What sold in 2025—the clothes, the looks, and the designers who mattered—as reported by 13 independent stores across America reveals something interesting and encouraging: from coast to coast, women are buying, wearing, and loving the work of women designers.
One of the big fashion stories this year might have been the revolving door of male creative director hires, with a few notable exceptions like Louise Trotter at Bottega Veneta, Meryll Rogge at Marni, and Diotima’s Rachel Scott at Proenza Schouler. Yet the retailers in our survey consistently highlighted women. This includes established designers and labels like Phoebe Philo, Miuccia Prada’s Miu Miu, Mary-Kate and Ashley Olsen of The Row, Amy Smilovic of Tibi, Emily Bode of Bode New York, and Catherine Holstein’s Khaite; emerging favorites like the aforementioned Rachel Scott, Alissa Zachary’s High Sport, Ashlynn Park of Ashlyn, Trish Wescoat Pound’s TWP, Stephanie Suberville of Heirlome, and Fforme’s Frances Howie; or the newest talents, such as Julie Kegels and Colleen Allen.
Of course, we can’t and shouldn’t oversimplify this—these designers are often wildly different, with gender being their only common thread. But in an era when we are (rightly) evaluating every purchase, we’re becoming more intentional about who we want to wear and why. (And yes, we’re thinking about how much we want to spend. No matter the budget, almost all of us are questioning fashion’s gasp-inducing price tags.)
Otherwise, it was a good year for color, investment tailoring, the ongoing appeal of quieter luxury (though its end seems in sight), and statement eveningwear that’s not about being trussed up or too tight—think lower heels and luxurious bags (well, for almost everyone, just hold the logos). Above all, the recurring theme was something I’ve discussed before: the exquisiteness of the everyday; real clothes elevated and made special.
Before we dive into what our retailers had to say, let’s end with one more shout-out to a female designer: Sacai’s Chitose Abe, because her label came up again and again. If anyone has been a powerhouse in 2025, it’s her.
Molly Nutter, By George, Austin, TX and New Orleans, LA
What were the successes and hits of 2025?
In a time of economic and political unpredictability, I think our customer wants to live their life in real clothes, in a calm and intentional way that brings them pleasure. Things that are well-made, feel nice, and have design integrity are always important, but even more so this year. Color was relevant, whether rich and deep or pastel, often in “off” combinations; from burgundy, olive green, and camel to pale greens, pinks, and yellows, our customers were drawn to them all.
These qualities were seen in many collections we carry, with The Row, Khaite, Fforme, and Phoebe Philo on the rich and subdued end, and Zankov and Dries Van Noten on the other. Menswear influences, like striped polos, shirting, ties, and pajama dressing, really interested our customer, but not in an oversized, overwhelming way.
Henry Zankov had everyone mixing and matching colors unpredictably and singlehandedly made paillettes irresistible. Scarves, scarves, scarves—especially in silk twill, tied at the neck, worn as a belt or skirt, or tied on a bag—resonated with every age. And despite rising prices, gold jewelry still wins, although silver is beginning to catch up!
How would you characterize the look of 2025 for day and for evening?
The strongest look for day is a beautifully cut trouser and an understated, functional handbag (suede was the most tempting this year), paired with a loafer, slide, or low heel. She’ll often pair this with a nice tee or shirt, along with a sweater thrown over her shoulders. For evening, she looks to elegant…Dresses that are close to the body—but not tight or overly revealing—are worn with heels and jewelry, yet nothing too formal. The sheer pencil skirt trend has also been popular here, with versions from Maria McManus or Diotima becoming go-to pieces. For evening, she tends to buy items that fit her personal style, can be worn multiple times, and aren’t too flashy.
What didn’t connect this year?
Our customer has been moving away from anything “overly”: overly body-conscious, overly ruffled, overly architectural, overly proportioned, overly serious, or overly frivolous.
How were your customers thinking about spending money on fashion?
The customer is willing to spend on special, lasting pieces—handbags and jewelry, of course, but also coats and jackets. They’ll also invest in something that fits perfectly and can be worn constantly, like a hard-to-find, amazing pair of vintage selvedge Levi’s.
