The Year Ahead in Fashion...

What will 2025 bring in the business of fashion? News Club is place to find out...

January 29, 2025

Lauren Sams is the fashion editor at the Australian Financial Review and now deputy editor of the AFR Mag. Fashion chops - tick. Great all round person - tick.

With Kate Watson

I mean it when I say Lauren Sams is a top person…

She’s got a very cool job as fashion editor at the Australian Financial Review, it’s true. And yes, she’s very cool herself, but in the best possible way. For example, when we turned 7yo at The Squiz last year, a box of hot chocolate chip cookies from Lauren arrived at our office just to say congrats. That’s the kind of person she is. 

So, with that layer of context, I hope you enjoy our interview with her on what the year might bring in fashion. And whilst we do talk trends… (ahem, burgundy is where it’s at). We mostly discuss how fashion intersects with business, who the big players are in Australia and how the moves at the very top fashion houses impact you. Plus, the big concerns for the industry and why the way we shop matters both ethically and economically. 

After weeks and weeks of politics, from Donald Trump’s inauguration through to our interview with the Prime Minster, this week’s interview is a good change of pace. 

Oh, and I should say, I get a lot of my book recommendations from Lauren’s Instagram account - she barely misses if you’d like to give her a follow.

You can listen to the episode here, watch it on YouTube, or continue scrolling for 3 edited highlights from our chat.

Highlight 1:  On fast fashion

Lauren Sams: It's a huge concern. In November, Amazon launched Amazon Haul, which is kind of like their version of Temu or Shein. Amazon is known for very quick delivery, but this is similar to Temu - there's a longer wait time, incredibly low prices, and gamified purchases. It’s pretty much a rip-off of those Chinese companies. But I think it's just so interesting that everyone knows this is a problem, and we just aren't opting out.

Highlight 2: On how  social media changes affect fashion

Lauren Sams: I think this year we're going to see brands really struggle with social media. Whether or not TikTok is banned in the United States, we've got a looming social media ban for young people. I think also there might be a backlash against things like affiliate links. I don't know if you subscribe to substacks, but I was just overwhelmed on Black Friday and then kind of in the weeks leading up to Christmas and beyond. Just newsletters full of product recommendations, all leading to Amazon affiliates.

Highlight 3: On future trends

Lauren Sams: I have a 12yo daughter, and she loves going to this place called Uturn, which is like a curated Vinnies. It's pre-loved clothing but edited in a way that makes it feel like a proper shopping experience, not like going into a charity store or anything. To be frank, she kind of likes that as well. She likes the thrill of the chase. And I think a lot of young customers actually quite like the discovery model of those sorts of things.

The interview

In the full interview, we also cover:

  • 🎤 The rise of fan fashion and the economic impact of Taylor Swift

  • 💰 What the upheaval and consolidation of luxury fashion brands mean for the everyday shopper

  • 👀 The trends to keep your eye on in 2025

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