From Stigma to Status:
Secondhand Is the New Flex
Many of us are in a shameless love affair with pre-loved fashion, flaunting our finds and how we found them. But shopping secondhand was not always a bragging right.
Thrifting has transformed from an economic necessity into a cultural flex. Buying pre-owned pieces once carried a deep social stigma. Most were not boasting about the time they discovered a designer bag in a bargain bin at the Salvation Army. But things started to change with the counterculture youth of the late 1960s. Hippies turned secondhand clothing into an anti-consumerist statement, scouring army surplus stores, flea markets, and charity shops for pieces that embodied their values.
This subversive sentiment grew with the grunge movement of the 1990s, where worn-in flannels and beat-up bags became a sign of the times. People wanted leather as distressed as they were.
As the internet matured and eBay took off, thrifting evolved into a rite of passage for Millennial hipsters hunting one-of-a-kind finds. The stigma was quickly fading into an insider flex, and by the early 2010s, youth subcultures and a post-recession desire for individuality turned digging through Goodwill into a good thing.
Today, secondhand often comes first, especially among Gen Z shoppers motivated by environmental sustainability, side-hustle flipping, and a good deal. Resale has entered the mainstream, revealing true and unfiltered consumer demand. Not only does it grant access to a once-barricaded world of luxury, but it also redefines the modern status symbol.
FASHIONPHILE has been at the helm of this shift, revolutionizing resale since 1999 and turning it into a curated luxury experience accessible to all. Rather than dig through bins for their treasure, luxury lovers are scrolling through a sea of highly personalized picks from every decade and designer anywhere, anytime.
In 2026, carrying a pre-owned designer bag is a status symbol, dethroning the once-held prestige of buying new. The handbag is far from dead, but the way you acquire it may be. People are no longer embarrassed to kiss and tell. They want everyone to know where they found their Holy Grail. And for many of them, that source is FASHIONPHILE.
2026 Sellouts
The luxury lovers have spoken, and the results are in. Drumroll, please…
Top 10 Bags
Slow and steady did not win the race. The Speedy has claimed first place for the second year in a row as the top-shopped bag, with its value increasing 16.2% YoY. The Chanel Double Flap held its spot in second, while the Prada Re-Edition climbed the ranks from eighth to third. And 2026’s wild card? The Goyard Saint Louis, which made a stealth entrance into the top 10 at number seven, bumping last year’s number 10, the Celine Ava, off the list entirely.
Top 3 Shoes
The Hermes Oran sandals are not just a must-have in St. Tropez this year. They slid to the number one spot at FASHIONPHILE, overstepping Gucci and Louis Vuitton. They also earned a well-deserved place in The Book of Iconic Shoes, our definitive guide to the greatest shoes of all time created in collaboration with Assouline.
#1 Hermes Oran Sandals
#2 Gucci Ace Sneakers
#3 Louis Vuitton Star Trail Ankle Boots
Top 3 Watches
Fashionphiles turned back time in 2026, favoring vintage bracelet watches like the Hermes Clipper and the Gucci Interchangeable Bezel.
#1 Hermes Clipper
#2 Cartier Panthere
#3 Gucci Interchangeable Bezel
Top 3 Earrings
The undisputed studs of 2026? The Hermes Farandoles.
#1 Hermes Farandole
#2 Louis Vuitton Louise Hoop
#3 Van Cleef & Arpels Sweet Alhambra
Top 3 Rings
LOVE was in the air in 2026. So many of you said “I do” to the Cartier LOVE wedding band.
#1 Cartier LOVE
#2 Hermes Chaine d'Ancre Enchainee
#3 Chanel Coco Crush
Top 3 Bracelets
It was the Van Cleef Alhambra’s lucky year.
#1 Van Cleef & Arpels Vintage Alhambra
#2 Hermes Clic Clac
#3 Cartier LOVE
No Name Is the Name of the Game
Parker & West, our collection of the best curated estate fine jewelry, appealed to quiet luxury lovers. Logo-less jewelry joined many a stack as shoppers sought fine craftsmanship without the brand-name markup.
