7 Summer Fashion Trends and How Brands Are Incorporating Them: From Quiet Expression to Seashell Glamour

Summer 2025 is bursting with texture, personality, and intention. As temperatures rise, so do the stakes in fashion: consumers are not only chasing style but meaning. From nostalgic embroidery to soft coastal hues, designers are weaving in everything from sustainability to self-expression. We’ve curated seven standout trends that are shaping wardrobes this season—paired with expert insights and how fashion-forward brands, including the highly anticipated Imperial Lola, are interpreting them in refreshingly bold ways.

1. Chikankari Embodies Effortless Summer Elegance

Atiya Fatima, founder of  That Chikankari Blog, eloquently captures the renaissance of chikankari—the Indian hand-embroidery known for its detailed white-on-white designs. In a season where fashion is shifting away from loud, over-designed pieces to effortless elegance, chikankari feels right on cue.

“Chikankari is evolving while maintaining its rich heritage,” Atiya explains. “Think chikankari crop tops, palazzo sets, and even fusion wear pieces.”

This embroidery, rooted in historical artistry, is now taking form in modern cuts—like shift dresses, wrap tops, and co-ords in pastel palettes. Brands are leveraging the craftsmanship of chikankari to create garments that strike a balance between casual comfort and artistic detail. Notably, they are doing this without compromising breathability—making it ideal for summer.

Designers leaning into this trend are not just preserving culture—they’re making it aspirational for a global audience. This kind of heritage-based design supports artisans while tapping into fashion’s yearning for slow, authentic beauty.

Style Tip: Add a chikankari tunic or embroidered wide-leg pants to your capsule wardrobe. They're breathable, layer beautifully, and carry a legacy of timeless style.

2. Sustainable Upcycled Clothing Gains Popularity

No longer just a buzzword, sustainability has fully taken root in the summer style ecosystem. Brands are rethinking the supply chain—from sourcing materials to crafting collections that tell a story.

Nikita Sherbina, Co-Founder & CEO of AIScreen, shares her perspective:

“I’ve noticed brands shifting from fast fashion to more eco-friendly collections that reuse materials or vintage fabrics. Patchwork denim from recycled jeans is especially hot right now.”

This isn’t just a marketing tactic—it’s a movement fueled by conscious consumers who want clothing that reflects both taste and values. Younger demographics, especially Gen Z, expect transparency. They want to know where, how, and why a piece was made.

The rise of upcycled collections, one-of-one pieces, and storytelling-focused branding is transforming the fashion landscape. From remade jackets stitched from antique quilts to bags crafted from deadstock upholstery, waste is becoming wearable art.

Style Tip: Embrace secondhand treasures and support brands offering “re-loved” pieces. Pair vintage blazers with modern biker shorts or choose patchwork denim for a look that's eco-conscious and chic.

3. Soft Pastels Freshen Summer Fashion Palettes

Soft pastels are back—and this year, they’re stealing the spotlight with gentleness and grace. Thomas Whiteacre of Hamilton House Buyers notes that shades like baby blue, mint green, and peach are dominating summer fashion lines.

“Pastels make summer outfits look fresh and stylish,” he explains.

The palette works seamlessly with other trends, from sheer layering to seashell detailing. These hues aren’t just pretty—they’re calming, versatile, and easy to integrate into daily wear. They soften structured silhouettes and make bold cuts feel more approachable.

Designers are blending them into both casual and formal pieces, allowing you to wear your favorite sorbet tones whether you're headed to brunch or a beach wedding.

Imperial Lola, a brand launching exclusively on WhatsApp Business this season, embraces this palette in its upcoming line of embellished summer hats and bridal accessories. Their pastel-toned accents and ocean-inspired details create pieces that are equal parts nostalgic and modern—perfect for garden parties or poolside elegance.

Style Tip: Combine pastel separates with neutrals to let the color speak softly. A mint silk scarf, blush blouse, or lavender co-ord set can instantly elevate your look.

4. Sheer Layering Expresses Confidence and Style

According to Erwin Gutenkunst of Neolithic Materials, sheer layering is one of the most expressive and confident fashion choices of Summer 2025.

“The power is in the contrast: structured tailoring beneath airy fabrics or raw hems under mesh,” he says.

This post-minimalist trend reveals just enough to intrigue without overexposing. It speaks to sensuality, movement, and modern luxury—where transparency in clothing mirrors the evolving mindset around personal authenticity.

