What sold in 2025—the clothes, the looks, and the designers who mattered—polled from 13 independent stores from across America reveals something interesting (and encouraging): Coast to coast, women are buying, wearing, and loving the work of women designers.
One of the big fashion narratives of this year might have been the merry-go-round of male creative director hires, with some notable exceptions—Louise Trotter at Bottega Veneta, Meryll Rogge at Marni, and Diotima’s Rachel Scott at Proenza Schouler. Yet the store keepers in our survey constantly mentioned women, be it established designers and labels (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), merging favorites (the aforementioned 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 of the new, such as Julie Kegels and Colleen Allen.
Of course, we can’t and shouldn’t be lazily reductive about this—these designers are often wildly different; their gender is all that unites them. But in an era when we are (rightly) evaluating every purchase, we’re demonstrating greater intentionality 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 (but the end looks like it’s in sight), and statement-making evening that’s not about being trussed up, or in something too tight, lower heels, and luxe-y bags (well, for almost everyone; just hold the logos). Above all, the theme that kept coming up was something I’ve discussed in the past—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 female designer shout out, this one for Sacai’s Chitose Abe, because her label came up again, and 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 and so many changes swirling in the world, 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, that feel nice, and have design interest and integrity are always important, but even more so this year. Color was relevant, either 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 so many of the collections we carry, with The Row, Khaite, Fforme, and Phoebe Philo on the rich and subdued end of the spectrum, and Zankov and Dries Van Noten on the other. Menswear influences, such as striped polos and shirting, ties, and pajama dressing really interested our customer, but not in an oversized, overwhelming way.
Henry Zankov had everyone mixing and matching colors in unpredictable ways 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 the increasing price, gold jewelry still wins, although silver is beginning to make the run 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 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—close to the body (but not tight or body conscious) worn with a heel and jewelry; nothing terribly formal. The sheer pencil skirt trend has also resonated here—Maria McManus or Diotima iterations a go-to. She tends to buy pieces for evening that suit her individual style, that can be worn again, and aren’t overly look-at-me.
What didn’t connect this year?
Our customer has been moving away from things that are “overly”: overly body-con, overly ruffled, overly architectural, overly proportioned, overly serious, overly frivolous.
How were your customers thinking about spending money on fashion?
The customer is not afraid to spend on pieces that are special and will last; of course handbags and jewelry, but also coats and jackets. They will also spend on something that fits well and can be worn relentlessly, such as a pair of hard to find, killer 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 loves coming along with us for the ride; she will not buy something just to buy it, or to replicate something already in her wardrobe, so it needs to stand out or serve a new purpose. We found so much new within our stable of brands, with the emerging designers mentioned above (Zankov, Diotima, Fforme to name a few) really pushing things forward. With that said, the introduction of Phoebe Philo really hit a nerve, and exquisite shirting from Sebline stole the show as well.
2025 was a year of so many designer changes. How did your customer view them?
So many of our customers are loyal to brands that haven’t seen changes (The Row, Khaite, Zero + Maria Cornejo, Sacai; hmmm, all women-designed), many are aware of the swirling elsewhere and find it exciting, and some really have no idea! I think what may have felt disconcerting at first to those paying attention—the unknown-ness of it all—has turned into the realization that things were ready to change, and now that the changes are starting to surface, it’s thrilling!
Sherri McMullen, McMullen, San Francisco, CA
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 gravitating toward beautifully cut jackets or outerwear, versatile separates, and an investment bag, paired with the return of not-too-high heels. Blouses have been especially strong; we can’t keep them in stock, and they’re the piece we consistently need more of in store. We’re also seeing a real return of the suit. Clients are embracing tailored looks for the office again, opting for polished jackets with wide leg pleated trousers or skirt separates. Workwear has made a comeback, and customers are building their wardrobes around those refined, mix-and-match pieces. Evening has become more expressive and less traditional, with clients gravitating toward unique shapes, luxe fabrics, and looks that feel distinctly their own. Dresses over trousers or skirts; 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 high on their lists. They’re also investing in brands they feel deliver exceptional value—labels like 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 sold out. They loved the tailored separates; a soft blue organza tunic over a deep teal silk skirt, the trousers with an interesting leg opening and silk jersey draped tops and all of the artisanal pieces. It’s polished, wearable, and beautiful. More than ever, customers are excited to explore designers who bring something unique and have a special story to tell through their work.
