Burberry has taken the lead as Facebook's highest fashion label recipient of post 'likes', surpassing previous leader, Dior.
According to market research conducted by Stylophane, just 18 posts on the British label's page in February, generated 138,537 'likes'.
Dior, which was the second most popular fashion brand, generated 118,387 for the same period.
Also in the top ten were Coach, Louis Vuitton, Armani and Dolce & Gabbana as well as the lesser-known label Yepme which made a surprise entry in the ranking.
But it is the ongoing popularity of streetwear brands like Converse which continue to surprise fashionistas. Fellow footwear brand DC Shoes also made the top ten as well as Nike Football.
It was Converse, though, that has the most popular Facebook page (rather than posts), with a mammoth 22.9million page likes. Burberry, by contrast, has just over 11million.
It shows how luxury brands are being outdone by the sportier labels when it comes to page 'likes'.
Adidas has 13.2million page likes, making it the second most popular Facebook brand. Nike Football has more than 11million and Puma has just under 7million.
Burberry's heightened Facebook presence may be thanks to the label's newest advertising campaign, starring It model Cara Delevingne and British actor Eddie Redmayne, and shot by famed celebrity snapper Mario Testino.
It has also more than doubled its activity on the site since January, when it generated just 61,000 post likes.
Burberry was also active in the lead up to London Fashion Week, which was staged mid-February.
The brand featured preparation updates for its Fall 2012 women's wear collection on Facebook, and also streamed a recording of the show.
