Swap your beret for a baseball cap: American fashion is on the rise

While European luxury has long been the gold standard for high fashion, American designers are currently winning the race by focusing on something much more relatable — functional style that translates to everyday life.

European fashion houses are swapping creative directors faster than the 24-hour news cycle. This constant turnover makes it nearly impossible for a designer to establish a voice, let alone a consistent, loyal following, without a series of shows (aka over time), and that may be translating to lost money and fashion dollars.

Although, as Americans, we applaud change, we also focus on mainstream commercialism, which is increasingly seen as an asset rather than a disadvantage.

According to the Business of Fashion, Ralph Lauren and Coach have both reported 19 consecutive quarters of sales growth, with Ralph Lauren surpassing Gucci’s revenue, reaching $7.1 billion. Although Ralph Lauren has taken a dip this month, it’s still showing a strong presence.

Many European designers are beginning to feel out of touch with who modern women actually are and what they want to wear. Not everyone wants to look like a cream puff floating through the set of Emily in Paris. We want clothes that are sharp, functional and fit for our actual environments.

Contrast that with the steady rise of American collegiate prep, where creative continuity offers a sense of reliability that shoppers crave. Coach has taken advantage of cultural moments from Gen Z’s beloved show “The Summer I Turned Pretty” to working with the WNBA, and Ralph Lauren is synonymous with the Olympics through its Team USA dress.

David Lauren wearing Ralph Lauren Team USA Style Matthew McDermott

At Khaite’s Spring 2026 show, the opening look was a simple black blazer and jeans. It may not be “groundbreaking” in the Devil Wears Prada sense, but it is exactly what customers desire — less fantasy, more function.

While a mystical, unwearable collection can create an elite world, it often does so at the expense of alienating customers.

Not all Americans will say they are proud to be American, but at least they know their fashion slays. Even Mayor Mamdani knows what’s up with his custom Detroit-made Carhartt jacket.

So forget what’s across the pond, accessible fashion is just a click away with American brands we love. These are the five brands we see having a moment across the USA.

Ralph Lauren

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Ralph Lauren is the ultimate destination for classic Americana because it masterfully blends heritage styles like Ivy League prep and rugged Western wear that place you in the heart of Yellowstone.

Their iconic Olympic collections, especially for the Milano Cortina 2026 Games, provide a unique chance to own a piece of American history through patriotic, U.S.-manufactured gear. It doesn’t get any more American than the uniform itself.

Coach

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Coach has reclaimed its cool factor by leaning into sustainable craftsmanship like the Coachtopia circular line and revitalizing archival 1970s silhouettes that resonate with Gen Z’s love for vintage-coded authenticity. This year’s undisputed hottest ticket item is the Brooklyn Shoulder Bag, a minimalist, oversized hobo that went viral for its quiet luxury and is coveted by celebrities like Bella Hadid and Elle Fanning.

Khaite

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Khaite has redefined power dressing with elevated clothes that wear well to the office and transition to evening soirees. Invest in a piece like the little black Lyra Dress, as the quality rivals that of Chanel and Dior at a much better price. Each item is created with structural precision and substantial fabrics that maintain a sharp, editorial silhouette through the longest workdays.

Tory Burch

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Tory Burch has successfully transitioned from a purveyor of prep into a high-fashion powerhouse by deconstructing traditional Americana with high-end quality and quirky-cool details befitting a modern southern belle. While her recent shows lean into sporty silhouettes, a pair of logo-crested ballet flats remains the most notable and timeless accent you can add to your closet for an instant shot of elevated style.

The Row

The Row

By rejecting typical fashion marketing and focusing on Row-inspired American tailoring, the Olsen sisters have proved that their fashion house can equal even the most storied European heritage houses when it comes to demand.

While the infamous Margaux bag remains an iconic heirloom bag, other items, such as the leather mules or hammered silk top, are coveted for a classic wardrobe staple.

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This article was written by Emma Sutton-Williams, New York Post Commerce Writer/Reporter and resident fashionista. Emma is one of the best-dressed ladies in The Post’s office, and also known for finding an unbelievable deal on any one of her stylish outfits. Divulging on everything from designer launches, sales and dupes to the most-popular and most-underrated purse brands to luxurious silk pajama brands, Emma has cultivated an eye for style and an expertise for identifying the clothes and accessories worth your coin. At the same time, she proudly models the products she picks so you can see their fit and function first-hand. Emma has been creating shopping guides for The Post since 2024, and previously held bylines in Rolling Stone, Oprah Daily, Parents, InStyle, StyleCaster and more.