American designers are giving European brands a run for their money in the luxury resale market, according to The RealReal’s 2025 Luxury Resale Report, released Thursday. 

The report found that secondhand shoppers are increasingly searching for CFDA designers like Tory Burch, Khaite, Ulla Johnson and Marc Jacobs. The Row leads the pack as the most-searched American brand, followed by Ralph Lauren (+270% YoY) and Coach (+160% YoY). Interest in indie and emerging U.S. designers is also on the rise: Diotima saw a 152% increase in searches, while those for Zankov and Marina Moscone rose 65% and 44% year-over-year, respectively. 

Per the report, consumers’ growing interest in investing in domestic names reflects “the many moods of Americans at a moment marked by political tensions and tariffs.” 

That said, legacy European labels still dominated as the most searched brands of the year: For the second year in a row, Louis Vuitton garnered the most interest, boosted by a 110% increase in searches for its Speedy bags. Chanel claimed second place, and Prada took third. (Sales of the latter’s vintage bags nearly quadrupled this year.) The rest of the top 10 list, in descending order, are: Miu Miu, Gucci, Loewe, Bottega Veneta, Celine and Dior, with The Row and Fendi tying for number 10. 

Meanwhile, The RealReal dubbed Isabal Marant its “Comeback Brand of the Year.” The French House saw a 54% increase in search traffic, thanks in large part to Gen Z’s soaring interest in the label’s aesthetic amid the resurgence of “boho style.” Gucci’s also benefiting from the boho chic revival: Its slouchy Indy handbag is on track to become one of the next trending nostalgic “It” bags. For shoppers wondering which bags to invest in now before prices spike, the YSL Mombasa, Hérmes Plume, Prada Bauletto and Celine Boogie are also seeing renewed interest.

Related: The Row’s $690 Flip Flops Crowned Fashion’s Hottest Item

Overall, consumers’ fixation on nostalgia is holding strong. Per the report, Gen Z has steadily moved away from Y2K style and, in addition to boho, is now leaning into 2010s indie sleaze — thanks to an algorithm-driven longing for authentic personal style. This has fueled the return of Hervé Léger bandage dresses, a fashion “It” girl (think: Hailey Bieber and Kaia Gerber)-endorsed trend that’s seen a 106% increase in searches.

Reissued bags like Balenciaga City, Chloe Paddington, LV x Murakami, Fendi Spy and Celine Phantom also saw triple-digit growth; searches for early-aughts statement heels from the likes of Christian Louboutin, Manolo Blahnik and Giuseppe Zanotti jumped as much as 45%.

Aside from revitalized trends, internal industry shifts are also having a ripple effect within the resale market: The ongoing game of creative director musical chairs has driven business for luxury secondhand platforms. The buzziest move was Jonathan Anderson leaving Loewe, which incited a 488% jump in searches for the Spanish label. Demna exiting Balenciaga drove a 310% search increase for that brand, while Maria Grazia Chiuri’s departure led to a 114% search spike for Dior. Jack McCollough and Lazaro Hernandez-era Proenza Schouler and Simone Bellotti-era Bally are also in high demand.

However, not every creative director switch-up fueled sales: Sabato de Sarno’s departure from Gucci, Lucie and Luke Meier’s exit from Jil Sander, Donatella Versace’s departure and Glenn Martens’ appointment at Maison Margiela all had very little impact.

Related: Who’s Where: Your Creative Director Cheat Sheet for 2025

Read the full report over at The RealReal.

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