(FORTUNE Magazine) – Sometimes fashion reviewers can damn a designer's shares to the discount bin. Gucci stock was as unsightly as its spring 2001 collection after the New York Times panned its show. But it would be a mistake to always judge a stock by the reviews. Says Carol Pope Murray of Salomon Smith Barney: "The excitement of a show has nothing to do with what's happening at the company."

--Lauren Goldstein

Ralph Lauren "His collection was full of snap." --Women's Wear Daily Show date: Sept. 20 Stock change: +4.9%

Kenneth Cole "There was little worth commenting upon." --New York Times Show date: Sept. 18 Stock change: +8.5%

Donna Karan "Life is a party and Donna Karan is its diva. If life isn't a party--oops! No day clothes." --Women's Wear Daily Show date: Sept. 14 Stock change: -13.3%

Nautica "Little of what Nautica showed on the runway was a surprise." --Daily News Record Show date: Sept. 15 Stock change: -11.0%