Who (and what) was new to your store in 2025 that really connected with your customers?
Our customer is always looking for something new and enjoys exploring with us. She won’t buy something just for the sake of it or to duplicate what she already owns, so it needs to stand out or serve a new purpose. We found a lot of exciting new offerings within our existing brands, with emerging designers like Zankov, Diotima, and Fforme pushing boundaries. The introduction of Phoebe Philo really resonated, and exquisite shirting from Sebline was also a standout.
2025 was a year of many designer changes. How did your customer view them?
Many of our customers are loyal to brands that haven’t changed, such as The Row, Khaite, Zero + Maria Cornejo, and Sacai—all designed by women. Others are aware of the shifts elsewhere and find it exciting, while some are completely unaware! What might have felt unsettling at first—the uncertainty of it all—has turned into a realization that change was needed, and now that new directions are emerging, it’s thrilling!
Sherri McMullen, McMullen, San Francisco, CA
Heirlome, resort 2026
Photo: Courtesy of Heirlome
What were the successes and hits of 2025?
Diotima; Heirlome; Dries Van Noten, especially Julian Klausner’s debut collection; Tibi everyday pieces from knits to pants; Phoebe Philo trousers, denim, shoes, and bags; Khaite bags and leather jackets.
How would you characterize the look of 2025 for day and for evening?
For day, our customers are drawn to beautifully cut jackets or outerwear, versatile separates, and an investment bag, paired with the return of moderate heels. Blouses have been especially strong—we can’t keep them in stock, and they’re consistently in demand. We’re also seeing a real comeback of the suit. Clients are embracing tailored looks for the office again, choosing polished jackets with wide-leg pleated trousers or skirt separates. Workwear has made a return, with customers building wardrobes around refined, mix-and-match pieces. Evening has become more expressive and less traditional, with clients leaning toward unique shapes, luxurious fabrics, and looks that feel personal—like dresses over trousers or skirts, and hand-crocheted gowns.
What didn’t connect this year?
Skinny pants.
How were your customers thinking about spending money on fashion?
My clients are splurging on standout separates and versatile pieces they can style in multiple ways. Luxury bags from Phoebe Philo, exclusive items from Diotima, and beautifully cut jackets and outerwear remain top priorities. They’re also investing in brands they believe offer exceptional value, such as Rohe for everyday pieces and sculptural day-to-night dresses, and Lisa Yang for their wonderful knits.
Who (and what) was new to your store in 2025 that really connected with your customers?
Heirlome was the new discovery that really clicked with our clients. We brought them in recently for resort and almost immediately saw strong interest.Immediately sold out. Customers loved the tailored separates, like a soft blue organza tunic paired with a deep teal silk skirt, trousers with unique leg openings, and draped silk jersey tops, along with all the artisanal pieces. The collection is polished, wearable, and beautiful. More than ever, customers are excited to explore designers who offer something unique and tell a special story through their work.
2025 was a year of many designer changes. How did your customers view them?
Clients are closely following the shifts in creative leadership, and there’s a sense of anticipation. They’re eager to see how their favorite designers will reinterpret new houses. More than ever, they feel connected to the designer as an individual rather than just the brand, and that loyalty often follows the designer wherever they go.
What was your biggest surprise of 2025?
All the designer changes within fashion houses.
What were the successes and hits of 2025?
Fitted, shorter jackets (especially from Rier, Colleen Allen, and Comme des Garçons); boat shoes (we brought in Bally just for Simone Belotti’s last season); Margaret Howell and &Daughter knits; The Row, Dries Van Noten, and Auralee (like last year) remain our top brands. High Sport, both their pants and knits, were also big.
How would you characterize the look of 2025 for day and evening?
For day, our customer is investing in standout outerwear and quality knits (cardigans were particularly popular this fall). Also, an elevated everyday shoe—soft loafers from The Row and Dries Van Noten sneakers fly off the shelves.
What didn’t connect this year?
Our customer seems tired of oversized items (like extra baggy trousers, big knits, and huge trenches). Barrel-legged jeans, which sold well last year, are also slowing down. Bucket-style totes have been less popular. Hyper-girly, childlike dressing is no longer resonating. While neutrals remain a solid sell, clients are looking forward to color after a very beige couple of years.
