Pinks & Links

The most up-to-date themes and trends in retail, from Alaïa to Cos to Hill House Home. Plus, everything else I’m seeing out there and where to get it.

Ever since the preppy and nostalgic ballet-meets-coquette pink emerged during the most recent Spring collection runway shows, it’s been trickling in at mall-brand stores, who are responding to a clear shift in consumer preferences toward softer, more approachable palettes. Photo: Courtesy of Alaïa

Sarah Shapiro

January 17, 2025

A prevalent theme in retail, at least at the moment, is the manner in which brands are navigating the delicate balance between innovation and familiarity. These days, retailers tend to make data-driven decisions about when to lead a trend, versus follow it or establish a partnership, whether via a cross-promotion or collab or something in between. But the resurgence of certain trends—like a particularly popular shade of light pink—demonstrates how consumer appetite still ultimately drives the market.