The White Company Unveils New AW25 Clothing Collection

The White Company, a British lifestyle retailer renowned for its luxurious bed linens, fragrance-filled candles, and soft cashmere lounge pieces, is inviting customers to explore its fresh approach to womenswear for the autumn/winter 2025 season.

Fashion, the brand’s second most significant category after homeware, has been reimagined under the guidance of Sheila McKain. With an impressive background that includes stints at Donna Karan, Oscar de la Renta, and more, McKain aims to infuse a modern edge into The White Company’s womenswear as it celebrates its 30th anniversary.

New Fashion Direction for The White Company

During a press event in London for the AW25 collection, McKain spoke about shifting perceptions. “People often think of The White Company as just sheets and candles, but we wanted fashion to have its distinct identity and ensure each item served a meaningful purpose,” she shared.

Her approach began with understanding core needs—researching essential pieces that people frequently reach for in their wardrobes. This exploration led to redesigning timeless classics, making them feel contemporary while emphasizing unique proportions and silhouettes.

The outcome is a sophisticated collection filled with refined classics but with fresh, modern twists. McKain describes the pieces as “quietly beautiful,” showcasing bold silhouettes in outerwear and luxurious, textured knitwear, alongside soft cashmere separates and stylish footwear choices.

A One-Stop Shop for Stylish Wardrobes

The White Company is dedicated to crafting a comprehensive fashion collection aimed at building a versatile capsule wardrobe. This approach seeks to resonate with loyal patrons seeking timeless elegance while appealing to a younger demographic through adaptable pieces that can be styled in various ways.

The collection’s centerpiece is the outerwear, which features fluid yet oversized styles, from cozy ponchos to reimagined classic parkas and oversized leather jackets. Notably, the striking butter yellow double-breasted trench coat made from a Lenzing Ecovero blend has captured editor attention.

In addition to outerwear, there’s a strong emphasis on relaxed tailoring, featuring wide-leg trousers crafted from luxury Italian wool, innovative denim styles, and knitwear designed to enhance the luxury feel of casual dressing.

The White Company continues to prioritize comfort, enhancing its loungewear selection with items like cashmere track pants and jersey joggers. Accessories, ranging from slouchy suede bags to cashmere hoods and elegant gloves, further complement the collection.

One notable feature remains the soothing color palette, which adheres to The White Company’s aesthetic with beautiful neutrals, accented by rich earthy tones like khaki and chocolate brown. These colors are designed to allow easy layering, enhancing the overall look.

Looking ahead, McKain believes there’s a gap between high street fashion and designer labels that The White Company is poised to fill. “I see the opportunity to provide styles at accessible price points while also offering a few higher-end pieces,” she explained.

In a bid to enhance the fashion shopping experience, The White Company plans to streamline in-store displays. By showcasing fewer items, they hope to create an environment where products can be better appreciated in styled ensembles.

“Our initial concept at the Marylebone store received positive feedback, showing that a minimalistic approach allows for styled items to connect better with customers,” McKain noted. “The goal is to create a collection that mixes and matches seamlessly, making it easier for shoppers to discover their preferred styles.