Everything Fashion People Are Buzzing About This July

And just like that, it’s already July. Somehow, June is in the rearview mirror, and summer seems to be flying by. But that’s not to say there aren’t plenty of pool days and beach outings ahead — not to mention a few heat waves. While you may be at the point of reaching for a ribbed tee and linen pants on repeat, don’t let your sartorial batteries lose their charge. If anything, July is already delivering a steady stream of fashion news, from new collections and store openings to celebrity-fronted campaigns.

In terms of summer shopping, Agolde’s latest launch is sure to please. The denim brand recently expanded its ultra-soft, lightweight Flyweight fabric — crafted from 70% lyocell and 30% cotton—across 17 styles spanning denim, jackets, and shorts. For something a bit dressier, turn to Meshki’s new The Collector collection, which features special occasion-ready dresses and office-approved separates. There are also plenty of celebrity campaigns to admire, including Chanel’s latest Coco Crush ad starring singer and brand ambassador Gracie Abrams.

Without further ado, scroll below for a breakdown of July’s noteworthy fashion news. As always, this post will be updated throughout the month — so don't forget to check back.

Show Me Your Mumu Launches A Collection With SUGARED + BRONZED

On July 14, fashion brand Show Me Your Mumu teamed up with SUGARED + BRONZED, a hair removal and custom airbrush tanning company. Designed with post-tanning appointments in mind, the partnership introduces a lineup of Show Me Your Mumu rompers and pajama sets, available for purchase at all SUGARED + BRONZED retail locations nationwide and Show Me Your Mumu’s site. Think of the collection as the ultimate post-appointment wardrobe. (Because we’ve all fallen victim to a self-tanning wardrobe mishap, no?)

The 2026 Victoria’s Secret Fashion Show Will Take Place In Los Angeles

This month, Victoria’s Secret announced that its 2026 fashion show will head to Los Angeles in the fall. The brand shared the news on Instagram with a video of model Gigi Hadid — who is set to appear in the show — declaring, “Get in, angels, we’re going to L.A.” The event will mark the first time the Victoria’s Secret fashion show has been held in Los Angeles in nearly two decades. While the exact venue remains under wraps, the show is already poised to generate plenty of buzz.

H&M Collaborates With Livia Nunes Marques

This month, H&M tapped Brazilian content creator Livia Nunes Marques to design a 20-piece ready-to-wear and accessories collection that captures the influencer’s signature blend of playful luxury and bold silhouettes. “I’ve always dressed for myself – for the feeling, not the moment – and collaborating with H&M’s design team has been an inspiring experience of doing just that,” Nunes Marques said in a statement. “I wanted to bring my personal style and whole self to the collection: the girl from Brazil, the creator, the woman who created her own trends. I hope every woman feels that same freedom when they wear the pieces.” The collection centers on a palette of soft whites, beige, gray, and black, accented with hints of blush, while chiffon, lace, and satin add texture throughout.

GUIZIO Opens A Los Angeles Flagship Store

On July 24, Guizio opened the doors to its 3,200-square-foot Los Angeles flagship on Melrose Avenue, marking the brand’s first West Coast location. Situated at 8723 Melrose Ave. in the heart of West Hollywood, the boutique joins existing stores in New York and at Aventura Mall in Miami. To celebrate the opening, Guizio hosted a launch party sponsored by Urban Decay and Aspen Vodka, welcoming guests including Halsey, Meg Donnelly, Atiana De La Hoya, and Kensington Tillo.

Matchaful & Fleur du Mal Team Up

From July 15 to August 15, luxury lingerie brand Fleur du Mal and Matchaful are offering a limited-edition “Bananas For You” soft serve, inspired by the label's cult-favorite banana embroidered lingerie, pictured above. The $9.75 sweet treat, which marks Matchaful's first-ever soft serve collaboration, is available at all of its New York City locations, excluding Brookfield Place and Clinton Hill. Yum.

Gentle Monster Unveils Second Design From Its Intelligent Eyewear Collection

Gentle Monster unveiled the second design from its forthcoming next-generation intelligent eyewear collection, created in collaboration with Google and Samsung Electronics Co., Ltd. Featuring a sleek rectangular silhouette, the new frames mark the brand’s first foray into intelligent eyewear, integrating audio, a camera, microphones, and Google Gemini. Key features include built-in speakers, a camera, and microphones that enable music playback, voice calls, photography, and hands-free interaction with Google Gemini through natural voice commands.

Target Collaborates With Rosie Assoulin

On July 25, Target unveiled its latest limited-edition designer collaboration, launching a collection with New York-based label Rosie Assoulin. Together, the two created an assortment of bold, colorful pieces that blend Rosie Assoulin’s signature use of vibrant hues with Target’s accessible price point, with most items retailing for under $50. The collection also marks the namesake designer’s first foray into home decor, with striped towels among the standout pieces in the capsule.

