Emerging fashion brands in 2025 are redefining the landscape of brand-building, drawing on innovative strategies that enhance both relevance and revenue. According to a recent analysis by Vogue Business, these disruptors are thriving by reshaping their approach to customer engagement and operational strategies. As they navigate a challenging market, several key lessons have emerged that highlight how these new companies are successfully carving out their identities.
Enhancing Direct-to-Consumer Infrastructure
With the wholesale market facing significant challenges, emerging brands are increasingly focusing on direct-to-consumer (DTC) channels. In 2025, many of these brands invested heavily in revamping their DTC websites to create a superior shopping experience. Young consumers, who are the primary audience for these brands, have shown a preference for in-person shopping post-COVID, making it essential for e-commerce platforms to be competitive.
Brands such as Chopova Lowena, Julie Kegels, Knwls, and Oude Waag have all undertaken significant website overhauls. Co-founder of Knwls, Alexandre Arsenault, remarked, “Even if we improve conversion by 1%, it’s tons of money.” The brand has partnered with an art director and a programmer to enhance their online presence. Similarly, Chopova Lowena utilized funds from the Vogue/BFC Designer Fashion Fund to bolster its DTC operations, while Oude Waag successfully increased its DTC sales from 20% to over 50% within a year by launching on the Chinese marketplace Tmall. This trend underscores the importance of controlling the customer journey in an unpredictable retail environment.
Rethinking the Fashion Show
Traditionally, fashion shows have served as a high-profile debut for new designers. However, emerging brands are now exploring alternative strategies that allow them to establish connections before the runway. For instance, London designer Talia Byre organized intimate presentations that garnered industry interest ahead of her September debut, where she secured sponsorship from Ugg. Similarly, New York’s Lii garnered attention with exclusive appointments at fashion week prior to their official show.
By delaying the full-scale runway show, these brands can engage in a feedback loop with industry insiders and potential customers, testing and refining their offerings without the immediate pressure of a large-scale production. This approach has proven particularly beneficial for small brands working within tight budgets, allowing them to build credibility and momentum before showcasing their collections.
Building a Community Through In-Person Engagement
Successful brands are increasingly recognizing the value of community support. In 2025, many of these disruptors have organized physical events such as informal meet-ups, fittings, and community-driven shows to foster connections that are difficult to replicate online. For example, cult label August Barron, previously known as All-In, hosted a unique show in a Parisian nightclub that felt more like a fan gathering than a traditional fashion event. Jewelry brand Heaven Mayhem has also hosted pop-ups to strengthen ties with its audience.
Founder of EB Denim, Elena Bonvicini, emphasizes the importance of word-of-mouth over paid advertising. By inviting influencers and stylists to share their feedback directly, she ensures that customer insights influence future designs. This focus on physical connection has emerged as a significant competitive advantage for these brands in a crowded digital marketplace.
Creating Viral Moments
In the digital age, achieving virality is often more strategic than serendipitous. Today’s emerging designers are adept at crafting moments that capture public attention. For instance, Pia Mance, founder of Heaven Mayhem, adopted a guerrilla marketing approach by approaching celebrity Hailey Bieber in a café to promote her earrings. The next day, Bieber’s stylist requested the earrings, demonstrating how bold actions can yield significant visibility.
Additionally, Anne Sofie Madsen’s brand created a buzz by encouraging editors to wear their rat bags to a fashion show, showcasing how targeted creative decisions can lead to cultural moments. As a result, what was once a matter of chance has become a calculated effort to create impactful brand experiences.
Focusing on a Signature Product
The most successful disruptors in 2025 are concentrating their efforts on a single standout product that embodies their brand identity and drives sales. Instead of diversifying their offerings too quickly, these labels have committed to refining their hero items. For Heaven Mayhem, the viral knot earrings constitute approximately 50% of their sales and are considered essential to the brand’s identity.
EB Denim’s focus is on perfecting its jean selection, with Bonvicini dedicating considerable effort to refining fits and washes. Similarly, Comme Si has carved out a niche with its luxurious, functional socks. Founder Jenni Lee stated, “Our core customer of Comme Si is a man or a woman who really looks for excellence and amazing design across their entire lives.” In a saturated market, establishing a hero product not only serves as a unique identifier but also creates a foundation for sustained growth.
The strategies employed by these emerging fashion brands reflect a broader trend towards innovation and community engagement in a rapidly evolving industry. As they navigate the complexities of the current market, it is clear that these lessons will shape the future of brand-building for years to come.
