Gen Z, born between 1997 and 2012, is the driving force shaping online shopping with its distinct preferences and behaviors. Gen Z prefers online shopping, with 56% of US Zoomers favoring digital retail over physical stores. Influenced heavily by social media platforms such as Instagram and TikTok, Gen Z uses social media for connection and as a primary source of fashion inspiration and product recommendations.
Fashion trends for 2025 see Gen Z blending bold 80s aesthetics with Y2K influences, evident in neon hues, oversized blazers, and street-smart details. Personalization is paramount, driven by advanced AI and machine learning technologies, enabling tailored shopping experiences. The following ranking highlights the 10 fastest-growing fashion brands to watch in 2025, based on their impressive year-over-year growth in unique monthly visitors.
These brands, including Peppermayo, Babyboo Fashion, and Sopula, have captured Gen Z consumers' attention and set new benchmarks for their respective categories. Each brand offers a unique mix of products and targets specific demographics, from Peppermayo's trending street styles to Jean Paul Gaultier's sophisticated elegance. According to Similarweb's Digital 100 Web & App report, these fashion and accessories brands have experienced the fastest growth year over year.
10 Fastest Growing Fashion Brands in 2025
| Rank | Domain | YoY % Change in Monthly Unique Visitors | 2023 | 2024 |
|---|---|---|---|---|
| 1 | peppermayo.com | 416% | 58.8K | 303.7K |
| 2 | babyboofashion.com | 210% | 80.2K | 248.6K |
| 3 | sopula.com | 207% | 38.9K | 119.3K |
| 4 | jeanpaulgaultier.com | 198% | 85.9K | 256.2K |
| 5 | edikted.com | 182% | 167.1K | 471.8K |
| 6 | quince.com | 176% | 2061.9K | 5684.4K |
| 7 | retro-stage.com | 167% | 69.3K | 184.6K |
| 8 | disturbia.us | 154% | 78.9K | 200.2K |
| 9 | amberjack.shop | 140% | 55.6K | 133.7K |
| 10 | clubllondon.us | 139% | 111.5K | 266.5K |
1. Peppermayo
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Peppermayo is an Australian fashion brand known for its trendy, youthful, and vibrant clothes. It targets a largely millennial and Gen-Z customer base and offers various product categories, including dresses, tops, bottoms, swimwear, activewear, and accessories. Its playful and eclectic collections blend the latest fashion trends with unique flair. Peppermayo operates primarily online, catering to customers worldwide with a strong social media presence that helps drive engagement and sales.
2. Babyboo Fashion
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Babyboo Fashion is an online boutique offering an array of chic women's clothing. It targets fashion-forward young women who enjoy making bold statements with their wardrobe choices. The product range includes dresses, tops, bottoms, swimwear, and accessories, often featuring body-hugging silhouettes and vibrant colors. Babyboo Fashion's positioning appeals particularly to high school and college-aged women looking to stay ahead of the latest trends.
3. Sopula
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Sopula is a brand catering to contemporary women seeking elegant and sophisticated fashion. Offering everything from casualwear to formal attire, Sopula's product categories include dresses, tops, trousers, skirts, and outerwear. The brand focuses on high-quality materials and timeless designs, appealing to professional women and those with refined tastes. Sopula's strategy revolves around an online-first model, providing global access to its collections.
4. Jean Paul Gaultier
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Jeanl Paul Gaultier is a renowned luxury fashion house based in France. It is celebrated for its avant-garde and innovative designs. The brand offers high-fashion ready-to-wear, couture, fragrances, and accessories. Jean Paul Gaultier's signature style often incorporates bold prints, intricate details, and a playful aesthetic that challenges conventional norms. The company’s target customers appreciate haute couture and are willing to invest in unique, statement-making pieces.
5. Edikted
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Edikted targets Gen Z and young millennial women, emphasizing trendy and affordable fashion. The brand’s offerings include dresses, tops, bottoms, outerwear, and accessories that are heavily influenced by current fashion trends. With a strong social media presence, Edikted engages with its audience through frequent updates and influencer collaborations. The brand's competitive pricing and fast-fashion approach caters to a customer base prioritizes style and value.
6. Quince
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Quince aims to offer high-quality essentials at reasonable prices. The brand’s product categories encompass clothing, home goods, and accessories. Quince emphasizes sustainable practices and transparent pricing, targeting conscious consumers who value quality and ethical production. The typical Quince customer appreciates minimalist designs and durable, long-lasting products that support an environmentally friendly lifestyle.
7. Retro Stage
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Retro Stage specializes in vintage-inspired fashion, featuring clothing and accessories that evoke the styles of the 1920s through the 1980s. The brand targets lovers of retro aesthetics, including swing dresses, flapper outfits, pin-up looks, and rockabilly fashion. Retro Stage’s customer base includes young and older individuals who appreciate nostalgic styles and enjoy adding vintage elements to their wardrobes.
8. Disturbia
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Disturbia is a fashion brand that caters to alternative and gothic fashion enthusiasts. Its product categories include edgy apparel, footwear, and accessories with a distinctive dark aesthetic. Disturbia's collections often feature bold graphics, dark color palettes, and unconventional designs. The brand appeals to individuals who embrace alternative lifestyles and seek to express their unique identity through fashion.
9. Amberjack
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Amberjack is known for its focus on creating high-quality, comfortable dress shoes for men. The brand offers products like the original Grizzly Brown Suede Dress Shoe, loafers, boots, and Chelsea boots. Amberjack integrates comfort-focused technology into classic designs, making the brand appealing to professionals and those looking for versatile footwear. The brand targets a discerning male clientele who prioritize style and comfort in their office and formal wear.
10. Club L London
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Club L London targets fashion-conscious women looking for bold and glamorous styles. The brand offers a broad range of partywear, including dresses, jumpsuits, and evening gowns. Club L London’s designs often feature contemporary cuts, vibrant colors, and embellishments, ensuring a standout look for special occasions. The brand is popular among young women who seek sophisticated, statement-making fashion for celebrations and events.
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