10 Performing Premium Fashion Brands Ranked by MIV®

Premium fashion promises the best of both worlds: aspiration and accessibility. Sitting between the heritage of luxury and the scale of fast fashion, this tier has produced global names like Michael Kors, Tommy Hilfiger and Calvin Klein—but it’s also one of the most competitive spaces in fashion.

Many premium fashion brands rely on familiar formulas to generate visibility such as celebrity campaigns, influencer activations and seasonal drops—however, these alone rarely deliver distinction. Even when premium apparel-first brands turn to Fashion Week shows or branch into fragrance and accessories, those levers may struggle to carry the same cultural weight or longevity as luxury. The true differentiator lies in how effectively they harness their Voices. 

As our Voices of Fashion report shows, the brands breaking through are those that know which Voices—Media, Celebrities, Influencers, Owned Media and Partners—truly amplify their story. By orchestrating cross-Voice strategies, they can transform fleeting visibility into lasting cultural relevance. 

Using Launchmetrics’ proprietary algorithm, Media Impact Value® (MIV®), we analyzed the top-performing premium fashion brands of 2025 to reveal the strategies setting them apart—and what others can learn to strengthen their impact.

What Defines Premium Fashion Today?

Premium fashion is built on creating distinction through brand image, loyalty and cultural relevance. While brands have higher product volumes than luxury and more accessible price points, success depends on how effectively a brand turns visibility into sustained impact through a data-driven PR and marketing strategy.

Premium Apparel Brands Face Tougher Challenges 

Apparel-first premium brands face a tougher path to distinction because their visibility depends almost entirely on clothing. Without halo categories like handbags or fragrance to act as cultural symbols, it’s harder to generate the same lasting cachet. Apparel also moves through faster trend cycles and is more easily commoditized, which means even a strong seasonal hit can fade quickly. To stay aspirational, these brands must rely more heavily on the strength of their storytelling—through Voices, collaborations and cultural moments.

Premium Fashion Brands Must Go Beyond Traditional Metrics

True brand performance measurement goes beyond vanity metrics and stitches together the right Voices into a cohesive story. Impressions and reach might show how loud a moment was, but they don’t reveal whether it resonated, built loyalty, or created distinction. In a segment where competition is fierce and strategies often look the same, sharper insights are what separate a fleeting campaign from a lasting impact.

That means looking at the role of different Voices and comparing their performance against competitors across the right range of KPIs—outlined in our 10 Essential KPIs guide. With the support of a Brand Performance Cloud like Launchmetrics, brands can bring media monitoring and benchmarking into one view, gaining clarity on what’s working, where they stand and how to adapt in real time.

It’s through this lens that we identified the top performing premium fashion brands setting the pace between January to June in 2025.

Top Performing Premium Fashion Brands

Strategic Marketing Insights from Top 3 Premium Fashion Brands

1. Ralph Lauren: Cultural Crossovers

Celebrated for its timeless American style, Ralph Lauren has long positioned itself as a lifestyle brand. Through cultural crossover initiatives and impactful Voice strategies, Ralph Lauren generated $571.1M in MIV worldwide—driven by $224M in the U.S. and $50.6M in China. 

Media was the strongest driver, accounting for 46% of total MIV ($264M) thanks to Ralph Lauren’s deep editorial presence. Influencers followed with 26%, while Celebrities contributed a smaller share at 13%—yet delivered the brand’s most high-value moments. Notably, Ralph Lauren’s own channels also ranked among its top Voices, with Ralph Lauren and Polo Ralph Lauren together garnering $67.1M in MIV.

Ralph Lauren’s top 10 placements came from its blend of Celebrity Voices. Brand ambassador Mark Lee generated over $1M per post of his six posts, including the Australian Open—reinforcing Ralph Lauren’s role as official outfitter of the tournament. At Wimbledon, ENHYPEN appeared as a special guest in a custom Ralph Lauren suit, driving $1.52M in MIV from a single Instagram post—blending K-pop influence with the prestige of a major sporting event.

