MAGIC FW25/26: The Softer Side

Jeramiah Irwin, @jerairwin The Jersey City–based designer attended Afropunk for the first time last year, and the festival’s accepting ethos made him come back again this year. “I love festivals in general, but this one to me is so different. Everyone is so friendly. There’s no judgment,” he says. “It’s really true what they say—the no sexism, no homophobia here.” And given the opportunity to fully express himself, Jeremiah chose a denim corset and ripped jeans that were inspired by the pop-country music he’s been listening to. Says Irwin, “I was going to wear a cowboy hat, but I’m saving that for later.”

The Softer Side

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Want to discover more shoppable trends?Check out MAGIC’s 2025 event calendar with must-shop stops in Las Vegas, New York, and Nashville.

T-shirt by muHAKU; Dress by english factory; Jacket by ASTRID

Reassuring Softness

NYC stylist Jessica Richards knows trends don’t emerge from a bubble. No matter how fun and imaginative the latest fashions may be, there are always bigger-picture connections at play. “The embrace of tactile softness is the defining detail of FW25/26’s femininity; in a world of tumult and uncertainty, familiarity feels good, and the continuation of a seasons-long ‘Coquette’ trend is happening for so many commercial and emotional reasons. But to dress with a sweetness is one thing; to be held in its implied warmth and safety through cozy materials and sensually soft surfaces is what makes it different from seasons past,” she explains. Richards , the lead stylist for this photo shoot, incorporated a stunning variety of softness — from warm and fuzzy outerwear to comforting knits. To offer young shoppers more warmth and a sense of certainty, she also opted to style each look with flats to make the coquettish outfits feel more wearable and grounded. Mariana Pavan, creative director of Max Maria agrees: “Ultimately, the rise of feminine and romantic fashion for FW25/26 highlights a response to both societal and aesthetic shifts, where elegance and sentimentality take center stage, redefining modern femininity in a fresh and empowering way.” Lisa Dybenko-Murphy, Astrid Clothing’s vice president of sales says, “The last five years have produced a lot of uncertainty and change; change can harden us. If [Fashion Photographer] Bill Cunningham's quote ‘Fashion is the armor to survive the reality of everyday life,’ means anything, it seems we are all looking to connect with a sense of calm, to feel warmth, strength, and beauty, and to soften our wardrobes with a more feminine curation.” “Consumers are definitely embracing a softer aesthetic in their wardrobes,” says Pretty Garbage sales representative Aileen Oh. “It’s not just about the look but also about how clothing makes them feel. We’ve noticed a growing interest in designs that feel special yet practical — something that can be styled effortlessly, whether it’s for a casual day out or a special occasion.”

Romantic Femininity

There’s a fun focus on darling design details. “I've noticed that our buyers are embracing the divine feminine aesthetic while also incorporating that modern twist. Layering delicate pieces, soft colors, and frills has been a trend that our buyers can't get enough of. Consider something so simple as our bralette. By adding the soft color and floral lace detail, this creates an opportunity to truly embrace divine femininity," says Kara Willis, tradeshow coordinator at Emory Park. Karen Cohen, VP, director of sales and business development at MeMoi, has also seen this trend unfold across gorgeous fabrics and textures. “We are seeing a return to soft, delicate styles, aesthetics focusing on traditional elegance with a modern twist. The usage of lace, tulle, ruffles, and pearls are being interpreted to create contemporary designs,” she says. Young shoppers are loving it too. Mariana Pavan, the creative director of Max Maria says, “Consumer habits have significantly evolved in response to the rise of a softer, more romantic aesthetic. Shoppers are now prioritizing emotional connection, comfort, and timelessness when making fashion purchases.” “Also incredibly important is the throughline of the heart motif, appearing as a cutout detail on a tee [by Endless Rose], embellished with sparkle, and as an oversized adornment on a chain necklace [by Yochi]. As a symbol, the heart is sweetly seasonless and perennially feminine; but in these times, when it appears, it reminds us to have love for one another, compassion for the shared human experience, and joy in our surroundings,” says Richards.

Dress by pretty garbage; Denim by just black denim; Necklaces by Yochi; Earrings by airotciv by victoria

In FW25/26, many of the photo shoot’s themes are paired with looks that could be described as unexpected, whether through getting vulnerable to express individual quirks or reaching for new ways to stand out authentically. For instance, “The hints of ballet pink, bows, floral motifs, and lace throughout the editorial are the nods to the overt femininity of the FW25/26 season,” says Richards. “However, symbolic of the chaos of the world at large are the moments of the unexpected: tailored silhouettes to break up softer sweet ruffles; color combinations of unlikely earthy and pastel pairs; casual knits or all-climate outerwear, back to party sparkle.” Airotciv By Victoria Founder Victoria DiSilvestro also senses consumers’ embrace for individuality. “I believe that everyone is on the hunt for the latest trends and unique pieces that the ‘It Girl’ wears — specifically, custom and one-of-a-kind statements. While basic accessories remain essential, consumers are increasingly drawn to bold, playful statement pieces that truly express their individuality,” she says. “In today's fashion landscape, the notion of something being ‘out of style’ feels almost obsolete, as self-expression takes center stage. Interestingly, the “new wave of youthful femininity" as it’s aptly described in MMGNET’s FW25/26 Women’s Young Contemporary Buyer’s Guide, is appealing and wearable for young shoppers who don’t necessarily gravitate towards ultra-feminine styles. “Even if your style is not super girly, intertwining masculine and femininity is what romantic apparel is all about and something we will see a lot of as we head into the FW25/26 season,” says Willis.

“Self expression takes center stage.”— Victoria DiSilvestro, Airotciv By Victoria

Studio Production Credits: Producers: Gauge Theory CreativePhotographers: BRITTANY ALYSE & REINER CARLOS; Stylist: JeSSICA RICHARDS; Assistant Stylist: HAILEY gENEVIEVE; Lighting Tech: BRANDON JONESLighting Assistant: ALONSO AYALA; Hair & Makeup: MORNINGSTAR JACKSONModel: Aine noelle, ONE MANAEGEMENT

Discover the vast charms, inspiring variety, and easy wearability of “The Softer Side”.

Expecting the Unexpected

Knit Set by blue blush; Sweater by pretty garbage; Bralette by Emory park; Knee Socks by memoi; Phone Charms by omg blings

Lean into this season's softer side. From beautiful, delicate details, the softest fabric and adornments to a pastel color palette and an overall sweet aesthetic, “The Softer Side” features a plethora of women’s trend and young contemporary brands from this season’s MAGIC events. This photo shoot was inspired by the “Coquette” concept from MMGNET’s FW25/26 Women’s Young Contemporary Buyer’s Guide, featuring products and brands that were shoppable at MAGIC’s FW25/26 events. Discover how MAGIC curates an on-trend assortment of women’s wear brands that align to the season's top themes your consumers will be looking to shop this fall.

Tank by dREss forum; Shorts by sofie the label; Trench by Lucy paris; Sweater by max maria; Tights by MEMOI; Bags by HOLLIS

Published April 2025

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Skirt by grade & Gather; T-Shirt by endless rose; Jacket by astrid; Bag by bc handbags; Earrings by airotciv by victoria

“We are seeing a return to soft, delicate styles, aesthetics focusing on traditional elegance with a modern twist.”— Karen Cohen, MeMoi

“The embrace of tactile softness is the defining detail of FW25/26's femininity.”— Jessica Richards

Dress by grade & gather