In the ever-changing and competitive world of women’s fashion we have identified some competitors that are making great progress on the runway. Discover who is in vogue and ahead of the fashion game in our analysis of Google and Amazon trend data, below. Our SectorWatch analysis of leading domains this month is also focused on Women’s Fashion.
Brown Suede Bag
Brown suede bags have emerged as a standout accessory trend, offering a balance of understated luxury and natural texture that resonates with today’s authenticity-seeking consumer.
In the fall 2024, suede bags-especially in rich brown tones-became ubiquitous across fashion runways, street style, and social media. High-profile endorsements from celebrities like Bella Hadid, who popularised the Coach Brooklyn suede bag. Designers such as Miu Miu, Isabel Marant, Jacquemus, and Bottega Veneta have prominently featured brown suede bags in their Fall 2024 and Spring/Summer 2025 collections, showcasing a variety of styles from structured totes to fringe-adorned boho chic bags.
The shift toward brown suede is a deliberate move away from the polished, structured leather bags that dominated previous seasons. The warm, earthy tone palette aligns perfectly with the broader sustainability narrative in fashion. Like a well-worn leather jacket or a vintage vinyl record, brown suede bags aren’t just trends – they’re memories waiting to be carried.
Amazon Spotlight: JW PEI Women’s Hana Tote Bag
Not everyone can afford a suede leather bag, we can see this trend reflected in this faux suede tote bag that checks all the boxes without the hefty price tag. The JW PEI Women’s Hana Tote Bag has the look of a brown suede bag at a fraction of the cost.
newlook.com
New Look’s digital transformation and upward trend go back several years, with significant changes beginning well before 2022. The brand has been investing steadily in its digital and omnichannel capabilities over the last five years, including major website and app upgrades, building a proprietary Enterprise Data Platform, and cultivating a strong social media following of around 7 million users by 2025. A pivotal change occurred around 2023 when New Look enhanced its e-commerce platform-named ‘Fabric’, to provide faster and simpler online shopping, supported by a new in-house engineering team and microservices architecture. This period also saw improvements in integrating online and physical store experiences, such as next-day click & collect and streamlined returns, which strengthened its omnichannel market position. The recent £30 million investment announced in April 2025 builds on this foundation to accelerate digital growth further, so we expect all the hard work they’re been putting into to creating a solid digital foundation to continue. It’s always nice to see a brand put in the work and for it pay off!
Amazon Pick: Women’s Sunglasses
Amazon’s women’s sunglasses market is buzzing with multi-pack deals! Most sellers now offer two or more pairs in one purchase, tapping into what women really want. This trend makes perfect sense – shoppers get to experiment with different styles and colours without spending a fortune. It’s about practical fashion meets smart shopping. With these multi-packs, you can switch up your look from day to day or match different outfits without breaking the bank. The appeal is simple: more options, better value, and the fun of having a mini sunglasses collection ready for whatever your style needs might be.
Running Vests
Running vests are taking off as they solve the eternal runner’s dilemma: where to stash essentials without feeling weighed down. With sleek designs offering easy access to water, snacks and tech, these lightweight wonders distribute weight evenly while keeping arms free. As more runners venture beyond neighbourhood loops, these vests have transformed from serious athlete gear to everyday must-haves—turns out the best running accessory isn’t shoes, but something you can actually fill with snacks!
DHGate
DHgate, founded in 2004, has grown from a modest Chinese B2B platform into one of the world’s largest online wholesale marketplaces. It connects small and medium-sized Chinese manufacturers directly with overseas buyers, eliminating traditional supply chain markups while offering millions of products across categories from electronics to apparel.
The company strategically launches major summer sales events like their “Summer Boutique Shopping Guide,” featuring significant discounts, multi-tiered promotions, and coupons across categories including apparel, health & beauty, home & garden, and electronics. Since 2021, they’ve gained substantial traction on social platforms like TikTok, where users share “finds” and “best sellers.”
This social media presence aligns with seasonal consumer behaviour, as people shop for summer essentials like swimwear, outdoor gear, and electronics for travel or home entertainment, while families prepare for vacations or back-to-school needs. Much of the user-generated content focuses on finding reliable products and trusted sellers, serving as free advertising that amplifies search demand.