2025 was a year of so many designer changes. How did your customer view them?
Clients are closely tracking the shifts in creative leadership, but there’s also 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 solely to the brand, and that loyalty often follows the designer wherever they go.
What for you was the biggest surprise of 2025?
All of the designer changes within the fashion houses.
Margaret Austin and Hannah Rieke, Outline, New York, NY
What were the successes and hits of 2025?
Fitted, shorter jackets (specifically from Rier, Colleen Allen, Comme des Garcons); boat shoes (we picked up Bally just for Simone Belotti’s last season); Margaret Howell and &Daughter knits; The Row, Dries Van Noten, and Auralee (like last year) are still our top brands. High Sport, both their pants and their knits!
How would you characterize the look of 2025 for day and for evening?
In terms of day, I would definitely say our customer is investing in hero outerwear and quality knits (cardigans have been particularly popular this fall). Also an elevated everyday shoe—the 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 (extra baggy trousers, big knits, huge trenches). Barrel legged jeans (which we sold a ton of last year) are also slowing down. Bucket-looking totes have also been less popular. Hyper girly (in a child-like way) dressing is no longer registering for our customer. And while neutrals are still always going to be a solid sell, our clients also seem to be looking forward to color after what was a very beige couple of years.
How were your customers thinking about spending money on fashion?
Our clients definitely see the value in investing in outerwear and handbags, I think largely because these are proper everyday pieces. On the other hand, they are definitely open to spending on formalwear if it’s the perfect piece for a special occasion/event.
Who (and what) was new to your store in 2025 that really connected with your customers?
We have been buying Colleen Allen and Grey’s Studio since their first collections in 2024, and 2025 was a huge year of growth for both brands. Colleen’s line is so special because she is able to make what might seem like intimidating silhouettes more wearable and everyday (her signature Victorian jacket in fleece is a perfect example of this). Emily (of Grey’s Studio) uses the most beautiful fabrics and there is a real timelessness to her collection that I think really resonates with our shoppers. I’m so excited to see these brands continue to grow in 2026!
2025 was a year of so many designer changes. How did your customer view them?
I would say half of our customers are excited by all of the changes and the other half are ambivalent; they care more about the clothes and quality rather than the brand or who designed it.
Emily Holt, Hero Shop, Larkspur, CA
What were the successes and hits of 2025?
There were a few frenzied items that sold out before, or within hours of, hitting the floor: The Row’s Marlo bag and the smaller, great for date night ’90s bag and their Soft Loafer in eel (all 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 great, the prices are reasonable, and the shapes are reminiscent of our favorite, but perhaps higher-end, Belgian-style minimalists.
How would you characterize the look of 2025 for day and for evening?
We don’t traffic in trends so our best-selling look is pretty consistent: a high-quality cashmere sweater (Dusan, Lisa Yang), a jean (Agolde or Khaite), a flat shoe (Khaite or The Row), a tote (Metier or The Row), and a jacket (Toteme or Dries Van Noten).
What didn’t connect this year?
There’s not much that feels newly over for 2025. You know, we’re still in this Attersee/Toteme/The Row austerity and minimalist era for another minute. That said, clients are veering away from the full, wide leg pant — she’s already got them. And same too, I think, with the oversize robe coat. Not that she’s not wearing them, she just doesn’t need or want more. The bike shorts of summer had a quick moment but no staying power really, and brands doing unisex sizing, while I understand the intent, just doesn’t work for a women’s figure—or store. I think, or hope, that the pendulum will swing towards more color and joy and individualism. We see that from Bode, which sells well for us, and I’m excited by the early signs of Rachel Scott’s influence at Proenza Schouler.
How were your customers thinking about spending money on fashion?
