Second Life The Who What Wear Podcast: The 2025 Luxury Report: Preppy Fashion, a Return to Craftsmanship, and the Fine Jewelry Boom
Dec 17, 2025
Kristen Nichols, Associate Director of Special Projects at Who What Wear and Luxury Report author, dives into 2025's fashion trends. She explores the wave of new creative directors at major houses, spotlighting standout debuts from Celine and Chanel. Kristen emphasizes a return to craftsmanship and storytelling in luxury, driven by consumer intentionality. The rise of fine jewelry is highlighted, showcasing emerging designers like Jessica McCormack. She also shares insights on nostalgia, preppy fashion, and her predictions for the evolving luxury landscape.
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Craftsmanship As Value Narrative
- Brands increasingly showcase craftsmanship and artisans to justify luxury pricing and communicate value.
- Examples include Bottega's artisan-focused campaign and Chanel's visit to a silk-scarf manufactory.
Celebrity Partnerships Move Markets
- Celebrity ambassadors like Jacob Elordi and A$AP Rocky shape how younger shoppers perceive luxury houses.
- Elordi's Cartier and Bottega partnerships and frequent public wear boosted desirability across demographics.
TikTok Stars Enter High Fashion
- Social-media-native stars like Addison Rae transitioned to fashion and music, becoming influential luxury clients.
- Her runway looks, stylists, and team signaled acceptance into high-fashion circles.