The 2025 Luxury Report: The Brands, Products, and Trends Shaping Designer Fashion

      This year marked the emergence of creative directors, with over 20 designers stepping into leadership roles at the largest fashion houses within the industry. Notable appointments included Matthieu Blazy at Chanel, Jonathan Anderson at Dior, Louise Trotter at Bottega Veneta, and Demna at Gucci, all of which became highly anticipated runway events. These changes at the upper echelons are evidently reshaping style this year, representing a crucial moment that could influence the direction of fashion for the upcoming decades. Shifts in consumer interests were also apparent, as luxury shoppers showed a growing preference for acquiring fine jewelry, unique archival items, and nostalgia-inspired fashion while increasingly valuing craftsmanship and heritage. To analyze luxury fashion in 2025 more closely, we engaged with industry experts and reviewed data for a more detailed retrospective. In Who What Wear's annual Luxury Report, we explore the most impactful elements in designer fashion in 2025, including the influential brands, elusive It items that captivated fashion enthusiasts, and the emerging trends that defined the luxury market this year. Ahead, discover everything you need to know about luxury fashion in 2025 and what lies ahead in 2026.

      The leading fashion brands of the year primarily fell into two categories: luxury houses rejuvenated by new creative directors and heritage houses that embraced the timeless essence of their brands. The shake-ups at the helm of various prominent fashion houses led to the unveiling of debut collections on the runways. Successful shows from brands like Chanel, Dior, Bottega Veneta, and Celine revitalized their archives with innovative visions, positioning them at the forefront of fashion discussions. Although the fresh ideas from new creative directors sparked excitement, designers who focused on timelessness and heritage also prevailed. “Ralph Lauren is experiencing significant interest, with momentum building among luxury shoppers,” noted Julia Rabinowitsch, founder of The Millennial Decorator. “The house is revisiting its archives with drops of pieces that were featured in past runway shows, which has been fascinating to observe. As global luxury trends shift towards timelessness rather than the transient, Ralph Lauren's aspirational aesthetic has gained renewed relevance among an inspired audience.” Consumers are prioritizing long-term investments over impulsive trend-driven purchases, allowing brands like Ralph Lauren, Hermès, Cartier, and The Row, which embody timelessness, to increasingly resonate with shoppers.

      What were the top-selling items in 2025? Experts provide insights. “Chanel’s 25 bags flooded our DMs, and this trend continues as I write,” shares luxury product sourcer Gab Waller. “Clients desired every size, color, and material.” The much-anticipated Chanel 25 bag debuted in spring and emerged as a must-have accessory for 2025. Since its appearance in the fashion house’s spring/summer 2025 runway show, it has seen new variations emerge with each collection, making it a sound investment piece expected to remain in demand well beyond 2025. Younger consumers also began to enter the luxury market, showing interest in specific brands and purchases. “Heritage brands like Ralph Lauren and Cartier are appealing to an increasingly younger demographic, with many treating both brands as their introduction to luxury,” Rabinowitsch shared. At Ralph Lauren, the iconic preppy polo shirts and cable knits saw heightened demand, along with the newly launched Play bag. Cartier’s timepieces, including the classic Tank and Panthère styles and the revamped Baignoire, also gained popularity. Beyond specific It items, luxury shoppers adopted a more intentional approach to their wardrobes this year. “There was a clear shift towards longevity and wearability: Clients increasingly preferred pieces that are not trivial or suitable only for one occasion,” stated Moda Operandi President April Hennig. Sourcewhere founder Erica Wright echoed this sentiment, noting, “Clients gravitated towards classic pieces that are less of a statement, highlighting a preference for items that ground rather than overpower a wardrobe.”

      This year’s runways showcased a palpable sense of newness driven by the fresh creative leadership. Matthews Blazy embraced this approach during the Chanel show, stating in an interview with Tim Blanks for Business of Fashion, “We can go two ways: either present a clean, modern, by-the-book Chanel show, which would be a first step, or treat this show as if it were our last. I chose the latter.” His collection was confident and fresh, featuring final looks that encapsulated the joy and revitalized energy audiences have been eager to witness. While honoring the heritage and codes established by Coco Chanel, it distinctly reflected Blazy’s vision. “Familiar, yet not repetitive,” Waller remarked regarding the designs. “Matthieu Blazy’s Chanel debut was certainly the year's most awaited, and client reactions have been overwhelmingly positive. It's a strong sign when pre-order requests flood in right after a runway show!” Wright noted similar trends on Sourcewhere, highlighting a renewed focus on authorship. “At Celine, Michael