Connect with us


Fashion Needs a Ceasefire in the Trade Wars. Is This Finally It?



Fashion Needs a Ceasefire in the Trade Wars. Is This Finally It?


The rules of global trade are being rewritten in the final months of 2020, with widespread implications for fashion companies around the world.

This week, 15 Asian countries — including China and other big exporters of apparel and textiles — signed the Regional Comprehensive Economic Partnership (RCEP) agreement, a feat which led upbeat politicians to declare the arrival of a new world order. Though the appraisal is both premature and hyperbolic, the pact does provide a glimmer of hope for business leaders in need of a more stable environment to conduct trade.

In a year which has seen the pandemic crush the profits of many fashion brands, the prospect of a more integrated supply chain within the RCEP trading bloc — hailed as the largest in the world by some measures — is a relatively small but significant positive sign for brands fighting for survival.

Notwithstanding concerns for environmental protections and labour rights, the agreement should make doing business easier and cut tariffs on the growing proportion of textiles exported from China to garment manufacturers in Southeast Asia, where a growing number of fashion brands from the US and Europe do their sourcing. Major players like H&M and Uniqlo might even feel compelled to re-evaluate where they manufacture and reconsider suppliers in non-RCEP countries like India and Bangladesh, which are now at a disadvantage.

Though it remains unclear what US president-elect Joe Biden’s views are on RCEP or the CPTPP (the Comprehensive and Progressive Agreement for Trans-Pacific Partnership, which was formed after Donald Trump withdrew from its forerunner bloc a few years ago), Biden’s constructive rules-based stance is clear enough: “I’m not looking for punitive trade,” he said, just days after RCEP was formed. The US is not part of either bloc.

For American brands like Everlane and Levi’s that have been troubled by Trump’s pursuit of increased tariffs in the protracted US-China trade war, and for French luxury giants LVMH and Kering, which will be concerned about higher tariffs imposed by Trump that are due to take effect in January 2021, there is an urgent need for Biden to somehow reboot America’s trading relationships. Executives will be watching closely who he chooses for the US Trade Representative position, which has been occupied by a hawkish figure under Trump.

Biden seems more than willing to re-engage and less adversarial than his predecessor: “America is back. We’re going to be back in the game. It’s not America alone,” he reportedly told European leaders who called to congratulate him on his election win. But it will not be easy for the new president to perform global trade backflips as urgently as they are needed. And more to the point, he may not be inclined to do them at all.

Though there is hope that a more rational negotiating partner in the White House might work to unwind some of the trade hostilities America is embroiled in from Europe to China, when it comes to the latter, there is no evidence that Biden will be motivated to take a soft approach on his country’s most significant economic and technological rival.

For many multinational fashion brands, the biggest threat they face is a further breakdown between the US and China, the latter having sent $451.7 billion worth of goods to the former in 2019. Nike alone earned more than $6 billion in the Greater China market in its last fiscal year and the market accounts for almost 20 percent of the brand’s global sales, as well as a significant proportion of the goods it produces.

Nike and other US brands will be hoping Biden can thread the needle between taking a sufficiently hard line to protect their interests and fostering friendlier negotiations than Trump did in a way that reduces both friction and trade costs.

Elsewhere, global brands with a retail footprint or supply chain straddling the UK and the European Union are watching nervously as the two parties hammer out new trade rules for a post-Brexit world. While there has been much speculation this week about a potential breakthrough in the deadlock, experts say there are several major sticking points left to resolve and predict that negotiations will probably go down to the wire.

Deal or no deal, the Brexit transition period ends with the dawn of 2021, so fashion companies with links across the English Channel are understandably anxious. Those moving inventory to stores across the border will of course be impacted if a deal is not struck but it’s not just the prospect of red tape and delays worrying those who fear the worst.

Without a new deal, as of January 1, the two sides will see tariffs introduced on goods that until this point have been tax-free. Based on export figures from 2018 it is estimated that a no-deal default switch to World Trade Organisation (WTO) rules would cost the British fashion industry £850 to 900 million ($1.12 to $1.19 billion).