Conversation Starters
Which accessories were the talk of the town in 2026, and did the data back up the hype?
Blazy Crazy:
The Chanel Chokehold
Matthieu Blazy’s Chanel spread like wildfire in 2026, reviving the brand and breaking the internet. When his debut collection landed in stores, it ignited a feeding frenzy: everyone was bitten by the Blazy bug. His pieces were so in demand that sellers at FASHIONPHILE were paid above retail for their Blazy icons, giving them a lucrative return on their investment.
Chanel Souplissimo
Procured at 13% above retail.
Chanel Urban Essential
Procured at 15% above retail.
Chanel Archetype Tote
Procured at 13% above retail, this Cerf Tote revival renewed interest in the original, driving up demand and resale value.
Chanel Preppy Coco
Procured at just 1% above retail.
⤷ Have any of these hotties? Sell yours to us for a juicy return on your investment.
Pony Hair
Pony Hair Club
The texture trend of 2026? Pony hair. Most notably seen on the internet-famous cheetah-print Mini Chanel 25, searches for “pony hair” surged 259% YoY.
Ballet Flats
Everyone Cares About Ballet
(Sorry, Timothée) Ballet flats took center stage in 2026. Searches leapt 751%, the grandest jeté of them all.
Valentino Rockstuds
Rockstuds Rocked Our World (Again)
Click clack, the Valentino Rockstuds came back. Once a pair of lipstick-red Rockstuds walked across our screens (big and small) for The Devil Wears Prada 2, Valentino went viral. Searches increased 155% YoY after the release of the trailer, then by 147% after the movie premiered.
Thong Sandal
Let Me See That Thong
From the catwalk to your closet and on the feet of your favorite stars (we’re looking at you, Hailey Bieber and Zoë Kravitz), thong sandals were everywhere. Once a ‘90s fixture, the simple Y-shaped design became a 2026 hyper-fixation, with searches jumping 487% YoY.
Men’s Bags
Men Flaunted Arm Candy
As seen around the arms of Jacob Elordi, A$AP Rocky, Harry Styles, Pedro Pascal, and other heartthrobs, the man bag has transitioned from niche accessory to style staple. Interest in men’s bags has more than doubled this year, with searches up 166%.
Hermes Haut a Courroies (Getty Images)
Ahead of the Game
For athletes, the man bag was a trophy. After Erling Haaland was spotted sporting an Hermes Haut a Courroies bag, searches climbed 98%. The HAC, however, was no match for the Louis Vuitton Speedy P9 and Speedy Bandouliere, which jumped 320% and 277%, respectively, during the FIFA World Cup season.
Silk Scarves
It’s a Bag! It’s a Shirt! It’s a Scarf!
2026’s most unexpected plot twist? The silk scarf. Cinched, draped, and fashioned into everything from a top to a top-handle handbag, this accent piece became a major conversation piece, seen everywhere from the streets to the Hermes runway. Searches for “silk scarf” skyrocketed 369%, followed by “bandeau” at 127%, “Hermes scarf” at 122%, and “Twilly” at 115%.
Popularity Contest
And now for the battle of the brands. Here are this year’s chart-toppers.
The Most Searched Brands
The Blazy Effect was real. The intense demand for Chanel made it the most searched brand of 2026.
Brands You Shopped
Louis Vuitton remained the brand shoppers reached for most, holding firmly onto the No. 1 spot. But the lower half of the leaderboard got a shake-up: Fendi climbed from No. 10 to No. 9, knocking Tiffany out of the top 10, while Celine made its debut at No. 10.
Brands You Sold
Louis Vuitton held onto the top spot with sellers too, but the rest of the leaderboard had a few surprises. Fendi made the biggest move, jumping from No. 10 to No. 8 and overtaking Bottega Veneta. Celine landed at No. 10, making its first appearance on the list.
0% 
Most Hunted Handbag (It's a Tie)
The Hermes Birkin and the Fendi Baguette are sharing the crown this year. Searches for these styles were up 215% YoY, making them the Queen Bs of 2026.