Labels like The Row, Jacquemus, and Loewe are reinterpreting slip dresses, sheer trench coats, and transparent knits in calming palettes. The movement is less about revealing the body and more about revealing identity—what you choose to layer and show reflects your mood, confidence, and creativity.

Style Tip: Wear a sheer organza blouse over a bralette or tank. Layer gauzy skirts over biker shorts or sculpted underlayers for a look that breathes while turning heads.

5. Quiet Expression Personalizes Fashion Choices

Alice Wylde of House of Wylde defines one of the most soul-stirring shifts in fashion: quiet expression.

“People are gravitating toward pieces that feel like extensions of their inner world—earth-toned layers, raw textures, hand-crafted details,” she shares.

Rather than following fleeting trends, this aesthetic is rooted in intention, ritual, and emotional connection. It’s about dressing not for external approval, but as an act of self-alignment.

Brands are diving deep—offering custom dye kits, zodiac-themed fabrics, and garments made from deadstock material designed to evolve with the wearer. It’s a response to a world that feels chaotic: quiet expression creates calm and spiritual resonance through fabric and form.

This season, look for linen robes, ritual garments, personalized prints, and astrology-embedded wearables. It’s fashion as storytelling—slow, sacred, and unique.

Style Tip: Choose pieces that hold personal meaning—a pendant gifted on a meaningful day, a robe tied to your moon sign, or hand-stitched fabric that mirrors your mood.

6. Seashell Accessories Bring Coastal Charm

One of the most delightful and Instagrammable trends this summer? Seashells. From delicate cowrie earrings to bold oyster shell hats, coastal charm is everywhere.

And no one’s capturing this vibe better than Imperial Lola.

“Our luxurious embellished hair accessories and statement hats will feature elegant seashell accents, blending beachside charm with timeless glamour,” says Grace Olayiwola, founder of Imperial Lola and BitsStyleJourney.

Set to launch 4th of July 2025, Imperial Lola introduces Old Hollywood glamour with a modern coastal twist. Think wide-brimmed hats adorned with pearl-finished shells, bridal hairpins shaped like coral blooms, and organza bows kissed by the sea.

This trend merges with others: pastel tones, sheer overlays, and personalized styling. It’s also versatile—wearable by brides on the beach or fashionistas at rooftop brunches.

Whether you're dancing barefoot at a destination wedding or lounging on a yacht, seashells bring grounded elegance to your look.

Style Tip: A shell-embellished hair pin or sun hat adds instant vacation energy. Pair with linen separates or a satin slip dress for maximum impact.

7. Sorona Fabric Leads Sustainable Fashion Movement

As the climate crisis looms larger, brands are embracing technological innovations in textiles—and Sorona® is leading the charge.

“Sorona® is a partially plant-based fiber developed by DuPont, using 37% renewable resources like corn glucose,” says Mil Spasov of  Empulse™.

Empulse™, a streetwear label with purpose, uses Sorona® in made-to-order collections—cut for performance, made for heat, and built for minimal environmental impact. This new-gen fabric is breathable, holds shape, and skips the greenhouse gas baggage of polyester.

Consumers are waking up to what’s in their clothing. Sorona® is not only lighter and cooler—it’s symbolic of a shift from blind consumption to conscious creation.

As more designers prioritize comfort, durability, and sustainability, expect to see Sorona® become a fabric of choice—especially in hot summer months when breathability is non-negotiable.

Style Tip: Look for labels incorporating Sorona® or TENCEL™ in basics like tees and skirts. They’ll stay crisp, cool, and kind to the planet.

Final Thoughts: A Season Woven with Meaning

Summer 2025 is about more than fleeting trends. It’s a celebration of intention, sustainability, and personal connection. Whether you're expressing your inner world through sheer layers, supporting artisans through chikankari, or wearing a hat adorned with shells from Imperial Lola’s debut collection, the future of fashion is clear: it’s rooted in story, self, and sustainability.

As shoppers become more mindful and brands respond with deeper alignment, we’re entering an era where fashion reflects not just how we want to look—but who we want to be.

So as the sun blazes and the world spins, dress with meaning, drape yourself in stories, and walk in garments that speak your truth.

Coming Soon: Imperial Lola

Imperial Lola’s debut collection arrives this summer—exclusively via WhatsApp Business. Expect intricately embellished bridal accessories, vintage-inspired seashell hats, and elegant hair jewelry that combine nostalgia, luxury, and coastal flair. It’s the modern woman’s answer to timeless summer styling—with a touch of Old Hollywood magic. Follow @imperiallolaofficial for updates, styling tips, and exclusive access.