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The State of Fashion:Luxury 2025

McKinsey & Company and BoF Insights report

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Global fashion faces challenging landscape

The ninth annual State of Fashion report by McKinsey & Company and BoF Insights highlights the challenging landscape the global fashion industry faces in 2025. With economic uncertainty, changing consumer behaviors, and evolving market dynamics, the year is expected to be a critical juncture for many brands.

Overview

Economic Challenges: 80% of executives foresee no improvement in the industry, and only 18% rank sustainability as a top concern, down from 29% in 2024. Consumer confidence and spending remain major issues.

Key Drivers: Price sensitivity, the rise of dupes, climate change acceleration, and reshuffled global trade create a difficult environment.

Geographic Shifts: Growth engines in Asia, particularly India, Japan, and Korea, are becoming pivotal as China faces economic challenges.

Themes Driving the Agenda

Trade Reconfigured: Brands are diversifying sourcing to align with evolving trade policies and sustainability targets. Nearshoring and political alignment are critical considerations.

Asia’s Growth Engines: While China slows, India, Japan, and Korea are emerging as vital markets for growth.

Discovery Reinvented: AI-driven curation in e-commerce promises to help overwhelmed shoppers navigate abundant choices.

Silver Spenders: The growing over-50 demographic offers new opportunities for incremental growth, emphasizing the need for inter-generational appeal.

Value Shift: Resale, off-price, and dupe markets are flourishing as consumers seek better value amid persistent economic pressures.

The Human Side of Sales: Enhancing in-store experiences by empowering well-trained sales staff can drive demand for physical retail.

Marketplaces Disrupted: Online non-luxury marketplaces face existential challenges, struggling with declining demand and rising customer acquisition costs.

Sportswear Showdown: Challenger brands are rapidly gaining market share, driving competition in the dynamic sportswear segment.

Inventory Excellence: Advances in inventory management and agile supply chains are key to addressing margin pressures and meeting sustainability goals.

The Sustainability Collective: Collective action is essential to meet decarbonization goals despite consumer reluctance to pay premiums for sustainable products.

Looking Ahead

The industry’s outlook remains sluggish, with revenue growth stabilizing in low single digits. Luxury’s dominance in profit creation is challenged by non-luxury segments for the first time since 2010. Brands that act nimbly to address geographic shifts, demographic changes, and technological innovations will find opportunities amid the turbulence.

Growth in the jewellery sector will be fueled by rising demand from ultra-high spenders and continuous investment from luxury houses in technology and expertise.

The new playbook for 2025 emphasizes adaptability, localization, and sustainability, while redefining value and consumer engagement. The fashion sector must innovate, embrace technology, and prioritize long-term resilience to navigate this period of reckoning successfully.

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By Invitation

Artisan Perspectives: Rethinking Craft In The Age Of Lab-Grown Stones

Prapanjj S K Kota
Founder & CEO at Réia Diamonds

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  • Traditionally, diamond value was driven by rarity, origin, and size, with craftsmanship playing a secondary role.
  • With the rise of lab-grown diamonds, abundance is shifting focus from rarity to design and craftsmanship.
  • Jewellery-making is returning to a craft-first approach, placing artisans at the core of value creation.
  • Skill, precision, and finishing quality are becoming primary differentiators.

The rarity of diamonds has historically dictated their market value, and most of the conversation surrounding a diamond’s value has revolved around where (and how rare) it came from, and how large it was. While craftsmanship has always been important, it has often remained secondary, simply supporting the diamond rather than receiving the buyer’s focus.

As lab-grown diamonds begin to enter the market in greater numbers, the conversation surrounding them is also changing. With an increasing supply of diamonds, being a differentiating factor in jewellery becomes much more about design, craftsmanship, and the quality of work than about rarity.

For artisans, this shift means that the focus of making jewellery has returned to the craft itself.

From a technical perspective, lab-grown diamonds do not affect the fundamentals of jewellery making. They will continue to have the same hardness, brilliance, and structural properties that natural diamonds do; therefore, using traditional setting techniques, including precision settings, pavé work, micro-setting, and polishing, will be just as essential. While the tools may be more modern, the knowledge to work with diamonds continues to be based on many years of training and experience.

The major change comes with the new opportunities presented by working with lab-created stones.

Designers are utilising the increased access to stones to try new layouts incorporating a greater focus on symmetry, scale and intricate detail. As jewellery changes, so does its craftsmanship. Today, with designs that involve numerous stones, layered settings, and modern silhouettes, artisans must have an intentional focus on the structural integrity and balance of the pieces being created, elevating their role more than ever before.

As we see craftsmanship play a supporting role to design when jewellery becomes design-centric, the specifics of how stones are aligned, how strong the setting is, and how well metal surfaces are finished will have an impact on how a piece looks, feels, and holds up over time; and therefore, they cannot be replicated with technology alone.

This change also highlights the importance of India’s historical craft traditions. Surat’s experience in the production of diamonds has established it as a leading force in the world of fine jewellery. This industry relies heavily on a team of talented craftsmen and manufacturing expertise, which plays a very important role in the overall development of jewellery that uses natural as well as lab-grown diamonds.

The introduction of lab-grown diamonds offers a fresh new direction for many artisans, as well as introducing something new into the world of fine jewellery. As it becomes less critical to know where a stone comes from, knowing the quality of the craftsmanship around a piece of jewellery will become increasingly essential. Design integrity, structural engineering, and finishing standards will all contribute to defining the real value of a finished piece.

Therefore, there is an opportunity for artisans; thoughtful design with precise execution requires a high level of technical proficiency. The better the craft, the more evident the difference is.

With the rise of lab-grown diamonds, the discussion about value will slowly evolve to include what has always been considered great jewellery: the skill, time, and craftsmanship it takes to create a piece of art from a design.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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