A Quick Look At Which Luxury Fashion Houses People Chose In 2025, According To Study
Fall Winter 2023 Fashion Show | Miu Miu
See which fashion brands that are becoming less popular
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In December 2025, a study by IceCartel looked at top luxury fashion houses to understand how their brand appeal shifted during the year. It examined search interest for each brand across major fashion markets like the US, UK, France, Italy, Japan, South Korea, and more. Each brand was measured by how consumer interest shifted compared to last year and what they are worth today.
The study showed that:
Versace's popularity declined 39% in 2025, the worst drop in the fashion industry, even though Prada just paid $1.375 billion to buy it.
Balenciaga’s brand appeal took a 25% downturn, with things getting worse when Demna left for Gucci in March.
Miu Miu is among the most popular labels right now, becoming the go-to-choice for Gen Z shoppers, with interest in the brand up nearly 20%.
“Fashion is going through its biggest shake-up since the 2008 crash,” explains Joosep Seitam, co-founder of IceCartel. “The last two years brought more designer changes than we've seen in decades: Chanel, Dior, Gucci, Versace, Loewe, all switching creative directors. When a new designer comes in, it takes at least 18 months before they start making their mark. These drops in popularity are more about these brands being in transition, rather than disappearing.”
Versace
VERSACE Fall 2023 Ready-to-Wear
-People checking it online: 6.34M
-Drop: -39%
-Brand value: $1.375B
Versace lost more fans than any other brand this year, with consumer interest falling nearly 40%. The decline started when Donatella Versace stepped down as creative director in March after running the brand for 27 years. This shake-up appears to have affected the brand’s value too. Prada just bought Versace on December 2 for $1.375 billion, getting it at a discount since Capri Holdings originally paid $2 billion back in 2018.
Balenciaga
Balenciaga's brand appeal took a 25% downturn this year. The house has been going through controversies recently, with things getting even worse in March when Demna, who'd been leading the brand for ten years, left to join Gucci as a new creative director. The brand is now worth $1.4 billion, slightly more than Versace, but has the same problem figuring out what comes next.
Fendi
Fendi comes next, with a 20% drop in popularity. The Roman house went through major shifts when Silvia Venturini Fendi stepped down in September 2025, after decades building the label. Maria Grazia Chiuri, who used to run Dior, came in as Fendi's new creative head the following October. While the brand's evaluation is high right now ($4.9 billion), the new creative head will still need to put effort into making it more relevant again.
Jacquemus
Jacquemus The Rond Carré Clutch Bag - Red
Jacquemus fell 20% this year, the same rate as Fendi. The French label built its reputation on being fun and Instagram-friendly, making luxury feel more accessible. But keeping that excitement going became harder as trends moved on and bigger brands copied the playbook. Jacquemus is valued at $622 million currently, the smallest figure here, showing it's still relatively new compared to the old-guard luxury names.
Celine
Celine lost more than 19% of its base this year, after going through a big transition following Hedi Slimane’s departure at the end of 2024. Michael Rider took over the $2.38 billion house as creative director in early 2025, but the changes still seem to have affected the label’s popularity. Rider might turn things around as he previously worked at Celine for 10 years and knows what the brand is really about.
