Dear BoF Community,
In fashion, 2025 was a year of upheaval — tariffs, rising prices, creative changes, currency fluctuations and dimming consumer sentiment. But through it all, people still shopped.
What they bought was determined by more than which silhouettes were trending. The TikTok micro-trend machine, which had driven the style conversation for years evolved as shoppers prioritised finding fashion that reflected their individual tastes and preferences. Products that sold well in this environment included accessories, from necklace stacks to bag charms, and pricey, offbeat jewellery, including a $20,000 hamburger ring.
People embraced different styles, whether it be a greater variety of denim shapes or more minimalist footwear like flip-flops. Women found new ways to extend the pandemic-era trend of prioritising comfort, whether it was by wearing pajamas as everyday wear or cult-favourite sweatshirts. Menswear got more formal as boat shoes and button-downs made a comeback. Still, men found ways to relax even their more button-up looks — wide-leg pants, for instance, cemented their place at the top of the men's bottoms market.
The aftershocks of luxury price hikes continued to shape consumer preferences, as more people looked to buy luxury goods secondhand (even – and sometimes especially – if they looked a little worse for wear), bags from up-and-coming labels and of course, dupes of the real thing.
Beyond just what they bought, shoppers also sought out unique settings for hitting purchase. The Hamptons saw continued interest as a shopping destination. People also waited in hours-long lines at celebrity closet sales and sample sales. The hope was not just scoring a great deal, but being part of a community — and of course, having a story to tell on TikTok.
Diana Pearl, Senior News and Features Editor
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