Beneath the canopy of seemingly never-ending fashion months, collaborations, and campaign drops is a forest of fashion industry news that flies relatively under the radar. From loud launches to quieter moments, our August 2025 installation of On Thread, our monthly fashion news series, keeps you abreast of all the crucial happenings in the fashion world.
From Miu Miu’s continued reign over the fashion world to Loewe’s pronunciation lesson, these are the fashion moments, news, and tidbits to know about in August 2025 — all distilled into an easily readable, disgestable format. Yum.
August 2025 fashion news
Here, you’ll find all the fashion news worth knowing in August 2025. As always, we’ll continue to update On Thread daily in reverse chronological order, meaning you’ll always find the newest news on top.
Miley Cyrus is the first (ever) face of Maison Margiela
A brand built on anonymity since its founding in 1988, Maison Margiela has been revolutionary for its use of faceless models, nameless design teams, and its founder’s reluctance to make public appearances. Now, the French luxury fashion house has appointed its first face, with Miley Cyrus fronting the brand’s first-ever ‘faceful’ campaign in almost four decades. Shot by Paolo Roversi, the campaign sees Cyrus stripped down and painted white (with eyelashes to match) in some images, and clad in pieces from the brand’s Autumn Winter 2025 collection in others.
Camilla and Marc remind us we still need to talk about ovaries
Australian brand Camilla and Marc has launched its annual ‘Ovaries. Talk About Them’ campaign. Helmed by founders and siblings Camilla Freeman-Topper and Marc Freeman, the campaign is its fifth year and aims to aid in bringing the world’s first early detection test for ovarian cancer to clinical trials. The campaign first debuted in 2020 as a deeply personal project for the siblings, spurred by the passing of their mother from ovarian cancer. Since then, the campaign has raised over AUD$2.5 million in medical research funding, which has gone towards airing research by Professor Caroline Ford and her team at the Gynaecological Cancer Research Group at UNSW Sydney.
Now, the team are on the verge of a scientific breakthrough in terms of early detection screening, having identified three specific DNA biomarkers last year and currently consolidating them into a single blood test. The ‘Ovaries. Talk About Them’ campaign is now aiming to bring the blood test into clinical testing by next year.
“We are incredibly optimistic that the wonderfully capable team is on track to take the first early detection test to clinical trial by 2026,” says Camilla Freeman-Topper, creative director of Camilla and Marc. “Now, we need everyone to show up like never before, for our mothers, sisters, daughters, and friends. If we get this across the line, we could change the future of women’s health globally.”
This year, the accompanying t-shirt collection takes on a pared-back form, with the unisex collection taking shape in black and white and bearing statements designed to ignite conversation: ‘It All Begins With Ovaries.‘; ‘There Is No You Without Me. Kindly, Ovaries.‘; and ‘How Much Are Your Ovaries Worth?‘
Explore the ‘Ovaries. Talk About Them’ campaign via Camilla and Marc.
Cate Blanchett is Uniqlo’s newest global brand ambassador
Cate Blanchett has added a new line to her resume. The Australian actress and producer—and two-time Academy Award winner—has been announced as Uniqlo’s new brand ambassador. The Melbourne-born actress will work alongside Uniqlo to advance the brand’s LifeWear philosophy, which looks to emphasise the continuous pursuit of excellence, humanitarian and next-generation support, and positive contribution to society.
“I value the ambition of Uniqlo to make life better through its LifeWear apparel: timeless design, perfected simplicity, affordable, accessible, quality clothing that lasts. I am energised by the opportunity to help Uniqlo advance important aspects of its LifeWear philosophy-supporting the next generation, playing a part in highlighting, and combatting the ongoing global displacement crisis, giving back to communities, and finding meaningful ways to contribute to a more equitable world.”
She’s set to reconnect with Clare Waight Keller, whom Blanchett supported during the British designer’s time at Givenchy, as well as fellow global brand ambassador Roger Federer.
Zendaya co-designs sneakers with On
Zendaya has transcended her role as global brand ambassador for On, with the multi-hyphenate now adding footwear designer to her already many-hyphened profession. The American actess-singer-model-brand ambassador-sneaker designer has co-created On’s new Cloudzone Moon sneakers alongside image architect (and Zendaya’s frequent collaborator) Law Roach, with the latter also responsible for styling the accompanying ‘Be Every You’ campaign for On. The Cloudzone Moon sneakers take the supportive technology behind the On Cloudzone sneakers and give them a more editorial makeover, courtesy of breathable mesh uppers, a supportive dual-density midsole, and a rubber outsole.
Explore the Cloudzone Moon sneakers via On.
Vans names SZA as new artistic director
The reign of the celebrity creative director continues! Vans has announced a multi-year creative partnership with SZA, that sees the American singer-songwriter take on the role of artistic director of the brand. In her new role, SZA will work alongside Vans to “reimagine upcoming campaigns and co-create exclusive product collections that fuse her unique vision with the brand’s creative and youthful spirit.”
