Ranking: The top 10 celebrity fashion brands globally

Celebrity-owned brands used to be few and far between, but recent years have seen more of them popping up than ever before, with famous faces increasingly realising the value of turning a passion project into a successful business venture.

In the hugely competitive sectors of fashion and beauty, where celebrity brands dominate, famous figures tend to have an advantage due to their large and loyal fanbases, compared with other new brands attempting to come up through the ranks. 

However, while they most certainly have a head start, simply being famous and launching a brand isn’t quite enough to guarantee success these days.

With sustainability, value and social media all coming into play and cancel culture being prevalent among celebrities, who are scrutinsed for their every move, such brands have got to play their cards right.

From A-listers to reality stars fresh out of the most recent series of Love Island, celebrities across the spectrum are looking to push the next new thing for everyone to obsess over. However, the tricky part is being authentic and making this hype last.

Tabloid scrutiny is also inevitable for famous founders, demonstrated by Adidas and Yeezy falling out due to anti-semitic remarks made by rapper and brand owner Ye (formerly known as Kanye West) or Victoria Beckham reversing a decision to furlough her fashion label staff during lockdown after considerable backlash.

Using a combination of factors – Trustpilot reviews, Instagram followers and Google Keyword Planner search data – QR Code Generator’s ranking gives each brand analysed an overall index score to determine their popularity across the board. 

It will come as no surprise that reality star Kim Kardashian’s shapewear brand Skims comes out on top, seeing a monthly average of more than 3.4 million searches related to purchasing its products.

As a business that was most recently valued at $4bn (£3.09bn) last year after another round of fundraising, Skims remains laser-focused on product innovation and permanent retail space as it continues to eye opportunities both in stores and online.

With an impressive 5.9 million Instagram followers and a solid 3.8/5 on Trustpilot, customers are well and truly satisfied with the viral shapewear brand and its success shows no signs of slowing.

Taking second place, although quite a way behind Kim K’s trending brand, is Savage X Fenty by singer Rihanna.

As well as Rihanna being another hugely successful and popular individual, Savage X Fenty made its mark by embracing “fearlessness, confidence and inclusivity” – qualities its customers have bought into.

With its Xtra VIP loyalty scheme offering discounts and bestselling lingerie and clothing ranging from around $6 (£4.72) to $36 (£28.34), Savage X Fenty’s affordable and accessible price points continue to prove a hit with shoppers.

Also making the ranking is actress Kate Hudson’s gymwear label Fabletics – a brand built on an ecommerce membership model that now has stores across the globe, including on London’s Regent Street.

Controversially, trainer brand Yeezy has made it to number four, having retained 3 million Instagram followers despite the famous founder being embroiled in scandal after his anti-semitic remarks on social media. 

Despite the very public break-up between Adidas and Yeezy, the latter has maintained momentum, with demand for its products continuing among Ye’s loyal fanbase, which goes to show the potential power of celebrity-led brands.

The oldest brand in the top 10 is Stella McCartney’s eponymous luxury fashion label, a brand that has stayed true to her vegetarian principles by avoiding the use of leather, feathers, skin or fur throughout its history.

Stella McCartney is an example of a brand that goes beyond the celebrity founder’s name. This label has put sustainability at its core, with no fads in sight, giving it longevity despite increased competition in the market.

QR Code Generator chief executive Marc Porcar says: “While it is popular for clothing brands to collaborate with celebrities and well-known names to create one-off collections and lines, some celebrities take the further step to create their very own clothing brand – which can be a hugely successful business move, as the results of the study highlight.

“The findings reinforce that the Kardashian family have created an impressive and renowned empire, beginning in reality TV and culminating in globally recognised and consumer-favourite clothing brands – Skims and Good American to name only two that rank in the top 10 most popular in the world, topping even fashion royalty like Stella McCartney.”