The Girlfriend Index

Consumer trend intel from the girls who always know first. Not investment advice.

[The Girlfriend Index @GirlfriendIndex]

$VSCO is now up ~124% since we called it…your boyfriend’s PM is still “reviewing the model”.

[The Girlfriend Index @GirlfriendIndex]

Victoria’s Secret is getting hot again. This collab with LoveShackFancy is a $VSCO long idea.

[The Girlfriend Index @GirlfriendIndex]

$ODD

[The Girlfriend Index @GirlfriendIndex]

$ODD has been and will always be a short. Deep dive coming soon.

[Citrini @citrini]

$VSXY +50% premarket.

At the end of last year, we introduced the “Girlfriend Index”. It’s a simple concept - a lot of money is spent by women 18-24 who set trends, but the majority of money in the market is being managed by…well, not women aged 18-24.

Our consumer analyst, however, is. And she’s been updating our institutional clients as to the trends emerging in this demographic from firsthand experience. Victoria’s Secret has been her highest conviction holding since we launched GFI in December.

And don’t worry if you’re not an institutional client - the girlfriend index is available real-time to all subscribers on https://t.co/H7gJwm1S0t

[The Girlfriend Index @GirlfriendIndex]

Signals increasingly point to the Balenciaga City and Rodeo as the next “it bags.”

Sarah Pidgeon, star of FX’s American Love Story, leading the new fall campaign is another proof point. $KER.PA

https://t.co/Dj9qOzW6lp

[The Girlfriend Index @GirlfriendIndex]

Marc Jacobs Beauty is relaunching this weekend into a market suddenly craving personality, glamour, and whimsy again after years of “clean girl” sameness.

People forget how loved this brand actually was before celebrity beauty diluted the category. Very interesting setup for $COTY

[The Girlfriend Index @GirlfriendIndex]

We noticed this brand heat shift back in March ✨ $SG @ChrisCamillo

[The Girlfriend Index @GirlfriendIndex]

Noticing improvement in brand heat building around $SG wraps.
~$10 price point = rare combo of convenience, health halo, and value.

[The Girlfriend Index @GirlfriendIndex]

$VSCO PINK brand launched a SoHo pop-up today and customers started lining up last night, waiting overnight to get in.

The space features new swim, beauty, and an NYC-exclusive collection only available in-store, exactly the kind of scarcity + experiential retail formula that drives brand heat right now.

Another proof point that brand heat has turned and $VSCO is maintaining/accelerating momentum and cultural relevance.

[The Girlfriend Index @GirlfriendIndex]

@lukaasmil It’s early

[The Girlfriend Index @GirlfriendIndex]

$SWGAY announced its AP collab last Friday ahead of the May 16 launch and brand heat signals already look very strong. Anticipating this to be a big moment for Swatch brand.

[The Girlfriend Index @GirlfriendIndex]

$LVMH’s golden boy Jonathan Anderson is getting praise for Dior Cruise 27 after last night’s show.

Early, but initial reaction feels strong.

[The Girlfriend Index @GirlfriendIndex]

$VSCO PINK brand launched a SoHo pop-up today and customers started lining up last night, waiting overnight to get in.

The space features new swim, beauty, and an NYC-exclusive collection only available in-store, exactly the kind of scarcity + experiential retail formula that drives brand heat right now.

Another proof point that brand heat has turned and $VSCO is maintaining/accelerating momentum and cultural relevance.

[The Girlfriend Index @GirlfriendIndex]

$ELF Rhode’s latest collab w Justin Bieber has sold out. Clear heat signal and clean conversion.

[The Girlfriend Index @GirlfriendIndex]

$GAP x Victoria Beckham just announced a multi-season partnership, with the first drop on 4/24 already seeing strong early heat and positive sentiment.
Gap continues leaning into designer collabs, blending high + accessible at a moment when that intersection is culturally hot.

[The Girlfriend Index @GirlfriendIndex]

$TGT x Parke collab releasing 4/25. Parke is a TikTok-native brand known for instant sellouts and a fiercely loyal customer base. Need to see the depth but could be very meaningful to Target's apparel business.

[The Girlfriend Index @GirlfriendIndex]

$ELF Rhode Beauty collab w Justin Bieber is launching skincare stickers April 13th.

This is exactly the kind of product that moves right now: low cost, playful, collectible, built for TikTok & Instagram.

[The Girlfriend Index @GirlfriendIndex]

$PVH up ~10% on earnings.

Demand is picking up, execution looks cleaner, and momentum is quietly turning.

[The Girlfriend Index @GirlfriendIndex]

$PVH Dakota Johnson recently announced as brand ambassador for Calvin Klein. Fresh product, sharper creative, and a culturally relevant face are helping re-energize Calvin’s core franchise. Early attention looks strong.

[The Girlfriend Index @GirlfriendIndex]

Read more about our view on the Zara $IDEXY x John Galliano partnership:
https://t.co/5Z3MaoAHue

[The Girlfriend Index @GirlfriendIndex]

Zara $IDEXY announced a two-year creative partnership with John Galliano.

A designer with a rare cult following, Galliano's Dior-era resale still reaches six figures.

Collections launch September 2026. Early brand heat signals building.

[The Girlfriend Index @GirlfriendIndex]

Zara $IDEXY announced a two-year creative partnership with John Galliano.

A designer with a rare cult following, Galliano's Dior-era resale still reaches six figures.

Collections launch September 2026. Early brand heat signals building.

[The Girlfriend Index @GirlfriendIndex]

$PVH Dakota Johnson recently announced as brand ambassador for Calvin Klein. Fresh product, sharper creative, and a culturally relevant face are helping re-energize Calvin’s core franchise. Early attention looks strong.