What does it mean to be “cool” in 2025? That question, once shaped by the style centers of Paris, London, and New York has become increasingly difficult to answer. Influence has dispersed and been reshaped by technology, economic shifts, and social upheaval. Nashville and LA have ceded pop culture grounds. K-pop and Korean dramas ruled for a while across Asia and North Africa, but even those waves have begun to recede.
Fashion’s old engines—luxury department stores, fashion magazines, global catwalks—are sputtering. Like the sewing machine that migrated from New York to Kolkata in search of cheaper labor, the entire supply chain must now adapt. Rapid prototyping, short runs, and AI-driven demand forecasting are critical.
Branding and fashion industries are scrambling for relevance. Five years ago, Covid-19 forced us to reimagine what fashion means. Working from home in pajama bottoms redefined the notion of occasion and costume. As we emerge into a new era, here’s what “cool”—or “kwell”—looks like today.
- Local > Global. There is no longer a fixed epicenter of influence. Micro-influencers now define taste for their own cross-border communities. Take my Gen Z stepdaughter: Her style is discovered, not dictated.
- The Occasion Is Fluid. Social fashion rituals are changing. Elite clubs in NYC have relaxed once-rigid dress codes. Sneakers, once taboo, are now mainstream and investment grade. Social signals are complex. Torn jeans in 2025 are intentional not a sign of wear.
- Age-Inclusive Cool. What does one wear at 65 versus 25? The aging population in developed countries is redefining style. Many older consumers shaped by 20th-century fashion values are negotiating their place in today’s trendscape. The challenge isn’t only fit—it’s being relevant.
- Self-Expression Over Seduction. Once upon a time, fashion aimed to attract the opposite sex. Now, it serves self-definition and tribe affiliation. Gender-neutral style is mainstream. Dressing to express solidarity or avoid offense is as important as aesthetics. Some social spaces are gender-specific, others, deliberately neutral.
- Trends Are Ephemeral A social media post can make or break a brand overnight. Tariffs, political chaos, or a celebrity misstep can tank a trend. The once-infallible Kardashian and Olsen clans have faced this backlash. Virality cuts both ways.
- Thrift is Chic. Next gens are foregoing overt trends to participate in the circular economy. Secondhand is no longer second-rate. Goodwill, tag sales, and curated vintage are goldmines for teens and young adults. Sites like Depop and Instagram have become resale marketplaces and savvy re-sellers flip finds from flea markets for real profit. Online circular communities can produce and uphold their own micro trends.
- Uniforms with Purpose. Dress codes reflect function. In law or finance, blending in still matters. At Vogue, standing out is currency. Uniforms—mental or actual—anchor us in a shared world where everything else is changing.
- From Sole to Soul. One of today’s top cash items? Hip-hop-inspired boots—for both men and women. Chunky, bold, and unapologetic, they stand in sharp contrast to minimalist kitten heels. The sole speaks volumes.
Culture Shifts
Fashion’s old engines—luxury department stores, fashion magazines, global catwalks—are sputtering. Like the sewing machine that migrated from New York to Kolkata in search of cheaper labor, the entire supply chain must now adapt. Rapid prototyping, short runs, and AI-driven demand forecasting are critical.
Imagine an app that scans your body, accounts for asymmetries, recommends palettes based on your skin tone, and syncs with your wardrobe to optimize color combinations. Gen Z is already using AI stylists. The smart closet isn’t fiction—it’s fashion’s next frontier.
Toward “Kwell” Living
Kwell is to be over-the-top proud. We no longer want more—we want better. Better fit, better ethics, better stories. Cool in 2025 is thoughtful, fluid, self-aware. It acknowledges individuality and the reality of a shifting planet. Retail and culture evolve together. Cool dies and is reborn constantly—think Sears and Montgomery Ward. Kwell is about knowing better. Dressing smart. Living smarter.
