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


Pamela Shiffer Owner of Pamela Shiffer in Primrose Hill, London

We’ve noticed a Silvian Heach maxi-dress (£129) selling very well. It’s hitting the mark with our customers because it can work for a city look, a beach look or a festival look. It’s also one-size-fits-all, so has been accessible to many. Light, breathable fabrics are going down well, especially the Fleur De Lys striped overshirt (£59.95) and Project AJ117 cotton stretch trousers (£75). The recent spell of good weather has lifted moods and sales have increased with the warmer temperature.

Seamstress of Bloomsbury

Seamstress of Bloomsbury

Seamstress of Bloomsbury

Adriana Green Partner at Scarecrow Boutique in Crouch End, London

Onjenu is proving to be very popular, particularly the jumpsuits (£105-£110.) They come in different styles and allow the customers to go out of their comfort zone, yet still be stylish. Summer party dresses have also been in high demand, especially The Seamstress of Bloomsbury Dorothy dress (£79.99). The brand’s crepe dresses are also popular. We’ve been busy, which I think is as a result of us being situated in a local area where customers are looking for different and unique pieces.

Jan Shutt Chief executive of Sunday Best in Rawtenstall, Lancashire

The summer is all about nautical shirts by Joseph (£280), which are great for a classic summer look. For a fun, comfortable look Woden is everyone’s favourite trainer brand and the metallic styles are a particular crowd-pleaser (£80). We’ve been quite busy this season, and our customers haven’t been swayed by the current politics either. We believe if you’ve got the right product at the right price, people will find the money for it.

Weekend by max mara

Weekend by max mara

Weekend Max Mara

Rachel Nicolas Assistant buyer of Mosaique in Stratford-upon-Avon

Casualwear has been selling well across the board. Weekend Max Mara jeans (£130) are very popular, thanks to their comfort and style. Sportmax Code by Max Mara tops (£110) are favoured among women who are looking for a bit of flare with lace and sparkles. In line with the comfortable, casual feel, Diane Von Furstenberg dresses (£300) are going down well with the customers. Because of the weather, we’ve been doing quite well, but overall footfall has been lower, because of online shopping.



Stone island sweatshirt ss17

Stone island sweatshirt ss17

Stone Island

Matt Horstead Owner of Dartagnan in Chichester

The Stone Island range is fantastic this season and has been a tremendous asset to our store. Anything with the Stone Island logo is selling since the brand has got everything right, especially the sweatshirts (£150-£170). CP Company has proven to be another favourite, particularly T-shirts (£70-£90). As a wardrobe staple, Armani Jeans is producing the best jeans (£130), which have our customers coming back for more. Unfortunately, sales have been quite weak, I think because of an unstable political climate and the uncertainty of terror issues, which has affected us significantly.  

Carl Bradley Manager of Bradley Knipe in Doncaster

Casualwear has been doing really well. Boss Green produces attractive, commercial polo shirts (£80-£120) which are doing well, as are Boss Orange T-Shirts (£65). Customers are opting for simplicity and quality, and they are receiving that from Stone Island, where the sweatshirts (£150) are flying off the shelves. The warmer weather really does improve footfall, so we have been busy of late. Sales, in general, have been steady.

Alfie Hope Store manager at Capital Collection in Grimsby

Our customers like high-quality materials and stylish pieces. Vivienne Westwood shirts (£200) are a hit. True Religion jeans (£250) are sought after because of their attention to detail and hand-stitched pockets. DSquared2 T-shirts (£75) are preferred by most customers because of their flattering fit. The store has had bouts of inconsistency: it’s either very busy or quiet. Our customers are delighted once they are at the shop, but footfall, in general, is low.  

John Smedley Adrian

John Smedley Adrian

John Smedley Adrian

Nicola Gallagher Sales and marketing manager at Lewis Yates in Billericay, Essex

Eton is proving to be very popular – the made-to-fit shirts (£125-£170) are perfect for the customers who want personalised clothing. John Smedley made-in-England Adrian polo shirts (£145) are very popular, thanks to the brand’s attention to detail. Traditional brands always do very well, which is reflected in the popularity of Paul Smith shirts (£125) and T-shirts (£65). We’ve been very pleased with sales recently and have been quite busy. This is thanks to our regular and loyal customer following.  




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.