Our clients readily invest in The Row bags and Khaite shoes (our client, overall, is classic and casual so these things are a one-stop solution to making an outfit look relevant). They’re also interested in quality, for instance in Dusan’s cashmere knits and outerwear, and pieces that feel rare like the one-of-a-kind deerskin jackets by My Dear Tejas. Trunk shows too. When designers like Julie de Libran or Jane Herman or Isabel Wilkinson of Attersee visit with their collections and bring any special one-off pieces, our clients appreciate the access and the connection. But I will say, clients are noticing how expensive everything is getting. They ask us why and we explain the cost of materials, shipping, labor, tariffs, etc — and that we aren’t marking things up, the brands set the prices – but I’m sympathetic with them. $2,000 is the new $1,000 and already $1,000 is a pricey baseline.
Who (and what) was new to your store in 2025 that really connected with your customers?
This year we brought in Fforme ready-to-wear, Dezso jewelry, and Savette handbags. If it’s something we’re interested in buying for our own wardrobes it’s of course easier for us to share with a client why they should try it. They’re also reading a lot of Substacks and learning about brands there. This spring we’re bringing in Auralee—we already have a waitlist of clients to call when it arrives —and Plan C which feels individualistic and arty.
2025 was a year of so many designer changes. How did your customer view them?
Honestly? They don’t mention it.
What for you was the biggest surprise of 2025?
That people still are shopping. There are so many reasons not to—things are expensive, there’s just too much stuff, so much feels the same—but the heart wants what the heart wants. And gratefully there are creatives out there dreaming up beautiful things that get our pulses racing.
Beth Buccini, Kirna Zabete, New York, NY, East Hampton NY, Palm Beach, FL, Bryn Mawr, PA, Nashville, TN, and Miami, FL
What were the successes and hits of 2025?
2025 has been one of the most intense fashion cycles I’ve ever seen. But at the end of the day, what really resonated 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 remains a hit, with sales up 151% vs last year, which was already really high. And Sacai is another vendor whose classics with a twist are really popular, particularly the knits and outerwear. These are core wardrobe staples.
Our designer business remains strong, with Bottega Veneta up 52% vs. last year and Alaia up 33% vs. the previous year. Saint Laurent is really strong across all categories as well. Our best-selling bag is Bottega’s small Andiamo, and Alaia’s Le Coeur 55mm heel was the best shoe. Our younger fashion clients remain obsessed with Pucci and Miu Miu, and both continue to fly out the door. It was definitely a Pucci girl summer! Outwear for fall has been really strong, especially with fur shearlings from Nour Hammour, Nili Lotan, and LouLou Studios. The 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 we sold the most in units this year, paired with either Khaite denim or High Sport pants. For evening, we are seeing cocktail dressing that’s a little more modern, with separates like a sequined skirt with a knit top or a silk blouse with a matching pair of pants. We worked hard to freshen our denim offerings, and we are seeing success with B Sides and Jamie Haller. We have also had luck with 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 a medium-sized bag that easily goes from day to dinner. The over-distributed sneaker craze is over, though Chloe and Dries Van Noten sneakers 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 the most high-end clients. Women don’t want to feel like they are being punked! The tariff increase is a serious issue, and we have spent so much time debating, item by item, whether the price is worth it. Ladies seem more interested in investing in jewelry. We are seeing strong sales in the $5-10K range. Women used to wait for their husbands to approve jewelry purchases, even though they didn’t for clothing or bags, but at this price, they will get it for themselves.
Who (and what) was new to your store in 2025 that really connected with your customers?
We’ve had some great success with new vendors. Discovery is a massive part of what we do, and it is more complex than ever to be a new designer these days. I’m thrilled to see the customer 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 is so much to keep up with, and most customers are confused. We only buy things we really believe in; however, we educate the customer. 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 with vendors, 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 their numbers.
Diane Kim, Stand Up Comedy, Portland, OR
What were the successes and hits of 2025?
Gnuhr (performance pieces that integrate into every day 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 that have no clear fashion reference points in their designs, that are instead fully formed from the minds of their creators, who are weaving their own mythologies based on their own lives, cities, friends, and preoccupations).
How would you characterize the look of 2025 for day and for evening?
