Britain shopped for joy and 90s nostalgia in 2025 John Lewis reports

Based on its annual shopping trends report for 2025, John Lewis stated that the UK experienced a “national obsession with feeling good,” defining the year with trends like chocolate brown color palettes, 1970s-inspired furniture, and "West End Girl Winter." The retailer noted that "Britain shopped for joy in 2025," moving away from pared-back minimalism in favor of expressive color, comfort, and "Nowstalgia," while also embracing wellness, repair culture, and outdoor living more than ever before.

The "Nowstalgia" trend specifically refers to a revival of 90s music, fashion, and culture. The report points to the Oasis reunion tour as a key driver, "sparking a boom in retro purchases across everything from tech, homes and wardrobes." This resulted in a 40% increase in bucket hat sales, alongside continued popularity for parkas, baggy trousers, and sheer dresses. The retro revival was also evident in interiors, with chocolate brown and chrome emerging as dominant elements.

Seasonal shifts and an unusually sunny summer redefined outdoor living in 2025. Gardens were transformed into alfresco kitchens, and handheld fan sales reached a record high of over 1 million units, marking the most sold to date. Unseasonably warm weather in the latter part of the year led to record-breaking swimwear sales, with increases of 18% in September and 28% in October compared to the previous year.

Comfort and repair culture saw significant growth, particularly among younger consumers. Demand for pre-owned items and mending services increased sharply. The report highlights that eight in ten Gen Z John Lewis shoppers purchased pre-owned fashion, and 29% of those aged 18 to 28 reported frequently wearing items more than 30 years old.

The trend for modern heritage, encompassing Scottish tweeds, oversized jumpers, long pleated skirts, and waxed jackets, received a substantial boost from "The Celebrity Traitors," which became the most watched TV series of 2025. This also contributed to the rise in popularity of Claudia Winkleman’s wrist warmers. The trend was further driven by brands like Barbour, which offered playful twists on classic quilted jackets through collaborations, including one with Paul Smith. Barbour was John Lewis’s best-selling womenswear and menswear brand in October, with menswear sales up 38% compared to the previous year. The retailer's Oxford Street store featured a Barbour takeover to celebrate an exclusive collection, while sales of knitted bandana scarves increased by 357% and the Khaki Barn Jacket shot up 62%.

Denim trends in 2025 emphasized comfort and statement pieces. Barrel leg jeans, a hit in 2024, maintained their popularity, aiding the revival of looser denim cuts. Of the 1,349 different women’s denim jeans available at John Lewis during the year, wide-legged cuts were the most popular category (407 styles), exceeding straight (309) and skinny (147) options. Claire Miles, head of Womenswear Buying at John Lewis, noted that customers were seeking "something more statement with their denim," including items like Paige’s denim trench, Mango’s tie-neck denim shirt, and And/Or’s ruffled denim top.

The "West End Girl Winter" trend, inspired by 1960s and 1970s glamour, gained traction, propelled by the Irish-British brand Queens of Archive. Known for its maxi dresses, silk-touch sleeves, and plush velvet, Queens of Archive became John Lewis’s most rented brand. Its Stella coat, featuring a 1960s A-frame design and big cuffs, became the most wanted item in October after Lily Allen wore it in the video for "Tennis," a standout track from her "West End Girl" album. Following the video release, searches for ‘Queens of Archive’ on johnlewis.com increased by 146% compared to the previous year.

Cashmere also evolved into an all-year trend, moving beyond a once-a-year luxury. Customers embraced short-sleeve cashmere, cashmere T-shirts, and sleeveless cashmere vests throughout 2025. Searches for ‘men’s cashmere jumper’ on johnlewis.com were up 145% year-on-year, with notable peaks in April, July, September, and November.

In beauty, the shift toward a skincare-first approach led to increased demand for skin tints and a move away from heavy cover-up makeup. Cherry emerged as a hot color on the catwalks and was embraced by beauty brands in both color and scent. The 90s revival extended to beauty products, with a focus on glossy and cheerful items. Lancome re-released the Juicy Tube (originally launched in 2000), and Clinique refreshed its chubby stick (first launched in 1997).

While the so-called "lipstick effect" was observed, John Lewis noted that the preferred affordable luxury treat was premium fragrance. The average selling price of perfumes at John Lewis jumped from £73 to £102. This premiumization was driven by the introduction of new luxe brands, including Penhalligon’s, Jo Loves, Byredo, and Loewe, which accounted for seven of the total 58 brands available during the year.

Peter Ruis, MD of John Lewis, summarized the year: “This Shop Live Look report highlights the joy and the buzz we have seen in our stores over the past year. It’s clear that customers really embraced colour, comfort and fun again — from big garden parties, 90s tunes on repeat or butter dishes making a comeback. Our stores have never felt more alive with new premium collaborations, pop-up Topshops and cookery workshops, and a glass of fizz in the new John Lewis Lounge. It’s clear the era of Department stores as destinations is having its own ‘Nowstalgia’ moment - and we’re ready to bring more of that in 2026.”