What, at its essence, is a fashion boutique? It’s a space for brands to present their wares, yes – but in today’s luxury landscape, that definition feels insufficient. The most influential brands now prioritise universe-building as much as they do merchandising. Customers aren’t purchasing a garment so much as an aesthetic worldview – and the boutique becomes a tangible expression of that vision.
In 2025, this idea crystallised into a full-scale revival of fashion retail. A series of brands unveiled high-concept stores that treated fashion, art and design as a whole. JW Anderson has restyled its stores as design-driven marketplaces offering not just clothing but ceramics and other crafted objects. Extreme Cashmere introduced a boutique where the clothing nearly disappears into a domestic setting. A series of smaller stores have also emerged: like Jake’s, the Saturday-only store which sees Jake Burt, one half of London-based label Stefan Cooke, sell an ever-changing roster of weekly one-offs designed by him and his friends (pastry chef and model Louis Thompson provides the cakes).
Here, we are focusing on the store design itself: from Stone Island’s experiments with cutting-edge tech to stores-turned-galleries, these were the retail concepts that defined 2025 in fashion.
Acne Studios, Tokyo
Acne Studios’ new three-level Aoyama flagship blends minimalist architecture with playful textures. Designed by co-founder Jonny Johansson and Halleroed, the glass-lined, garage-like space is clad in pink granite and filled with vibrant furnishings by the likes of Max Lamb and Benoit Lalloz. The store remains faithful to Acne Studios’ Scandi roots, but nods to Japan through details like candy-bright ceramics by Takuro Kuwata.
READ: Step inside Acne Studios’ pink-hued Tokyo flagship: ‘fashion is supposed to be fun’
Miu Miu, London
Miu Miu’s revamped New Bond Street store feels clean and contemporary, defined by an industrial metal grid floor, crisp lighting and bold yellow-green display cases. Upstairs, warmer touches – parquet, plush rugs and a sculptural wooden ceiling – add softness. Crucially, this space is conceived as more than a boutique; it functions as a cultural and social hub.
READ: Inside Miu Miu’s ‘proudly modern and minimal’ new London store
Longchamp, New York
The showstopper at Longchamp’s revamped New York flagship is the vivid green steel-ribbon staircase. Thomas Heatherwick returned to reimagine his 2004 design, shifting focus from theatricality to a warm ‘Parisian apartment’ feel. An opened-up upper floor, green carpeting, vintage furniture and eclectic art create a refined but lived-in atmosphere.
READ: Thomas Heatherwick revamps his New York flagship for Longchamp – 20 years after he first designed it
Extreme Cashmere, Amsterdam
At Extreme Cashmere’s Amsterdam store, opened in April, the display of garments is almost secondary to creating a home-like spirit. Plush carpets, a stainless-steel kitchen block, a ‘cashmere spa’ washing machine and curated objects encourage intimate, relaxed interaction with the brand’s sizeless, genderless pieces, which are displayed market-style.
Dries Van Noten, London
In March, Dries Van Noten ushered in a new era under creative director Julian Klausner, following the founder’s 2024 departure. A new London store on Hanover Square followed, housed in a former bank. The two-floor space showcases fashion and beauty amid artworks by Hockney, Man Ray and Tracey Emin, plus eclectic furniture, design pieces and a vinyl corner.
READ: Dries Van Noten’s new London store is an eclectic, art-filled haven
JW Anderson, London
Jonathan Anderson is slowly but surely steering JW Anderson towards a lifestyle focus, with stores now mixing in art, ceramics and homewares – from Akiko Hirai pieces to Charles Rennie Mackintosh stools. Gallery-style displays spotlight works by Mary Stephenson, Gwen John, Christina Kimeze, Robert Kulicke and more, underscoring a growing curatorial slant. In December, a Pimlico Road store – designed by Sanchez Benton – continued to hone this vision, seeing fashion, art and interiors converge.
READ: JW Anderson’s new London store is an inviting emporium of fashion, art and homeware
Saint Laurent, Paris
Saint Laurent’s recently opened Avenue Montaigne boutique offers a museum-like experience. Across three levels, muted rooms showcase not just garments, but furniture by Süe & Mare, Paul Poiret, Jean-Michel Frank, Charlotte Perriand and Josef Hoffmann, as well as works from the Pinault Collection, including art by Mark Bradford.
Stone Island, New York
Stone Island boldly stepped into the future with its SoHo flagship, embodying CEO Robert Triefus’ refreshed vision. Designed by AMO, the two-storey space showcases the brand’s ‘lab’ ethos of material innovation, featuring charred cork, stainless steel and immersive digital screens. A subterranean lounge with a DJ booth and bar completes the experience.
READ: With exclusive merch and a secret lounge, Stone Island’s New York flagship is all about discovery
Loewe, Paris
Loewe’s first ‘Casa Loewe’ on Avenue Montaigne evokes an art collector’s home. Colourful ceramic tiles meet marble, brass and concrete, illuminated by abundant natural light. The space is furnished with pieces by Gerrit Rietveld, George Nakashima and Isamu Noguchi, which sit alongside Loewe leatherwork, rugs inspired by John Allen and an eclectic art collection spanning Franz Erhard Walther to Domingos Tótora.
Dior, Shanghai
Christian de Portzamparc’s House of Dior boutique in Beijing is a freestanding, five-storey flagship wrapped in sculptural white resin ‘petals’ and golden glass panels. Not only does this lantern-like behemoth blend couture and architecture, it also incorporates lifestyle – home to a restaurant from Anne-Sophie Pic, OMA-designed displays, VIP salons and art-filled interiors alongside floors of fashion.
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