Day: Oversized jackets/mens tailoring for women remain strong; enormous pants in denim and suiting, lingerie references as sportswear, classic cashmere, Repetto style flats/lace ups. All this to say a more clean visual, but more extreme silhouette, a way to make work wear interesting without looking too young or casual. Evening: lingerie as sexy (90s sleaze), dowdy (70s German), avant garde (multiple layers, as outerwear, deconstructed), leather. Evening is undone, nothing too composed, nothing with too much effort. One strong piece, like a beautiful leather jacket with simple jeans, is enough for evening. Our world is proletarian, and we bend the occasion to our will, not the other way around.
What didn’t connect this year?
Everyone still hates heels over 2". Status bags are viewed with suspicion. Extreme logo aversion. Head to toe looks, as delightful as they can be in the right settings, don’t make a ton of sense for most people that barely have the time and headspace to get through their days intact. Expensive shoes.
How were your customers thinking about spending money on fashion?
Sunglasses, coats, jeans, perfume.
Who (and what) was new to your store in 2025 that really connected with your customers?
Olga Basha: the fit of this denim feels very contemporary and looks good with many different personal style approaches. And even though the jeans are quite classic looking, the visual world of the brand is strange and humorous. Something about how low key it is, but intentional.
2025 was a year of so many designer changes. How did your customer view them?
A lot of disgust about the lack of women as creative heads. That the constant shuffling feels unserious and antithetical to the longevity and creative development of a brand.
What for you was the biggest surprise of 2025?
Zarna Garg and how much she loves clothes; Robby Hoffman and how much she loves fashion. The press tour looks for The Summer I Turned Pretty cast. The continued embrace of American prep is a head scratcher.
Laura Vinroot Poole, Capitol, Charlotte, NC, and Los Angeles, CA
What were the successes and hits of 2025?
Anything special…something with handwork and details (inside and out - our client is sophisticated and construction is very important to her) that surprise and delight our clients. Valentino, The Row, Dusan, and Attersee were hits and Dries Van Noten is always very important for us. It looks original and is somehow never of a specific moment. It’s timeless and personal and it’s also something we rarely edit from our clients’ closets.
How would you characterize the look of 2025 for day and for evening?
One special piece. We sometimes call it the ’third piece’ as it elevates a look into something all its own. An embroidered Valentino cape, a Celine tartan jacket, or a hand-embroidered shawl that is just the perfect, most flattering shade. This piece, combined with simple, highest-quality classics that feel appropriate to the parameters of the occasion and the client’s lifestyle. Clients are also loving pants.
What didn’t connect this year?
Trends and heavily logo-ed pieces don’t ever really feel important for us.
How were your customers thinking about spending money on fashion?
Anything with handwork and special details that is made beautifully. Our clients want beautiful, natural fabrics. We have found it easier to sell nearly couture pieces than less expensive, more trendy pieces. Julie de Libran does this beautifully.
Who (and what) was new to your store in 2025 that really connected with your customers?
For us it’s always tactile. We can’t sell something that doesn’t feel luxurious or correct. Brands like Guest in Residence, which may be on trend, would not sell here unless the hand were as beautiful as the joyful colors. Auralee is very well-priced and each fabric is meticulously chosen for performance and enjoyment…they actually ship their garments with a blast of oxygen in the shipping containers so that the hand of the fabric has life when it arrives(!) Bergfabel ships each garment with a small linen bag of lavender grown in the designer’s garden and each piece is shipped perfectly crinkled the way they want the clothes worn. Heirlome collaborates with an artist each season and they still produce their historic silk rebozos with traditional Oaxacan artisans. Celine’s large smiling zipper cabas and private surprises like Yves Klein blue lining inside a simple black shoulder bag just make people happy. People want to be delighted.
2025 was a year of so many designer changes. How did your customer view them?
People just want to feel beautiful and supported.
What for you was the biggest surprise of 2025?
People really want to dress again…and I think that designers aren’t really getting the message and meeting that challenge. We’ve found it more and more difficult to find unique and elevated clothing for special events. Everything looks the same and innovation feels at a standstill. Special events have so much more meaning now and we’ve found it hard to find the wardrobe to support this. Bring on the Beauty!!!
