ON BRANDEveryone has a heritage and a logo. Not everyone gets filmed. So we read 67,000 videos and 10.6 billion views across 28 fashion houses to see who Gen Z actually talks about, which names read as cool, and which ones have gone quiet.
Powered by Oriane.xyz video intelligenceLuxury has a strange problem. Every house has the heritage, the savoir faire, the archive. What almost none of the marketing decks admit is that relevance in 2026 is not decided in the atelier. It is decided by whether a nineteen year old points a phone at your bag. Some houses still command that reflex. Others are respected, expensive, and almost invisible on the feed. We measured both, then read the comments and the transcripts to find out not just who wins, but why the winners feel cool while the losers feel like a museum.
Heritage tells you a house deserves relevance. The feed tells you whether it has any.
Ranked by how many Gen Z videos put the house on camera. The two names running the race are the two you would expect, and then a very telling gap. Miu Miu is down here on volume, hold that thought.
Unique videos naming each house across captions, transcripts, mentions and handles. Highlighted: Miu Miu.
Six houses that kept the room. Tap a frame to watch their biggest clip, tap a logo to visit the house. Views per video is the tell most brand teams ignore, it separates the loud from the actually loved.
Watch · 5.4M views@ysl · Instagram
Nobody is filmed talking Saint Laurent more, 5,154 videos and the deepest reach in the study. Proof that a clean logo and a front row still travel.
Watch · 12.2M views@chanelofficial · Instagram
Neck and neck with Saint Laurent for the top spot. When Gen Z reaches for a shorthand for luxury, more than half the time the word is still Chanel.
Watch · 3.2M views@dior · Instagram
The highest engagement of the giants and the strongest iconic and timeless read of anyone. Dior is not chasing cool, it is banking heritage.
Watch · 17.5M views@prada · TikTok
Fewer videos than the giants, far more views each. Prada and its little sister Miu Miu are the axis the cool crowd actually films.
Watch · 57.9M views@miumiu · TikTok
Only a thousand videos, but every one of them travels. 429K views per post, more than triple Chanel. This is what cool looks like in the data.
Watch · 2.2M views@hermes · Instagram
The Birkin does the talking. Hermès over-indexes on craft and heritage language while everyone else chases the trend. Scarcity is the strategy.
Being filmed a lot and being
watched are not the same house.
Here is the number that reorders everything. Divide views by videos and you see which houses travel. Miu Miu posts a fraction of Chanel's volume and pulls more than triple the views on each one. Burberry and Loewe do the same trick. Loud is easy. Watched is the flex.
Average views per video, in thousands. Highlighted: the three houses that punch hardest above their volume.
We split every video into two voices. What the creator says out loud, the transcript, which is where the knowledge and the price talk live. And what the comments say back, which is pure want. Luxury cool is built in the gap: creators teach you why it matters, the crowd just tells you they need it.
Out loud, luxury is a lesson. Creators break down prices, resale value, who left one house for another, why the craft is worth it. This is where taste gets taught, and it happens in every language.
Underneath, nobody debates. They covet. The comment sections read like a wishlist, and the houses that trigger it are the ones that stay cool. 97% of luxury comments are positive.
And here is the twist. The houses that own the actual cool vocabulary, quiet luxury, old money, stealth wealth, are not the giants at all. They are the quiet ones. The Row, Loro Piana and Brunello Cucinelli barely post, yet they dominate the aesthetic conversation.
Share of each house's videos that sit inside the quiet luxury and old money discourse. The giants score 1 to 2%. Highlighted: the quiet luxury set.
A house can be named without ever being seen. So we ran the bags through vision search to find which ones actually appear on camera. This is the real it-bag index, and it does not match the mention charts. Loewe, Louis Vuitton, Bottega and Hermès get filmed as objects, not just name-dropped.
Share of each house's videos where the signature bag is visually detected on screen. Highlighted: the houses whose object outperforms their name.
And then the quiet end of the room. Some of these are fading, respected and rarely reached for. Others are quiet on purpose, the whole point of The Row and Loro Piana is that they do not shout. Low volume is a warning for some houses and a strategy for others. The data cannot always tell you which, but the comment sentiment can: the quiet-by-design names still pull love, the fading ones just pull silence.
Houses with the fewest videos in the study. Total video count across the window.
The biggest clips posted by the houses themselves. Miu Miu and Fendi prove a house can still out-reach any creator when the content is worth watching. Tap to view.
Miu Miu posts a fifth of Chanel's videos and out-travels it three to one. Relevance is not how much you show up, it is how far each thing goes. One clip worth watching beats a hundred worth scrolling.
The Row and Loro Piana barely post, yet they own quiet luxury and old money outright. When your name becomes the shorthand for an aesthetic, you do not need the volume. The culture carries it for you.
Loewe, Bottega and Hermès get filmed as things, not names. A bag with a silhouette people can recognise in a blurry thumbnail is worth more than any campaign. Give the internet a shape to want.
Almost no luxury house gets real backlash, under 2% everywhere. So the threat was never hate. It was the whisper. If nobody is filming you, you are not controversial, you are forgettable.
Every week On Brand breaks down what is actually moving culture, just like this. Join the readers who see it first.
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