DHgate partners with Jammps on sophisticated digital advertising and retargeting campaigns using dynamic product ads and personalised messaging to increase engagement and conversion rates during peak periods. Their viral TikTok presence evolved into a social commerce revolution with the “TikTok Verified Sellers” program and trending #DHgateMadeMe hashtag. By 2026, DHgate had created a parallel retail universe that disrupted traditional shopping models, with fashion weeks featuring “DHgate Hacks” segments and celebrities embracing wholesale finds, upending luxury retail’s exclusivity model.
If you spend some time watching the DHGate Haul videos, you’ll see that a lot of the content focuses on how to find reliable products and identifying trusted sellers. The dedication these content creators show is impressive – they’re like the Indiana Jones of online shopping, braving the mysterious temples of wholesale commerce so you don’t have to wonder if that “designer” wallet will arrive looking like it was chewed by a fashion-forward goat.
Quiet Luxury
Quiet luxury emerged as a defining fashion aesthetic characterised by its understated elegance, premium quality materials, and lack of conspicuous branding. While the concept has existed for decades in high fashion circles, it gained mainstream popularity and became a fashion category based on Shiv Roy (played by Sarah Snook) from HBO’s “Succession,” which premiered in 2018. The show’s wealthy Roy family epitomised this style with her minimalist silhouettes, neutral palettes, and impeccably tailored pieces from brands like The Row, Max Mara, and Loro Piana. The trend represents a shift away from logo-centric fashion toward pieces that whisper rather than shout their exclusivity, focusing on exceptional craftsmanship, superior fabrics like cashmere and fine wool, and clean lines.
For women, this translates to investment pieces such as perfectly cut blazers, silk blouses, camel coats, and beautifully draped knitwear that prioritise longevity and sophistication over seasonal trends. As the fashion world continues its love affair with whisper-wealth aesthetics, remember: nothing says “old money” quite like pretending you’ve never heard of a designer sale.
Camel Coats
In 2025, the camel coat remains a quintessential piece in the quiet luxury wardrobe, embodying timeless elegance and understated sophistication. Originally known as the polo coat, the camel coat has its roots in early 20th-century fashion, where it was favoured for its utilitarian design and clean-cut lapels. Over the decades, it has evolved into a symbol of refined style.
Contemporary designers continue to reinvent the camel coat, introducing variations that cater to modern tastes while preserving its classic essence. For instance, Max Mara’s iconic camel coats, such as the Manuela and the 101801, have been celebrated for their impeccable tailoring and luxurious fabrics. These pieces have been embraced by fashion icons and everyday consumers alike, underscoring their universal appeal.
Its rich history, combined with modern reinterpretations, ensures it remains relevant and coveted. As consumers continue to seek pieces that offer both style and substance, the camel coat stands out as an investment in timeless elegance.
Rocket Dog Cheery Womens White Canvas Shoe
Rocket Dog white sneakers have become a viral sensation, landing on countless “affordable dupes” lists for fashion lovers on a budget. At under $30, these wallet-friendly kicks offer the clean, minimalist aesthetic of luxury brands without the hefty price tag. Since its founding in 1997, Rocket Dog has built a reputation for creating fun, comfortable footwear with California-inspired style.
Remember the days when you used to stomp on your white sneakers to make them look worn? Now you’re supposed to get rid of them once they have a slight patina!
Loafers New Balance
New Balance loafers have emerged as a standout footwear trend, expertly bridging the post-pandemic demand for comfort with a return to structured office wear. These hybrid shoes have gained significant traction among millennials and Gen X professionals who prioritise both performance and style, refusing to sacrifice comfort for formality.
This momentum aligns with New Balance’s Made in UK campaign, which celebrates British craftsmanship and local manufacturing—values that resonate deeply with consumers seeking quality and authenticity in professional attire. The campaign’s emphasis on timeless design and elevated materials mirrors the ethos behind the 1906L loafer, a silhouette that transforms the brand’s running heritage into a refined, smart-casual staple. Further amplifying its cultural relevance, New Balance’s collaboration with rapper Jack Harlow—known for blending streetwear edge with polished fashion—has helped position the brand at the intersection of sneaker credibility and sartorial sophistication.
Despite—or perhaps because of—their controversial aesthetics that one GQ writer described as “aggressively practical to the point of anti-fashion,” these loafers have achieved cult status among professionals who gleefully embrace their reputation as possibly the ugliest comfortable shoes ever to grace an office hallway.
TrendWatch is created by the data journalism team at SISTRIX. Every month TrendWatch brings you the backstory to interesting and sometimes humorous keywords that have been developing over time. Search volumes are for the most recent full month in the SISTRIX data.
