I was driving the other day, thinking about how the fashion industry in 2025 is a nonstop game of whack-a-mole. Solve one problem — tariffs, AI in fashion, consumer trust, sustainability gaps — and five more pop up. And honestly? It’s a mixed bag of issues fashion brands are trying to sort through right now — and that bag keeps getting heavier.

Earlier that morning, I’d read a piece in Business of Fashion about whether fashion’s sustainability efforts can even survive this moment. That article stuck with me all day. Add to that the new round of headlines: fashion tariffs are looming, brands are panicking, and global supply chains feel one bad policy away from snapping.

And suddenly it all hit me: this isn’t just about price tags or politics. This is about trust, creativity, leadership culture, and whether fashion can move forward without losing its soul.

So here’s what’s been swirling in my head:

McKinsey Reports vs. Reality

Every year we all read the big forecasting reports — glossy charts and confident predictions. But then the unexpected happens: tariffs. The fashion industry flipped out (rightfully so). I saw headlines like “76 Footwear Brands Urge Donald Trump to Exempt Shoes from Tariffs” — the subtext being: they collectively can’t handle this.

Fashion pricing strategies are shifting fast in 2025, and tariffs are only part of the picture. What’s happening now? Brands are making a strategic choice: basics and heritage pieces are staying flat in price, while fashion pieces are where we’ll see increases.

Honestly? This is the smartest option on the table. It’s better than the original fear — that everything, across the board, would get more expensive.

As a fashion consumer, I love a statement piece. I’m not loyal to any brand’s basics. But I get the psychology here: leave the core untouched, and invite customers to splurge where they want to. Calm the consumer first, then build UPT (units per transaction) on top.

If I were advising a brand today? Get crystal clear on what your core customer values — protect that. Then be very intentional about what you ask them to pay more for. No one wants to feel tricked.

Sustainability ≠ Ethics

Here’s where my mind really starts spinning.

In times like these, brands will quietly make hard decisions. I predict many will scale back transparency and sustainability efforts — because they’ll feel like they can’t afford to do both. That’s where trouble starts.

Consumers are becoming more aware of the difference between ethical fashion and performative sustainability. We’ve already seen some brands closing factories or moving work to lower-cost, less ethical facilities. You won’t read about it in a press release — but it’s happening. And when brands do this while still marketing “sustainable collections” on their homepages? That’s performative at best.

What do I wish brands would do instead? Be honest. Be transparent.

Honesty is the new policy.
And if you’re a multimillionaire CEO — maybe look in the mirror before you push more cost onto your customers or your workers.

AI Is a Tool, Not the Enemy

Let’s talk AI in the fashion industry — because this is another place where leadership is making hasty decisions.

When I read about Shopify cutting its workforce in half, my first reaction was: this is way too fast. Leaders are going to regret treating AI as a replacement, not an enhancement. (And research is showing they already do.)

AI in fashion is a hot topic — but the question is whether leaders will use it to enhance creativity or simply cut costs.

Personally? I’ve used AI to write those low-stakes work emails we all procrastinate on, freeing up time to focus on bigger creative work. I’ve even used AI to help me build out knitting patterns and render visuals — which is saving time and resources in ways the industry should embrace.

If I had one piece of advice for fashion execs right now?
Start small. Train smart. Build AI where it solves pressure points — not where it disrupts the human core of your brand.

This is not about slashing jobs and replacing teams. It’s about elevating the work we do best.

Leadership: One Voice, One Vibe

Let me tell you a story.

Not long ago, I was in a meeting where I talked about the power of teamwork and building a culture of support. My manager? Mocked it. Called it “Kumbaya talk.” Same manager who regularly demeans people — so no shock there, but it still hit me.

And here’s the thing: this mindset is poison in the industry right now.

Strong leadership culture is going to be the make-or-break factor for fashion brands in this volatile moment. The brands that will survive this era will be the ones with one voice, one vibe — from leadership to product to customer. Not fractured teams. Not toxic silos. Not executives who forgot why they got into fashion in the first place.

If I had a room full of fashion leaders today, I wouldn’t tell them anything.
I’d ask: Why did you get into this industry?
Remember that intention — because that’s what your teams and your customers need to see right now.

Final Thoughts: Your Voice, Your Dollar

As the fashion industry faces challenges, this is the moment for brands to rethink how they show up.

And this is the moment for all of us — brands, creatives, consumers — to think about what we demand from fashion. Where do you want your dollar to go? Toward a brand that mirrors your values? Or toward an endless loop of trend-chasing with no ethics behind it?

And here’s what I genuinely want to know from you:
What brand do you think “gets you” — truly speaks to who you are? And why?

Because the brands who can answer that question are the ones who will earn loyalty when times get tough.

Let’s stay curious together.

WRITING

Things I Think About in Traffic: Where Fashion Goes from Here

McKinsey Reports vs. Reality

AI Is a Tool, Not the Enemy

Leadership: One Voice, One Vibe

Final Thoughts: Your Voice, Your Dollar