It’s not just at the retail level – with fashion’s buzziest individual brands right now, chances are, there’s a woman calling the shots.

Eight of Lyst’s top brands have female creative directors — including Miu Miu, Prada, The Row, Chloé, and Totême — and the most talked-about names on social media are largely women-led too.

This isn’t new, LuxuryVerse members called it back in 2023 when brands like Hermès, Prada, Dior, and Khaite were dominating conversations. Women are driving fashion forward, with creatives like Phoebe Philo selling out her debut collection in minutes and Honor Brodie breathing new life into Tory Burch. Meanwhile, Miuccia Prada continues to lead two of the most powerful brands in fashion.

And then there’s Victoria Beckham — a standout in both fashion and beauty. Her brand has quietly built momentum over the years, with her clean, refined aesthetic resonating more than ever. Whether it’s her signature tailoring or her incredibly well-respected and uncompromising beauty line, Beckham’s success is a testament to how to build staying power: a clear vision and a visible, involved founder.

Hailey Bieber made Rhode a sensation by putting herself at the center of the brand’s identity, Charlotte Tilbury is practically an essential, and Rare Beauty, Ariana Grande fragrances, Haus Labs and Fenty continue to thrive.

Gen Z cares whom they’re buying from. They crave connection, and women founders and creative directors aren’t just selling products, they’re selling a dream of successful entrepreneurship. They’re inviting us into their world of winning. Whether it’s the cool-girl allure of The Row, the playful rebellion of Miu Miu, or the effortless, minimalist glow of Rhode, these brands let us buy into an identity they aspire to.

In 2025, great product is tablestakes. The driver of desire is a sense of belonging to something bigger. And women are looking to other women to model it for them.