Her debut campaign for the brand features an original brand anthem dedicated to “the beauty of becoming.” Directed and photographed by Sophie Jones and styled by Alejandra Hernandez, the campaign sees the Vans Knu Skool in black and white placed at the forefront. Originally designed in 1997, the Knu Skool was intended to be a reimagining of the Old Skool for the ’90s generation. Similarly influenced by skateboarding design, the Knu Skool restyles the Old Skool with a puffed-up tongue and 3D Sidestripe, paired with chunky, oversized laces.
“In Vans, I feel free!” says SZA. “I’ve been wearing Knu Skools and other styles for years, they’ve always had an ethos I connect with. As artistic director, my mission is to show that joy, community, creativity, and fashion are all still intersectional. That humanity, culture, and connection are still the access points.”
Explore the partnership via Vans.
Oroton and Frank Green collaborate on collection of refined daily carry
Australian brands Oroton and Frank Green have come together for the second time, this time linking up to create a limited edition capsule collection of hydration and coffee staples. The capsule sees Frank Green’s Reusable Water Bottle and Reusable Cup in the shades Grey Goose and Night Sky sheathed in Oroton’s pebble leather sleeves. The collection coincides with the expansion of Oroton’s men’s collection, with the 30-piece line adapting the Australian leather goods brand’s design codes to a set of utilitarian staples. Favourites include a leather-trimmed canvas weekend bag and leather credit card holders.
Explore Oroton x Frank Green via Oroton.
Tory Burch launches new Field sneaker
Retro kicks are here to stay, with Tory Burch jumping on the bandwagon. The American fashion house has released its new Field sneaker, a low profile style clad in leather and suede, riding on a rubber gum outsole. The sneakers come in seven colours, with each finished off with a tonal Tory Burch Double T enamel badge on the outer quarter.
Explore the Field sneaker via Tory Burch.
Zimmermann opens a new store in Calabasas
Homegrown brand Zimmermann continues to thrive overseas, with the whimsical luxury house opening a new store in Calabasas, Los Angeles. Located in The Commons retail complex, the store is designed by longtime collaborator Studio McQualter and channels retro coastal chic through a warm, earthy colour palette, mosaic-tiled thresholds, terrazzo flooring, Art Deco armchairs, and a vintage sofa.
Burberry adds two new styles to its eternally timeless rainwear selection
Arriving at precisely the right time for Sydneysiders—with the city experiencing its wettest August in almost three decades—Burberry has added two new trench coat styles to its outerwear lineup. The heritage British fashion house is renowned for its rainwear which balances classic aesthetics with practical features, with its water resistant nature coming courtesy of the cotton gaberdine fabric pioneered by founder Thomas Burberry. The two new additions, the Fitzrovia trench and Ellingham car coat, comprise part of the Burberry Winter 2025 collection and modify signature silhouettes with voluminous raglan sleeves and a fuller skirt for a more defined fit-and-flare effect.
Explore outerwear via Burberry.
Saint Valentine offers a fresh take on tennis jewellery with Cresendo
Saint Valentine has released a contemporary take on tennis jewellery. The Australian it girl-favourite has launched its Cresendo collection, which swaps uniform diamonds for a series of subtly graduated hand-set zirconia stones. The collection comprises drop and hoop earrings, as well as a tennis necklace, bracelet, and ring, with all styles available in sterling silver or gold vermeil.
Shop Cresendo via Saint Valentine.
Lindelli places diamonds at the forefront of its new Cadre collection
Australian fine jewellery brand Lindelli has released its new Cadre collection, which sees a whisper-thin bezel setting transform any diamond—from emerald and marquise to oval and cushion cut—into wearable works of art. The delicate setting allows the diamonds to take centre stage in each design, with the collection comprising pendants, dangle earrings, rings, and studs.
Explore the Cadre collection via Lindelli.
Fred celebrates the radiance of summer in new campaign
Fred has launched its latest campaign. Titled ‘Catch The Sun’, the campaign celebrates the unique radiance and energy of summer through a story of three friends united by their pursuit of joy and brilliance. The campaign features pieces from the French jewellery house’s Force 10, Chance Infine, and Pretty Woman collections, while cementing the maison’s status as the quintessential sunlight jeweller.
Alo’s new ‘Luxury Is Wellness’ campaign shot at Amangiri stars Kendall Jenner
Los Angeles-based lifestyle brand Alo has released its latest campaign. With the tagline “Luxury Is Wellness,” the brand posits that wellness is not a mere accoutrement to life, but the main event. Starring Kendall Jenner, the campaign is shot at the serene Amangiri in Utah, with the pared-back campaign highlighting the model’s own rituals and hobbies.
“Alo’s whole philosophy around wellness really reflects how I try to live; being intentional and taking care of myself from the inside out,” said Jenner. “Whether I’m travelling, on set, or just at home recharging, I always come back to the little rituals that keep me grounded. That’s what Alo is all about. I’ve been connected to the brand for years, so creating this campaign together, especially in such a beautiful and peaceful place, made it all the more special.”
