Which Fashion Houses People Choose in 2025
Fashion is going through its biggest shake-up since the 2008 crash. 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.
According to a December 2025 report on global fashion trends, Versace is experiencing the biggest drop in popularity among top brands. The study by the men’s jewelry shop Icecartel examined top luxury houses to see which ones people actually want to wear right now and what they’re worth as a business.
The research analyzed leading fashion houses to see how their brand appeal changed over the year. It tracked how much people have been looking up each brand online, focusing on data from countries with the biggest fashion industries, such as the US, UK, France, Italy, Japan, South Korea, and others. Each brand was measured by how consumer interest shifted compared to last year and what it is worth today.
Here’s how different fashion houses rank in brand desirability as of 2025:
| Brand | Search Volume | Search Drop | Brand Value (USD) |
| Versace | 6.34M | −39% | $1.375B |
| Balenciaga | 3.61M | −25% | $1.4B |
| Fendi | 1.80M | −20.4% | $4.9B |
| Jacquemus | 1.30M | −20.4% | $622M |
| Celine | 1.19M | −19.2% | $2.38B |
| Burberry | 4.67M | −16% | $5.2B |
| Saint Laurent | 14.72M | −14.8% | $5.8B |
| Dior | 18.55M | −12% | $20.5B |
| Louis Vuitton | 29.30M | −11.5% | $32.9B |
| Gucci | 10.17M | −10.4% | $18.1B |
| Hermès | 8.12M | −8.3% | $33.0B |
| Tom Ford | 7.44M | −6.4% | $4.7B |
| Bottega Veneta | 3.23M | −4% | $2.9B |
| Fear of God | 3.15M | −2.1% | $300M |
| Chanel | 13.74M | 3.40% | $37.9B |
| Prada | 8.00M | 4.20% | $6.7B |
| The Row | 0.99M | 10.30% | $1.0B |
| Ralph Lauren | 15.51M | 12–13% | $7.4B |
| Miu Miu | 10.04M | 19.35% | $2.1B |
1. Versace
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.
2. 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.
3. 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 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.
4. Jacquemus
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.
5. Celine
Celine lost more than 19% of its fans this year, going through a big transition after Hedi Slimane left 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 this around, though, as he previously worked at Celine for 10 years and knows what the brand is really about.