The luxury fashion industry continues to thrive in the US, with iconic brands dominating the hearts and closets of fashion enthusiasts. According to Statista's 2024 report on luxury fashion brand popularity in the US, the top 10 most popular luxury brands these brands reign supreme. Let's look at the ten luxury fashion powerhouses that lead the pack regarding brand awareness and desirability among American consumers.
Top 10 Luxury Fashion Brands in the US in 2024
Here are the top 10 luxury fashion powerhouses that are the most popular among consumers:
1. Gucci
90% brand awareness, 45% brand popularity
The Italian fashion house reigns supreme as the most popular luxury brand in the US. Gucci continues to captivate with its bold, eccentric designs and innovative approach to melding heritage and modernity.
Marketing campaigns that help gain popularity:
- Florence Welch, lead singer of Florence + The Machine, has been featured in Gucci campaigns and at various fashion events.
- Jared Leto, an actor and musician, is known for his distinctive style and is associated with Gucci.
- Gucci has collaborated with a range of international personalities as brand ambassadors, including Italian tennis player Jannik Sinner, Chinese actress Ni Ni, actor and singer Xiao Zhan
- British soccer player Jack Grealish, American-born and South Korea-based rapper and entrepreneur Jay Park, Japanese actor Jun Shison, and Thai actor Gulf Kanawut Traipipattanapong.
2. Louis Vuitton
81% brand awareness, 45% brand popularity
Louis Vuitton retains its position as a leading luxury brand in America. The French maison is beloved for its iconic monogram, impeccable leather goods, and as a status symbol.
Marketing campaigns that help gain popularity:
- NBA star LeBron James has been tapped as the face of the Louis Vuitton Spring/Summer 2024 campaign.
- Louis Vuitton has a diverse roster of ambassadors from the world of sports, including tennis players Carlos Alcaraz and Naomi Osaka, skier Eileen Gu, swimmer Leon Marchand, and fencer Enzo Lefort.
- Actor Bradley Cooper has been featured in Louis Vuitton's dreamlike short films, introducing the brand's Tambour watch collection in collaboration with director Damien Chazelle.
3. Chanel
87% brand awareness, 40% brand popularity
Synonymous with timeless Parisian chic, the legendary fashion house remains coveted for its tweed suits, quilted bags, and No. 5 perfume.
Marketing campaigns that help gain popularity:
- Chanel gained early popularity through endorsements from European celebrities like French actress Gabrielle Dorziat, who was often seen wearing Chanel hats.
- The brand has a star-studded lineup of ambassadors, including Kristen Stewart, Margot Robbie, Penélope Cruz, Lily-Rose Depp, Marion Cotillard, and most recently, Riley Keough from 'Daisy Jones & the Six'.
- Chanel uses experiential marketing to build relationships with customers and increase brand loyalty by providing memorable experiences that connect them to the brand.
4. Dior
86% brand awareness, 40% brand popularity
Dior enchants fashion enthusiasts with its feminine, elegant ready-to-wear and exquisite haute couture. The iconic Lady Dior bag and dreamy dresses propel its popularity.
Marketing campaigns that help gain popularity:
- Dior has collaborated with various influencers in 2022, such as Pelayo Diaz, Thomas Doherty, James Molloy, and Joseph Quinn.
- The brand strategically fosters connections with popular individuals to capture their audience and create desire, exclusivity, and aspiration.
- Dior has announced Jay Chou, a Taiwanese musician, as its new global ambassador, leveraging his popularity to expand the brand's reach.
5. Burberry
67% brand awareness, 39% brand popularity
Burberry is the quintessential British luxury brand, recognized for its signature check and trench coats. The company continues to fuse innovation with its rich heritage.
Marketing campaigns that help gain popularity:
- In 2024, actor Barry Keoghan became Burberry's new brand ambassador, starring in an edgy campaign shot by photographer Anton Gottlob.
- Burberry's Spring/Summer 2024 show featured a star-studded guest list including Kano, Jason Statham, Rosie Huntington-Whitely, Kylie Minogue, Jodie Comer, Michael Ward, Jourdan Dunn, Naomi Campbell, Rachel Weisz, Skepta and Bukayo Saka.