Breakout Stars
Chrome took the crown, serving as the unofficial mascot of Gen Z. It was seen everywhere from the aisles of Erewhon to Timothée Chalamet and Kylie Jenner courtside at the Knicks. It’s no surprise that searches for the brand spiked 372% YoY.
From Casual Consumption to Asset Acquisition
Worth the splurge or the investment? For tried-and-true icons like the Hermes Birkin, the Louis Vuitton Speedy, and the Chanel Double Flap, the math extends beyond simple cost-per-wear. These timeless treasures refuse to lose their luster, climbing in average resale value YoY. Meanwhile, the secondary market also rewards the unpredictable. Take the Fendi Spy bag, which saw a 127% spike in average resale value amid this year’s Y2K revival.
Age Is Just a Number
If there’s one thing bridging the generational divide, it’s the timelessness of a black Chanel Double Flap. It was a fan favorite across the board, along with other heritage pieces like the Louis Vuitton Speedy that span generations and retain their cultural, emotional, and collectible value.
Gen Z
1997–2012
Craving Chanelly and Baguettes
The youngest luxury lovers had a soft spot for heritage heavyweights, with Chanel, Louis Vuitton, and Fendi topping their list.Top 3 Brands
Chanel / Louis Vuitton / Hermes
Millenials
1981–1996
Whimsically Nonchalant
Playing it cool while still being playful, Millennials reached for Gucci, Dior, and Saint Laurent the most.Top 3 Brands
Gucci / Dior / Saint Laurent
Gen X
1965–1980
Secure Attachment Style
Favoring long-term value over the next hot thing, Gen Xers were drawn to quiet luxury legends like Bottega, Hermes, and Celine.Top 3 Brands
Bottega Veneta / Fendi / Celine
Boomers
1946–1964
Going for Gold and Goyard
Not to be outshone, Boomers signaled status with Tiffany, Balenciaga, and Goyard.Top 3 Brands
Tiffany / Balenciaga / Goyard
Buying into Nostalgia
Ah, the safety of simpler times. Faced with an unpredictable present, we turned to the past for a sense of certainty. Vintage surged in popularity, with searches up 112% YoY.
Archival Revivals
Cult classics made a comeback, with brands reissuing favorites like the Fendi Baguette, the Saint Laurent Mombasa, and more from their archives. Resale demand showed just how much people wanted the originals.
Fendi Baguette
Driven by nostalgic Y2K fervor and reissue buzz, the Carrie Bradshaw classic saw ASP climb 9.86% alongside a 157% surge in searches.
Fendi Spy Bag
The value of this slouchy 2000s silhouette more than doubled this year, with demand up 104.39% YoY.
Saint Laurent Mombasa
Anthony Vaccarello’s recent runway homage revived Tom Ford’s horn-handled 2001 classic, driving the ASP up 291% and tripling the number sold this year.
Bottega Veneta Veneta Hobo
Searches for this 2002 Intrecciato icon jumped 146% YoY following its re-release in February.
Gucci Horsebit Clutch
Tom Ford strikes again, driving a 95% surge in searches and an 8.42% rise in ASP for this sexy statement maker from 2003.
Chanel Cambon
Logomania returned, as did interest in Karl’s Chanel. Luxury lovers hunted this discontinued diva, sparking a 148% surge in interest and a 5% rise in ASP.
A Cat Has 9 Lives
(so does your vintage bag)
Make the most of your finds. The Investment Protection Collection keeps your bags in tip-top shape so you can enjoy them for years to come or maximize their resale value when it’s time to part ways.
Minis Were Major
The biggest party of the year? The Hermes Neo Garden Party! Searches for this teeny treasure surged 344% YoY. Smaller silhouettes followed suit, with “micro,” “mini,” and “small” up 103%, 133%, and 194%, respectively.
Looking for a 90s Love
Carolyn Bessette-Kennedy was the internet’s minimalist muse this year. Her most-worn accessories saw a spike in searches, including oval-shaped glasses (+530%), the Prada Spazzolato (+225%), pearls (+192%), gold hoops (+106%), and the iconic black Hermes Birkin (+97%).
