MADE YOU LOOK, ACCESSORY EDITION

An accessory, defined as a thing that can be added to something else to make it more useful or attractive. Yet today, accessories are so much more. In fact, they have evolved into the star of the show, the definition needs an update. The fashionistas are coming for you, Oxford English Dictionary. So, which up-and-coming brands are winning today’s accessory revolution and why?

Throughout time, accessories have evolved with us. Their popularity largely driven by practicality, but also general trends and status signalling. In 19^th century Europe, men were all about hats, whilst women were as obsessed with gloves. Not exclusively, but you get the gist. It was during this very time that history witnessed the birth of the wonderous department store. Yay. There were whole milliner sections and glove counters. Hurrah. Accessories were suddenly available to the masses, through a shopping experience like never before, all were free to browse. This was a turning point for the accessory world. It was transformed. Le Bon Marche was the first real department store, it opened in Paris in 1852.

This was the inspiration behind Harrods in London and Macys in New York which followed. The perfect opportunity for more self-expression through fashion, or even just a mood boosting purchase.

If we look back even further, women and men have historically adopted different accessory trends. The accessory playing field hasn’t been even since the 18^th century, when at its height, both men and women’s style was equally flamboyant. Think wigs, bright colours, high heels, jewellery etc. Then there was an abrupt disruption when, in the midst of war and revolutions, men’s fashion changed dramatically. Suddenly ostentatious accessories were replaced with minimalism. Finally, men’s accessorising has returned to the spotlight. Jewellery for men is mainstream (we all saw the Love Island chaps confidently wearing their pearl necklaces), about time. Now everyone is amplifying their style with accessories. Trends are driven by both big fashion houses pushing curated luxury, but now also propelled by the public, with items going viral on social media.

For consumers in 2025, accessories can be found and worn for every kind of self-expression. For some, accessories become a part of their very identity, like what sunglasses are to Anna Wintour.

Today there is a new generation of boutique brands leading the accessory revolution. Traditional luxury brands are being seriously rivalled by emerging designers, whose success is channelled through their ability to combine modern style, that also has a focus on older traditions of craftsmanship and quality, producing their products to a standard often lost to fast fashion over the years.

Houghton & Mackay spoke with Patrick Morrison, founder of Furious Goose, who described how it was a combination of creative designs but also product quality that opened doors, ‘I knew exactly what I wanted and what world-class quality should feel like’.

Soon his products were in luxury Mayfair store William & Son, ‘I saw my scarves displayed in their Bruton Street window, directly opposite the mothership of scarves, Hermès. That was a moment.’

Heritage is also being reimagined in different ways amongst other boutique brands, the whimsical jewellery of Sonia Petroff has been brought back to life after her luxury costume jewellery designs were rediscovered and revived. Popular not just due to the distinctive bold design, but also the beautiful craftsmanship, every piece handmade in Tuscany.

Other labels have taken inspiration from personal journeys. Parisian, Colombe Campana, took her lockdown embroidery hobby and turned it into the brand, Call It By Your Name, making bandanas into unique accessories. Authentic American bandanas sourced from South Carolina, upcycled and embroidered in Paris. The products quickly gained a cult following on social media. In a similar spirit of looking to roots to inspire design, former stylist, Anita Patrickson, was motivated by her upbringing in South Africa to found sandal brand, Amanu.

Raised by conservationists, she developed an appreciation for the earth and using only what was needed to create her products. Each pair handmade by artisans across Africa using traditional techniques, with a focus on sustainability and quality to create enduring and timeless pieces, with modern elegance.

Together, these rising labels show how today’s fashion accessories are a combination of both disruption and tradition, a careful balance. They are united by their commitment to doing things in their own way, sticking to their values and refusing to compromise on quality, sustainability, or their unique design. This is something that resonates deeply with their audience. As Furious Goose’s founder describes, ‘Every piece tells a story, turning an accessory into a conversation starter.’ How they create a ‘niche within a niche’ which is ultimately their biggest strength, ‘We make for people who want something truly different’. Their designs add both emotion and style to an outfit. A reminder that in today’s fashion world, accessories are less about mass appeal than they are about communities of fans who buy into the whole product, including the story behind it, ‘we have mega-fans and they are the heart of the business… you just need a tribe who lives and breathes everything you create’.