Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

What's selling now: premium fashion

Find out what’s selling now in the world of premium fashion


Ben sherman harrington jacket model

Ben sherman harrington jacket model

Ben Sherman Harrington jackets

Jay Stroud Senior sales assistant at Badger in Brighton

T-shirts and shirts (£65-£100) from J Lindeberg are popular, because they are made with really high-quality cotton and come in a variety of prints, such as polka dots and camouflage. Men tend to buy according to the weather – if it’s sunny, they will buy T-shirts, and if it’s raining, they will buy raincoats. For coats, Ben Sherman Harrington jackets (£100-£279) sell well. 

Tommy hilfigier shirt

Tommy Hilfiger shirt

Tommy Hilfiger

Joseph Ball Owner of David’s of Haslemere in Surrey

Fynch-Hatton button-down shirts (£70-£85) are selling well, as are its jeans and chinos (£90-£110). Tommy Hilfiger shirts and polo shirts (£75-£85) are popular, especially those with a cutaway collar. People like the more casual styles. We have recently introduced Satanic Mill shirts (£100), which are doing really well. A huge selling point for the brand is that every shirt is handmade. We don’t have a midseason Sale on – I think we need to sell more at full price.


Orelbar brown

Orelbar Brown

Orlerbar Brown polo shirts

Michael Turnbull Menswear buyer for Lynx Menswear in Harrogate

Orlebar Brown polo shirts (£115), swim shorts (£135-£175), and linen shirts (£175) are popular. Anything in strong blues and pastel colours is really good for us, and the brand has a vibrant coral colour across its range, which sells well. It goes very well with navy, which is often a man’s staple colour. Our niche brands are strong sellers. Altea has beautiful-quality linen shirts (£120) and shorts (£90). Trade has been good recently, and has definitely been amplified by the good weather.

Stone Island sweatshirts

Stone Island sweatshirts

Stone Island sweatshirts

Matt Horstead Owner of Dartagnan in Chichester

Everything from Stone Island sells well, especially the sweatshirts (£150), polo shirts (£110) and T-shirts (£75-£80). It is the hottest brand for us right now because it appeals to the younger customers, who are inspired by celebrities such as Drake. Armani Jeans (£130) denim is a staple. We sell out of its jeans virtually every season because the fit and the price point are good for our customers.




Frame boyfriend jeans

Frame boyfriend jeans

Frame Denim boyfriend jeans

Izabela Gregory-Ordonez Manager at Anna in Primrose Hill, London

Our top-selling items at the moment are the intarsia cashmere jumpers (£179) by Jumper1234. Boyfriend-style jeans by Frame Denim (£239) sell well, and brightly coloured open-front blouses (£99) by Primrose Park are also popular because they are transitional, bright and fun. New brand Xerena is performing well in store, as is our second season of Rixo London. As soon as the sun shines, people flock to the shops to buy summery pieces. We have had fantastic trade recently.  


Becky Kingsley Manager at Ginger in Norwich

The Marella ART.365 Collection (£160-£290) is doing very well. It’s clean, easy and very stylish. Knitwear from Charli London (£130-£220) is proving quite popular, because they are transitional pieces that work with the changing weather. People stay loyal to Armani Jeans (£100-£150) – it provides good fit and high quality, and people know their jeans will last. The high-waist skinny leg has been selling particularly well lately. More summer items are selling as people begin to have confidence in the weather.

Rixo London Camellia dress

Rixo London Camellia dress

Rixo London Camellia dress

Sam Robinson Managing director of The Cross in Holland Park, London

At the moment, Forte Forte is doing very well, particularly the trousers (£250). They are a fantastic cut and semi-tailored, so are very versatile. Everything from One Season flies out the store. It does beautiful patterns – the Indian Stamp cotton dress in pink (£111) is popular. The new hot ticket has been Rixo London. The summer collection (£200-£300) sold out extremely quickly, because the beautiful silk garments are so competitively priced.


360 Cashmere Lula

360 Cashmere Lula

360 Cashmere

360 cashmere shanaoa

360 cashmere shanaoa

360 Cashmere Shanaoa

Emily Leslie Assistant and personal stylist at Bowns, Cambridge

360 Cashmere is a strong seller, because it is a lightweight range. The Shanaoa jumper, which is cream with black stitching detail around the hem, sleeves, and collar has done well (£236). Our Paul Smith pencil skirt in coral (£189) is popular, as is the Max Mara jersey range, in particular the dresses (£150).





Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.