Consumers are clamouring for pieces from the creative director, per the resale marketplace‘s new report

To perhaps no one’s surprise, a certain French maison has taken the crown for the most-search brand on a popular secondary marketplace.

Chanel is the top brand on the RealReal this year, according to the luxury resale platform’s 2026 Resale Report. And leading the push is Matthieu Blazy, whose coveted collections at the fashion house (which he joined in late 2024) have caused a frenzy online and off: Searches for the creative director on the site are up a massive 10,967 per cent over the past year.

As we know all, who’s at the helm of a major house makes all the difference in demand. Sarah Burton, of Givenchy, and Jonathan Anderson, of Dior, have also seen a massive uptick of late of 243 per cent and 158 per cent, respectively. Meanwhile, the brands following Chanel as the most searched brands on the RealReal this year will also come as a shock to no one: Louis Vuitton, Prada, Gucci, and Miu Miu round out the top five, followed by the Row, Hermès, Saint Laurent, Bottega Veneta, and Balenciaga.

Many iconic bags have seen a boost in average sales price since 2016, too. Fendi’s Baguette has seen an uptick from US$294 to US$3,012, while the Gucci Jackie increased from US$260 to a cool US$1,110. In general, though, vintage pieces have had consumers in chokehold. Total demand for items that are 15 or more years old, which is what the RealReal considers “vintage,” has skyrocketed by 432 per cent from 2020 until now, according to the report. And styles inspired by the Belle Époque’s drop-waists and rich textures have also grabbed shoppers’ attention, thanks again to recent collections from Blazy and Anderson.

The interest in secondary luxe shopping shows no signs of slowing down, either. In fact, 93 per cent of American customers are opting to pursue online stores for their resale items. And many of those consumers are viewing their purchases in the lens of resale value, with 47 per cent of the group polled actively considering resale before they splash down their cash. Very wise, considering Hermès Birkin bags appreciated by 92 per cent on the resale market over the last decade. Savvy shopping, indeed.

This story was first published on Robb Report USA. Featured photo by Kristy Sparow/Getty Images