These Were the 10 Most-Viewed Brands on Vogue Runway in 2020

  • 5580

In an ordinary year, Vogue Runway publishes two most-viewed brand stories, the first after the fall collections finish in March and the second after the spring season wraps in October. This was no ordinary year, and with the presentation of spring collections spread out from the beginning of September to just last week, we skipped our usual round-up of top performers. Instead, we’ve combined the two seasons together to create a 2020 master list.

Last March, when we looked at the stats, I wrote that the top 10 doesn’t shift much season to season. That’s true today: The big names remain the big names, even in this year of change. But the list does tell a story.

Moschino’s Jeremy Scott cracked the top 10 on the success of his audience-pleasing runway puppet show, presumably. “The best thing I could do for everyone who is stressed about the election, the pandemic, social unrest, and the future was to give the gift of fantasy and take us away from all of it for a few minutes,” Scott told my colleague Anders Christian Madsen at the time. The Théâtre de la Mode concept that Scott riffed on, lifted from World War II–era couturiers who sent miniature versions of their work on the road to save their businesses, was a leitmotif of the season—but nobody pulled it off with Scott’s panache.

Prada made the biggest jump of the year, moving up from seventh place to second. The arrival of Miuccia Prada’s new co-creative director Raf Simons probably had something to do with that. Separately they’re two of the most-watched designers in fashion; insiders were more than a little bit curious to see what the unprecedented partnership would look like. “It’s a beginning,” Prada declared in the sit-down interview that followed the livestreamed show. Less than four weeks from now, they’ll reveal their first collaborative men’s collection.

Looking ahead to 2021, we’re hoping Marc Jacobs finds his way back onto the New York Fashion Week calendar after opting out of the spring shows in September. New York fashion needs him and we miss seeing his name here.

Find out how the rest of Vogue Runway’s most-viewed brands of 2020 measured up below.

Chanel spring 2021. Photographed by Acielle / Style du Monde

Photo: Acielle / Styledumonde.com

1. Chanel

Rank last season: 1

Prada spring 2021. Photo: Courtesy of Prada

Photo: Courtesy of Prada

2. Prada

Rank last season: 7

Louis Vuitton spring 2021. Photo: Courtesy of Louis Vuitton

Photo: Courtesy of Louis Vuitton

3. Louis Vuitton

Rank last season: 5

Christian Dior spring 2021. Photo: Armando Grillo / Gorunway.com

Photo: Armando Grillo / Gorunway.com

4. Christian Dior

Rank last season: 6

Balenciaga spring 2021. Photo: Courtesy of Balenciaga

Photo: Courtesy of Balenciaga

5. Balenciaga

Rank last season: 3

Saint Laurent spring 2021. Photo: Courtesy of Saint Laurent

Photo: Courtesy of Saint Laurent

6. Saint Laurent

Rank last season: 2

Valentino spring 2021. Photo: Armando Grillo / Gorunway.com

Photo: Armando Grillo / Gorunway.com

7. Valentino

Rank last season: New Entry

Gucci spring 2021. Photo: Courtesy of Gucci

Photo: Courtesy of Gucci

8. Gucci

Rank last season: 4

Celine spring 2021. Photo: Courtesy of Celine

Photo: Courtesy of Celine

9. Celine

Rank last season: New Entry

Moschino spring 2021. Photo: Courtesy of Moschino

Photo: Courtesy of Moschino

10. Moschino

Rank last season: New Entry