Looking back, 2025 was the year pre-loved fashion went mainstream. Red carpets embraced pre-loved fashion like never before, with stars like Emma Chamberlain, Chappell Roan, and Jeremy Pope making a powerful case for circular style by wearing looks sourced from eBay at the Met Gala. A sweeping wave of creative director “musical chairs” reshaped familiar fashion houses, sparking renewed interest in both archival icons and the debut creations of rising stars, and sending shoppers to destinations like eBay in search of their work.
These moments shaped what eBay shoppers searched for, collected, and coveted most on the marketplace this year—and they continue to inspire the kinds of pieces worth gifting or treasuring as markers of the season.
As this edition of the eBay Watchlist trend report closes out 2025, we revisit those defining shifts and the pieces sure to shape wardrobes—and conversations—well into 2026. Here’s to reflecting back back (and and looking forward). Happy holidays, and happy finding.
Margherita Maccapani Missoni
Designer, Tastemaker and Founder of Maccapani
Louis Vuitton and Gucci remain the most purchased luxury brands on eBay worldwide*, and more than 13 Louis Vuitton items are listed on eBay every minute**.
Armani enters the top five following founder Giorgio Armani’s passing, Dior continues its ascent under Jonathan Anderson’s long-awaited creative lead, and Burberry’s turnaround strategy delivers results.
*2025 Rankings based on global eBay purchases and listings from January-September 2025
**Data based on cumulative listings from January-September 2025
+5.2M
+3.9M
+3.2M
+1.8M
+1.7M
+1.2M
Sportswear–streetwear crossover propels KidSuper, Fear of God, and Cactus Plant Flea Market to the top. DÔEN surges after its viral GAP collaboration, while Miu Miu and Birkenstock flex their strong Gen Z appeal.
*The fastest-growing brands by number of items sold globally from January-September 2025
*The fastest-growing brands by number of items sold globally from January-September 2025
Breaking down how creative director changes reshaped the pre-loved market.
Jonathan Anderson's history-making appointment drove a 390% surge in searches for his name this year, renewing interest in Dior classics.
Following Hedi Slimane’s reign, Rider’s arrival has reenergized the house and its icons.
Demna’s teaser campaign lifted searches for his name by 87% and breathed new life into the brand’s signature silhouettes.
*The fastest-growing brands by number of items sold globally from January-September 2025
*The fastest-growing brands by number of items sold globally from January-September 2025
All eyes are on LUAR, which has parlayed the breakout success of its Ana bag into fashion week mainstay status. Bob Mackie climbs to the top as shoppers—and pop star royalty, from Taylor Swift to Sabrina Carpenter—embrace their inner showgirl.
*Percentages based on global average sales price growth on eBay from January-September 2025
+270%
+91%
+58%
+57%
+47%
+46%
+36%
+32%
+22%
+22%
This year’s top-searched it-bags need little introduction. The Coach Tabby—a favorite from “The Summer I Turned Pretty” and Gen Z icon—went toe-to-toe with the Fendi Baguette, riding the buzz of the house’s 100th anniversary and the “And Just Like That…” finale. Meanwhile, the revival of the 2005 Chloé Paddington proved that shoppers can’t get enough of classics reborn for a new era.
*Rankings based on global searches on eBay from January-September 2025
This year’s top-searched it-bags need little introduction. The Coach Tabby—a favorite from “The Summer I Turned Pretty” and Gen Z icon—went toe-to-toe with the Fendi Baguette, riding the buzz of the house’s 100th anniversary and the “And Just Like That…” finale. Meanwhile, the revival of the 2005 Chloé Paddington proved that shoppers can’t get enough of classics reborn for a new era.
*Rankings based on global searches on eBay from January-September 2025
Coach is at the center of the it-girl bag zeitgeist, with key styles spotted everywhere from the WNBA courtside to Cousins Beach on the big screen. On eBay, shoppers searched for “Coach” 92 times per minute* this year.
*Rankings based on global searches on eBay from January-September 2025
This year’s top-searched watches prove that true classics never fade. From the Rolex Datejust to the Audemars Piguet Royal Oak, these icons continue to captivate with their enduring heritage, prestige, and style.
*Rankings based on global searches on eBay from January-September 2025
This year’s top-searched watches prove that true classics never fade. From the Rolex Datejust to the Audemars Piguet Royal Oak, these icons continue to captivate with their enduring heritage, prestige, and style.