UK retailers, including Harvey Nichols and Marks & Spencer, have responded by upping their share of bonded warehouse space (storing imports in a bonded facility means they can delay paying customs charges until the goods are sold), but this can only limit financial impact up to a point.

Whatever the outcome of these eleventh-hour negotiations and whatever side Britons were on in the Brexit debate, everyone will be relieved in six weeks’ time when years of uncertainty are finally over. That can’t come soon enough for the UK, which needs to turn its attention to accelerating other international trade deals, and the EU, which has its own priorities to get on with.

For a global industry still in the midst of a pandemic and economic crisis, any ceasefire in the global trade wars that businesses endured in recent years has to be considered progress. Indeed, however fleeting, anything that quells the tensions and volatility that characterised the last decade will be seen as a welcome relief.



A sign and logo for Topshop store. Shutterstock.

A sign and logo for Topshop store. Shutterstock.

Arcadia denies report that it’s on brink of bankruptcy. The Topshop-owner hit back against a Sunday Times report that it is drawing up plans to enter administration. Sky News previously reported the group was seeking £30 million in loans to help keep the business afloat as England’s second lockdown delivers another blow to the ailing high street retail empire.

International Woolmark Prize announces 2021 finalists. The United Kingdom’s Bethany Williams and Matty Bovan, France’s Casablanca, Nigeria’s Kenneth Ize, Canada’s Lecavalier and South Africa’s Thebe Magugu will compete for AU$200,000 (about $146,000) and an opportunity to be sold at retailers around the world, with the winner of the Karl Lagerfeld Award for Innovation receiving AU$100,000. They beat out more than 380 applicants in 55 countries for the opportunity.

Report: Indian factory workers supplying for Ralph Lauren allege exploitation. The factory forced women to stay overnight and work additional hours without notice, the BBC reported, citing anonymous workers who described a “culture of fear” at the plant.

Macy’s reports 20 percent drop in comparable sales. It said it expects that to continue into the fall season, signalling a tough holiday season for the coronavirus-battered department store chain. The retailer’s shares fell three percent in premarket trading. Its stock has lost nearly half its value in a tumultuous year in which it has had to lay off thousands of workers.

L Brands reports better-than-expected quarterly sales. Comparable sales at Bath & Body Works surged 56 percent in the third quarter, while they rose four percent at Victoria’s Secret. The company reported a net income of $330.6 million, or $1.17 per share, compared with a loss of $252 million, or 91 cents per share, a year earlier, when it recorded some impairment charges.

Report: Manish Arora in liquidation. The Indian label has been suffering from financial troubles for years and is now facing legal action from vendors and employees alleging unpaid wages, according to a report by GFN. announces 29 percent boost in third-quarter revenue. China’s second-largest e-commerce player continues to benefit as shoppers move online in the world’s biggest market for fashion and luxury. Its sales for the quarter ended September 30 reached 174.21 billion yuan ($26.5 billion), beating analysts’ expectations of 170.5 billion yuan. The company’s stock has more than doubled in 2020.

De Beers diamond demand recovers from Covid-19 hit. Sales of rough diamonds at De Beers rose more than 12 percent in the latest sales cycle, its parent Anglo American said on Wednesday, as demand improves on the back of easing Covid-19 restrictions and ahead of the December festive season. Sales of $450 million in the ninth sales cycle, or between November 2 and November 16, were higher than the $400 million a year earlier.

Tomorrow acquires majority stake in London concept store Machine-A. The shop’s founder Stavros Karelis will stay on as buying director, while Tomorrow’s Alessandra Rossi will take over as chief executive to revamp its direct-to-consumer business and long-term growth strategy. Machine-A currently operates its e-commerce business through a partnership with Showstudio, the content agency founded by photographer Nick Knight.

Target’s sales soar ahead of crucial holiday shopping period. Comparable sales including e-commerce, a critical gauge of success for retailers, jumped 20.7 percent from a year earlier, the retailer said Wednesday in a statement. That’s almost double the estimate of 11.6 percent growth from Consensus Metrix, although down from 24.3 percent in the second quarter. Profit and gross margin also exceeded estimates.

