It is impossible to talk about fashion today in Argentina without alluding to the complex panorama that was presented during the year, for all the protagonists of the industry, in unequal competition against the international market.
According to data from the Argentine Industrial Chamber of Clothing“door-to-door” commerce (which primarily targets Chinese platforms like Shein and Temu) It grew between January and July 2025 by 258% compared to the same period in 2024. A commercial movement that reached figures of US$ 408 million. This percentage also triples the volume of garments that enter the country through the usual commercial import circuits. The same report details that Argentine tourists increased their clothing purchases by 111 percent and spent US$2,196 million on them.
The same t-shirt that costs $15,000 on the Shein platform, in the country’s stores they charge at least double, if not triple or 4 times more. The purchasing option, increasingly simplified, is becoming irresistible, as are trips to neighboring countries that combine short vacations with consumer tours.
What is the situation of the consumer who wants, at the beginning of a new season, to renew his or her wardrobe? For now, quite different than in previous years, in which the shop windows or web pages of major national brands or accounts in smaller label networks represented all the options from which you could choose. Today the possibilities multiply and for those who are able to make decisions with time and strategy, the costs become remarkably accessible.
Local stores are now usually reserved for last-minute purchases and trips and purchases abroad are used for larger investments. For example, party dresses or suits in the case of men.
In any case, faced with so much dispersion and variety of offers, it becomes crucial to know what to choose. And for that there is nothing better than knowing the trends of the next season, useful information to optimize the consumption of current and renewed items. Here is a brief guide to fashionable garments, silhouettes and colors.
Fashion silhouettes
If we analyze the fashion items of recent yearsboth winter and summer, we will observe that comfort became a fundamental factor. The silhouettes are wide and are accompanied by coats and shoes that do not require too much effort on the part of the wearer. And although in fashion interpretations always collide with the creative arbitrariness of designers, we could affirm without fear of being wrong that the pandemic seems to have left its marks on our way of approaching life and the body.
“They call them ‘harem’ pants but we have always referred to them as ‘slippers’. They are sagging pants, which establish a very particular silhouette, above all things, comfortable,” explains Teresa Napolillo, Fashion Editor of Marie Claire Argentina, about the top item of the summer, the one that best concretizes the motto of feeling comfortable.
The garment refers to the East and also to a style always resurrected in summer: the consecrated “boho chic”, which makes soft and airy fabrics a cult. The “harem” pants have very elegant and formal versions, although it will surely be on the streets and beaches where they find their best settings.
“Another garment that will be a star is the olBermuda shorts, wider than ever, knee-length and for all occasions, from going to work to enjoying the beach,” explains Napolillo. On the other hand, he points out a very elegant return: black and white. “It’s a classic, but it’s also chic, it’s flattering and you have to take advantage of it to show off,” he recommends.
As for the colors, pink and yellow will be a trendtogether or separately. “A less pastel and more vibrant yellow, almost reaching mustard,” says Napolillo. This palette will alternate with a predominance of brown, in all its varieties, which after decades seems to gain definitive ground over black.
“Feathers, pompoms and very long fringes are the season’s accessories. Also sequins, although less than other years,” says the expert.
Belts, alone or gathered around the waist, will also be strong accessories, along with headscarves, in the style of the ’70s, to face the beach wind without messing up your hair.
Pilots in light versions will continue to be one of the favorite items for cool days (even if it doesn’t rain) and denim will be a constant from head to toe: in shoes, pants, tops, accessories and details.
Lace and polka dots also return and will have night and street versions. “And crochet is imposed, in finishes and in complete garments, for the beach and for the urban territory,” says Napolillo.
The “athleisure” style continues to set a trend. What does this term mean? It arises from the combination of “athletic” and “leisure” which means leisure or rest and refers to the sports clothing that has never left our lives since the ’90s. If sneakers are the most essential mark of this style, so is comfort and that freedom that was unthinkable decades ago to combine a pair of tights and a blazer or a sports top with silk pants. Sneakers are one of the items that vary the most: this year the giant “sneakers” are abandoned forever and a vintage style represented by Adidas “skinny” models is adopted.
As for the shoes, the “mules” will be favorites. That is, those without a heel, like clogs, sometimes with a strap that surrounds the foot, with or without a heel. The ultra-flat guillerminas also return and, among them, the most fashionable are those made with transparent fabrics.
A vital tip to accompany any choice: wearing current clothes always renews us, but it is only worth it if it matches our style and makes us feel good.
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