Gucci, Cartier and the TikTok effect: what will be in fashion according to eBay

The report shows that the resale market continues to grow and is becoming increasingly integrated into the fashion cycle. Luxury brands continue to dominate: Louis Vuitton, Gucci, Burberry, Chanel and Prada remain among the most purchased brands worldwide from January to March 2026. However, compared to the end of 2025, Hermès has lost its leading position, while Dior has taken first place — driven by interest in the brand’s new era and the appointment of Jonathan Anderson, whose creative direction, according to eBay, has strengthened global demand.

Among the brands showing the fastest growth in listings on the platform, Brioni leads with a 59-fold increase, followed by Rhude, Steve Madden, Birkenstock, Damson Madder, Polène, Blancpain, Tommy Hilfiger, Marine Serre and Borsalino. The report notes growth both in accessible mass-market brands and niche designer labels, reflecting the expansion of the resale audience.

Average resale prices for certain brands have also increased significantly. In the accessories and handbag category, global listings rose by 20%, while the strongest price growth was seen in models from Gucci, Saint Laurent, Bottega Veneta and Chanel — all recognizable silhouettes that continue to drive strong demand on the secondary market.

Watches remain one of the key categories for investment demand. Cartier and Patek Philippe continue to dominate the segment, while models such as the Nautilus, Tank and Baignoire show notable value growth on the platform, reinforcing watches’ status as long-term value assets and cultural symbols.

A separate phenomenon is the so-called Carolyn Bessette-Kennedy effect, amplified by an upcoming biographical film. Users around the world are massively searching for Calvin Klein-inspired looks, as well as specific items such as Prada Spazzolato, Selima sunglasses, Levi’s 517 jeans and L.L. Bean tote bags, fueling a wave of nostalgic minimalism.

Pop culture moments are also directly influencing demand: Bad Bunny’s Super Bowl performance in collaboration with Adidas caused a sharp spike in search queries, as did Lady Gaga’s appearance, after which interest in her look increased dramatically.

Against this backdrop, stylist Brie Welch identifies the key trends of the season: clashing colors and retro palettes, the aesthetics of intentional imperfection, airy and dramatic sheer fabrics, eccentric disruption of familiar silhouettes, and calm, confident minimalism. Overall, fashion is increasingly working with the recycling of the past, turning resale from a separate market into a fully integrated part of the fashion system.

According to Welch, resale no longer exists on the periphery of the fashion industry — it is embedded within it, moving at the same speed, and at times even setting the pace.