Helvetica Now is the most used font you can get on fashion and luxury websites, appearing on 5 of the 42 we analyzed (12%). The table shows the ten most used, with the sites behind each.
| # | Typeface | Sites | Licence | Examples |
|---|---|---|---|---|
| 1 | Helvetica Now | 5 of 42 | Commercial | nike.com, rolex.com, arcteryx.com |
| 2 | Neue Haas Grotesk | 2 of 42 | Commercial | pullandbear.com, canadagoose.com |
| 3 | Proxima Nova | 2 of 42 | Commercial | newbalance.com, kith.com |
| 4 | Founders Grotesk | 1 of 42 | Commercial | ralphlauren.com |
| 5 | GT America | 1 of 42 | Commercial | prada.com |
| 6 | Host Grotesk | 1 of 42 | Open source | lee.com |
| 7 | IBM Plex Mono | 1 of 42 | Open source | dickies.com |
| 8 | IBM Plex Sans | 1 of 42 | Open source | dickies.com |
| 9 | Montserrat | 1 of 42 | Open source | offwhite.com |
| 10 | Overpass | 1 of 42 | Open source | lee.com |
The 42 fashion and luxury sites we analyzed
Each links to that site’s own page.
- nike.com Helvetica Now
- patagonia.com Ridgeway Sans
- puma.com FFDINfor Puma W 07
- newbalance.com Proxima Nova
- gucci.com Gucci Sans Pro
- louisvuitton.com Louis Vuitton, Avenir W 05
- chanel.com ABChanel Corpo, ABChanel 2023 SemBd
- prada.com GT America
- burberry.com Burberry House
- balenciaga.com BB, BB Condensed
- rolex.com Helvetica Now
- cartier.com Brilliant Cut Pro, Fancy Cut Pro
- tiffany.com Santral, Sterling SSm
- ralphlauren.com Founders Grotesk
- thenorthface.com HelveticaNeueLTW02 55Roman, HelveticaNeueLTW02 65Medium
- arcteryx.com Helvetica Now, Elan ITCPro
- aritzia.com Non Seasonal Geo
- ssense.com JHA Times Now SemiLight
- mango.com VerticalMetricsV01, Mango Heritage Headline
- bershka.com ABC Whyte
- stradivarius.com STRADIVARIUS 2025
- pullandbear.com Neue Haas Grotesk
- massimodutti.com Suisse Int'l
- cos.com Suisse Int'l
- arket.com Arket Sans Mono, Arket Sans SC Mono
- weekday.com WEEKDAY, WEEKDAY Mono, WEEKDAY SemBd
- acnestudios.com Helvetica Now
- jacquemus.com Futura PT
- maisonmargiela.com Helvetica Now
- valentino.com DINPro
- loewe.com AvusPro
- bottegaveneta.com Bottega Veneta
- miumiu.com Work Sans
- canadagoose.com Neue Haas Grotesk
- stussy.com HelveticaNeueLT Pro 65 Md, HelveticaNeueLT Pro 55
- palaceskateboards.com Helvetica Neue
- kith.com Proxima Nova
- offwhite.com Montserrat
- carhartt-wip.com ABC Monument Grotesk
- dickies.com IBM Plex Sans, IBM Plex Mono, IBM Plex Sans Condensed
- wrangler.com Futura PT
- lee.com Overpass, Host Grotesk
How was this measured?
Each site was opened twice in a real browser and Chrome was asked which font file drew each piece of text. We count a font for a site only if both runs saw it and it drew at least 2% of the site’s custom-font text. The full method.
Browse all 100 fonts or the most common pairings.
FAQ
What is the most popular font for fashion and luxury websites?
Among the 42 fashion and luxury sites we analyzed, Helvetica Now is the most used font you can get, on 5 of them (12%).
Do fashion and luxury websites use free fonts?
10% of the 42 sites we analyzed draw at least some text in a free or open-source font.
How did you choose the sites?
We chose well-known sites in each industry for recognizability. It is a deliberate sample, not a random one, so read it as what notable sites do, not what every site does.
Can I check a site that is not on the list?
Yes. Paste its address into the free font finder.
How do you know which fonts a site uses?
We ask Chrome which font file it used to draw each piece of text, twice per site. A font counts only if both runs saw it.