The summer sale season is in full swing with consumers across the globe leveraging steep discounts and offers brands and retailers are attracting them with. Amidst this shopping frenzy, what is interesting (and vital to note) is the type of products that are making their way to the checkout carts of customers from their wishlists.
This data reveals not only key trend directions and essential wardrobe pieces that are in demand currently, but also serves as the baseline to understand the buying choices that will be instrumental in deciphering future trends to come.
The fashion industry is a fast paced industry that evolves at a rapid pace, making it crucial for fashion brands and retailers to explore potential scenarios and adapt their brand strategies accordingly, in an effort to stay relevant, stay ahead of the curve when it comes to addressing consumer demands and scale their business operations.
Here is a look at some of the standout trends that are performing well at the retail level. Read on to discover.
PREPPY AND EDGY STYLES
We have been noticing an uptick of the preppy dressing style since the past few seasons but what makes this trend resonate with the consumers this season is a streetwise twist.
For Summer 2025, consumers are tilting towards looks that are polished-yet-playful, driven by the revival of early 2010s trends and the meteoric rise of social sports such as padel, pickleball and tennis across the world. As per data shared by Lectra, polo shirts that were once considered as a staple of Ivy League dressing, have seen a 28% Y-o-Y demand surge, signalling a cultural shift towards sport-infused sophistication.
Brands such as Aimé Leon Dore, Kith and Ralph Lauren serve perfect examples via styles that effortlessly blend heritage aesthetics with contemporary tailoring. Consumers are drawn towards pieces that feature graphics and colour palettes which resonate with today’s fashion-forward consumer. The womenswear segment sees the trend expand into varsity-inspired pieces, including rugby shirts and collegiate long-sleeved polos offering an ideal solution for transitional styling that takes you from sun-soaked afternoons to breezy summer nights.
This season also sees traditional silhouettes being reworked with oversized proportions, unexpected and experimental fabrications and bold logos or contrast trims that translate into elevated casualwear that delivers on comfort.
Brands can adapt to this trend by merging archival design codes with modern functionality via technical piqués, cropped rugby knits and unisex fits that offer versatility, while capsule drops centred around lifestyle sports tap into a community-driven aesthetic.
ANIMAL PRINT FOR THE WIN
This season also sees an interesting unfurling of the animal print – a trend that usually and traditionally has seen more of an uptick during Fall and Winter seasons owing to its maxaestheticsimalist and bold aesthetic.
Fuelled by the viral ‘mob wife’ and ‘indie sleaze’ undercurrents, animal prints embrace raw glamour and unapologetic individuality, giving rise to a bold and rebellious way of dressing.
Based on industry data, sales of animal print pieces have accelerated by 33% year-over-year, with consumer appetite spanning across categories that range from statement outerwear to footwear and accessories.
Case in point being the standout success witnessed by the Adidas x Wales Bonner leopard sneakers that saw a global 196% resale premium, underscoring the commercial strength of this direction.
Amongst the animal print tribe, we see classic leopard prints, zebra prints and tiger prints taking over yet again, with an unusual and unexpected print coming into the limelight – aka the cow print.
Whether rendered in natural palettes or reimagined in bold neon tones and standout metallics, these prints reflect consumers’ desire for expressive, disruptive fashion that breaks away from the minimalism of the previous seasons.
Brands can leverage this trend for future range and collection planning by considering oversized outerwear, accessories with textural animal motifs and unexpected print placements on elevated basics. Including animal prints within one’s assortments allows for brands and labels to tap into consumers’ growing desire for fashion that commands attention, makes a statement and champions personal style over blind conformity.
BUTTER YELLOW, CANDY PINK AND BURGUNDY EMERGE AS SUMMER FAVOURITES
Summer 2025 colour palettes are emerging in a way that actually challenges conventional seasonal rules. Creamy butter yellow is impossible to ignore, be it on runways, celebrity wardrobes or mass-market retail. The hue exudes subtle warmth and versatility that make it a perfect bridge between minimalism and mood-lifting colour play.
According to data shared by Retviews, candy pink is also climbing fast, with consumer interest growing by 32% year-over-year. Yellow, on the other hand, has gained an overall 18% increase. We also see a steady increase in neutral tones that present themselves as anchor colours within a colour-forward season.
These tones reflect a broader shift that points towards consumers opting for gentler and more uplifting shades which evoke joy and ease in the current chaotic climate of the world.
It is vital to note that traditional darker hues are taking a backseat with greys and blacks plummeting by 546% and 267% respectively, making way for lighter, more expressive hues.
Standing out entirely is burgundy, a colour that has been traditionally and typically reserved for fall; witnessing an unexpected 140% rise in summer collections. This development signals consumers’ growing appetite for deep, statement colourways that cast an impact even in the warmer months.
For brands, the takeaway is clear: embrace contrast and rethink seasonality. Whether that be via tonal layering, monochrome looks in yellow and pink or burgundy accents that ground a breezy silhouette, colour is becoming a key emotional driver for consumers and what brands and designers would require to stay ahead of the curve would be a strategic deployment of this palette across ready-to-wear, occasionwear and accessories lines.
