2025 has come to an end, and it’s hard to keep up with all that went down in the fashion industry over the past 12 months. It often felt like each week brought another major announcement—ranging from high-profile departures to new appointments and excitement-filled debuts. Included in this chaos were luxury brands such as CHANEL, Dior, Gucci, Versace, and others, which underwent a reshuffling of creative leadership as they sought new visions. This new wave of designers stepping up for the job has generated lots of excitement (and plenty of debate) about what’s next for some of fashion’s most storied names.

But outside the household names and headline-grabbing shakeups, there’s a crop of emerging and growing entities worth watching. From your pop-star’s favourite brand to boutique labels building cult followings, these are the ones to watch because big things are definitely on the horizon.

Ashley Williams

Currently, Ashley Williams is one of Britain’s most talked-about contemporary womenswear designers, known for consistently setting the pace of playful trends. Her designs blend a tongue-in-cheek sense of humour with a confrontational edge, drawing inspiration from clashes and importing visual cues from around the globe. A kitschy, light-hearted, almost childlike sensibility has become her signature—most notably the ‘I <3 Me’ logo—with motifs that are instantly recognizable through recurring prints, slogans, and palettes.

Abra

Founded in 2019 by Abraham Ortuño Perez, Abra began as a response to the lack of luxury footwear available in larger sizes. Creating larger dimensions (up to size 45) addressed the designer’s childhood struggles, and the brand has since evolved into a wider fashion universe with a cult following. Centred on femininity, the designs marry playful elements with modern flair, creating silhouettes that are both unexpected and contemporary. Debuting at Paris Week in 2024, Abra is rooted in contrast and the avant-garde, creating timeless pieces that emerge through personal touches illuminated by Perez’s childhood in Spain.

Olivia von Halle

Launched in 2011 in Shanghai, the eponymous brand was founded to fulfill Olivia’s desire for luxurious loungewear after coming home late from nights out with friends. And that it did. Olivia von Halle offers luxury silk nightwear and cashmere tracksuits, with elegant designs inspired by 1920s loungewear, crafted from high-quality natural fabrics. The brand has since flourished through collaborations with designers like Jessica McCormack and partnering with luxury hotels such as Carlyle NYC and Hotel Costes Paris. They have also recently launched a bridal collection worn by several celebrity brides on their wedding day, including Sofia Richie, Amy Jackson, and Bel Powley.

Samanta Virginio

Founded in 2023 by Central Saint Martins graduate Samanta Virginio, the playful ready-to-wear label reflects a creative vision shaped by growing up between New York and Italy. Although contrasting, these backgrounds fuel her collections, drawing inspiration from nature, city life, and pop culture. Virginio’s designs blur the lines between knitwear and evening wear, featuring abstract petal constructions that form floral motifs, intricate crocheting techniques that add rich dimensional texture, and elongated knit coats designed for versatility. Alongside ready-to-wear, they also create curated accessory capsules and swimwear, rounding out a wardrobe for the contemporary woman.

August Barron

Previously known as ALL-IN and iconically worn in Charli XCX’s music video for ‘party 4 u’, August Barron, a multidisciplinary powerhouse, is getting a lot of attention right now. Their name change marked the 10th anniversary of ALL-IN Magazine and came six years after the release of their first collection. Based in Paris and founded by Benjamin Barron and Bror August Vestbø, the brand focuses on the reconstruction of existing garments and offers a mix of ready-to-wear, one-of-a-kind artisanal pieces, footwear, and accessories. In addition to being regularly seen on Charli XCX, it has also been worn by other pop stars, including HAIM, Dua Lipa, Rihanna, and Arca. August Barron was also recently a finalist for the 2025 LVMH Prize alongside other talents like Soshiotsuki, Tolu Coker, and Steve O Smith.

Feature image by Pascal Gambarte.