The Results Are In: These Are the 25 Best-Selling Fashion Buys of 2025
We've hunted through the data to find the fashion buys our readers (and editors) have been adding to their baskets en masse this year.
Whilst we await the countdown to 2026, it’s time for a little reflection. Looking back at the previous year, a host of exciting trends arose, newly ingratiated It bags settled into their titles, and a selection of classic buys have spent the past 300-odd days proving their timeless appeal. Now, I’ve spent a few hours sifting through the data to uncover the best-selling pieces of 2025.
Caroline carries the DeMellier New York Tote
As a shopping editor, I spend a considerable amount of time analysing data. Truthfully, it’s a lot more fun than it sounds. I get a certain amount of insight into our readers’ actual shopping habits, from their favourite cashmere jumpers to the investment bags they’ve saved up for. Here at Who What Wear UK, we love a recommendation, so putting this data to use, I can share the actual pieces that have come directly from your (and our) baskets.
Most of the pieces on this best-seller list won’t be surprising. As we spend day in and day out celebrating the best buys around, you may be well acquainted with some of these hero buys already. Think the COS cashmere jumper that holds its place in so many fashion people’s wardrobes, or Agolde’s beloved Pinch waist jeans that consistently sell out. Between the longstanding icons, breakout stars have arrived this year, cutting through the noise and proving already that these pieces are ones we’ll rely on for a very long time.
Sylvie wears Levi jeans and Manolo Blahnik Maysale mules.
Looking back, we started the year with the revival of the Saint Laurent Le Loafer, an investment shoe that has all the luxury hallmarks you’d want from a classic piece, and whose popularity has maintained throughout the year. (And I predict it will continue) Moving into spring, light layers replaced our heaviest knits, inviting the likes of Reformation’s Clara Cashmere cardigan back into the fold as a treasured cosy layer. The brand's Balia linen dress then welcomed us into the warmer days, alongside the Free People midi skirt that we spotted on so many stylish people.
Whilst they may not be the most thrilling purchases of the year, our readers continued to bolster their capsule wardrobes with hard-working staples, such as the Clean Cut T-shirt, which paired seamlessly with denim shorts, light skirts and linen wares throughout the summer months. As autumn eased in, we began to layer up with great shirts courtesy of With Nothing Underneath, and light jackets returned from Rohé’s breakout Mandarin jacket to Rise Fall’s sumptuous suede trench.
Anouk wears the Toteme Mid Heel Boots.
When considering the accessories of 2025, it’s been a particularly playful time, with bag handles laden with keychains and tied scarves, but underneath, which bags were our readers reaching for most? For a designer look without the price tag, DeMellier’s assortment of iconic styles shone through, in particular the spacious New York tote. For those ready to invest in luxury, the crowd was split between the breakout Gucci Giglio, which, alongside our readers, is a favourite of both Sienna Miller and Suki Waterhouse. For the classicist, The Row’s understated luxuries continued to appeal, and we watched as Saint Laurent’s Le 5 à 7 bags returned to the fore.
These are just a few top-line insights. If you’re really interested in the 25 best-selling products of 2025, I recommend that you scroll on.
1. COS Chunky Cashmere Crew-Neck Jumper
COS's cashmere jumper is so good, they bring it back every single year. Made from 100% cashmere, this cosy staple is sure to go the distance in your wardrobe.
2. Gucci Giglio Tote Bag
Celebrities, editors and fashion people have all shared their appreciation for Gucci's latest icon. The Giglio is spacious, enduring and playful. Choose between bold monogramming and smooth leather styles.
3. H&M Wide High Jeans
A great pair of jeans will bolster any capsule wardrobe, and H&M offers a classic wide leg pair that is so good, they sell out every single time.
4. Reformation Clara Cashmere Crew Cardigan
No matter the season, light layers always come in handy, and here Reformation offers a masterclass in classic knitwear. Crafted from 95% recycled cashmere and 5% cashmere, this is a piece that will bring a cosy infusion all year round.
5. DeMellier The New York Tote
If a spacious tote with a designer look is what you're searching for, look no further than the New York Tote. It comes in a selection of elegant shades as well as a smaller midi size.
6. Saint Laurent Le Loafer
If you're ready to invest in your shoe collection, the Saint Laurent Le Loafer would be my first suggestion. The ruched toe box compliments the classic design of the loafer, with a subtle nod to the luxury origins with the Cassandre 'YSL' motif.
7. COS Clean Cut Regular T-Shirt
Not all purchases are filled with excitement, some are just really worthwhile. Enter COS's Clean Cut T-shirt, a boxy silhouette that can be layered under knits or worn on its own in the warmer months. The weight of the T-shirt feels incredibly high end, and ensures you won't see any underwear peeking through.