How were your customers thinking about spending money on fashion?
Our clients see value in investing in outerwear and handbags, largely because these are everyday pieces. On the other hand, they’re willing to spend on formalwear if it’s the perfect piece for a special occasion.
Who (and what) was new to your store in 2025 that really connected with your customers?
We started buying Colleen Allen and Grey’s Studio from their first collections in 2024, and 2025 was a huge year of growth for both. Colleen’s line is special because she makes intimidating silhouettes wearable and everyday—her signature Victorian jacket in fleece is a perfect example. Emily of Grey’s Studio uses beautiful fabrics, and her collection has a timelessness that resonates with our shoppers. I’m excited to see these brands continue to grow in 2026!
2025 was a year of many designer changes. How did your customer view them?
I’d say half our customers are excited by the changes, while the other half are ambivalent; they care more about the clothes and quality than the brand or designer.
What were the successes and hits of 2025?
A few frenzied items sold out before or within hours of hitting the floor: The Row’s Marlo bag, their smaller ’90s bag perfect for date night, and their Soft Loafer in eel (in any color); Khaite’s oversized bomber-style Odin jackets in leather and wool; and Juju Vera’s Petra Shell Necklace in silver. Flore Flore is our go-to tee collection, and the Italian label Labo.Art is a sleeper hit for us.The fabrics are excellent, the prices are fair, and the silhouettes bring to mind our favorite, though often pricier, Belgian minimalist designers.
How would you describe the look for 2025, both day and evening?
We don’t really follow trends, so our best-selling style stays pretty consistent: a high-quality cashmere sweater (from Dusan or Lisa Yang), jeans (Agolde or Khaite), flat shoes (Khaite or The Row), a tote (Métier or The Row), and a jacket (Totême or Dries Van Noten).
What didn’t resonate this year?
Not much feels completely over for 2025. We’re still in this Attersee/Totême/The Row era of austerity and minimalism for a little while longer. That said, clients are moving away from the full, wide-leg pant—they already own them. The same goes for the oversized robe coat. It’s not that they’ve stopped wearing them, they just don’t need more. Summer bike shorts had a brief moment but didn’t last. And while I understand the intention behind unisex sizing, it doesn’t really work for a woman’s figure—or for our store. I think, or hope, the pendulum will swing toward more color, joy, and individuality. We see that with Bode, which sells well for us, and I’m encouraged by the early signs of Rachel Scott’s influence at Proenza Schouler.
How were your customers thinking about spending on fashion?
Our clients are happy to invest in bags from The Row and shoes from Khaite—our client tends to be classic and casual, so these pieces are an easy way to make an outfit feel current. They also care about quality, like Dusan’s cashmere knits and outerwear, and unique items such as the one-of-a-kind deerskin jackets from My Dear Tejas. Trunk shows are popular too. When designers like Julie de Libran, Jane Herman, or Isabel Wilkinson of Attersee visit with their collections and bring special one-off pieces, our clients value the access and personal connection. But I will say, customers are noticing how expensive everything has become. They ask why, and we explain the rising costs of materials, shipping, labor, tariffs, etc.—and that we aren’t marking things up; brands set the prices. I understand where they’re coming from. $2,000 is the new $1,000, and even $1,000 feels like a high starting point these days.
Who or what was new to your store in 2025 that really clicked with customers?
This year we introduced Fforme ready-to-wear, Dezso jewelry, and Savette handbags. If it’s something we’d want in our own wardrobes, it’s easier for us to explain to a client why they should try it. Clients are also reading a lot on Substack and discovering brands there. This spring we’re adding Auralee—we already have a waitlist of clients to contact when it arrives—and Plan C, which feels individualistic and artistic.
2025 was a year of many designer changes. How did your customers react?
Honestly? They don’t bring it up.
What was your biggest surprise of 2025?
That people are still shopping. There are plenty of reasons not to—prices are high, there’s too much stuff, so much feels the same—but the heart wants what it wants. And thankfully, there are still creatives out there dreaming up beautiful things that excite us.
