Alexander McQueen beats Chanel in the 'cool brands' list of 2015

CoolBrands' list puts McQueen two places above its French rival

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Indy Lifestyle Online

Alexander McQueen, now under the creative direction of Sarah Burton, is the most wanted fashion label according to CoolBrands, the company devoted to create an annual list of the “hottest” brands in Britain.

It has revealed its 2015 list, which was topped by tech giant Apple, and has placed the London-based fashion house sixth, two places above its French rival, Chanel, making it the most desired designer label in the UK. This comes following the V&A's sold-out, record-breaking exhibition Alexander McQueen: Savage Beauty, which celebrated a retrospective of the late designer's work - it became the most highly-attended paid-for exhibition, and stayed open for 24 hours on its last week of its run to accommodate demand.

The annual list is compiled based on the opinion of 2,500 consumers and a judging panel of 36 key influencers, which this year included British Fashion Council chief executive Caroline Rush, interior designer Kelly Hopper and fashion  designers Julien MacDonald and Melissa Odabash; who all looked at the brands’ authenticity, desirability, innovation and originality.

"Attaining Top 20 CoolBrands status takes time and isn't the result of a one year fad or flash in the pan," said Stephen Cheliotis, chairman of the CoolBrands Council.

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The online luxury retailer was also considered one of the "coolest" brands in the country

The top 10 also sees Ray Ban and Nike, as well as the photo-sharing app, Instagram. Other fashion labels to be considered cool enough include cult sunglasses brand Linda Farrow, shoe genius Nicholas Kirkwood, lingerie label Damaris, as well as, online luxury retailer Net-a-Porter and the London-based model agency that discovered Kate Moss and Cara Delevingne, Storm Models. 

Beauty giants also take a place on the list: hairdressing chain, London Fashion Week’s official sponsor for years, Toni & Guy, Benefit, Aveda and Jo Malone. 

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Toni & Guy also made the cut in the most desired brands' list

The top 10 coolest brands according to CoolBrands:

1. Apple

2. Ray-Ban

3. Glastonbury Festival

4. Nike

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5. Netflix

6. Alexander McQueen

7. Instagram

8. Chanel

9. YouTube

10. Aston Martin

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