China’s retail sales grow, Japan’s GDP bounces back. Retail sales in China rose 4.3 percent year-on-year in October, according to the country’s National Bureau of Statistics. Though this beat the previous month’s rise of 3.3 percent, analysts had been hoping for more of a bump in a month that included the nine-day national ‘Golden Week’ public holiday period.

Global Fashion Group raises $140 million. The fashion e-tailer will invest the new round of financing to accelerate growth and expand its marketplace and fashion services business. It will also invest in technology to streamline its e-commerce business, currently popular in emerging markets, on a global scale.

British retailers Peacocks and Jaeger enter administration. Peacocks, based in Cardiff, Wales, operates 423 stores with 4,369 staff and London-based Jaeger has 76 stores and employs 347, putting 4,716 jobs at risk in total. Their administration followed the failure of efforts by management to secure a solvent sale of both businesses. Both retailers are part of privately-owned EWP Group.


China's 10b Internet native brand Perfect Diary. Perfect Diary.

China’s 10b Internet native brand Perfect Diary. Perfect Diary.

C-Beauty Giant Yatsen Raises $617m in IPO. Chinese cosmetics giant Yatsen Holding Ltd rose 75 percent in its trading debut, raising $617 million in a US initial public offering. The company sold 58.75 million American depositary shares at $10.50 each. The shares closed at $18.40 on Thursday in New York, giving the company a market value of $7.82 billion.

Kohl’s wants to expand its beauty business. The retailer sees beauty as a growth driver and plans to triple its sales in the category. Kohl’s is trying out what it calls “Wellness Markets” in 50 stores to help shoppers more easily find personal care products and help it stand out from competitors like Target, which last month struck a deal with Ulta Beauty.

Huda Beauty is the most in-demand beauty line online. According to the Cosmetify Index, Huda Beauty has over 53 million combined social media followers, followed by Kylie Cosmetics and MAC Cosmetics. Next up were beauty brands like Anastasia Beverly Hills, NYX Professional Makeup and Fenty Beauty.


Angelica Cheung at Paris Fashion Week in January 2020. Getty Images.

Angelica Cheung at Paris Fashion Week in January 2020. Getty Images.

Vogue China editor Angelica Cheung to step down. After 16 years as editor-in-chief of Vogue China, Angelica Cheung will resign from the post on December 8. A letter was reportedly sent to staff at Condé Nast China to announce the move, which also said there were no replacement candidates ready to be confirmed yet.

GQ’s Nikki Ogunnaike named Harper’s Bazaar digital director. The appointment marks a return for Ogunnaike to Hearst, where she previously worked for Elle’s digital team in multiple positions, rising to the title of style director before leaving for GQ one year ago. In her role, Ogunnaike will work closely with Samira Nasr, Hearst said in a statement, in contrast to the completely separate print and digital operations under Nasr’s predecessor Glenda Bailey.

Alber Elbaz’s AZ factory set to launch in January. The project, a partnership with Swiss conglomerate Richemont, announced its new name and logo today, abandoning the working title AZFashion. It will mark the designer’s return to fashion since his blockbuster tenure at Lanvin ended in 2015.

PVH hires Nike’s Jessica Lomax as Calvin Klein global head of design. The brand began its search for a global head of design in late 2018 after Raf Simons left his role as chief creative officer months before his three-year contract was up. Lomax joins Calvin Klein from Nike, where she is currently senior creative director, women’s sportswear apparel.


Blacktag Co-Founders Akin Adebowale and Ousman Sahko. Blacktag.

Blacktag Co-Founders Akin Adebowale and Ousman Sahko. Blacktag.

A new online platform celebrates black creative talent. Blacktag is a new interactive digital platform showcasing work by Black creatives with the aim of uplifting Black voices and connecting emerging talent with brands. Founded by Akin Adebowale, a multidisciplinary artist who has worked with Drake and Kanye West, and Ousman Sahko, a filmmaker and Google Creative Lab alum, Blacktag has already secured a $3.75 million seed round led by venture capital firms Connect Ventures and New Enterprise Associates.