—Beth Buccini, Kirna Zabête, New York, NY; East Hampton, NY; Palm Beach, FL; Bryn Mawr, PA; Nashville, TN; and Miami, FL
Saint Laurent, fall 2025 ready-to-wear
Photo: Alessandro Lucioni / Gorunway.com
What were the successes and hits of 2025?
2025 has been one of the most intense fashion cycles I’ve ever seen. But in the end, what really connected with clients was the elevated everyday uniform. Two of our strongest vendors were once again TWP and Khaite. Women love the shirting and tailoring from TWP and the knits, denim, shoes, and accessories from Khaite. High Sport continues to be a hit, with sales up 151% over last year—which was already very strong. Sacai is another vendor whose classic-with-a-twist pieces remain really popular.Our knitwear and outerwear performed particularly well, as these are core wardrobe staples.
Our designer business remains strong, with Bottega Veneta up 52% and Alaia up 33% versus last year. Saint Laurent is also very strong across all categories. Our best-selling bag was Bottega’s small Andiamo, and Alaia’s Le Coeur 55mm heel was the top shoe. Our younger fashion clients remain obsessed with Pucci and Miu Miu, and both continue to sell out quickly—it was definitely a Pucci girl summer! Outerwear for fall has been strong, especially fur shearlings from Nour Hammour, Nili Lotan, and LouLou Studios. Maximalist, dramatic looks are a big hit.
How would you characterize the look of 2025 for day and for evening?
For day, clients love a TWP next-ex (a cropped button-down), which was our top-selling item in units this year, paired with either Khaite denim or High Sport pants. For evening, we are seeing more modern cocktail dressing, with separates like a sequined skirt paired with a knit top or a silk blouse with matching pants. We worked hard to freshen our denim offerings and are seeing success with B Sides and Jamie Haller, as well as denim from Nili Lotan and TWP.
What didn’t connect this year?
The handbag size pendulum keeps swinging; we’ve gone from mini to oversized, and now we’re seeing a lot of success with medium-sized bags that easily transition from day to dinner. The over-distributed sneaker craze is over, though sneakers from Chloé and Dries Van Noten still sell well. No one seems interested in super-high heels. We’ve become more practical, but we’re still chic!
How were your customers thinking about spending money on fashion?
Perceived value is significant, and we’ve heard a lot from clients about pricing. We are definitely seeing resistance, even from our most high-end clients. Women don’t want to feel like they’re being taken advantage of! The tariff increase is a serious issue, and we’ve spent considerable time debating, item by item, whether the price is worth it. Women seem more interested in investing in jewelry, with strong sales in the $5,000 to $10,000 range. They used to wait for their husbands to approve jewelry purchases, even though they didn’t for clothing or bags, but at this price point, they are buying it for themselves.
Who (and what) was new to your store in 2025 that really connected with your customers?
We’ve had great success with new vendors. Discovery is a massive part of what we do, and it’s more complex than ever to be a new designer these days. I’m thrilled to see customers resonating with new designs from Zut, Kallmeyer, The Sei, Flore Flore, Bite Studios, and Black Suede, among others.
2025 was a year of so many designer changes. How did your customer view them?
The revolving designer door has been crazy! It’s a lot to keep up with, and most customers are confused. We only buy things we truly believe in, and we make sure to educate our customers—so we’ve been having a lot of conversations!
What for you was the biggest surprise of 2025?
The tariff chaos has been an absolute mess. In the spring, we wrote and confirmed our orders, and then vendors changed pricing based on new tariff rules. There was so much back-and-forth, and it has been really complicated and challenging for everyone. In jewelry, the price of gold has also massively impacted pricing, making it hard for vendors to lock in their numbers.
Diane Kim, Stand Up Comedy, Portland, OR
SC103, spring 2025 ready-to-wear
Daniele Schiavello / Gorunway.com
What were the successes and hits of 2025?
