White Company redesigns AW25 apparel collection

The White Company is set to make a bold entrance into the fashion world with its new directional womenswear collection for Autumn/Winter 2025. Sheila McKain, a renowned designer with a pedigree at Donna Karen and Oscar de la Renta, has been appointed as the clothing director, tasked with rethinking the brand's womenswear offerings.

McKain believes that The White Company can fill a gap in the market between high street and designer brands, offering a contemporary edge that marks the company's 30th anniversary. The collection aims to resonate with a younger audience, while still appealing to loyal customers seeking timeless, quiet luxury styles.

The anchor of the collection is the outerwear, which includes fluid, oversized proportions and a pared-back take on the classic khaki parka. There is a renewed focus on accessories this season, with bags crafted in slouchy suede and "snuggly" shearling, as well as an edit of footwear. The knitwear in the collection is designed to add a sense of luxury to dressing.

The collection also features outerwear in attention-grabbing bold silhouettes, tactile knitwear, slouchy cashmere separates, and reinvented denim, including slouchy carpenter, carrot, and straight styles in a new selvedge denim. Relaxed tailoring, such as wide-leg trousers in all-Italian wool blends, is also included.

The color palette of the collection includes beautiful neutrals, with whites, ecrus, and greys, complemented by rich earth tones, such as khaki green and chocolate brown. The highlight of the collection is a butter yellow draped double-breasted trench coat made from a Lenzing Ecovero blend.

The collection includes cashmere track pants, jersey and corduroy joggers as part of the loungewear offering, and features cashmere hoods, long leather gloves, and an edit of footwear. The White Company is approaching its fashion line as a one-stop shop to building a capsule wardrobe.

To showcase the collection in-store, The White Company is refocusing its customers on its fashion line by opting for less clothing on the shopfloor to allow the collection to "breathe a bit." The brand aims to position its fashion line for Fall/Winter 2025 in the streetwear market by embracing heritage-driven branding that highlights bold, authentic, and confident design choices reflecting cultural roots, combined with escapism and fantastical storytelling to create immersive, emotionally engaging experiences that blend fashion and entertainment.

The collection has an accessible price point, but there is also scope for a few items that stretch the price point while keeping the majority of the collection affordable. This approach aligns with the 2026 top branding trends emphasizing vivid colors, iconic elements, and narrative-driven campaigns to resonate widely and reinvigorate consumer excitement.