Fall fashion trends and the audiences behind them

Fashion has taken all sorts of turns lately.  This summer we’ve seen Labubu’s as bag charms to jelly shoes becoming a thing again – and it has us wondering, which fashion trends will we be seeing this fall? 

It’s a well-known fact that September is fashion’s biggest month – it's the month of New York Fashion week and it’s back to school shopping.  

So, here’s a look at the fashion trends coming this fall and the audiences driving them:  

Fall fashion trends  

Animal Print   

Yes, the animal print trend has been around now for at least a year, but it’s staying and will be a massive staple this fall, and is projected to grow by 31%.   

Specifically, we’ll see lots of Leopard print, and Cow print will also become more popular.  You can see a steady incline in Pinterest searches for animal print over the year, and designers have already added it to their newest fall collections online.  

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Interestingly, although animal print is up, Zebra print is losing it’s popularity, so you’ll see less of this print and more of leopard, snake and cow (we’re dressing like Noah’s Ark at this point).  

After years of boring "quiet luxury”, animal print being back represents a trend toward maximalist fashion not minimalist, as people are embracing these more playful and expressive styles.

So who’s driving this trend? A segment that shows a high interest in the animal print trend, and brands who’ve always rocked them (like Roberto Cavalli and Dolce & Gabbana), is this Fashionista segment:

They are defined as people who are always following the latest fashion trends, and love to express themselves through their clothing.  

Using the SOPRISM platform, we can see that the majority are women age 25-34, who reside in New York and the areas around it like New Jersey and Connecticut.  

Their style icons would be women like Sarah Jessica Parker and Vivenne Westwood.  

And many of them love to shop at the retailer Shopbop. 

Beyond animal print, they show a high affinity towards luxury watches.

Based on the insights on this audience, brands targeting these consumers with their own line of animal print clothing, should position themselves as a statement-making brand that allows for bold self-expression. They should highlight how their clothes are wearable art that sets trends, instead of following them.  

Clothing ads with edgy photography and dynamic poses are going to grab this audience’s attention:

For more details on how to target this Fashionista audience segment, download our targeting pack.  

Bag Charms  

Labubu’s can relax, they will still be around this fall and bag charms in general aren’t going anywhere! 

They are so widely popular that brands like Coach reported that their bag charms line led to a 13% YoY revenue jump. 

Google trends show that the search for “bag charms” just peaked again in July 2025:  

And all signs point to the fact that Labubu style collectibles and bag charms will dominate not just Fall 2025, but 2026 as well.  

This shows consumers appetite for personalization – women are taking a bag that lots of other women might have but are styling it with their own charms, and “making it their own”. 

Bag charms also act as collector's items, and this is nostalgic for all of us who grew up with things like Beannie Babies or Tamagotchi’s. Characters like Labubu tap into this  collectible craze, and people can’t get enough of it. 

Labubu charm lines generated over $419M in merchandise sales in 2024 alone. 

So who is driving this trend? A key audience behind the bag charm hype is this "Brands Lover” audience:  

Every fashion brand should be trying to capture this high-value audience segment – because once they are loyal to a specific brand they enjoy purchasing and using products associated with those brands time and time again.  

These are the people who are very status-conscious and luxury oriented. They are early adopters of the trends like the bag charms. They value exclusivity, so something like the Labubu bag charm trend would really speak to them, because they are so hard to get your hands on – especially the more rare Labubu’s.  

According to SOPRISM, brands they love and are loyal to include Miu Miu, Chanel, Fendi,  and Gucci.  

Miu Miu has been a huge adopter of the bag charm trend since it started on the runway last year - and a popular style has been their mini bags that people add on to their bigger version of the bag:

Any brand, like Miu Miu, can use Audiense insights on this “Brand lovers” audience to target them effectively. Here’s a full content strategy backed by those insights: 

We can see that Instagram, Facebook and Email are the best platforms to target this audience through.  

For more details on how to target this audience, download our targeting pack here.    

Boho Chic 

Boho is back baby!  

Brands like Free People and Farm Rio can rejoice.  

People are calling it Boho Chic – think free-spirited silhouettes and soft flowing fabrics. This type of style reminds us of nature, and fall is the best season for these earthy boho tones.  

This trend has been waiting to launch since Chemena Kamali took over at Chloe in 2023, and her entire fashion line was boho inspired. This year, we saw it all over the 2025 fall fashion runway:

So who is buying into the Boho Chic trend? A key audience segment is called the “Casually Engaged”.

This audience shops at brands like Free People, Alice + Olivia, and Isabel Marant for their boho looks. 

The majority of these 25-34 year old females reside in Massachusetts, Rhode Island and Utah.  

SOPRISM tells us that their style inspo’s include Gigi Hadid and Kendal Jenner. 

These are individuals who are moderately interested in brands and products but don’t have a deep commitment – meaning they engaged periodically with content but are pretty passive online. This means that any brand targeting them needs to put in extra effort to activate this audience through highly targeted experiences and messaging. 

This audience may be into Boho but it’s not to be confused with low budget, the emphasis is on “chic”. When it comes to their purchasing power, they can afford luxury goods, first class travel, and things like diamond jewelry. 

Beyond Boho, they also shop for Surfwear, and brands like Free People have already adapted to these consumer preferences:   

Base on the audience data and recommendations by Audiense, any Boho brand looking to target this audience should position themselves as a brand that offers “effortless style for everyday moments”.  

Emphasize the blend of bohemian aesthetics and comfortable wear.  

Messaging should sound like “Effortless style for every mood”, and benefits communicated should include “Versatility, quality, and timeless appeal.” 

Photography should look natural, candid and relaxed.   

This audience values comfort, authenticity, ease and personal space – so play into that.  

For more targeting tips and tricks, download the Fall Fashion Audience Targeting pack.   

Get ready for fall  

For brands and agencies, the takeaway is simple: fall fashion trends aren’t just trends but rather, they’re opportunities to connect with highly defined, high-value audiences.  

Whether it’s the Fashionistas turning leopard print into a lifestyle, the Brand Lovers hunting down the next rare Labubu, or the Boho Chic crowd curating effortless, luxe looks, each segment comes with its own motivations, platforms, and purchase drivers.  

Your job isn’t just to follow the trend - it’s to show these audiences that you are the brand setting it. Position yourself where they’re already looking, speak in the tone they respond to, and deliver the style, exclusivity, or ease they crave. 

This fall, the brands that truly win won’t just be the ones pushing product. They’ll be the brands creating a sense of recognition and belonging for their audience. They’ll understand that today’s consumer isn’t simply buying an item; they’re buying into an identity, a mood, a moment that feels personal.  

Because when someone slips on that statement leopard coat, clips on a rare Labubu, or steps out in a flowing boho dress, it’s not just fashion - it’s a reflection of who they are (or who they want to be). The most successful brands will tap into that emotional connection, making their customers feel not only stylish, but understood, valued, and part of something bigger.  

Tap into these audiences by downloading our Fall Fashion Audience Targeting pack now.