*Rankings based on global searches on eBay from January-September 2025
Taylor Swift’s and Travis Kelce’s engagement announcement lit up 2025, and her old mine diamond and Cartier Santos Demoiselle watch became instant items of affection. eBay searches for the diamond cut soared 21% this year, and 194% for the watch.
*Rankings based on global searches on eBay from January-September 2025
This year’s top-searched sneaker silhouettes exist at the sweet spot between nostalgia and utility. Retro revivals like the Nike Shox feed fashion’s archival obsession, while performance styles like the ASICS Gel-Nimbus deliver the comfort and function shoppers crave.
*Rankings based on global searches on eBay from January-September 2025
This year’s top-searched sneaker silhouettes exist at the sweet spot between nostalgia and utility. Retro revivals like the Nike Shox feed fashion’s archival obsession, while performance styles like the ASICS Gel-Nimbus deliver the comfort and function shoppers crave.
*Rankings based on global searches on eBay from January-September 2025
The long-awaited return of the Air Jordan 4 ‘White Cement’ had sneakerheads scrambling; since its May launch, eBay users have searched for the shoe nearly 600 times a day.
*Rankings based on global searches on eBay from January-September 2025
2025 felt like the year fashion remembered how to feel again. There was a return to tactility—metallics, plush textures, rich earth, and jewel tones—all proving that getting dressed can still be playful while deeply personal.
This winter and holiday season, that energy continues with high shine moments , unexpected softness and the kind of color stories that look as good styled online as they do wrapped up for someone special. These pieces make the perfect gifts because they invite self expression, whether it’s a metallic sneaker that catches the light or a fuzzy heel that feels indulgent just to slip on.
Style right now, and particularly pre-loved fashion, is about emotion and experience—things that last longer than a trend cycle. And for 2026, I’m most looking forward to that continuing—whether it's in the personality-driven layering that creates new shapes and silhouettes, or the over-the-top tassled, pom-pommed, fringed pieces from the runways finding a reality in everyday life. I'm excited to see those creative inspirations unfold.
Clothes that connect, that tell stories, and that remind us why getting dressed still feels a little bit magical will always be my ideal direction.
Brie Welch
Trend 01
Shoppers have spoken: comfort can be glamorous when soft textures meet refined detail.
Shop the trendwith unexpected detail, transforming loungewear-inspired pieces into street-ready statements.
+47%
+22%
+14%
+47%
+22%
+14%
“ Softness deserves to get out of bed this season. Handbags shine in smooth leathers and apparel like silk pajama sets (+34%) are redefining loungewear as luxury—think indulgent textures you actually want to wear outside."
Brie Welch
*Global searches on eBay, year over year (August 2025 vs. August 2024)
Trend 02
Classic curves return, with full pants and tea-length skirts bringing mid-century volume back into focus.
Shop the trendin prints and handbags add a graphic punch.
+22%
+87%
+22%
+87%
“ Retro silhouettes are back — balloon pants are up 57%, and gemstone brooches (+10%) add a sort of modern ornamentation to grandma's jewelry. What's old feels new again, and the bigger the shape, the more room for drama."
Brie Welch
*Global searches on eBay, year over year (August 2025 vs. August 2024)
Trend 03
Rhinestones and metallics are topping off 2025 wardrobes as the season’s ultimate statement-makers.
Shop the trendelevate everyday style into spectacle.
+423%
+139%
+50%
+423%
+139%
+50%
“ The glitz of holiday dressing is in full swing—from Seiko rhinestone watches up 983% to Nike’s metallic P-6000 sneakers soaring 222%. Adding a little shine to your ensemble sparks just the right amount of radiance, and even metallic pants are glimmering their way back (+16%)."
Brie Welch
*Global searches on eBay, year over year (August 2025 vs. August 2024)
Trend 04
Outerwear is the statement, with vivid colors and bold silhouettes transforming coats into centerpieces.
Shop the trend
“ This winter, layering isn’t just about warmth, it’s about personality. Embellished slippers are up 98%, and statement jackets (+31%) are making quiet luxury look, well, not so quiet."
Brie Welch
*Global searches on eBay, year over year (August 2025 vs. August 2024)
Trend 05
Gem-inspired hues and bold accessories add warmth and a touch of luxury to the winter season.
Shop the trendfor their timeless richness and modern versatility.
+21%
+27%
+13%
+21%
+27%
+13%
“ Rich color reigns—Burberry burgundy coats and oxblood accents (+115% and +12%) bring a luxe depth to winter dressing, while searches for the Celine Phantom bag are up 320%. Subtly in jewel tones is illusive no more."
Brie Welch
*Global searches on eBay, year over year (August 2025 vs. August 2024)
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