British Luxury Mood: Nostalgic, Strategic, and a Little Bit Feral
Hola Sugarcups, listen up I’ve got receipts and spreadsheets for what’s going down in British luxury most recently.
Alright besties, British luxury fashion is rarely about “what’s in the shops.” It’s about cultural power moves, nostalgia playbacks, and brand legacies being re-written with one glossy campaign. September 2025 has been stacked with headline-worthy drops from Topshop’s surprise return to Billie Piper’s heel-clad comeback moment with Russell & Bromley. I’m talking Topshop’s department store deja vu, Billie Piper giving Russell & Bromley a glow-up, and Mulberry resurrecting the it-bag of our Y2K dreams. Let’s go into the luxury news cycle like it’s sample sale day at our favorite Dover Street Market. Grab your cuppa and scroll, because I’m decoding the tea, the tactics, and the takeaways for the industry.
Best of British Luxury – Holland Cooper: Tailoring But Make It Iconic
So when you cast Mary Berry (yes, The Great British Bake Off Mary Berry), Clare Balding, Lisa Dwan, Jodie Kidd, and Jade Holland Cooper herself in a campaign, you’re definitely not just selling jackets, you’re selling an empire of confidence. The Icons Collection from Holland Cooper nails what British luxury heritage brands are doing right now – nostalgia, empowerment, and philanthropic cred.
Forecast: Expect heritage tailoring to continue pulling older millennial and Gen X spenders, those craving power dressing that feels meaningful. More importantly, expect British brands to double down on “iconic womanhood as luxury.”
Penhaligon’s: The Suit in a Scent
A fragrance inspired by Savile Row? Only Penhaligon’s could get away with bottling tailoring swagger. The Cut is minty, sharp, and basically screams “my suit cost more than your car.” Penhaligon’s strategic move has shifted from eccentric British whimsy (hello, portraits of fictional dukes) to grounding its storytelling in real British luxury heritage. This is peak experiential luxury.
Forecast: Watch the fragrance industry lean harder into hyper-local cultural storytelling. We’re in the era where scents double as wearable city tours.
Mulberry: The Roxanne Is Back, baby
Mulberry’s relaunch of the Roxanne bag (a true Y2K legend) is marketing wizardry in today’s time and era. Kate Moss, Alexa Chung, Mary-Kate Olsen carried it then. Now, Cynthia Erivo is making it a Gen Z and Alpha statement. It’s got brass buckles, Y2K punk vibes, and comes in mini form because micro bags still run the streets. Shot by Tim Walker, the campaign leans surreal, playful, and rebellious kinda vibe. And here’s the thing about it, Mulberry’s heritage plus resale-friendly strategy (The Mulberry Exchange) ensures the drop doesn’t just appeal to new money but also circular fashion obsessives (you have my heart for this!)
Forecast: Expect Y2K it-bags 2.0 to dominate winter wardrobes, and more brands mining their archives to fuel sustainability narratives with retro appeal. If you see a dusty it-bag in a 2004 Vogue spread, bet on it making a comeback by 2026.
Le Chameau x National Trust: Luxe Muddy Boots
When countryside chic meets climate cred, you get the limited-edition Vierzon Boot collab. Oak green, special lining, and a charity tie-in? Let me get that…tick, tick, tick. Now this is a what I call lifestyle brand partnerships and British luxury is all about it now more than ever. Instead of selling boots, Le Chameau is selling a way of life. Rainy walks, heritage estates, and eco-aligned luxury.
Forecast: Outdoor luxury will keep booming, expect practicality as prestige to infiltrate mainstream luxury fashion. Simply put; you can walk your dog in £400 boots and be officially aspirational.
Paul Smith: Chaotic British Luxury Energy
Sir Paul Smith’s AW25 Notting Hill campaign features Models with lamps, carrots, and pub interiors. It’s giving “that one eccentric uncle at the family wedding,” but in the chicest way possible. While brands are fighting to stay relevant with TikTok-native consumers, Paul Smith is tapping into British luxury eccentricity, serving meme-ready campaign visuals without losing its tailoring DNA.
Forecast: Get ready for “luxury absurdism”. Heritage brands would embrace playful campaigns that go viral without feeling try-hard.
The White Company: Quiet Luxury, But Accessible
Celebrating 30 years, The White Company has re-branded its clothing as “quietly beautiful.” The new AW25 line is all about soft neutrals, tactile fabrics that aligns with the ongoing “quiet luxury” wave, but with a democratic, high-street spin. This pivot makes The White Company a lifestyle-first luxury player. Because they’ve now got interiors, fragrance, fashion; basically a full lifestyle lock-in strategy.
Forecast: Expect “accessible quiet luxury” to dominate. High street labels are clocking that not everyone has Loro Piana budgets, but everyone wants the vibe.
Russell & Bromley: Billie Piper’s Evolution Era
Russell & Bromley has crowned Billie Piper its new face, and suddenly we’re all paying attention again. The brand is ditching hushed minimalism for louder, statement energy under Creative Director Daniel Beardsworth-Shaw. Billie isn’t just a celebrity choice, she’s a cultural narrative of 2000s pop princess turned serious actor, now luxury footwear muse. Russell & Bromley is angling to become Britain’s footwear authority for the next generation.
Forecast: This is Russell & Bromley’s “reclaim relevance” play. I’m calling it now: they’ll roll out collabs and capsule drops in 2026 to capture the hype-luxury crowd.
Upcoming Trends To Watch In British Luxury
- Heritage > Hype: Expect more cause-driven capsule collections.
- Archives Rule: Y2K bags are back in your feeds and your closets in 2026.
- Playful Campaigns: The sillier the visual, the stronger the viral traction.
- Lifestyle Luxury: Boots, blazers, and scent-as-experience are driving spend.
- Accessible Quiet Luxury: Affordable chic pieces for aspirational shoppers.
September 2025 is a proof that British luxury is both cheeky and clever. The big picture of British luxury right now is blending nostalgia, storytelling, and purpose. Brands will be all about flexing heritage in a way that feels relevant on TikTok, credible in the FT, and wearable IRL.
Now tell me, whose September drop are you putting on your mood board? Because if you ask me, I’m torn between stomping through mud in Le Chameaus and manifesting Y2K glory with Mulberry’s Roxanne.
Until next post
Love,
Jasmin
