The White Company revamps clothing line for AW25

British lifestyle retailer The White Company_ which has become known for its bed linens in pristine whites and greys_ beautifully scented candles and cashmere loungewear_ is looking for customers to come in-store and discover its new directional take on womenswear launching for autumn/winter 2025.

Fashion is the brand_s second largest category_ behind its homeware offering_ and The White Company has turned to designer and trained sculptor Sheila McKain_ a former designer at Donna Karen and Oscar de la Renta_ who also worked at Hush and Jaeger_ as its clothing director to rethink its womenswear collections with a contemporary edge to mark its 30th anniversary.

At the AW25 press day_ which took place in London in June_ McKain told FashionUnited: “The automatic perception about The White Company is sheets_ candles and babywear_ and we just wanted to allow fashion to have its own voice and ensure that each individual piece had a purpose in the collection.

“My starting point was how do I get to the essence of what is actually necessary_ and what people want to wear – I was just trying to break down the foundations. I also spent a lot of time with Chrissie Rucker [founder of The White Company]_ looking at her wardrobe and other people_s wardrobes.

“In doing that_ you realise everybody has their foundational pieces that they go back to time and time again. But creating work classics can feel a little dated_ so we played around with proportions and silhouettes to reshape and make them feel more relevant.”

The result is a contemporary collection of elegant classics with elevated_ modern_ directional twists_ which McKain describes as being “quietly beautiful_” from outerwear in attention-grabbing bold silhouettes_ to tactile knitwear_ slouch_ super soft cashmere separates_ and an edit of footwear to complete the head-to-toe look.

The White Company showcases new clothing vision for AW25

The White Company is approaching its fashion line as a one-stop shop to building a capsule wardrobe_ one that appeals to its loyal customers_ who are looking for timeless_ quiet luxury styles_ while also resonating with a younger audience_ and offering customers versatile pieces that can be worn and styled in multiple ways.

The anchor of the collection is the outerwear_ which strikes a stylish note with its fluid_ oversized proportions_ from a throw-over soft poncho in wool to a pared-back take on the classic khaki parka_ and an oversized leather jacket_ as well as an edit of cosy short coats in wool and shearling. The highlight_ though_ which seemed to impress editors at the press day_ had to be the brand_s butter yellow draped double-breasted trench coat made from a Lenzing Ecovero blend to give it a more fluid silhouette.

They sit perfectly alongside relaxed tailoring_ from wide-leg trousers in all-Italian wool blends_ reinvented denim that includes slouchy carpenter_ carrot and straight styles in a new selvedge denim_ and knitwear designed to add “a sense of luxury to dressing_” with soft cable knits_ knitted polo shirts_ T-shirts and slouchy hoodies.

There is also a focus on comfort_ which The White Company has become known for_ elevating its loungewear offering with cashmere track pants_ jersey and corduroy joggers.

McKain also shared that there is a renewed focus on accessories this season with bags crafted in slouchy suede and “snuggly” shearling_ alongside cashmere hoods_ long leather gloves and an edit of footwear_ all designed to complement the collection.

You_ll also notice a soothing and grounding colour palette throughout the collection_ which stays true to The White Company aesthetic_ with McKain opting for a collection of “beautiful neutrals_” with whites_ ecrus and greys_ complimented by rich earth tones_ such as khaki green and chocolate brown_ “tones that pair together_ really seamlessly” to allow customers to layer styles.

So_ where does The White Company hope its fashion will be positioned on the high street? “I feel like there_s a big space in the market between the high street and designer brands_ and I believe we can fill in a little bit of that space_” added McKain. “I_ve tried to make sure the collection is an accessible price point; we haven_t done anything that_s crazy from a price point perspective.

“But I do think there is scope in the market for a few things that stretch the price point_ while keeping enough of the collection super accessible.”

The White Company is also looking to refocus its customers on its fashion line by addressing how it showcases its collections in-store_ opting for less clothing on the shopfloor to allow the collection to “breath a bit”.

“We did our first fashion concept in our Marylebone store_ and it performed really well_ by just putting less clothes out and allowing customers to look at it styled together_” explained McKain. “We_ve also designed the collection so that everything goes seamlessly with each other_ you can put almost anything together and it will work_ which for us was a true test. We want to make it easier for the consumer to discover.”