Paris Fashion Week says autumn shows brought in 135 million views on YouTube. The value of press and social media coverage for Paris’s spring-summer ’21 womenswear week declined by roughly one third versus the prior year’s season, according to Launchmetrics estimates released Thursday by Paris fashion chamber FHCM. That’s still a relatively strong performance according to the popular metric, taking into account that most international journalists, influencers, and celebrity spokespeople did not attend due to the pandemic.

BoF Professional is your competitive advantage in a fast-changing fashion industry. Missed some BoF Professional exclusive features? Click here to browse the archive.

Sample HTML block


VOICES brings together the movers, shakers and trailblazers of the global fashion industry and unites them with the big thinkers, entrepreneurs and inspiring people who are shaping the wider world, hosted by BoF founder and editor-in-chief, Imran Amed, and led by BoF’s expert editors and correspondents.
Register now to reserve your spot.

1. THE WIDER WORLD: Making sense of 2020 and charting a way forward
2. INSIDE THE FASHION SYSTEM: Addressing the industry’s most important challenges and opportunities
3. TECHNOLOGY & INNOVATION: Exploring how new technologies will change consumer behaviour
4. REINVENTING RETAIL: Understanding how forces accelerated by the pandemic are completely reshaping the retail landscape
5. LIVE YOUR BEST LIFE: Finding the balance, insight and inspiration to be the most authentic, healthy version of yourself


This year, VOICES will be delivered via a live broadcast adapted to the unique circumstances of the Covid-19 era — and BoF Professional and BoF Professional Student members anywhere in the world can take part in this live global conversation as the industry looks ahead to 2021. If you are not a member, sign up today with our 30 day trial, including access to VOICES 2020.


The truth about fast fashion: can you tell how ethical your clothing is by its price?



What is the true cost of a Zara hoodie? In April 2019, David Hachfeld of the Swiss NGO Public Eye, along with a team of researchers and the Clean Clothes Campaign, attempted to find out. They chose to analyse a black, oversized top from Zara’s flagship Join Life sustainability line, which was printed with lyrics made famous by Aretha Franklin: “R-E-S-P-E-C-T: find out what it means to me”. It was an apt choice, because the idea was to work out whether any respect had been paid to the workers involved in the garment’s production, and how much of the hoodie’s average retail price, €26.66 (£22.70), went into their pockets.

This was no simple assignment. It took several people six months, involved badgering Zara’s parent company, Inditex, over email, slowly getting limited information in return, and interviewing dozens of sources on the ground in Izmir, Turkey, where the garment was made. The researchers analysed financial results and trading data, and consulted with experts in pricing and production. It was, Hachfeld says on the phone, with dry understatement, “quite a huge project”.

Their research suggested that the biggest chunk of the hoodie’s retail price – an estimated €10.26 – went back into Zara, to cover retail space and staff wages. The next biggest slice, after VAT at €4.44, was profit for Inditex/Zara, at €4.20. Their research suggested that the textile factory in Izmir received just €1.53 for cutting the material, sewing, packing and attaching the labels, with €1.10 of that being paid to the garment workers for the 30-minute job of putting the hoodie together. The report concluded that workers could not have received anything like a living wage, which the Clean Clothes Campaign defined, at the time the report was released, as a gross hourly wage of €6.19.

When the research was covered by the media at the time, Zara said the report was “based on erroneous premises and inaccurate reporting”, that the €7.76 sourcing price was wrong and that the workers were “paid more than the amounts mentioned in Public Eye’s report”. But at the time and when I contacted Zara for this article, the company declined to set out in greater detail where the research was inaccurate.

Workers in a small garment factory in Istanbul
Workers in a small garment factory in Istanbul. Photograph: NurPhoto/Getty Images

What is clear is that trying to find out the true production cost of a garment is a tortuous and potentially fruitless process – even when assessing a major high street retailer’s flagship “sustainability” line.

