The luxury market may be cooling, but The RealReal’s (TRR) most searched brands of 2025 reveal that consumer appetite for classic luxury remains strong.
On Thursday, the luxury resale marketplace released the 2025 Resale Report, an annual deep dive into resale’s biggest trends and market shifts based on data from its 40 million members.
Louis Vuitton ranked the No. 1 most searched brand for a consecutive year, followed by Chanel, Prada, Miu Miu, Gucci, Loewe, Bottega Veneta, Celine, Dior, The Row and Fendi.
While Louis Vuitton came out on top, overall, Chanel bags were the most searched item, underscoring the rising value of designer handbags as investment assets. TRR reported that prices for The Row Margaux, Fendi Baguette, Goyard Saint Louis and Louis Vuitton Speedy continue to increase.
Though these classics are holding strong, vintage bag styles from the 2000s and 2010s are gaining buzz and resale value. Sales data shows that it’s a good time to sell Balenciaga’s City Bag, Chloe’s Paddington, Fendi’s Spy, Celine’s Phantom and bags from the original Louis Vuitton x Murakami collaboration from 2003.
The report also highlights which brands are on the rise. Coach saw the biggest uptick of searches, up 160 percent. The New York City-based brand’s Brooklyn shoulder bag ushered in demand for practical and minimal accessories, while its efforts to upcycled denim caught the attention of denim heads and sustainable fashion enthusiasts, alike.
2025 was a standout year for Pucci, which saw its iconic prints worn by Hailey Bieber and TikTok influencers during their European vacations. The comeback led to a 111 percent increases in searches and landed the Florentine brand on TRR’s top 100 brand list for the first time.
Other 100 first timers included Tibi, Rachel Comey, Johanna Ortiz, Ann Demeulemeester, La DoubleJ, Ferragamo, Paloma Wool and Polène. Meanwhile, brands that focus on premium staples (Mother, Theory and St. John) and activewear (Adidas and Nike) fell off the list.
While denim brands like Levi’s, Gap, American Eagle, Calvin Klein and Wrangler flexed celebrity-sized budgets for ad campaigns this year, the most impactful celebrity denim moment was organic. TRR named Kendrick Lamar’s Super Bowl Halftime Show and his flare jeans the “most iconic celebrity fashion moment” of the year. Searches for “Celine Flare Jeans” spiked 963 percent in a 24-hour period.
Other 2025 resale awards went to “Comeback Brand of the Year” Isabel Marant for the French brand’s Gen Z-led revival and “Market Mover of the Year” Miu Miu, which saw its resale prices increase 31 percent compared to last year.
The slew of exiting and incoming creative directors announced earlier this year influencer consumers’ searches. In January, TRR saw a 37 percent jump in searches for Proenza Schouler when Jack McCollough and Lazaro Hernandez announced they were leaving. Searches for Bally increase 60 percent when Simone Bellotti announced his departure. Demna’s exit from Balenciaga led to a 310 percent increase in searches for the French label, while Jonathan Anderson’s departure from Loewe resulted in 488 percent more searches for the brand.
TRR’s data also reveals how the vintage boom is changing how consumers perceive imperfect secondhand items. Sales for “fair condition” items—or pieces with heavy wear—are up 32 percent, with growth drive by new buyers. Additionally, sales for products described as “as is,” which may require repair, are growing every month. This is where, again, classic luxury brands dominate.
TRR said sales for timeworn bags are up 45 percent in 2025. Louis Vuitton, Chanel, Hermès and Balenciaga are especially in demand. Brown leather jackets that have a lived-in look and feel are also popular. Sales for these timeless pieces are up 155 percent since last year, specifically “fair condition” styles from The Row, Acne Studios and Rick Owens.
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