Burberry and Fendi Make Surprise Comeback in Tagwalk’s Fall 2025 Search Ranking
PARIS — While the focus during the fall 2025 ready-to-wear shows was squarely on designer debuts, brands in transition hogged three of the top five spots in fashion search engine Tagwalk’s seasonal ranking of the shows most searched by its 325,000 registered users.
Fashion houses who doubled down on their heritage garnered the most attention, Tagwalk founder and chief executive officer Alexandra Van Houtte said in a presentation in Paris on Thursday.
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“This season, three brands performed really well: Burberry, Fendi and Hermès. And what’s super interesting with these brands is that they really respected their DNA, their values and their identity. They didn’t try to be too cool,” she said.
“These three brands garnered more attention than they would have done in the past because they know exactly who they are and where they’re going,” Van Houtte added.
Miu Miu has held the top spot since the fall 2023 season and was the most searched by buyers, designers and magazines alike.
“Sociologically, Miu Miu is less about the clothes than what the Miu Miu woman represents. She’s super cool, spontaneous and authentic,” she remarked. “She encapsulates a lot of things that will then filter through into the mass market.”
Burberry made a surprise entry at number two, having ranked 13th in the prior season, as it reaped the benefit of a repositioning under Joshua Schulman, who was named CEO of the British heritage brand in July 2024. Creative director Daniel Lee’s fall collection was all about statement outerwear.
“They really went back to basics instead of focusing on fashion-forward pieces. Ultimately, it’s not Burberry’s place to be fashion-forward. Burberry’s place is to make very, very beautiful clothes that you will keep for a long time and which are obviously heirloom pieces,” Van Houtte said.
Fendi rose to number three from 24th in the prior season as it celebrated its 100th anniversary with a line designed by Silvia Venturini Fendi, doing double duty following the departure of Kim Jones as artistic director of the Roman house’s women’s collections.
Van Houtte noted that the brand has made a spectacular comeback after placing 32nd for fall 2024, and 26th the season before that. She credited a return to its core values, alongside a major marketing push around the centenary celebrations.
Fendi nodded to the house’s fur heritage with a variety of styles made of shearling, and a couple of actual mink designs.
The top five was rounded out by Chanel and Gucci, which both showed collections designed by in-house teams as they await the arrival of new creative directors. Matthieu Blazy is expected to show his first collection for Chanel in October, while Demna was recently named creative director of Gucci.
Overall, Paris Fashion Week dominated the top 20 ranking with 13 brands represented, followed by Milan with six brands and London with one.
Brands that showed in New York did not make the top 20, with Van Houtte noting that Veronica Leoni’s eagerly anticipated debut collection for Calvin Klein likely suffered from competition in the minimalist fashion segment from brands with similar offerings, such as Victoria Beckham and Lemaire.
In total, there were seven new brands in the top 20, including Zimmermann, which benefited from strong momentum on TikTok; Dsquared2, which generated buzz with a 30th anniversary show featuring an all-star cast including American rapper Doechii, and Givenchy, where Sarah Burton showed her debut collection.
Among smaller emerging labels, Duran Lantink saw the biggest progression, with views up 137 percent versus spring 2025, propelling him to number 47 in the rankings from 146 previously.
Tagwalk tracked data from Feb. 6 to March 19, registering 355,000 sessions, up 19 percent versus the spring 2025 season, and 118,000 unique visitors, up 18 percent. It logged 187 shows compared with 213 for spring 2025, with Valentino failing to make the cut as it submitted its runway images too late to be included.
— With contributions from Lily Templeton
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