Nancy Pearlstein, Relish, Washington DC
What were the successes and hits of 2025?
Wide trousers were a big hit this season with Dries Van Noten and R13 being the standouts. Blazers, particularly double breasted, were also extremely popular, whether 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—and 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.
Who (and what) was new to your store in 2025 that really connected with your customers?
Ashlyn: knit dressing that was easy to wear, that could take you many places, with a reasonable price point.
2025 was a year of so 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 it as long as they like what they see.
What for you was the biggest surprise of 2025?
That we had a good year in spite of the state of the world.
Kaelen Haworth, Absolutely Fabrics, Toronto, ON
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 the easy novelty was big for us. The Diotima epaulette shirt sold so well, the Meryll Rogge oversized drawstring chino, Ashlyn peplum compact knits continue to sell out but this year we saw a big uptick in pants and trousers, as well as a TON of enthusiasm for Conner Ives which we received this fall for the first time. Fforme is also getting a lot of attention, especially in the 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 are proving to be slightly less important for us this year; we’re looking into more editorial options for the coming seasons to make a strong 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 sweet spot between wearability and novelty. They’re buying less basic, but still concerned with ease and wearability. Anything overtly romantic; we have florals but they’re doing well styled in a subversive way. High-rise denim, straight leg denim are not moving well for us.
How were your customers thinking about spending money on fashion?
We are seeing a lot of investment in outerwear and knits. These are easy to wear, usually an easier fit, and very good Cost-per-wear, even statement pieces. Additionally, people are splurging on event outfitting. A lot of people gravitate toward vintage for event dressing.
Who (and what) was new to your store in 2025 that really connected with your customers?
Conner Ives, Meryll Rogge, Recto and Fforme are new to us, as is High Sport. Don’t Let Disco, Vaquera... we had a lot of newness this year that has been received extremely well. These brands have all had a lot of great press, and they make excellent products that are singular to each of them. These brands specifically are so sharply edited and have such strong POVs that it’s immediately understandable to the customer.
2025 was a year of so many designer changes. How did your customer view them?
It’s worked out well for us. We carry Diotima and Proenza, and now Rachel has taken over the helm at PS. Similarly, we sell Meryll Rogge and Marni, and Meryll was named Creative Director of Marni this year. I think change just equates to excitement and freshness.
What for you was the biggest surprise of 2025?
Tariffs, Ssense, all the challenges that emerging designers and established designers alike have to manage to be successful.
Ikram Goldman, Ikram, Chicago, IL
What were the successes and hits of 2025?
The new Lanvin by Peter Copping is incredibly exciting for us. Our clients are loving every detail, from the perfect fit to the striking silhouettes. Of course, we adore Sacai; Chitose [Abe, designer of Sacai,] truly never misses the mark! 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 adorned with delicate beading from Lanvin; a Sacai tuxedo jacket paired with wide-leg pants, featuring an elegant attached scarf; Alaïa offers the most coveted shoes, adored by all our clients—the mismatched high heel (a major comeback) is absolutely fabulous! And, the must-have bag of the moment is TK STYLE from Miu Miu! Everywhere our clients went, the Miu Miu bag was in high demand.
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. They prioritized quality over quantity, selecting truly 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 in a perfectly edited collection—from knits to eveningwear—paired with the most 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 represented in new houses. While each designer naturally 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.
Chris and Ben Ospital, MAC Modern Clothing, San Francisco, CA
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 to take a big step in. For night, Julie Kegels: glamorous jumbled evening clothes classical dresses with upside down collared hems
What didn’t connect this year?
For our clients anything too constipated or constricting. Clothes that mattered were used to see a movie, walk a dog , shop for vegetables—and have a laugh!
How were your customers thinking about spending money on fashion?
Really good bench made shoes, such as 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 nearer to nature and creativity. Definitely clothes for green carpets not red carpets. Also Belgian leather bags from Bea Mombaers—supple luxurious, utility bags.
2025 was a year of so many designer changes. How did your customer view them?
Our customers are excited about new clothes, not nostalgia. Fuck the past.
What for you was the biggest surprise of 2025?