Hachfeld points out that Zara is by no means uniquely opaque. It is doing more than many clothing brands and has long-term commitments in place to work towards living wages. “They are launching initiatives and consultations with trade unions. But the question remains: when will they deliver on it?” he says. Vanishingly few retailers guarantee living wages across their vast, complex supply chains. According to the not-for-profit group Fashion Revolution, only two of the world’s 250 largest fashion brands (OVS and Patagonia) disclose how many of their workers are paid a living wage – despite the kind of resources that make billionaires of founders. Forbes estimates that Zara’s founder, Amancio Ortega, is worth $77bn (£55bn) and that H&M’s founder, Stefan Persson, is worth $21.3bn; the Sunday Times puts the wealth of Boohoo’s co-founder, Mahmud Kamani, at £1.4bn.

Throughout fashion, the numbers just don’t add up. High-street clothing has been getting cheaper and cheaper for decades. A major reason why, according to Gordon Renouf, the CEO of the fashion ethics comparison app Good on You, is that so many western brands have “moved from onshore production 40 years ago to larger offshore production”. Often, the countries they have chosen have “much lower wage costs, weaker labour movements and laxer environmental regulations”. Of course, we know all this, but we have also become accustomed to reaping the benefits. Our perception of what clothing should cost – and how much of it we need – has shifted.

In 1970, for example, the average British household spent 7% of its annual income on clothing. This had fallen to 5.9% by 2020. Even though we are spending less proportionally, we tend to own more clothes. According to the UN, the average consumer buys 60% more pieces of clothing – with half the lifespan – than they did 15 years ago. Meanwhile, fashion is getting cheaper: super-fast brands such as Shein (which sells tie-dye crop tops for £1.49) and Alibaba (vest tops for $2.20), have boomed online, making high-street brands look slow-moving and expensive by comparison.

But the correlation between price and ethics is knotty, to say the least. The conversation about sustainable fashion tends to be dominated by expensive designer brands: at Stella McCartney, for example, a wool-cotton jumper costs £925; at Another Tomorrow, each $520 sustainable viscose carbon-offset scarf neck blouse features a QR code in the label that outlines every stage of its “provenance journey”.

On the high street, many who proudly opt out of shopping at Primark or Boohoo for ethical reasons may be unaware that most reassuringly mid-priced brands don’t guarantee workers living wages or produce clothing without using environmentally harmful materials. A garment’s price is often more about aspiration and customer expectation than the cost of production. Hachfeld points out that the Zara hoodie was priced higher in Switzerland (CHF 45.90; €39.57), where Zara is positioned as a mid-range brand, than in Spain (€25.95), where it is perceived as more mainstream and affordable.

Another Tomorrow scar-neck blouse.
‘Provenance journey’ … Another Tomorrow scarf neck blouse.

Online, debates about the price of clothing can get heated. The sustainable-fashion writer Aja Barber, for example, uses the phrase “exploitation prices” to refer to very cheap clothes, such as the 8p bikini offered by the Boohoo brand Pretty Little Thing last autumn. “Either the company or the garment worker is taking the hit, and most likely it’s not the company, because that wouldn’t be a profitable business model,” she says.

Barber has a personal threshold in mind when she buys an item. “Any time a dress is under £50, you really need to break down the labour on it,” she says. “Think about what you get paid hourly – think, could a person make this dress in three hours?” She doesn’t base this calculation on local wages in the global south, either, which are so much lower “because of years of colonialism and oppression”. She buys new clothes infrequently and tries to avoid polyester, which is made with fossil fuels and generally used in garments to make them cheaper.

Barber gets annoyed by the accusations of snobbery that ripple through social media when anyone criticises super-cheap brands. Largely, she says, these comments come from middle-class people “who want to participate in the system and not feel bad about it”. In her view, fast fashion is propped up not by those with very low disposable incomes, but by middle-class overconsumption.

The only way to tell if a garment has been ethically produced is by combing through the details on the manufacturer’s website (although many brands give little or no information) and checking out its rating on Good on You, which compares fashion brands on the basis of their impact on the planet, people and animals. Even among brands that have launched with sustainability as their USP, greenwashing is rife. Renouf warns against those that talk vaguely about being “natural” and “fair”, or bang on about recycled packaging, without giving details about, say, the materials they use or whether they engage with unions in their factories.

