Carrie Bradshaw’s obsession with shoes, Blair Waldorf’s designer wardrobe and Rachel Green’s career in fashion helped make some of television’s most memorable style moments. But which TV show actually talks about fashion the most?
According to a new November 2026 study by fashion retailer Kaiia, Sex and the City takes the crown, with characters mentioning fashion brands 121 times across its 94 episodes.
And while Prada, Gucci and Chanel all make appearances, one name stands above the rest: Manolo Blahnik. Spanish shoe designer Manolo Blahnik is mentioned 15 times throughout the series, showing that Carrie Bradshaw’s famous love affair with footwear went far beyond her wardrobe.
The research analyzed dialogue from 29 television series, searching for mentions of 91 fashion brands. Researchers checked each reference individually and calculated how often brand names appeared per hour of viewing.
Sex and the City came out on top with 2.7 mentions per hour, followed by its sequel, And Just Like That…, with 2.1. Interestingly, Ralph Lauren was the sequel’s most-mentioned brand, accounting for 10 of its 30 fashion references.
Ugly Betty ranked third, with 109 brand mentions and Gucci leading the way with 25 references.
The 2021 reboot of Gossip Girl placed fourth, while the original series came fifth. However, the original Gossip Girl earned a different distinction: its characters mentioned 36 different fashion brands, more than any other film or series examined in the wider research. Its most-mentioned label was jeweler Harry Winston.
Other familiar shows made the top 10, including Emily in Paris in sixth place, Friends in eighth and Gilmore Girls in ninth.
“When a character says a designer’s name out loud, it does a lot of work in a few seconds,” a fashion expert from Kaiia explained in the study’s press release. “It tells you who she is, what she cares about and what she’s saving up for, without a single extra line.”
And for anyone who remembers Carrie Bradshaw’s devotion to her Manolos, the results probably won’t come as much of a surprise.
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