“Our guests trust Target to bring them incredible style at an exceptional value, and partnerships like Rosie Assoulin x Target are a reflection of our merchandising authority of curating fresh, designer-inspired collections that guests can only find at Target,” said Tara Russell, senior vice president of apparel and accessories, Target.

Alice + Olivia Releases Its Legends Capsule

As anyone who’s been to an Alice + Olivia party can attest, music is core to the brand – so, it made perfect sense for founder Stacey Bendet to release a collection honoring iconic bands and musicians. Fittingly named the Legends Capsule, the line includes 12 maximalist T-shirts, muscle tanks, hoodies, and pullovers, all inspired by The Who, Guns N’ Roses, The Beach Boys, and Willie Nelson. Whether your style veers more ‘80s punk or ‘70s hippie, there’s plenty of groovy patterns, crystals, and studs throughout the capsule, plus iconic prints from the Stones’ red lips to the Roses’ skull. After past collabs with The Beatles and The Grateful Dead, Bendet’s latest project shows that rock n’ roll is here to stay in fashion — and can fit any musical or aesthetic tastes.

Evangelista Launches Exclusively On Moda Operandi

On July 24, Evangelista — a new luxury lingerie brand founded by Fashion Institute of Technology graduate Christine Evangelista — launched exclusively on Moda Operandi. The label debuted with a 20-piece collection spanning bras, panties, bodysuits, and garters, crafted from rare Leavers lace, Italian silk, and bespoke hardware. What sets Evangelista apart is its commitment to craftsmanship: every piece is made in Italy in small batches using authentic Leavers lace, a 19th-century lace-weaving technique that remains one of the oldest and most labor-intensive methods in the world. Today, it’s produced by only a handful of mills worldwide.

Savage x Fenty Drops Its Luxe Lace Collection

This month, Savage x Fenty launched its Luxe Lace Collection, fronted by Rihanna and Vivian Wilson. Spanning everything from T-shirt, demi, balconette, full coverage, and push-up bras to coordinating panties, slips, and garters, the collection blends comfort with luxury, thanks to the brand’s lightweight, four-way stretch lace. The color palette was also designed to complement a wide range of skin tones, featuring inclusive nude shades alongside pops of red, pink, and blue.

Alex Mill Teams Up With Quiet Town

Fashion label Alex Mill and bathroom accessories brand Quiet Town launched their second collaboration on July 8, following their first partnership in 2021. Crafted from ultra-colorful canvas remnants from Quiet Town’s signature shower curtains, the one-of-a-kind, limited-edition capsule reimagines Alex Mill favorites through the lens of Quiet Town’s playful aesthetic. Standout pieces include the brand’s iconic Work Jacket, easy shorts, and signature tote.

Frame Announces The Return Of Its Tennis Collection

Frame’s Tennis collection is back, launching July 10 — intentionally timed to coincide with Wimbledon finals weekend. Spanning 23 pieces, the women’s and men’s line features styles designed for both on- and off-court wear, including fiery red jackets, athletic shorts, cable-knit sweaters, tennis dresses, and other sporty staples. To celebrate the collection, Frame will serve the tournament’s iconic strawberries-and-cream dessert alongside signature Pimm’s at select stores around the globe. Yum

Louis Vuitton Drops Its High Summer Capsule

On July 10, Louis Vuitton unveiled its High Summer capsule, a collection of playful, joy-sparking ready-to-wear that's just as suited to a pool party as it is to a day on the tennis courts. Designed to slip easily into a suitcase for all your warm-weather adventures, the line features breezy dresses, ultra-light denim, polo shirts, bucket hats, silk squares, and more seasonal essentials. Lightweight fabrics are at the heart of the collection, including cotton poplin, raffia-inspired tweed, and crochet-effect knitwear.

Loro Piana Debuts Its Fall/Winter 2026 Campaign

On July 8, Loro Piana debuted its Fall/Winter 2026 campaign, titled A Day in Houston, Within the de Menils' Cultural Landscape. According to a press release, the luxury label chose to spotlight Houston because John and Dominique de Menil, pioneering French-American art collectors and philanthropists, played a pivotal role in shaping the city’s cultural landscape. “As collectors, patrons, and believers in art as a way of life, they left an indelible imprint, founding a series of institutions that continue to define it,” the release states. Photographed by Mario Sorrenti, the campaign unfolds across many of the spaces they helped establish. (The photo above, for instance, was shot at The Menil Collection in Houston.)