Gnuhr (performance pieces that integrate into everyday looks), Julia Heuer (dramatic statement pieces that integrate into everyday looks), Cute Tender Memory (one-of-a-kind, artisanal, and handmade styles referencing nostalgic and personal narratives), SC103 (styles and brands with no clear fashion reference points in their designs, which are instead fully formed from the minds of their creators, who are weaving their own mythologies based on their…Daywear in 2025 is defined by a clean yet extreme silhouette. Key items include oversized jackets and menswear-inspired tailoring for women, very wide-leg pants in denim and suiting, lingerie details reimagined as sportswear, classic cashmere, and flat shoes like Repetto-style ballet flats or lace-ups. The overall aim is to make workwear interesting without appearing too casual or youthful.
Eveningwear in 2025 is undone and effortless, rejecting overly composed looks. Lingerie inspires styles ranging from ’90s sleaze to ’70s dowdiness to avant-garde layered or deconstructed pieces. Leather is also key. The philosophy is proletarian—bending the occasion to one’s will. Often, one strong piece, like a beautiful leather jacket paired with simple jeans, is enough.
What didn’t connect this year? Heels over two inches, status bags, and extreme logos remain unpopular. While head-to-toe looks can be delightful in the right setting, they don’t resonate with most people who have limited time and energy. Expensive shoes also struggled.
How were customers thinking about spending? Focus was on key items: sunglasses, coats, jeans, and perfume.
What new brands connected? Olga Basha denim resonated for its contemporary fit, versatility, and classic yet strangely humorous brand world. Its low-key but intentional aesthetic appealed.
How did customers view the many designer changes? There was significant disgust over the lack of women appointed as creative heads. The constant shuffling was seen as unserious and harmful to a brand’s longevity and creative development.
The biggest surprise of 2025? Comedian Zarna Garg’s and writer Robby Hoffman’s genuine love for fashion, the press tour looks from The Summer I Turned Pretty cast, and the continued, puzzling embrace of American prep style.
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What were the successes and hits of 2025? Items with special handwork and details—both inside and out—that surprise and delight sophisticated clients who value construction. Valentino, The Row, Dusan, and Attersee were hits. Dries Van Noten remains perpetually important for its original, timeless, and personal quality—pieces rarely edited from clients’ closets.
How would you characterize the look of 2025? It’s about one special piece—sometimes called the “third piece”—that elevates a look. Examples include an embroidered Valentino cape, a Celine tartan jacket, or a perfectly shaded hand-embroidered shawl. This is paired with simple, high-quality classics suited to the occasion and the client’s lifestyle. Pants are also very popular.
What didn’t connect this year? Trends and heavily logoed pieces never feel important for this clientele.
How were customers thinking about spending? They invest in beautifully made items with handwork, special details, and beautiful natural fabrics. It’s often easier to sell near-couture pieces than less expensive, trend-driven items. Julie de Libran exemplifies this approach well.
What new brands connected? The connection is always tactile. Nothing sells unless it feels luxurious and correct. For instance, while a brand like Guest in Residence might be on-trend, it wouldn’t succeed here unless the craftsmanship matched the joyful colors. Auralee resonates for being well-priced with meticulously chosen, high-performance fabrics.and enjoyment…they actually ship their garments with a blast of oxygen in the shipping containers so the fabric feels lively when it arrives! Bergfabel ships each piece with a small linen bag of lavender from the designer’s garden, and every item arrives perfectly crinkled, just the way they intend the clothes to be worn. Heirlome collaborates with a different artist each season and continues to produce their historic silk rebozos with traditional Oaxacan artisans. Celine’s large smiling zipper cabas bags and private surprises—like Yves Klein blue lining inside a simple black shoulder bag—simply make people happy. People want to be delighted.
2025 was a year of many designer changes. How did your customer view them?
People just want to feel beautiful and supported.
What was your biggest surprise of 2025?
People really want to dress up again…and I think designers aren’t fully getting the message or meeting that challenge. We’ve found it increasingly difficult to find unique and elevated clothing for special events. Everything looks the same, and innovation feels at a standstill. Special events hold so much more meaning now, and we’ve struggled to find the wardrobe to match. Bring on the beauty!!!