For the fashion retailer Sam Mabley, the idea that fashion can be ethical only if it is expensive is a myth. Mabley runs a sustainable fashion store in Bristol; he thought it was a shame that he was selling so many ethical T-shirts at around the £30 price point. Usually, he says, such T-shirts are created in small batches, by “cool indie brands who do printed designs – a lot of the work is in the design”. He decided to invert that business model, ramping up the scale in order to get bigger discounts from suppliers and creating plain, organic cotton, ethically produced Ts in black and white for £7.99. With just a month of social media promotion, he secured 4,000 orders.

A model wears a Yes Friends T-shirt by Sam Mabley
‘Buying power’ … a Yes Friends T-shirt by Sam Mabley.

He believes it would be fairly easy for fast-fashion brands to use their buying power to “drive change for millions of workers around the world” and guarantee their factories paid living wages, without drastically affecting their margins. He is not alone in this view: Jenny Hulme, the head of buying at the sustainable fashion mainstay People Tree, believes ethical production is necessary and possible in every part of the market. “If you order in big volumes, it does reduce price – if a company really wants to improve, it can,” she says.

The reality of high-street clothes shopping is still very far from this ideal. Apart from a few “sustainable” lines produced by the big fast-fashion brands – which I am loath to recommend, because of so many accusations of greenwashing – it is almost impossible to find new, ethical clothing at rock-bottom prices, because the business models that have enabled clothing to get this cheap rely on inexpensive, environmentally damaging fabrics and very low wages.

That may leave anyone wanting to dress ethically on a high-street purse feeling out of options, although Renouf points out that buying better is possible at every budget. That is why, he says, Good on You aims to “provide ratings for as many brands as possible, rather than simply promoting the most sustainable brands”. You could, for example, move from an ultra-rapid fashion brand to a more engaged high-street fast-fashion brand, which might not cost much more, but still could constitute progress.

Buying fewer, but better-quality, items might save you money overall and is the most consistent advice you will hear from fashion campaigners. “Buy the best quality that you can afford, perhaps in end-of-season sales or by buying a thick jumper in the middle of summer to wear the next winter,” says Hulme.

Stepping out of the trend cycle, and avoiding brands that trade on planned obsolescence, is another avenue to explore. For example, Patrick Grant, a judge on the BBC’s The Great British Sewing Bee, explains that his Community Clothing brand aims to give shoppers more bang for their buck by stocking basics rather than continually designing new collections (it also does without retail space and marketing). Working to slimmer margins means he can invest in good fabric, but keep prices fairly low: his £49 hoodies are made from 470g 100% loopback cotton, a thicker, more durable fabric than you might find for a similar price on the high street.

A blazer from ethical brand Lora Gene
A blazer from the ethical brand Lora Gene. Photograph: Lora Gene

For those who can afford mid-high street prices, researching small, sustainable brands might glean results. A quick look at the Zara website today shows silk dresses selling for as much as £199, with plenty of others at £49.99, while H&M-owned &OtherStories sells blazers for about £120; Barber points out that at these prices, shoppers could switch to ethical brands including Lora Gene, for which she has designed a collection, and Ninety Percent. (There is a dress I like the look of for £64 in the Ninety Percent sale; a mustard Lora Gene blazer is £139.)

If those prices are out of reach, swapping clothes, shopping secondhand, repairing and rethinking what you already have, and occasionally renting for special occasions can all be cheaper – even free – alternatives.

Voting with your wallet will only go so far, however, and won’t be possible for many people who are struggling, as the number of people in poverty in the UK soars to 15 million. Questioning the magical thinking of rock-bottom prices is not about blaming the consumer. Instead, you could write to MPs and CEOs and demand that they do something about living wages and the environmental cost of fashion. The responsibility lies with brands, and with the government, which should be held to account for a broken system.

Continue Reading


9 Amazon Fashion Brands You Need to Be Shopping



9 Amazon Fashion Brands You Need to Be Shopping

You’re already well-acquainted with Amazon as your shopping preference for everything from household products to books, tech accessories to groceries. But since 2017 one of the world’s largest retail marketplaces has made a pointed effort to expand past their traditional stock. In less than four years, Amazon has introduced dozens of in-house fashion brands, making their mark on the style world in the process. (And with free speedy shipping on most Amazon Prime items, there’s never been an easier way to do a spot of last-minute shopping).