“Working on this campaign for Loro Piana within the extraordinary de Menils’ landscape was truly inspiring,” Sorrenti shared. “The synergy between the collection's refined elegance and the timeless, art-filled environments created by John and Dominique de Menil was profound. It allowed us to capture a natural, unforced beauty, a quiet dialogue between the clothing and these spaces that felt both intimate and expansive.”

Meshki Launches The Collector

Sydney-based label Meshki launched its latest collection, The Collector, on July 7. Priced between $55 and $245, the line eschews fleeting trends in favor of a focus on texture and form, with slinky maxi dresses and flowy separates among the standout pieces. Key fabrics and details include fluid satin, corded lace, custom organic hardware, and vintage-inspired botanical motifs.

Agolde Expands Its Flyweight Fabric To New Categories

Much to the delight of Agolde shoppers, the denim brand is expanding its new, innovative Flyweight fabric to additional categories. Already a bestseller, the material is crafted from a blend of 70% lyocell (made from wood pulp) and 30% cotton and is designed with fluidity, drape, and softness in mind. Now, the Flyweight collection spans 17 styles across denim, jackets, and shorts, with customer favorites like the Indra Short and Low Curve Jean included in the lineup.

Tiffany & Co. Unveils Its New Campaign Starring Mikey Madison

On July 6, Tiffany & Co. unveiled its Love & Celebration campaign starring Academy Award-winning actor Mikey Madison. The campaign spotlights the luxury jeweler’s new Sixteen Stone by Tiffany solitaire diamond ring, which, according to a press release, was inspired by Jean Schlumberger’s iconic 1959 design. (During his tenure at Tiffany & Co., the French jeweler served as a vice president and became one of the first designers to sign his own work.) An official house ambassador, Madison models the engagement ring in the imagery against what appears to be the New York City skyline.

Lang Opens Its DTLA Flagship Store

On July 5, concept store Lang opened a new flagship at ROW DTLA, a mix of independent shops, dining destinations, and creative offices in Downtown Los Angeles’ historic Arts District. (Lang’s first location is at 441 Gin Ling Way in Central Plaza.) At the new store, customers can shop a curated selection of Asian-founded brands and objects. The opening coincides with the debut of an exclusive collab with PONDER.ER, a queer Hong Kong-based design duo.

Gracie Abrams Fronts Chanel’s Latest Campaign

She’s a bona fide Chanel girl. As an ambassador for the storied fashion house, Gracie Abrams fronted its latest Coco Crush campaign, modeling jewelry from the collection. In the images, the “Close to You” singer lounged poolside, wearing the line’s signature quilted motif in the form of a choker and ring, along with a few dainty ear cuffs. Abrams was joined by model Mona Tougaard, who sported equally luxe pieces from the Coco Crush collection.

Shinola Unveils The Latest Installment Of Its Great American Series

On July 1, Detroit-based lifestyle brand Shinola unveiled the latest installment of its Great Americana series, honoring comedian and Detroit native Gilda Radner. Designed in collaboration with Radner’s estate, the limited-edition collection includes two Detroit-assembled watches and a leather jewelry case. To accompany the launch, Shinola released a campaign starring Molly Shannon, Alan Zweibel, and Ashley Padilla, all of whom have been influenced by Radner’s legacy.

Ganni And Disney Reveal Final Capsule Collection

On July 8, Ganni and Disney unveiled the third chapter of their collaboration, inspired by the classic characters Daisy Duck and Minnie Mouse embarking on a girls’ trip to Paris. The 12-piece capsule collection features a new assortment of graphic T-shirts — in both ringer and classic styles — plus relaxed sweatshirts, printed tote bags, and other playful accessories. As part of the rollout, the brands also hosted a select group of influencers and editors in Paris to celebrate the fresh slate of designs.

UGG Taps Adéla, Molly Santana, And Paloma Sandoval For New Collection Launch

For the release of its new Dusty Orchid Collection, UGG called on three rising stars to front the campaign: singers Adéla and Molly Santana, and model Paloma Sandoval. Photographed against city scenery with pink details, the images show each of the Gen Z stars modeling the collection, which features four of the brand’s signature styles in the updated rosy shade: the Classic Mini, Classico Micro, Lowmel, and Quill Mary Jane.

Pandora And Harry Lambert Release Limited-Edition Charms

On July 1, Pandora announced its new platform, Pandora Wonders, which “emphasizes the brand’s commitment to daring, playful design, and exquisite, artisanal craftsmanship,” according to a press release. For the initiative’s first chapter, the jewelry company partnered with fashion stylist Harry Lambert on a collection of 11 dangle pearl charms. All made from unique freshwater pearls, the designs include whimsical shapes like ice cream cones, space rockets, mice, mushrooms, pufferfish, and more.