Nancy Pearlstein, Relish, Washington DC
Ashlyn, fall 2025 ready-to-wear
Photo: Filippo Fior / Gorunway.com
What were the successes and hits of 2025?
Wide trousers were a big hit this season, with Dries Van Noten and R13 as standouts. Blazers, especially double-breasted, were also extremely popular, whether in an oversized boyfriend style or a more classic fit. Sacai’s English tweed and Casey Casey’s more shrunken silhouette were trending.
How would you characterize the look of 2025 for day and for evening?
An oversized blazer, turtleneck, trousers, and sneaker-style shoes—or a long slim skirt with a chunky sweater and biker boots.
What didn’t connect this year?
Skinny silhouettes.
How were your customers thinking about spending money on fashion?
Serious clothing was very popular this year—investment pieces that can be a mainstay in their wardrobe for years to come. Quality fabrics and tailoring mattered.
Who (and what) was new to your store in 2025 that really connected with your customers?
Ashlyn: knit dressing that was easy to wear, versatile, and reasonably priced.
2025 was a year of many designer changes. How did your customer view them?
They think it’s ridiculous, as we all do—and they don’t really care who’s designing as long as they like what they see.
What was your biggest surprise of 2025?
That we had a good year in spite of the state of the world.
Kaelen Haworth, Absolutely Fabrics, Toronto, ON
Meryll Rogge, fall 2025 ready-to-wear
Photo: Courtesy of Meryll Rogge
What were the successes and hits of 2025?
We had a lot of success with Ashlyn, Recto, High Sport, Don’t Let Disco, Vaquera, Meryll Rogge, Diotima, Conner Ives, and Comme Si from a brand perspective. This year was sexier than last and generally more fun. People are experimenting more, and easy novelty was big for us. The Diotima epaulette shirt sold very well, along with the Meryll Rogge oversized drawstring chino. Ashlyn’s peplum compact knits continue to sell out, but this year we saw a big uptick in pants and trousers, plus a ton of enthusiasm for Conner Ives, which we received for the first time this fall. Fforme is also getting a lot of attention, especially in dresses.
How would you characterize the look of 2025 for day and for evening?
Lower, sharply pointed heels with an architectural element (like the Proenza Schouler Dome Slash Slingbacks). Slinky, silky shirting and louche suits with a statement scarf. Bags have been slightly less important for us this year; we’re looking into more editorial options for coming seasons to make a stronger statement. Evening is definitely less formal—as long as it’s not denim, anything goes.
What didn’t connect this year?
Super-structured looks are less impactful; people are really looking for that…Customers are looking for that sweet spot between wearability and novelty. They’re buying fewer basics but still care about ease and wear. Romantic styles aren’t resonating unless they have a subversive twist—our florals are doing well because they’re styled that way. High-rise and straight-leg denim haven’t been strong for us.
How were your customers thinking about spending money on fashion?
We’re seeing a lot of investment in outerwear and knits. They’re easy to wear, usually an easier fit, and offer great cost-per-wear, even for statement pieces. People are also splurging on event outfits, with many leaning toward vintage for special occasions.
Who (and what) was new to your store in 2025 that really connected with your customers?
Conner Ives, Meryll Rogge, Recto, Fforme, and High Sport were new for us. Don’t Let Disco and Vaquera also did well—we had a lot of successful newness this year. These brands have gotten great press and make excellent, unique products. They’re sharply edited with strong points of view, which customers immediately understand.
2025 was a year of so many designer changes. How did your customer view them?
It’s worked out well. We carry Diotima and Proenza, and now Rachel has taken over at Proenza Schouler. We also sell Meryll Rogge and Marni, and Meryll became Creative Director of Marni this year. Change brings excitement and freshness.
What for you was the biggest surprise of 2025?
Tariffs, Ssense, and all the challenges that both emerging and established designers have to navigate to succeed.
What were the successes and hits of 2025?
The new Lanvin by Peter Copping is incredibly exciting. Our clients love every detail, from the perfect fit to the striking silhouettes. We adore Sacai—Chitose Abe never misses. Phoebe Philo delivers spectacular pieces, especially her impeccable jackets and pants.
How would you characterize the look of 2025 for day and for evening?
