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Why the Most Coveted Products Are Surprisingly Affordable

Not so long ago, the ‘it’ bags, shoes, jackets and belts usually bore the logo of a big luxury brand. But relentless price hikes have opened the door for premium players like Sézane and COS — and even mass brands like Uniqlo and Ugg — to capture the cultural zeitgeist.
Collage of accessible fashion products
In Lyst’s report of the hottest products in the fourth quarter of 2025, five out of the 10 buzziest pieces are from sub-luxury labels, including a quarter-zip from Ralph Lauren and a puffer jacket by Zara’s sister brand Massimo Dutti. (Graphic by Mya B)

Stephanie Novak used to see herself as a luxury shopper.

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Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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