Prada, Michael Kors, and Alaïa are among the most popular brands in high fashion.

According to Bank of America's latest research, in the second quarter of 2026, the strongest positions in the luxury fashion industry are held by Prada, Michael Kors, and Alaïa.

The ranking is determined based on the number of social media followers, search interest on the internet, and user activity on brand websites.

Michael Kors achieved the greatest progress. Due to increased interest in the brand on Google, it advanced 31 positions in the ranking and took second place.

In June, Chanel moved to first place, while Gucci dropped to sixth position. Loro Piana and Louis Vuitton, both part of the LVMH group, returned to the top ten. Dior's position weakened due to decreased interest in the brand in China.

In the luxury watches category, Swatch holds first place. It is followed by Jaeger-LeCoultre and Tissot.

Overall, consumer online activity regarding luxury brands increased by 18% compared to the previous year. Despite reduced interest on Chinese platforms, demand is growing in the United States and South Korea. Source: Investing.com