A stunning draped shoulder dress with delicate beading from Lanvin; a Sacai tuxedo jacket with wide-leg pants and an elegant attached scarf; Alaïa’s mismatched high heels (a major comeback) are a client favorite; and the must-have bag is TK STYLE from Miu Miu—it was in high demand everywhere.
What didn’t connect this year?
Oversize is over. No one wants to wear something oversized.
How were your customers thinking about spending money on fashion?
Our clients chose to invest in exceptional pieces this season, prioritizing quality over quantity. They focused on special eveningwear, especially from Givenchy and Lanvin.
Who (and what) was new to your store in 2025 that really connected with your customers?
ShuShuTong, an emerging brand from China, brought a perfectly edited collection—from knits to eveningwear—paired with whimsical jewelry.
2025 was a year of so many designer changes. How did your customer view them?
Our clients are grateful to see designers they’ve loved for years at new houses. While each designer embraces the spirit of their new brand, their authentic voice and creative essence remain unmistakable.
What for you was the biggest surprise of 2025?
Glamour and beauty. It’s what our clients expect, insist upon, and come to us for.
What were the successes and hits of 2025?
Comme des Garçons, Sacai, and Cecilie Bahnsen.
How would you characterize the look of 2025 for day and for evening?
For day: Sofie D’Hoore—tailored jackets with big pockets to shove your hands into, and pants made for taking big steps. For night: Julie Kegels—glamorous, jumbled eveningwear.What didn’t connect this year?
Anything too stiff or restrictive. The clothes that mattered were for seeing a movie, walking the dog, shopping for vegetables—and having a laugh!
How were your customers thinking about spending money on fashion?
On really well-made shoes, like Guidi, Marsell, and La Yucca.
Who (and what) was new to your store in 2025 that really connected with your customers?
Orsan, an artisanal collection from Casey Casey—clothes designed for a life closer to nature and creativity. These are clothes for green carpets, not red carpets. Also, supple, luxurious utility bags from Belgian leather maker Bea Mombaers.
2025 was a year of so many designer changes. How did your customer view them?
Our customers are excited about new clothes, not nostalgia. Forget the past.
What for you was the biggest surprise of 2025?
The shift toward the local and community. Our clients are looking closer to home—for instance, at clothes and ideas from artisanal makers like Ecole des Curiosities and Der Antagonist. Supporting places like the Creative Growth Art Center in Oakland seems more important to them than Art Basel. Customers are more interested in clothing that fits their lives rather than big brand names.
—Wendi Martin, Kick Pleat, Austin, Houston, and Dallas, TX
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What were the successes and hits of 2025?
People are still having fun with color. We do very well with Tibi—she uses color beautifully. You can have fun with her collection and still look sharp. Niche, quality heritage casual daywear that isn’t seen everywhere is also doing well: Bergfabel, Hache, Ter et Bantine, Casey Casey, Album di Famiglia. Dusan is always a store and customer favorite, and we sell it very well. Marla Aaron’s jewelry remains a favorite at Kick Pleat—she keeps reinventing herself, and customers want both her new pieces and her classics. And our in-house label, WJ Martin, continues to sell well. It’s only at Kick Pleat, so I think customers like that it’s special and exclusive.
How would you characterize the look of 2025 for day and for evening?
Jackets, shoes, jewelry, and handbags are selling very well. A strong jacket really pulls a look together right now. For evening, we’re selling a lot of Louisa Babouryan—she uses colored tulle and dots, and the shapes are stunning. Our customers want to look individual and have their own style.
What didn’t connect this year?
Anything hard to wear or uncomfortable. If they have to ask, “What do I do with this tie?” they won’t buy it.
How were your customers thinking about spending money on fashion?
Jewelry feels like value—and it is. With gold prices rising, their jewelry holds its value. We offer fine jewelry that’s wearable every day, so customers see the worth. Dusan has a higher price point, but his fabrics, shapes, and fits are so exquisite that customers recognize quality.
Who (and what) was new to your store in 2025 that really connected with your customers?
Marea, a young brand from Milan, sold out instantly. Their brocade tops, skirts, and dresses are beautifully crafted and fit perfectly.
