New designers launch into the fashion market, daily. There is always a murmur of an under-the-radar brand that editors, buyers or shoppers should take a look at. It is arguably one of the most exciting aspects of working in the industry, discovering a new brand, buying it, wearing it and sharing it, first. But what I have learned over .
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the years of scouting new brands is that first does always mean better and at Vogue we love a slow burn, sharing stories of new designers in their second or third season just as much as their first. That is arguably when they need the most support and often when their design DNA, vision and product development truly start to take shape. now three seasons into their launch, is the perfect example of a new brand that is only getting better with time.
was the bomber jacket's moment in the sun. The style led fashion trends roundup for Golden Goose the year. Searches for bomber were up 297 year on year in the UK and 612 year on year in the US, per the report. Though Industries style bombers no longer have the pull they did when Kendall and Gigi were pairing them with pand Yoga leggings on the way to their L.A classes, the shape is making its way back into fashion. leather most of which are bombers topped Vogue most shopped items in 2025, and the brand's a leather bomber featured in Index, sent boxy leather bombers down the runway for its spring 2026 show last September.
Most experts agree that in a creative luxury fashion should not dominate. One at a luxury fashion house with a new creative director noted that when leadership appoints a creative director, it often signals a broader desire for change across the. One of the early findings, is that the price of bales has increased since the fire, indicating that most retailers buying bales from the would need to charge at least 3 per item to break even. But increasingly, the percentage of first selection items is so low even when retailers pay a premium for higher quality bales that most need to price each first selection item closer to 5 to make up the shortfall.
The single breasted coat is considered another foundational style, and you can count on to be tailored to perfection. What differentiates this one from the is the belted sash, which gives it its distinct fit-and-flare silhouette when fastened at .
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the waist. In shades of black, beige, and khaki, these car s are as iconic as they come, made to withstand any rain-filled days you might face, while still looking chic on those filled with sun. Shopping market editor Andrea says was drawn to it for the way it's cut to create a beautiful silhouette. She matched the coat inherent femininity by styling it alongside other ladylike pieces a fitted turtleneck, A-line leather skirt, and croc-embossed, knee-high boots.
Asia is not a monolith, and experts stress that and ese fashion companies operate very differently. is much more advanced in terms of creative direction and brand building than, professor of luxury brand management at French school, based at its campus. She points to as an example of a manufacturing led company that is still building its creative identity. has had a high focus on design for many years and is considered the hub of design and creativity in Asia. Perhaps the reason they are not at the of some European brands comes down to the ability to story tell or a culture that is less expressive and showy, which can limit international recognition.