton, $195
14. Ralph Lauren
I don’t think I’m overstating it when I say Ralph Lauren won the season on the merit of one pair of sunglasses. Despite being almost perpetually sold out on the brand’s site, the Polo Sport frames, which I’ve been wearing almost daily since the beginning of summer, were everywhere this fashion week in every color combination. The black were the most popular, available now across various discount optical sites, though the tortoiseshell version (I inadvertently convinced Chris Black to order them this week) remains online.
Not insignificant were the brand’s off-calendar show, which pulled a lot of weight in enforcing New York’s disappearing claim to capital-F Fashion, and its US Open collection and greater ties, a reminder of its standing as a cultural institution.
Key products: Polo Sport Oval Sunglasses, $160 / Leather Polo Loafer, $448
15. Tibi
Tibi snuck up there this quarter, with conversation surrounding the brand mainly from a basics-buyer POV. Shared “have you tried it?” moments (mainly about the comfort of its heels) establish Tibi as a forever-in-our-hearts brand, though not a lot of chatter about the ready to wear. For those who have tried, will you buy? Next quarter will tell…
Key products: Harrington crocodile embossed heel, $575 / Pastille slip dress, $1,095 / Bio twill Alec short pant, $495
16. Emily Dawn Long
Another first-timer to the ranking, if you can believe it. We’ve counted her accolades before when mulling the brands of the summer: a CFDA candidate, prolific party thrower, a formidable fall collection under her belt, and a vintage tee pop-ups-and-drops operation that’s attracted many a GQ cover-star type. To that list, lets add the official NYFW calendar and a film producer credit. Her latest collection has put crack back on the map in the form of keyhole-yoke jeans and lunar plexus-pinching pencil skirts, worn by Meadow Walker, Terrence O’Connor, et al. The “crack collection” is available for pre-order as of this week.
Key products: Sea Urchin Bag, $980 / Spoiled Boys Tee, $200 / Crack of Dawn Skirt, $780
17. Phoebe Philo
Perhaps by design, we’re not buying Phoebe Philo, but we sure do lust after it. For this quarter, we’re looking at wishlist items like the black straight jeans and gathered ballet flats from the Fall Shopping Spreadsheet, two items that clearly define the brand as the pinnacle “oh, this little thing?” supplier for women of means. Phoebe’s whole point is that she’s just out of reach, and that tension cultivates into, well, a cult following of people who would buy $650 rubber flip flops to engage with her design world (because, I mean, so few of us are buying the $14k coats).
Key products: Leather Pumps, $1,550 / Leather Jacket, $8,000 / Low-Rise Wide-Leg Jeans, $1,100
18. Zara
Zara has pulled out a lot of stops to step away from its “fast fashion” reputation, in large part through an impressive lineup of collaborators with industry cred. We are days away (!) from the highly anticipated debut of John Galliano’s creative partnership, and its continued work with menswear sage Aaron Levine is well done (though we can’t say the same about their recent line of graphic tees with “if you know you know” bookstore 0fr.Paris). Zara Home has become a serious player in the interiors game, too, by partnering with filmmaker Luca Guadagnino and architect Stefano Baisi, antique textiles expert Katharine Pole, and botanical designer Mary Lennox on recent collections.
Key products: Aaron Levine x Zara textured cable sweater $79 / Gathered leather ballet flats $109 / Cordless ceramic lamp $59
19. Eckhaus Latta
In the 15 years since it was founded, Eckhaus Latta has evolved from indie darling to a powerhouse New York brand—and one of the biggest draws of NYFW. The duo partnered with Mango on a smash hit (and sold out) collection this spring, but this season’s big story was its J.Crew collaboration, which debuted on the runway in September, and was followed by a massive house party at The Players club on Gramercy Park. Plus, the Snap bag has become a status item for a certain subset of in-the-know shoppers.
Key products: The Snap bag $675 / Racer cardigan $425 / Gossamer skirt $375
20. Gucci
As was said last brand rank, Gucci’s current strength is in its merchandising. We’re seeing the lever pulled even more, through multiple mentions of the Jackie bag—both from your current closets and wishlists—as well as horsebit items from collections’ past. Gucci clearly still thrives in the collective consciousness mainly through nostalgia for the past (multiple chat mentions of “2000s Gucci”), which is exactly what Demna’s whole design practice is about. Demna’s latest “Store Show” delivers the commercial aspect explicitly.
Key products: Donna pump, $1,220 / Jackie 1961 medium shoulder bag, $3,450 / Wool silk coat, $4,500
Honorable mentions
The brands that rank in positions 21 onwards can tell a more diverse and shifting story than the power players that tend to wind up on our official list quarter after quarter. In the spirit of recognizing their relevance in Magasin’s collective shopping psyche, a mini ranking of the top 30:
21. Comme Si — de facto shirt purveyor; racked up a healthy spreadsheet count
22. Aflalo — expanding beyond denim and party clothes into exceptional leathers
23. Proenza Schouler — everyone’s fêting the arrival of the real Rachel Scott
24. Leset — introduced a shoe collection and (I’m just seeing this) a baby one, too
25. Jil Sander — probably just a lull between higher rankings given the IRL chatter I’m picking up
26. Colleen Allen — took an LVMH tour to Paris, returned to debut her collection at NYFW
27. Miu Miu — the fall spreadsheet claimed every category of shoe, plus the denim cowboy hat
28. Saint Laurent — will Anthony have a shot at one last hurrah?
29. Literary Sport — an impactful collab with Xero shoes; a shirt worn by designer Jackie inspired this send’s color palette
30. Rachel Comey — grape-flavored fall collection; opened NYFW; The Coat (coming soon)
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With contributions from Maya Kotomori and Alyssa Vingan.
Follow us on Instagram at @magasin.ltd.