FASHION | INDUSTRY|INSIGHT
BoF reveals the top 10 contemporary and accessible luxury fashion brands leading customer engagement
Date posted on DIARY directory: Monday 26th January 2026
Business of Fashion has revealed the top 10 contemporary and accessible luxury fashion brands leading customer engagement.
BoF Insights’ Brand Pulse tracking tool has revealed how the industry’s top-performing contemporary and accessible luxury brands cultivated loyal online communities through sharp digital engagement strategies.
- Sézane leads the contemporary and accessible luxury segment in overall online brand performance in 2025, with earned content on social media signalling deep customer connection to the brand’s romantic French aesthetic.
- Jacquemus ranks first in discoverability, using quirky campaigns and shareable behind-the-scenes content to generate online buzz.
- Staud ranks in the top five for brand identity and customer love, illustrating that the brand's clear signalling of values helps to earn it customer attention and advocacy.
| Rank | Overall Brand Pulse Score | Discoverability | Identity | Value | Connection | Love |
|---|---|---|---|---|---|---|
| 1 | Sézane | Jacquemus | Sandro | Max Mara | Sézane | Sézane |
| 2 | Frame | Aritzia | Aritzia | Tommy Hilfiger | Max Mara | Staud |
| 3 | Staud | Toteme | Rag & Bone | Toteme | Coach | Rag & Bone |
| 4 | Jacquemus | Ami Paris | Staud | Frame | Frame | Reformation |
| 5 | Reformation | Diesel | Reformation | Theory | Reformation | Frame |
| 6 | Coach | 3.1 Phillip Lim* | Toteme | JW Anderson* | Staud | Marc Jacobs |
| 7 | Rag & Bone | Sandro* | Maje | Staud* | Tory Burch | Ganni |
| 8 | Sandro | Polène | Frame | Tory Burch | Polène | JW Anderson* |
| 9 | Toteme | Golden Goose* | Lemaire | Self-Portrait | Ralph Lauren | Self-Portrait* |
| 10 | Polène | Ralph Lauren* | JW Anderson | Rag & Bone | Sandro | Toteme |
How Is Brand Pulse Measured?
BoF Insights Brand Pulse examines fashion brand performance on social media, search and AI chatbots across five dimensions:
- Discoverability: How frequently do people find the brand via social media algorithms, AI and search?
- Identity: How clear are the brand’s values and how closely do people align with them?
- Value: How do people rate the brand’s price-quality equation?
- Connection: How much do people engage and resonate with the brand?
- Love: How strongly do people express emotional attachment to the brand?
For more information, visit businessoffashion.com.