2025 was a year of so many designer changes. How did your customer view them?
Honestly, I don’t talk much with customers about the designers at major houses. They come to Kick Pleat to shop and find cool things—that’s what we’re here for. Designer changes feel more like inside-industry intrigue.
What for you was the biggest surprise of 2025?
How no one knew how to handle the tariffs that hit our industry. Everyone is trying to figure out the best solution, but no one really knows. It’s been… interesting.
—Mina Alyeshmerni, Maimoun, New York, NYReady-to-Wear
Photo: Courtesy of Talia Byre
What were the successes and hits of 2025?
In our New York store, we saw a lot of experimentation, with layering being a major trend. Playing with proportions was key, and oversized slouchy pants definitely took precedence. I think we are now firmly in a post-COVID era of dressing that prioritizes functional, stylish, and comfortable clothing. Designs from Talia Byre, J.Kim, and SC103 really met our customers’ needs in this area.
Jewelry also had a major moment for us. Often, when an outfit is more relaxed or muted, the jewelry acts as an emulsifier—it pulls the whole look together. Designers like Shana Cave and Alizee Quitman have taken center stage, with the clothing serving as more of a canvas. For sweaters, the funnel neck made a real impact. This season, we offered form-fitting styles from Extreme Cashmere in bright yellow or dark navy that we can’t keep in stock.
What didn’t connect this year?
Overly romantic lace pieces.
How were your customers thinking about spending money on fashion?
As a buyer, what I’m realizing is that every purchase is an investment and an emotional one. For the right piece—something well-made that can stand the test of time—customers see it as an investment in their wardrobe. I wouldn’t say there’s one specific area where we’re seeing more splurging; it’s more individualistic, based on their wardrobe needs. They want something special and novel. Our store carries a lot of unique pieces, and overall, I think they want something that feels like it speaks to who they are when they’re out in the world.
Who (and what) was new to your store in 2025 that really connected with your customers?
I think what’s driving customers to try something new is styling guidance. They feel more confident trying various pieces together to create a complete look they might not have considered before, even by incorporating items from their own wardrobes.
2025 was a year of so many designer changes. How did your customer view them?
I think our customers understand that the luxury market is, to some degree, a hype machine—at least recently. But they will steadfastly support a brand that has a clear point of view or the archive of a brand they’ve long loved. Collectors will collect!
What for you was the biggest surprise of 2025?
I think it was the emergence of pop stars collaborating with emerging designers in a way that felt much more genuine and personalized. Clairo, Rosalía, and Addison Rae come to mind—who also happen to be customers.
Frequently Asked Questions
FAQs What Sold in 2025 Top Items from US Independent Boutiques
Beginner General Questions
Q What exactly is this report about
A Its an analysis of the bestselling products in 2025 from small independent boutiques across the US that are popular with women shoppers It focuses on realworld sales data not just trends from big chains
Q Why should I care about what sold in these small shops
A Because these boutiques often spot trends before they go mainstream Their bestsellers reflect what real customers are investing in for quality uniqueness and personal style which can be more meaningful than massmarket fads
Q Where does this data come from Is it reliable
A The data is aggregated from pointofsale systems and inventory platforms used by hundreds of participating independent boutiques nationwide Its a direct look at actual purchases making it a reliable snapshot of consumer behavior in this specific retail segment
Q Were there any big overarching trends for the year
A Yes a few key themes emerged quiet luxury essentials versatile and travelfriendly clothing bold statement accessories and a strong focus on natural sustainable fabrics and USbased makers
Advanced Detailed Questions
Q What specific clothing categories dominated sales
A Two categories led 1 Elevated Basics and 2 One and Done Dresses
Q Did accessories play a big role
A Absolutely Sales spiked for sculptural leather handbags chunky organiclooking gold jewelry and functional yet fashionable hats like widebrimmed fedoras
Q How important was sustainability and brand origin to shoppers
A Extremely important Items with clear sustainability stories and those labeled Made in USA consistently outperformed similar items without those attributes even at higher price points
Q What was a surprise bestseller that might not be obvious
A