My Friends Call Me a Psychic—30 Fashion and Beauty Items I Predict Will Go Viral This Year
Most Wanted is a weekly series in which one editor, staffer, or influencer shares their top 30 must-haves or current wish-list items.
Take a peak into my Gen Z crystal ball: instead of seeing visions of a future relationship or home, you'll be greeted with the newest handbag launch and It Girl sneaker. Call it a woman's intuition or chalk it up to my social media-afflicted brain, but rarely am I wrong about up-and-coming trends and products. Sometimes it's obvious—of course, Adidas sneakers will still be a must-have item throughout the rest of the year (and beyond). But, in other cases, it's just a certain je ne sais quoi that a brand or item has that sparks my interest. Being chronically online helps, too. For example, in the beauty world I can't stop hearing about Sofie Pavitt and boar bristle brushes. On the fashion side, I have a sneaking suspicion shoe charms will continue the charm-everything trend. Keep scrolling to shop my edit of fashion and beauty finds that are destined to be viral this year.
Banana Republic
Lightweight Cashmere Short-Sleeve Sweater Polo
Preppy polos are one of my favorite styles this year.
We The Free
We the Free Montana Shorts
Hear me out: Bermuda shorts will be a huge hit this year.
Liffner
Liffner Bowling Mini Bag
The fashion set can't get enough of Liffner handbags.
Sofie Pavitt Face
Omega Rich Moisturizer
Since New York esthetician Sofie Pavitt launched her brand in 2023 each new product has been coveted by my beauty editor friends. Her latest is this acne-friendly nourishing moisturizer that I need to get my hands on.
Adidas's next big style is the Tokyo sneaker.
Reformation
Cashmere Boyfriend Sweater
Call it the Galinda effect, but pale pink is everywhere.
Saie
Supersuede™ Talc-Free Powder Blush
I'm calling it now: Cloud-like skin is overtaking the dewy, glazed craze this year—Saie's newest powder blush launch comes just in time.
All my Gen Z friends and I are obsessed with silly graphic tees that are packed with personality. I can see the style really taking off this year.
Banana Republic
Relaxed Suede Trucker Jacket
Suede is so timeless and this jacket is the perfect piece to transition your wardrobe into spring
I can already picture myself running around LA with Staud's newest silhouette, the Maude bag.
Compared to the Tokyo style, the Country sneaker has a slightly lifted sole. The all-white style is so sleek.
Shani Darden Skin Care
Triple Acid Signature Peel
Los Angeles facialist Shani Darden recently launched her line of skincare in Sephora and I know it's destined to sell-out. Get a luxe facial at home with her signature peel kit.
Banana Republic
Rings Mini Hoop Earrings by Aureus + Argent
Gone are the days when mixing metals was considered a fashion faux pas.
Cotton Citizen
Marbella Boat Neck Shirt
This year I'm looking to update my basic silhouettes with fun prints and colors—this pretty shade of green is perfect.
Shopbop
Parke Classic Straight Jeans
You may know Parke for their quick-to-sell-out crewnecks, but the brand's denim is top tier. This length and wash is timeless.
Adidas has hopped on the clog train. I'd pair these with a cozy cashmere sock, baggy jeans, and a basic white t-shirt.
Laneige
Glaze Craze Tinted Polypeptide Lip Serum
Laniege's new lip balms are already all over my social media.
Your favorite celebrity likely owns a pair of sunglasses from Bru Eyewear. The up-and-coming LA-based brand has the coolest silhouettes.
Reformation
Leannah Dress
I'm sensing a gingham print-revival ahead.
Banana Republic
Leather Moccasin Loafer
Loafers with ruched details are the celeb-vetted take on the classic shoe.
Emi Jay
Aura Hydrating Hair Fragrance Mist
Your favorite Gen Z hair accessory brand has done it again: Emi Jay's new hair fragrance has the most expensive-smelling and long-lasting scent, you'd never believe it's only $24. The compact packaging makes it easy to take on the go.
Banana Republic
Everywhere Ponte Capri Pant
The longer, kick-flare style on these capris upgrades the once-dated silhouette to feel modern.
NYX Professional Makeup
Buttermelt Glaze Skin Tint Spf 30 – Vanilla Bean Butta
NYX crafted the perfect skin-tint—it's light and breathable, but covers blemishes and redness with ease. The best part? It's under $20.
Aritzia
Babaton Gallery top
We're serious Adidas stans at Who What Wear.
ILIA
Eye Stylus Shadow Stick – Long-Lasting Cream Eyeshadow
2025 is the year of subtle shimmery eyeshadow—Ilia's newest creamy shadow stick is a no-brainer.
adidas
Adicolor Classic Firebird Loose Track Pants
Sporty styles, like these easygoing track pants, are alive and well among the Gen Z pack. I'd style these low-rise with loafers and a sweater.
La Bonne Brosse
N.01 the Small Universal Hair Brush
Yes, La Bonne Brosse's offerings are on the pricier side, but boar bristles are so gentle on hair. And, it's less expensive than other brands on the market.
Free People
Shoe Lace & Charm Set
Try out the shoe charm trend with Free People's curated under $20 sets.
adidas
Handball Spezial Shoes
Handball Spezial's are so underrated—this colorway is so cute.
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