We're Over Halfway Through 2025, and 90% of what I've Bought So Far Is From These 11 Brands

As a fashion editor, there are countless fashion brands on my radar, with new ones launching routinely. And while I love adding a variety of brands to my own personal wardrobe, there are certain tried-and-true ones I purchase and wear more than others. It's not necessarily intentional, but my go-to brands mesh with my aesthetic and my lifestyle, and as someone who does 99% of my shopping online as opposed to in-store, I know which brands fit me best and what sizes to order, so I don't need to make that many returns.

Now that the second half of 2025 is in full swing, I'm seeing patterns in the types of items I've added to my wardrobe this year, and yes, one of them is the brands I gravitate toward. And to be honest, none of these brands I'm about to dive into are going to come as a surprise. All eleven of them are wildly popular, but that's because they're great. Each regularly releases cool, wearable versions of the best trends and basics that are perfect enough to make me want to wear them daily.

So without further ado, read on for my eleven go-to brands for my own personal wardrobe in 2025. And of course, shop my top current picks from each.

Dôen

Just like a slew of well-dressed celebrities, I too am a huge fan of Dôen's romantic pieces. While its pretty dresses and blouses is what people think of first when it comes to Dôen, don't sleep on its elevated basics that you'll wear for years to come.

Posse

If you saw me in the wild at any point this year, I was probably wearing something from Posse. The quality and attention to detail of everything by the brand is exceptional, and even the trendier items are done in a classic way, so I'm always happy to splurge on Posse pieces.

Reformation

I've been shopping at Reformation consistently for over a decade, which is a testament to how good it is. It releases its new arrivals twice a week, and I find multiple pieces I want with each drop. Its basics are just as covetable as its special dresses, which is saying a lot.

Agolde

I don't think I could name another denim brand with such a well-rounded selection of classic and trendy styles if I tried. It's not unusual for me to order my Agolde favorites in multiple washes, which is a pretty good indication of my fandom. You also don't want to miss the brand's elevated basics.

J.Crew

This one should probably come as no surprise to anyone—who doesn't love J.Crew these days? My cart is pretty much always ten items deep. The slip skirts and sweaters are my MVPs.

Staud

Ever since Staud came to be, I've cherished my pieces from the brand. Every category of items they make (and there are many) is top-notch, which is one of the many reasons it's retained it's popularity for the past decade.

Levi's

I'm always shocked and amazed by how affordable Levi's remains. It's a universally loved brand that's as cool and classic as it gets.

Alo

I'm not sure what I'd do without Alo, to be honest. I don't think a brand that makes cooler activewear and loungewear (and that has so many celebrity fans) exists. I own the Accolade sweatshirt in multiple colors and literally crave wearing it. The Alo Sunset sneakers are my newest obsession and I'm sure they'll sell out by fall.

Aritzia

Some of the most-worn pieces in my closet are by Aritiza. Whenever I'm in need of a very specific basic, I head to Aritzia and more often than not, they have it.

Leset

Leset's Margo tee is one of the most-worn items in my closet, which is why I've included it in countless Who What Wear stories at this point. And as expected, every basic it makes is extremely elevated and special.

The Frankie Shop

I always love The Frankie Shop's take on trends. The brand routinely creates seasonal items that look just as cool as high-end designer trend pieces, which is why they're constantly selling out.