We’ve gathered the nine standout Amazon fashion brands you need to know below. Whether you’re looking to refresh your underwear drawer, update your closet with some trend-focused finds, or simply add a few wardrobe essentials, the mega-retailer is literally your one-stop destination.

Core 10

What it is: High-quality workout-wear with tons of amazing reviews

Shop here

If you’re looking for affordable activewear that performs just as well as brands three times the price, Core 10 is your answer (it comes in extended sizing as well). Sports bras, leggings, shorts, hoodies, and more—it’s got all your workout needs covered.

Highlights include a ’90s-fantastic collaboration with Reebok launched earlier this summer and a “Build your own” legging option. Shoppers can customize their perfect pair with three lengths and three waistband styles, resulting in one shopper saying that they’re the “best leggings [she’s] tried. Hands down.”

Wild Meadow

What it is: Basics with a ’90s feel that all cost less than $30

Shop here

Launched this spring, Wild Meadow brings that easy-breezy youthful ’90s vibe and all styles are offered up to a size XXL. The best part? Not a single item costs more than $30, which means you should stock up—ASAP.

In the market for a tie-dye cami dress? A tie-front cropped tee? Still hunting for that perfect slip dress that will take you from day to night with a simple shoe swap? Wild Meadow has you covered with all that and more.

Amazon Essentials

What it is: Non-basic basics that are budget-friendly

Shop here

The Amazon Essentials brand includes food, household items—and wardrobe basics. Essentials, yes, but they’re anything but boring. Expect to find everything from floral t-shirt dresses to cozy fleeces, yoga leggings to bathing suits.

It’s affordable—prices are pretty much all under $50, with most under $25—and available in plus sizes. An important-to-know factor that makes this label stand out is how many maternity options there are, should you be in the market. In short, you can curate your entire wardrobe virtually no matter your size, budget, or stage of life.


What it is: Trend-driven closet essentials

Shop here

Goodthreads started as a menswear-only Amazon brand but quickly expanded into the womenswear market. This line has a lot of wardrobe essentials, like button-down shirts, chinos, and sundresses, but they’re a bit more fashion-focused than some of Amazon’s other basics go-tos (like Amazon Essentials).

Here, you’ll find cinched-waist midi dresses, tops with subtly ruffled sleeves, and colorfully striped button-downs. The biggest draw, though, is the denim, which is sold in six different silhouettes, showcasing an impressive number of length and wash options. The size range for Goodthreads is XS-XXL on most pieces.

There is

What it is: Everyday underwear and lingerie, plus great swim options

Shop here

Amazon’s own lingerie brand offers everything from underwire bras to slinky slips and lace-trimmed thongs. If you’re looking for underwear or sleepwear of any kind, this is your brand.

For casual everyday wear, Mae offers cotton briefs and bras, lacy bralettes, and future go-to t-shirt bras to name a few. If you’re looking for more of a special lingerie moment, consider their wide selection of sexy, flirty sets and separates. The brand has expanded into swim, shapewear, and pajamas, too.

Daily Ritual

What it is: Comfortable basics that go up to 7X

Shop here

Daily Ritual is your go-to for comfortable options that look presentable enough for stepping out with friends or running errands. The brand is known for its selection of casual essentials that are anything but basic, and most items are made of a super soft cotton jersey or fleece.

There’s a bit of everything, including puffer jackets for when temps get chilly, but the majority of the pieces focus on classic cotton tees, joggers, and the like. An impressive amount is offered in plus sizes up to 7X, providing real universal appeal. For the shopper who loves to dress simply, stay comfortable, and look put-together, this is the Amazon fashion brand for you.

The Drop

What it is: Limited-edition collections co-created with some of today’s biggest social stars

Shop here

Built on the concept of curated, limited-edition capsule collections that are only promised to be available for a quick 30 hours, The Drop is Amazon’s most coveted line. Each collab is designed and curated by a rotating list of bloggers and influencers uniquely catering to their individual style at affordable prices—it’s either pieces they want for their own wardrobe or have developed a signature look around.