- The brand frequently taps British talent and rising stars like models Cara Delevingne, Suki Waterhouse, Malaika Firth and actor Tarun Nijjer for campaigns highlighting iconic pieces like the trench coat.
6. Prada
82% brand awareness, 35% brand popularity
Prada maintains its cult following thanks to its intellectual, minimalist approach to luxury attire and accessories. Its angular designs pop with technical fabrics and unexpected details.
Marketing campaigns that help gain popularity:
- In 2024, Prada unveiled a cast of young celebrity ambassadors dubbed "Gen A", including Camila Mendes, Maude Apatow, Lili Reinhart, Isabela Merced, Chase Stokes, Jonathan Daviss, Lukas Gage and Michael Evans Behling.
- Prada's menswear campaign in Fall 2022 featured acclaimed actors Jeff Goldblum, Rami Malek and Damson Idris photographed by David Sims.
- The brand has a history of high-profile ambassadors and campaign stars like Scarlett Johansson, Hunter Schafer, Letitia Wright, Amanda Gorman and K-pop stars like Jaehyun and Enhypen.
7. Versace
80% brand awareness, 35% brand popularity
The Italian label remains devoted to bold prints, vivid colors, and brazen sexiness. Versace melds high-octane glamour with a contemporary edge for fashion fans.
Marketing campaigns that help gain popularity:
- British actress Lily James starred in Versace's edgy 2023 campaign for the Bright Crystal fragrance, embodying the scent's bold, glamorous spirit.
- Pop star Katy Perry fronted a dynamic commercial for Versace's Devotion perfume in 2023, exuding the confidence the scent aims to inspire.
- Versace frequently collaborates with major celebrities - Dua Lipa co-designed a 2023 collection with Donatella Versace, while stars like Beyoncé and Blue Ivy, Emma Stone, and Lily James are often seen in the brand's designs.
8. Dolce & Gabbana
72% brand awareness, 34% brand popularity
The designer duo translates Italian opulence into feminine silhouettes, ornate embroidery, and Sicilian inspiration. Dolce & Gabbana celebrates sensuality and ultra-femininity.
Marketing campaigns that help gain popularity:
- British TV presenter Maya Jama became one of the newest celebrity faces of Dolce & Gabbana in 2023.
- Kim Kardashian co-designed Dolce & Gabbana's Spring/Summer 2023 collection, which debuted at a star-studded Milan Fashion Week show.
9. Armani
78% brand awareness, 33% brand popularity
Giorgio Armani delivers sophisticated, structured pieces for the discerning minimalist. Subtle details and fine Italian craftsmanship cement its popularity.
Marketing campaigns that help gain popularity:
- In 2023, Armani Beauty introduced "Gen A", a diverse cast of young actors as global ambassadors, including Maude Apatow, Lili Reinhart, Isabela Merced, Chase Stokes, Jonathan Daviss, Lukas Gage and Michael Evans Behling.
- Actor Aaron Taylor-Johnson became the face of Armani's iconic Acqua di Giò men's fragrance in 2023.
- Armani partners with major influencers like Chase Stokes, Camila Mendes and Sydney Sweeney to promote initiatives like its Acqua for Life charity campaign with UNICEF.
10. Balenciaga
51% brand awareness, 29% brand popularity
The edgy French fashion house intrigues luxury consumers with architectural shapes, streetwise styling, and a subversive attitude. Demna Gvasalia's radically inventive vision drives the brand's modern relevance.
Marketing campaigns that help gain popularity:
- Nicole Kidman - Newly announced brand ambassador who attended the Fall 2024 fashion show in Los Angeles. She was part of the starry crowd at the event.
- Kim Kardashian - Officially named as a brand ambassador in early 2024, marking her first campaign in this new role. She also attended the Fall 2024 show in LA.
- Salma Hayek Pinault - Attended the Fall 2024 show in Los Angeles with her husband François-Henri Pinault, chairman and CEO of luxury fashion group Kering, which owns Balenciaga.