Feeling Noughty
Everyone wanted a piece of the aughts. Searches for Monogram denim skyrocketed 1,026% YoY followed by the Chloe Paddington (+610%), Galliano’s Dior (+123%), Multicolor (+109%), and Tom Ford’s Gucci (+26%).
Bookish
2026. The year literature turned lit. When Jonathan Anderson’s Dior Book Totes hit stores in January, searches for this style spiked 133% YoY. Performative reading was in, and books became accessories. FASHIONPHILE was just as much a part of this literary movement, releasing The Book of Iconic Bags and The Book of Iconic Shoes with Assouline, along with itty-bitty versions for your bag.
2026 2016
Snapchat dog filters, wired headphones, and King Kylie’s LOVE stack. Advances in AI seemed to have people looking backward instead of forward. Handbags that defined the 2016 era experienced a resurgence, like the Celine Luggage, which jumped 245% YoY, Jonathan Anderson’s Loewe Puzzle, which grew 300% YoY, and Alessandro Michele’s Greek chic Gucci Dionysus, which saw a 400% spike YoY. Other 2016 markers also trended, like the Celine Luggage, baseball caps, up 375%, faux fur, up 325%, and Cartier LOVE, up 234%.
Put a Pin in It, But Make It Chanel
From red carpet brooch stacking to vintage upcycling and runway revivals, the pin was in. Searches for "brooches" and "pins" spiked 157.66% YoY, with searches for “Chanel pins” jumping an impressive 362.5%.
Flying Colors: Blue Blew Us Away
We got the blues this year (a lot of them). Shades ranged from Baja Blast to cobalt, but they were all part of our blue period.
Bags You Put on the Map
We’ve got finds in different area codes. Here are the top-shopped pieces in yours.
At Your Local Fashionphile
Louis Vuitton was a crowd-pleaser.
Around the World
The Balenciaga Rodeo was London’s cup of tea.
FASHIONPHILE Forecast
We see luxury in your future. According to our crystal ball data, here are the trends taking off in 2027.
2027 Feels
Haute Hippie
2027 will see the rebirth of the elevated earth child, relaxed yet refined. Think fringe, florals, and a fancy, floppy handbag.
2027 Palette
Is Cloud Dancer stealing the spotlight again next year? It might be the palate cleanser we need before stepping into more tropical tones.
FASHIONPHILE in Focus
And now for our 2026 retrospective.
FASHIONPHILE Atelier
Extending the life cycle of your ultra-luxury finds is what we do best, but it doesn’t end with resale. At-home maintenance is just as much a part of the equation. Developed in our Atelier, the Investment Protection Collection gives you the tools you need to make your finds last even longer. From fashion emergencies to bag-care rituals, every item supports the value, beauty, and longevity of your handbags.
And when it came to protecting their investments this year, fashionphiles did not hold back. Here are the tools they took to the most:
#1 ReNew Handbag Cleaning Kit
#2 Handbag Wipes
#3 Handbag Hook
#4 Mending & Repairs Kit
#5 Handbag Protector Pouch Set
Cali luxury lovers also got the chance to experience FASHIONPHILE Atelier IRL this year. We popped up at ROW DTLA and Fashion Island to treat their bags to a complimentary spa day.
FASHIONPHILE Unboxed
A podcast for luxury lovers. Hosted by FASHIONPHILE Founder and President Sarah Davis, CEO Ben Hemminger, and Head of Social Commerce Ben Gallagher, FASHIONPHILE Unboxed unpacks all things ultra-luxury resale with the industry's most influential voices.
FASHIONPHILE Certified
In the world of resale, nothing is more valuable than a FASHIONPHILE Certificate of Authenticity, and this year it went digital. Since 1999, we’ve set the standard for authentication, and now we are providing the infrastructure and unique identifiers the industry lacks. FASHIONPHILE Certified is just one more step in this evolution, granting luxury lovers access to our world-class authentication services at our San Diego and NYC Flagships.