Selena Gomez’s statement look at the 2025 Oscar’s red carpet was another key moment for the brand. Wearing a custom Ralph Lauren gown finished with over 16,000 glass droplets and Rosemont crystals in a blush-ombre effect, her post that tagged the brand generated nearly $1M in MIV. This showcases just how impactful selective red-carpet placements can be for premium fashion brands also. 

Key Takeaway: Ralph Lauren’s performance underlines its strength as a global and diverse premium fashion brand. Media delivered consistent scale, but it was the mix of K-pop idols, Hollywood stars, sporting events and red-carpet moments that amplified cultural relevance across regions— proving its ability to turn American style into global relevance.

2. Levi’s: Reinventing Icons 

Levi’s has built its identity on denim heritage while continually finding ways to make its classics feel new. With $332M in MIV overall, this was driven primarily by Media (59%), followed by Influencers (28%) and Celebrities (5%). Having reinforced Levi’s authority as the original denim brand in its editorial coverage, while creative Voices amplified cultural reinvention Levi’s strategy ranges from Celebrity superstar ambassador campaigns to the rise of upcycling creators. 

Among Influencers, Luluisa stood out as a key driver of visibility, having generated $2.82M in MIV for the brand. Known for upcycling Levi’s jeans into bags, shirts and other custom pieces, her content resonated with audiences seeking sustainability and creativity. Her top YouTube video alone generated $828K in MIV, while multiple other uploads throughout the year continued to perform strongly. This indicated how consumer-driven reinterpretations can extend the life and cultural relevance of Levi’s denim and its brand. 

Celebrity partnerships added weight with Beyoncé’s “Reimagine” campaign. By modernizing Levi’s classic advertisements while underscoring her role as a brand ambassador, she topped the list of Celebrity Voices. From one Instagram post, she delivered $751K in MIV, while Levi’s own campaign video added another $530K. This was further amplified by a Forbes article, which generated $583K in MIV as it spotlighted Beyoncé’s role in driving Levi’s renewed relevance alongside the rise of baggy jeans. Ultimately, it proved the power of Celebrity storytelling when reinforced by global Media Voices. 

Key Takeaway: Levi’s continues to prove the strength of denim icons by constantly reinterpreting them. Whether through Celebrity-led campaigns amplified by global Media or upcycling Influencers like Luluisa, who give jeans new form and new life,this balance of heritage and reinvention is what keeps Levi’s at the center of premium fashion.

3. Calvin Klein: Cultural Relevance Through Bold Campaigns 

Calvin Klein has long thrived on provocation and cultural relevance—and that very approach delivered $317M in MIV. Media was the brand’s strongest Voice, driving 51% of total impact, followed by Influencers at 19%) and Celebrities at 13%. Owned Media also played an outsized role, contributing $49M and ranking as one of the brand’s key Voices. This indicates that Calvin Klein’s ability to control its own narrative still carries its weight in the crowded premium fashion market. 

Calvin Klein’s most powerful moment of the year came from its Bad Bunny campaign in March 2025, which dominated across Media, Owned and Celebrity Voices. GQ Germany’s TikTok post of the campaign generated $2.3M in MIV, topping the list as the highest performing post. GQ Italia on TikTok alone also garnered $1.7M in MIV, while Calvin Klein’s own TikTok posts delivered over $2.1M. On top of this, Bad Bunny’s personal Instagram post added $2M in MIV, reinforcing the impact of this collaboration. 

Outside of music, actor Merrick Hanna leveraged Grammys nostalgia with a Glambot throwback, contributing $1.17M in MIV—an example of how Calvin Klein taps into its select few red carpet moments beyond its own campaigns.

Key Takeaway: Calvin Klein’s performance highlights the enduring power of bold cultural storytelling. Media scale and Owned Media authority anchored its presence, but the brand’s ability to spark cultural heat through global stars like Bad Bunny, proved central to sustaining its impact in 2025.

Conclusion 

Premium fashion brands may not have the heritage storytelling of luxury houses or the scale of fast fashion, but their strength lies in how they activate culture. As Ralph Lauren, Levi’s and Calvin Klein show, success today is influenced in how well brands orchestrate the right Voices. So, whether it’s turning K-pop fandoms, celebrity ambassadorships, upcycling creators or bold campaigns, these are the winning strategies which can turn into cultural moments that resonate globally.

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