Where America
is looking
October 2026 · the American money capitals, ranked by the attention of the national press. Measured, not guessed. It moves every month.
The standings · October 2026
| # | Capital | Read in | Score | Move |
|---|---|---|---|---|
| 1 | NashvilleTN | 5 outlets · 21 mentions | 73.5 | — |
| 2 | MiamiFL | 7 outlets · 9 mentions | 40.5 | — |
| 3 | Beverly HillsCA | 5 outlets · 8 mentions | 28.0 | — |
| 4 | The HamptonsNY | 6 outlets · 7 mentions | 28.0 | — |
| 5 | MontecitoCA | 3 outlets · 4 mentions | 10.0 | — |
| 6 | Palm BeachFL | 2 outlets · 2 mentions | 4.0 | ▲ 1 |
| 7 | AspenCO | 1 outlet · 2 mentions | 3.0 | ▲ 2 |
| 8 | MalibuCA | 1 outlet · 1 mention | 1.5 | ▼ 2 |
The American Set Music Index
Who American music writing is following.
| # | Name | Read in | Score | Move |
|---|---|---|---|---|
| 1 | Taylor Swift | 12 outlets · 32 mentions | 224.0 | — |
| 2 | Zach Bryan | 3 outlets · 7 mentions | 17.5 | NEW |
| 3 | Dolly Parton | 2 outlets · 4 mentions | 8.0 | ▼ 1 |
| 4 | Lainey Wilson | 1 outlet · 1 mention | 1.5 | ▲ 1 |
| 5 | Chris Stapleton | 1 outlet · 1 mention | 1.5 | ▲ 1 |
The American Set House Index
The fashion houses American editors are writing about.
| # | Name | Read in | Score | Move |
|---|---|---|---|---|
| 1 | Dior | 6 outlets · 18 mentions | 72.0 | ▲ 3 |
| 2 | Valentino | 6 outlets · 9 mentions | 36.0 | ▲ 6 |
| 3 | Saint Laurent | 6 outlets · 8 mentions | 32.0 | ▲ 3 |
| 4 | Chanel | 7 outlets · 7 mentions | 31.5 | ▼ 3 |
| 5 | Prada | 5 outlets · 5 mentions | 17.5 | ▼ 3 |
| 6 | Hermès | 4 outlets · 4 mentions | 12.0 | ▲ 3 |
| 7 | Gucci | 4 outlets · 4 mentions | 12.0 | ▼ 2 |
| 8 | Balenciaga | 4 outlets · 4 mentions | 12.0 | ▲ 3 |
| 9 | Loewe | 3 outlets · 4 mentions | 10.0 | ▲ 1 |
| 10 | Carolina Herrera | 2 outlets · 2 mentions | 4.0 | ▼ 3 |
The American Set Jewelry Index
The houses American editors are writing about.
| # | Name | Read in | Score | Move |
|---|---|---|---|---|
| 1 | Cartier | 4 outlets · 4 mentions | 12.0 | ▲ 3 |
| 2 | Tiffany & Co. | 2 outlets · 2 mentions | 4.0 | ▼ 1 |
| 3 | Piaget | 1 outlet · 1 mention | 1.5 | ▲ 14 |
| 4 | Boucheron | 1 outlet · 1 mention | 1.5 | ▲ 6 |
| 5 | Patek Philippe | 1 outlet · 1 mention | 1.5 | ▲ 8 |
| 6 | Audemars Piguet | 1 outlet · 1 mention | 1.5 | ▲ 6 |
| 7 | Chopard | 1 outlet · 1 mention | 1.5 | — |
| 8 | Richemont | 1 outlet · 1 mention | 1.5 | ▲ 1 |
| 9 | Harry Winston | 1 outlet · 1 mention | 1.5 | NEW |
The American Set Power Index
The people American luxury writing is following.
| # | Name | Read in | Score | Move |
|---|---|---|---|---|
| 1 | Tom Ford | 4 outlets · 6 mentions | 18.0 | ▲ 4 |
| 2 | Jonathan Anderson | 3 outlets · 4 mentions | 10.0 | ▲ 5 |
| 3 | Stella McCartney | 3 outlets · 3 mentions | 7.5 | ▲ 7 |
| 4 | Demna | 2 outlets · 2 mentions | 4.0 | ▲ 2 |
| 5 | Ralph Lauren | 2 outlets · 2 mentions | 4.0 | ▼ 4 |
| 6 | Sarah Burton | 2 outlets · 2 mentions | 4.0 | ▲ 11 |
| 7 | Pharrell Williams | 1 outlet · 1 mention | 1.5 | ▲ 7 |
| 8 | Marc Jacobs | 1 outlet · 1 mention | 1.5 | ▼ 4 |
| 9 | Thom Browne | 1 outlet · 1 mention | 1.5 | ▼ 7 |
| 10 | Miuccia Prada | 1 outlet · 1 mention | 1.5 | ▲ 8 |
The American Set Screen Index
What American entertainment writing is watching.
| # | Name | Read in | Score | Move |
|---|---|---|---|---|
| 1 | Netflix | 9 outlets · 29 mentions | 159.5 | — |
| 2 | Paramount | 4 outlets · 25 mentions | 75.0 | ▲ 1 |
| 3 | HBO | 4 outlets · 12 mentions | 36.0 | ▼ 1 |
| 4 | Disney | 4 outlets · 8 mentions | 24.0 | — |
| 5 | Hulu | 3 outlets · 5 mentions | 12.5 | — |
| 6 | A24 | 4 outlets · 4 mentions | 12.0 | ▲ 1 |
| 7 | Apple TV+ | 1 outlet · 1 mention | 1.5 | ▼ 1 |
How it is measured
We count, we do not judge. Every day we read the national American press — society, design, real-estate and entertainment desks — and record which money capitals they wrote about. At the end of the month we publish the count. That is the whole method.
Score = mentions × (1 + ½ × outlets). Volume matters, but breadth matters more: ten stories in one magazine is a publicist working, one story each in ten magazines is a place genuinely holding the country's attention. The arithmetic is here so anyone can rerun it.
What this is not. It is not a ranking of wealth, taste or worth, and it never ranks private individuals. It measures where the American press is looking. A place that has a quiet month has had a quiet month; nothing more is claimed.
Nothing is for sale. No capital can pay to enter, rise or leave the Index, and no partner sees it before publication.
Read this month in
100 Layer Cake, ARTnews, Architectural Digest, Corporate Jet Investor, Curbed, Eater, Elle Decor, Flying, Galerie, Harper's Bazaar, MusicRow, Nashville Banner, Nashville Guru, Page Six, Robb Report, Style Me Pretty, Surface, Thoroughbred Daily News, Town & Country, Us Weekly, WWD
Nominate a capital
Somewhere American money lives that we are not yet counting? Tell us which place and why, and it goes on the map for the next edition. The Index is a public instrument — it should measure what people actually mean by the American set.
Nominate a place[email protected] · every nomination is read. Naming a place costs nothing and buys nothing.
Past editions
- October 2026 — Nashville led
- September 2026 — Nashville led
- August 2026 — Nashville led