8. Reformation Balia Linen Dress
In the warmer months, all I want to do is throw on a great dress, slip into sandals and step out into the sunshine. And Reformation's Balia dress is one to always rely on. The elasticated back ensures a neat fit and the squared elegance brings a pop of elegance.
9. Levi's 501 90's Ankle Jeans
Levi's is known worldwide for exceptional denim, and of all the iconic cuts around, it's the 90's 105 that our readers consistently turn to. Consider these the staple straight leg jeans that will bolster your capsule wardrobe for years to come.
10. The Row Park Tote
The Row's success in handbags is well documented, and if you're looking for a bag with elegance, minimalism and luxury, then the Park Tote is one to consider.
11. Reformation Gale Satin Mid Rise Bias Pant
Whether you want to take your lounging up a notch, or are styling up an evening look, comfortable satin trousers will always bring a polished finish to your looks. I style mine up with cosy knits for day, and pretty tops and mules for evening.
12. With Nothing Underneath Denim Shirt
One brand that knows all about great shirts is With Nothing Underneath. Whilst we also highly recommend the more classic white cotton styles, this denim shirt is a beloved style amongst our readers. Go bold with a full denim look, or pair with tailoring to create a smart-casual blend.
13. Abercrombie Fitch Sloane Trouser
You might be surprised to know that these smart tailored trousers are actually from the high street. Abercrombie's Sloane trousers are consistently spotted on stylish people, including our own editors.
14. Saint Laurent Le 5 à 7
Saint Laurent's Le 5 à 7 has been a longstanding It style for the brand, but this year its received added attention. When it comes to shoulders bags that will go the distance, this is one you'll always treasure in your handbag collection.
15. Agolde 90's Pinch Waist Jeans
After noticing a serious amount of hype around these exact jeans, I took it upon myself to see if they lived up to all the praise. In short, they did. The cut is perfect, the denim is high quality and there's a comfortable ease that I believe all jeans should have.
16. Free People Lowen Midi Skirt
Whilst you may not call upon this skirt right now, I can assure you as soon as the sun appears, this is a piece that will work hard in your wardrobe. After spotting it on a series of stylish people, a few of our editors invested in their own, and it became a consistent feature of their outfits from spring all the way to late autumn. Plus, it comes in a wide range of colours.
17. Toteme Mid-Heel Boots
Toteme is known for its focus on timeless pieces that are meant to hold their place in your wardrobe. These heels are sure to suit, with a sleek (and wearable) kitten heel, a tactile croc-embossed finish and a refined shape.
18. Róhe Mandarin Jacket
Róhe focuses on clean lines, timeless designs and a contemporary edge to the classics. This year, the Mandarin jacket has risen to all new heights as the go-to style for minimalists across the globe, bringing a refined edge to all looks from casual denim to polished tailoring.
19. Bottega Veneta Andiamo
The Andiamo is now firm feature in Bottega Veneta's best bag line-up, sitting alongside heroes like the Jodie, Clutch and Parachute. Carry by the top handle or over the shoulder with the longer strap. Note the identifying details of the intrecciato leather and the hardware knot that declare the designer origins without bold branding.
20. Rise Fall Suede Trench Coat
A recent addition to the best-sellers list is Rise Fall's deep brown suede trench. The rich fabric and colourway come together to create an endlessly chic look that will hold its place in stylish wardrobes for years to come.
21. Manolo Blahnik Maysale
When we consider the most classic shoes around, the Maysales always feature on the list. This year, our readers are rounding off their elegant looks with Manolo Blahniks eternally graceful mules.
22. Cartier Baignoire
2025 was the year that the Baignoire came to the fore as the most coveted watch around. One of Cartier's most iconic timepieces, the bracelet-like cocktail watch is getting all the attention it deserves.
23. COS Arch Jeans
COS is able to set itself apart from its high street counterparts thanks to its attention to detail. Cut, silhouette and form are at the forefront of all designs, and have made so many pieces, including the Arch jeans, a best-seller this year. The subtle take on the bold barrel-leg trend is one that will withstand moving trends.
24. Rise Fall Cashmere Micro Bandana
The colder days are upon us, and our readers are cosying up with a cashmere ribbed micro bandana. This also makes for a perfect gift as well as go-to piece on the coolest days.
25. Adidas Tokyo Trainers
This year, the most prominent trend in trainers has been a streamlined silhouette. Adidas brings a light, refined design to its classic sneakers with the Tokyo, which come in an array of colours and textures.