Burberry releases new campaign starring TikTok’s ‘Bus Auntie’
Brat Summer is over. Burberry is gearing up for Bus Auntie Winter, with its Fall 2025 campaign seeing TikTok sensation ‘Bus Auntie’, otherwise known as Bemi Orojuogun, join a cast of models on a double-decker bus tour of London’s most famous landmarks. Passengers wear iconic looks like gaberdine trench coats, capes with Burberry checks, and woollen outerwear, while landmarks like the National Gallery, Trafalgar Square, and London Eye act as backdrops.
The Ralph Lauren Polo Bear makes his cinematic debut
Joining the likes of Paddington and Pooh Bear in the ranks of iconic bears with roles on the silver screen, our furry fashion icon the Polo Bear has made his on-screen debut. Taking on the titular role in The Polo Bear Chronicles: Operation Black Tie, the Polo Bear embarks on a dangerous (and stylish) mission to solve the mystery of a theft.
Watch The Polo Bear Chronicles: Operation Black Tie on the Ralph Lauren YouTube channel.
Louis Vuitton’s Express PM handbag takes a hush hush approach to branding
Louis Vuitton, but make it quiet luxury. In keeping with the times, Louis Vuitton’s latest handbag style, the Express PM, takes a considered approach to branding, placing the luxury French fashion house’s all-over monogram print on the inner lining of the bag, with hints appearing on the straps. The slouchy handbag silhouette is available in supple grained leather and velvet calfskin, with black, hazelnut, mahogany, taupe, and a two-tone ivory and blue colourway on offer.
Explore the Express PM via Louis Vuitton.
Charlotte Casiraghi highlights literary heroines for Chanel
Socalite, model, and Chanel ambassador Charlotte Casiraghi is set to present her summer reading list for the French luxury fashion brand’s Rendez-vous littéraires rue Cambon, which has been taking place since 2021. The literary gatherings aim to foster a deeper connection with literature and will spotlight the voices of Edith Wharton, Marion Brunet, Claire-Louise Bennett, and Katie Kitamura, with each selected work tied together by their exploration of women’s quests for independence.
Miu Miu is the hottest brand of the moment
Fashion shopping platform Lyst has released its quarterly ranking of the hottest brands in fashion, with Miu Miu taking the top spot for Q2, 2025. It dethrones Loewe as the hottest brand, with the Spanish luxury fashion house coming in second, followed by Saint Laurent, Prada, Coach, and The Row. Notable new entrants to the top twenty list are Burberry in 17th place and Birkenstock in 19th place.
Explore the full list of the hottest fashion brands via Lyst.
kims launch a face product for the Instagram generation
Ever wanted the equal parts lauded and lamented ‘Instagram face’ with minimal post-surgical down time? Skims have got you covered. The American shapewear brand co-founded by Kim Kardashian (alongside Emma and Jens Grede) has launched its first face product, the Seamless Sculpt Face Wrap. The polyamide and elastane wrap is designed to work in the same way as the brand’s body shapewear, wrapping the neck and sides of the face with the intention of lifting the face and sculpting the jaw. The brand calls the product its “first-ever face innovation, made with signature sculpting fabric and infused with collagen yarns for ultra-soft jaw support,” while Kardashian herself claims that “it snatches your little chinny chin chin.… It’s super comfortable to wear at night or just around the house.”
Explore the Seamless Sculpt Face Wrap via Skims.
BÉIS and Gap release a denim-coded collab
BÉIS, the travel brand founded by Pretty Little Liars alum Shay Mitchell and American clothing retailer Gap have collaborated on a capsule collection of denim apparel, luggage, and travel bags. Modelled by Mitchell, her partner Matte Babel, and their children, the capsule collection comprises airport-ready ‘fits like denim jackets and baggy knit jeans, toddler tracksuits, and a suite of luggage including check-in and carry-on suitcases, a travel backpack, and a weekender bag.
Loewe knows you can’t pronounce ‘Loewe’
Loewe is sick of you pronouncing ‘Loewe’ incorrectly. The Spanish luxury fashion house is so sick of it that it’s included a secret lesson on its website — head to the brand’s homepage and hover over the ‘o’ of ‘Loewe’. It’ll start to shake and give a voice will covertly whisper the correct pronunciation. Consider us schooled.
Oh, and it’s LO-WEH-VAY, by the way.
Figure out how to pronounce Loewe via Loewe.
Camilla and Marc open first South Australian boutique
Camilla and Marc has expanded its domestic retail footprint with its first boutique in South Australia. Located in Adelaide’s Burnside Village, the Akin Atelier-designed boutique reflects the brand’s considered, refined aesthetic through a warm, tactile space with a largely neutral colour palette inspired by the Australian landscape.
Want to stay abreast of all the new and noteworthy developments in the fashion world? Find all our fashion news coverage here.
Words by Arabella Johnson and Esmé Duggan