Touchdown in London Town
Fashionphiles flocked to our new store in London to secure the bag IRL. We also celebrated the launch of The Book of Iconic Shoes in style at the Maison Assouline in London. To keep the party going, UK luxury lovers can shop and sell pre-loved finds around the clock on fashionphile.co.uk.
Big in Japan
Japan is a resale hotspot for good reason, but you don't need a plane ticket to shop its best vintage finds. We’ve had an office in Japan for the past nine years, where we source the most coveted Tokyo treasures for FASHIONPHILE. Local to Japan? Shop us 24/7 on Rakuten.
The Archive
Tom Ford’s Gucci, Galliano’s Dior, and deals galore. Launched this year. The Archive is our curated mix of vintage finds and deals sourced from the best closets and handpicked for you.
FASHIONPHILE TV
We launched a luxury livestream on TikTok Shop where fashionphiles can shop with us and special guests in real time.
FASHIONPHILE Happenings
What’s the haps? In 2026, quite a lot. Bronwyn Newport from The Real Housewives of Salt Lake City hosted the grand opening of our Silicon Slopes Salon.Jetsetting to New York, we joined forces with Selima Optique to present an intimate evening celebrating the ‘90s minimalist style of CBK, complete with a curated edit of her iconic accessories and eyewear. We also curated an experience for NYFW in partnership with LAPOINTE and hosted a Cabinette event for Female Founder Collective at our NYC Flagship.
Store Openings
We expanded our retail presence so you can shop and sell pre-owned ultra-luxury in even more places.
- FASHIONPHILE Atlanta
- FASHIONPHILE Boca Raton
- FASHIONPHILE London
- FASHIONPHILE Newport Beach
- FASHIONPHILE One Paseo
- FASHIONPHILE Silicon Slopes
Coming Soon
- FASHIONPHILE Palo Alto
- FASHIONPHILE San Francisco
FASHIONPHILE Partnerships
Better together, here are the collaborations that made 2026 a year to remember.
FASHIONPHILE x Assouline
The heel or the handbag? Why not both? Following the success of The Book of Iconic Bags in 2025, we launched The Book of Iconic Shoes in 2026, the second title in our collaborative series with luxury book publisher Assouline. Now fashionphiles can have the best of both worlds on their coffee table (or their bags).
FASHIONPHILE x Bub’s Bakery
Satisfy Your Good Taste
We took over Bub’s Bakery in NYC for spring’s sweetest collab, serving Strawberry Hautecake Bub’s Cups and Bottega Green Matcha.
FASHIONPHILE x Kemo Sabe
We rode into Kemo Sabe with the Investment Protection Collection showing Park City luxury lovers how to keep their designer finds rodeo ready.
FASHIONPHILE | Neiman Marcus
Now in its seventh year, our pioneering partnership with Neiman Marcus continues to redefine the retail-resale experience.
FASHIONPHILE | Erewhon
FASHIONPHILE joined the Erewhon Lifestyle Collective to provide members with exclusive perks at our LA Flagship.
FASHIONPHILE x SoulCycle
The Ride Never Ends with Resale
We teamed up with SoulCycle to create the limited-edition FASHIONPHILE x SoulCycle Sweat Bag, a post-ride essential for keeping totes pristine and style in motion.
FASHIONPHILE x Super Bowl
We popped up at The Block, an invite-only hospitality hub by Athlete's First, to bring an ultra-luxury shopping experience to NFL players, their families, and corporate partners ahead of the Big Game.
FASHIONPHILE Archive: NYC Pop-up
Powered by Shopify
We brought The Archive to SoHo for a three-day pop-up event at Shopify NY. Fashionphiles lined up around the block to shop a curated mix of vintage designer handbags under $2,500.
Brand Ambassadors
Our official muses for 2026 were flex-worthy.
Get Your BagFASHIONPHILE x Cardi B
Cardi B brought the drama as our brand ambassador, okurrr. From starring in our Get Your Bag campaign to defending her expensive taste in “court,” Cardi gave fashionphiles a few lessons in luxury.
