The White Company’s AW25 Clothing Collection Is Its Chicest Yet

Something exciting has just landed. While known for its beautiful homeware, fragrance and gifting, The White Company is also hot on the latest fashion trends – and for AW25, the British label shows that you don’t need to be loud to have excellent style. 

The White Company Taps Quiet Luxury For AW25

The White Company is celebrating a pretty big milestone: 30 years in business (and 30 years on the British high street). The brand, which was founded by businesswoman Chrissie Rucker OBE, has been a go-to lifestyle destination for three decades – with its minimalist chic interiors and citrusy home fragrances seducing shoppers all over the UK. (And, with B Corp status firmly under its belt as of 2024, the pull has been almost impossible to ignore.)

And this season offers us even more reasons to visit. In a surprise move, The White Company has given its fashion offering a refresh, with its AW25 collection upholding the new ethos of ‘quietly beautiful clothing.’ Designed around the tenets of luxury, ease and confidence, the new collection is comprised of soft neutrals, tactile fabrics and relaxed styling.

‘A new direction for our 30th year,’ the brand announced on its website. ‘A palette that soothes, attention-grabbing silhouettes and fabrics that bring joy and comfort.’

The White Company’s AW25 collection marks not only the brand’s 30th anniversary, but a key change in direction for its fashion offering

The new clothing vision has been brought to life by designer Sheila McKain, a trained sculptor as well as a former designer at Donna Karen and Oscar de la Renta. She drew on the archives of The White Company’s founder to create a fresh, modern collection, tied in with the theme of ‘apricity’ – an old English word used to describe the warmth of the sun in winter.

Collection Highlights

The White Company taps into the quiet luxury movement through three core pillars – colour, fabric and silhouette – which combine to create the ultimate autumn/winter wardrobe. 

Dressed in a palette of white, ecru and rich earth tones, the collection features a considered edit of fabrics (‘We’ve travelled the globe to source the very finest fabrics, focusing on silhouettes, fluid drape and covetable softness,’ the brand notes) and cocooning silhouettes (‘Inspiring silhouettes that play with relaxed proportions in a modern way, but never compromise on fit,’ The White Company adds) that lend a relaxed, chic feel to every item.

Soft textures, neutral tones and relaxed silhouettes are some of this season’s key style notes

A key cornerstone of The White Company’s AW25 collection is outerwear, which has been given fluid, oversized proportions. Shoppers can take their pick of wool ponchos, pared-back parkas, down-filled puffer jackets, classic leather jackets and cosy short coats designed in wool and shearling.

Knitwear also gets a revamp this season, with cashmere acting as the hero piece. Luxuriously soft to the touch, the fabric has been woven into soft cable knits, polo shirts, t-shirts and even slouchy hoodies and track pants (perfect for off-duty dressing).

There’s also a new selection of tailoring, with an all-Italian wool blend trouser and new selvedge denim offering perfect solutions to mid-week dressing dilemmas, and a brand new line of sports luxe staples giving the perfect excuse to look stylish while at the gym or running errands.

Bag and accessories also feature prominently in The White Company’s latest collection

And for the first time, The White Company puts the spotlight on contemporary accessories – slouchy bags dressed in soft suede and shearling, long leather gloves, chic cashmere hoods and an edit of footwear to make stomping around the city all the more stylish.

How To Shop The White Company AW25

The White Company’s new clothing line is available to shop online and in stores now. thewhitecompany.com

More From The White Company

The White Company has also partnered with Chelsea Arts Festival to host Women’s Words: From Page to Stage, an evening of live readings to celebrate 30 years of the Women’s Prize for Fiction. Performers include Sheila Atim, Sheila Hancock, Kate Mosse, Lenny Henry, June Sarpong, Emily Berrington, Cariad Lloyd, Emily Beecham, Sara Pascoe and Indira Varma – and the event will raise funds for the Women’s Prize Trust, supporting its mission to empower all women to raise their voices, tell their stories and share their expertise.

Details: 21 September 2025 at 6pm | Cadogan Hall, 5 Sloane Terrace London SW1X 9DQ | Tickets start from £15

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Images courtesy of The White Company