As someone who is chronically online both for enjoyment and because of the nature of my job, I'm constantly checking my feeds to see what people are buying, "liking," and wearing. When it comes to summer style, it's especially fun to see the It items and brands that emerge as we get deeper and deeper into the season, and it's safe to say that by this point I already know what's going to be big.
Specifically in the world of luxury labels, there are nine currently winning at being consumers' favorites, all of which I wholeheartedly approve of and would want in my warm-weather wardrobe. From heritage brands like Hermès and Chanel to newer-ish labels including Cala de la Cruz and Alémais to the in-betweeners, consider the below a cheat sheet to what the who's who of the fashion world will be wearing in the coming months. Of course, while you’re at it, feel free to go ahead and shop my picks as well.
1. Miu Miu
From its signature raffia accessories to its shoes and RTW, there's almost too much to love from Miu Miu right now.
2. Alémais
There's no faster track to nailing vacation dressing than with this fun brand known for its dresses, sets, and, most importantly, prints.
3. Hermès
From Oran and Chypre sandals to Birkins, Herbags, swimsuits, and more, Hermès is low-key a trove of It pieces right now.
4. Hunza G
The one-size-fits-all beachwear brand known for its signature seersucker fabric is an editor and influencer favorite year after year.
5. Tory Burch
I urge you to check out Tory Burch's new arrivals and try to leave the page without wanting countless items.
6. Cala de la Cruz
Between Courtney Grow's endorsement and the fact that some of its pieces are selling out before even I can get them in my cart, it's very clear that the brand is having a major moment.
7. Pucci
If you spend as much time gathering fashion inspiration online as I do, then you already know it's a Pucci girl summer.
8. The Row
While the brand is known for its under-the-radar, quiet luxury duds, some of its more easily identifiable accessories are already viral for summer.
9. Chanel
Between its bags, shoes, and beachwear, Chanel is set to be a standout brand for summer—for those who can get their hands on it.
-
A Rare Look Inside the Atelier That Has Crafted Chanel’s Iconic Silk Scarves For Over Fifty YearsSee the heritage and craftsmanship of Mantero.
-
I Waited Years to Get an Appointment at the Hermès Flagship Store in Paris—See What It Was Like and What I Brought HomeIt's at the top of every fashion person's bucket list.
-
I'm a Luxury Fashion Exec—Here's How I Use Amazon to Find the Best Holiday GiftsAnd all of a sudden my cart is full.
-
We Test-Drove the Ultimate Heritage Travel Bag—Here's the Exact Size to Invest In and What to Pack InsideEditors weigh in.
-
I'll Know You're a Fashion Person If I See You Wearing Jeans Like *This* in 2025It's probably not what you're thinking.
-
The 35 Most-Wanted Luxury Buys of Fall 2025, PeriodThe It heels, celebrity-approved handbags, and statement outerwear pieces that are defining the season.
-
I'm Planning Ahead—These 6 Chic Bags Would Make the Perfect Gift This Holiday SeasonI wouldn’t be complaining if they showed up on my doorstep.
-
A First-of-Its-Kind Collaboration: Introducing New Balance x TAG Heuer"It's a true partnership—something that we've been building over time together."
