Retro, relaxed and responsible: John Lewis reveals top fashion trends of 2025
After years of pared-back minimalism, the nation embraced expressive colour, comfort and a strong sense of ‘Nowstalgia’ in 2025, according to John Lewis’s twelfth annual How We Shop, Live and Look report.
Even amid economic uncertainty, fashion became a source of optimism, pleasure and personality, the retailer said.
A revival of 90s music, fashion and culture defined the year. Oasis became the soundtrack of summer, fuelling a surge in retro-inspired purchases across wardrobes and homes alike.
In fact, sales of bucket hats rose by 40%, while parkas, baggy trousers and sheer dresses returned to prominence.
An extended warm season continued to influence fashion, pushing swimwear beyond its traditional selling period, with sales up 18% year-on-year in September and 28% in October.
Sustainability and longevity gained renewed importance, driving a revival in repair culture and pre-loved fashion. Shoppers increasingly chose to “love it, don’t ditch it”, with eight in ten Gen Z customers buying second-hand clothing.
Modern heritage gained momentum - featuring Scottish tweeds, oversized knitwear, long pleated skirts and waxed jackets. This was amplified by The Celebrity Traitors becoming the most-watched TV series of 2025, while also being driven by Barbour’s reworking of its classic quilted jackets and its collaboration with Paul Smith, Russell & Bromley’s Tough Line ankle boots, and a growing consumer shift towards layering and away from flimsy fast fashion.
The research also suggests cashmere is now worn year-round, no longer limited to jumpers and cold days. Short-sleeve cashmere, T-shirts, and sleeveless vests proved especially popular in 2025, with searches for ‘cashmere’ peaking in April, July, September, and November.
Of the 1,349 women’s jeans styles available at the department store in 2025, wide-leg cuts lead the category with 407 options - outpacing straight (309) and skinny (147).
The return of Bridget Jones, complete with her ‘enormous knickers,’ also signalled a move towards comfort-core, with sales of cotton full briefs up 18% compared to last year.
Formal shoes are becoming increasingly rare in Britain’s offices as commuters prioritise comfort and style over tradition. Among 29- to 44-year-olds, 55% wear fashion trainers to work - surpassing the 45% who still opt for formal.
It comes as John Lewis saw an additional 100,000 weekly visits to its website in 2025, while the reintroduced ‘Never Knowingly Undersold’ policy helped in-store shoppers secure better value, with over 300,000 prices matched at the tills.
Looking ahead, the retailer predicts indigo will be next year’s "hit hue", dominating everything from sofas and bedding to dresses and, of course, jeans. Duffle coats are also expected to surge in popularity, AI-powered glasses are set to make a statement, and modern officewear will get a smart, stylish upgrade.
Peter Ruis, Managing Director of John Lewis, said: "This Shop Live Look report highlights the joy and the buzz we have seen in our stores over the past year. It’s clear that customers really embraced colour, comfort and fun again - from big garden parties, 90s tunes on repeat or butter dishes making a comeback.
"Our stores have never felt more alive with new premium collaborations, pop-up Topshops and cookery workshops, and a glass of fizz in the new John Lewis Lounge. It’s clear the era of department stores as destinations is having its own ‘Nowstalgia’ moment - and we’re ready to bring more of that in 2026."