Small. Our clients are looking closer to home and community. For instance clothes and ideas from artisanal makers like Ecole des Curiosities and Der Antagonist. For them it seems more important to support the Creative Growth Art Center in Oakland in place of Art Basel. Customers seem to be more interested in clothing that follows their lives rather than larger brand recognition.
Wendi Martin, Kick Pleat, Austin, Houston, and Dallas, TX
What were the successes and hits of 2025?
People are still having fun with color. We do very well with Tibi and she does color so well. 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 and forever a store and customer favorite and we sell it very well. Marla Aaron is always a customer favorite at Kick Pleat. She continues to reinvent herself in her jewelry and customers want both her new and her hits. And I have an in-house label called WJ Martin that continues to sell very well. It is only sold at Kick Pleat so I think our customers like that its special and you don’t see it anywhere else.
How would you characterize the look of 2025 for day and for evening?
Jackets, shoes, jewelry and handbags are selling very well. I think a look with a strong jacket is happening right now. A jacket can really pull everything together! For evening, we are selling Louisa Babouryan well because she is using tulle in color and dots and the shapes are such stunners. Our customers want to look individualistic and have their own thing going.
What didn’t connect this year?
Anything that is hard to wear or uncomfortable. If they have to ask "what do I do with this tie" then they aren’t buying it.
How were your customers thinking about spending money on fashion?
Jewelry feels like value to them and it is. In a world where gold keeps going up their jewelry is holding its value. We offer fine jewelry that is wearable everyday so our customers see the value in that. Dusan has a higher price point but his fabrics, shapes, and fits are so exquisite that our customers know a good thing when they see it.
Who (and what) was new to your store in 2025 that really connected with your customers?
Marea, a young brand from Milan, sold out in a nanosecond. Their brocade tops, skirts, and dresses are beautifully crafted and fit like a dream.
2025 was a year of so many designer changes. How did your customer view them?
I honestly don’t talk to my customers much about the designers at the top houses. They come to Kick Pleat to shop and buy cool things. That’s what we’re here to help them with. I think designers coming and going are more of an inside the business type of intrigue.
What for you was the biggest surprise of 2025?
How nobody knew what to do about the tariffs that rolled through our industry. Everyone is doing their best to try and figure out the best solution but nobody really knows. It has been, shall I say, interesting.
Mina Alyeshmerni, Maimoun, New York, NY
What were the successes and hits of 2025?
In our NY store, we saw a lot of experimentation; layering was one of the bigger ones! Having fun with proportion sizes. Oversized slouchy pants definitely took precedence here, I think we are firmly rooted (in the post-covid era of dressing) functional, stylist, comfortable - options from Talia Byre, J.Kim, SC103 met most of the customers wishes here. Jewelry is also having its moment for us, where normally an outfit can be more relaxed or muted in tone, the jewelry has been acting almost as an emulsifier - bringing the look together - here, designers like Shana Cave and Alizee Quitman have been able to take center stage while the clothes are more of a canvas. For sweaters, the funnel neck has definitely made an impact. We offered form fitting styles this season from Extreme Cashmere that we can’t keep in stock in bright yellow or darker navy.
What didn’t connect this year?
Overly romantic lace pieces.
How were your customers thinking about spending money on fashion?
I think what I’m realizing as a buyer is exactly that - every purchase is an investment, every purchase is an emotional one. I think for the right piece, that is made well, that can stand the test of time. Customers look at it as an investment into their wardrobe. I wouldn’t say there is one area that we are seeing more of a "splurge" I think it’s more individualistic based on their wardrobe needs- they want something special and novel. Our store carries a lot of unique pieces and I think overall they want something that feels like it can speak to who they are when they are 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, feeling confident that they can try various pieces together to create a full look they might not otherwise reach for, even pulling 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 - recently at least - but they will undyingly support a brand that has a POV, or the archive of a brand they have long loved. Collectors will collect!
What for you was the biggest surprise of 2025?
I think the emergence of the pop-star combined with emerging designers in a way that feels way more genuine - way more personalized. Clairo, Rosalia, Addison Rae come to mind (who happen to be customers as well).