The Gift of Good TasteFASHIONPHILE x Martha Stewart
Homemaker. Tastemaker. History maker. Martha Stewart does it all, including serving looks in our 2025 holiday campaign, The Gift of Good Taste.
Stylists
FASHIONPHILE has long sourced for the stars, partnering with top stylists every year to secure one-of-a-kind finds for their clients. This year we teamed up with Wayman + Micah for a LIVE Shopping event, Jared Ellner to style Sabrina Carpenter, and Molly Dickson to style Lucy Hale, Lana Del Rey, Keke Palmer, McKenna Grace, and Sadie Sink. We also collaborated with Micaela Erlanger for Meryl Streep, Kat Typaldos for Megan Stalter, Chloe + Chenelle for Olivia Rodrigo and Lady Gaga, and Jason Rembert for Jordan Chiles. And who can forget Molly Rogers for Linda Kearns and The Devil Wears Prada 2?
Papped
Who was seen with which FASHIONPHILE find, and where?
Sabrina Carpenter
Sabrina Carpenter with a pink Chanel WOC at the Late Night with Seth Meyers show.
Kim Petras
Kim Petras with a Chanel Flap, a Chanel 25, and a Balenciaga City Bag at the FASHIONPHILE Flagship in LA.
Hannah Waddingham
Hannah Waddingham with a Chanel 19 at the U.S. Ted Lasso press tour.
Anne Hathaway
Anne Hathaway with a Chanel CC in Love Heart Bag at The Odyssey press tour.
Devilish Finds by Molly Rogers
Florals for spring? Not on our watch. Molly Rogers, costume designer of The Devil Wears Prada 2, partnered with us for the third year in a row. This time, it was to source handbags for her recent project and curate a devilish edit of her favorite picks inspired by her work on the film.
But that’s not all. In May, we hosted Rogers for an intimate panel discussion moderated by Amy Odell at our NYC Flagship. Hopping over to Tinseltown, we also held two screenings of The Devil Wears Prada 2 in London and Los Angeles. And to top it off, the vintage Dior beret seen on Emily Charlton was not only sourced from FASHIONPHILE but also featured in The Devil Wears Prada 2 exhibition produced by Molly Rogers at the Museum of Arts and Design in New York.
Accolades and Applause
Call us overachievers, but we achieved many a milestone in 2026:
- Glossy Pop Awards nominated FASHIONPHILE x Cardi B for Best Ambassador Program.
- Women’s Wear Daily x Footwear News x Beauty Inc recognized Founder & President Sarah Davis through their prestigious Women in Power initiative.
- LTK Awards recognized FASHIONPHILE as one of the 50 brands shaping the future of creator commerce in 2026.
- Modern Luxury featured FASHIONPHILE on its exclusive San Diego’s Finest: Best of the City 2026 list.
- FASHIONPHILE was nominated for Best Pop-up at ModernRetail’s Next Gen Store Awards.
- Founder & President Sarah Davis was an invited keynote speaker at major industry gatherings, including RECON and Fashionology Summit.
- Chief Customer Officer Meri Miller-Decker served as an invited speaker at Luminary Live LA.
- Software Engineer Hannah Folk won Retail AI Council’s Rising AI Rockstar Award.
FASHIONPHILE
Gives Back
Shop with a Cause
We’re philanthropists at heart, dedicated to creating a positive impact through charitable giving. Every year, FASHIONPHILE Gives Back hosts virtual and in-person events to support vital community organizations, proudly championing causes like the Fashion Scholarship Fund, the National Urban League, the Hispanic Heritage Foundation, the LGBTQ Community Center, and more.
GLOSSARY
YoY: Year over Year (YoY) data comparing findings from January 2025 – July 2025 to January 2026 – July 2026, unless otherwise noted.
ASP: Average sale price (ASP) of an item at FASHIONPHILE.
Value: How much an item is worth secondhand.
Flagship: Our FASHIONPHILE Flagship locations in San Diego, LA, and NYC offer the full brand experience, including shopping and selling.