Past influencers to participate include Charlotte Groeneveld of The Fashion Guitar, Leonie Hanne of Ohh Couture, Quigley Goode of Officially Quigley, and more. Depending on the influencer, The Drop could include everything from wrap dresses to faux leather pants; teddy bear shearling coats or shackets. You have 30 hours to order originally, but some styles (like the below) make a reappearance.

Cable Stitch

What it is: Classic knitwear silhouettes, updated

Shop here

The name literally says it all: Cable Stitch is the Amazon brand to go to if you love a good knitwear moment. Cardigans, pullovers, dresses…you name it. The range will appeal to minimalists and maximalists alike, with classic solid colors and brightly colored stripes in the mix.

When Amazon creates an entire line centered around knitwear, you know they’re going to go big or go home. You can shop an array of the more unconventional knits that are trending (like side-slit midis and puff-sleeve pullovers) as well as basics. Most pieces retail between $20 and $60, though some outliers will exist from season to season.

The Fix

What it is: Stand-out shoes and bags that can upgrade everything in your closet

Shop here

Accessory obsessed? You need to know about The Fix. Specializing in the little pieces that make or break a look, this is your shop for all the trendiest footwear and handbags you’ve been coveting since you first saw them explode on the street style scene.

At The Fix, you can shop heels, flats, sandals, and sneakers in a range of head-turning styles. There are certainly no basics here, with every style boasting at least one special detail that makes them stand out from the rest. Whether that’s an ankle strap or chunky heels covered in velvet, special details let you transform your look by swapping in a new accessory.

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at

Continue Reading


The 7 Fall 2021 Colors You’re About to See Everywhere



The 7 Fall 2021 Colors You're About to See Everywhere
fall colors

Courtesy / Susanna Hayward

While editors and fashion enthusiasts are poring over the next ready-to-wear and accessory must-haves, we’re also taking note of Fall’s emerging color trends. As in autumn seasons past, there was a noticeable shift in 2021 to traditionally warmer tones, like clay and army green. Brighter colors, like fuchsia and silver, were also notable color combos. Keep on scrolling to discover what shades we’re forecasting for fall, and get ahead of the game by shopping out our favorite hues right now.

Indigo Child

This distinctive blue tone sauntered down the catwalk in dresses, puffers, and of course denim. The color is said to promote higher levels of concentration, too.


Tod’s, Salvatore Ferragamo, Schiaparelli

Courtesy / Susanna Hayward

(Army) Green with Envy

Everyday staples are elevated in an army green hue. The shade was reimagined in patent leather jackets, mini dresses, and cool tie-dye prints.

army green

Versace, Balmain, Sportmax

Courtesy / Susanna Hayward

Play with Clay

Warm up your autumn wardrobe with fuzzy bombers, sweater dresses, and overcoats that can be mixed-and-matched with your existing brown accessories.


Zimmermann, Victor Glemaud, Acne Studios

Courtesy / Susanna Hayward

Seeing Red

This maximalist primary color can adapt to minimalist wardrobe collections. Incorporate red into your classically tailored suits or swap your LBD for a slinky red version.


Antonio Marras, Adam Lippes, Saint Laurent by Anthony Vaccarello

Courtesy / Susanna Hayward

Fun with Fuchsia

Invigorate any piece with a bold fuchsia color palette. Tone down the ultra bright hue with neutrals in camel, grey, or ivory.


Chanel, Gucci, Stella McCartney

Courtesy / Susanna Hayward

Lean into Lilac

Move over pastel pink. Lilac is taking over the scene in the form of bodycon dresses, outerwear, and serene head-to-toe suiting.


Jil Sander, Salvatore Ferragamo, Givenchy

Courtesy / Susanna Hayward

Silver Linings

No need to save your silver for special occasions. Parade the invigorating color on everyday staples like pleated skirts, blazers and cable knits.


Balmain, Louis Vuitton, ROKH

Courtesy / Susanna Hayward

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at

Continue Reading