NEW AMERICANA

There are plenty of ways to describe American style, but iconic still feels about right. From ’60s glamour to ’90s minimalism, its influence is always evolving. In 2026, Americana is having another main-character moment, but this time it’s less about nostalgia and more about remixing the codes we already know. Prep is back, Western is still going strong, New York is having a fashion renaissance and the line between streetwear, luxury and pop culture has never been blurrier.

The brands leading the charge are taking everything from classic collegiate style and old-school tailoring to heritage leather and streetwear, then making it feel entirely now. Coach is turning Americana into It-bags and playful leather, Tommy Hilfiger is making prep feel current, Thom Browne is rewriting the uniform, while Off-White continues to blur the line between street and luxury. Add Tom Ford’s unapologetic glamour and you have a new American fashion landscape that’s polished, playful and anything but predictable.

This is Americana without the rulebook. Familiar, but never stuck in the past.

Coach started in 1941 as a family-run NYC leather workshop, turning craftsmanship into low-key luxury. Rooted in Americana but always fresh, they reimagined classic heritage with legacy leather, signature C’s and playful polish, bringing New York craftsmanship into the now, one It-bag at a time. Emily Blunt’s choice of Coach on The Devil Wears Prada 2 set? Need we say more?

From 34th Street leather to SS27, Coach has never stood still, and Stuart Vevers continues to turn the brand’s heritage into something distinctly now. Celebrating its 85th anniversary, Coach looked back without getting stuck in the past, reworking familiar signatures through the idea of memory. The collection opened in a palette of soft neutrals, with oversized trenches, tailored jackets and supple leather bringing a lived-in ease to classic Coach codes, before bursting into sequins, metallics and candy-coloured glamour.

Thom Browne started in 2001 with five suits in a small New York shop, turning traditional American tailoring on its head with cropped proportions, meticulous craftsmanship and his now-iconic grey suit. The brand has become a cultural signature, moving from the runway into pop culture, worn by artists like Doechii and appearing in Emmy-winning show The Bear.

From the New York West Village to SS27, Browne continues to rewrite the rules of American prep. This season, classic tailoring meets a garden in bloom, with lightweight suiting, seersucker and madras softened by playful embroidery and insect motifs. Familiar grey, white and navy give way to flashes of colour, keeping the Thom Browne uniform precise, but anything but predictable.

Tom Ford launched in 2005, bringing his signature brand of sleek tailoring, high-octane glamour and unapologetic sensuality to a new generation of luxury. From dressing James Bond to becoming a fixture on the red carpet, Ford has always blurred the line between fashion and pop culture, even earning a namecheck in Jay-Z’s “Tom Ford”. Now, under Haider Ackermann, that legacy is being rewritten rather than repeated.

From Ford’s era-defining glamour to SS26, Ackermann brings his own take on the house’s seductive DNA. Sharp tailoring, sheer fabrics, elongated silhouettes and flashes of skin create a mood that feels sensual without being obvious.

Ever wanted to inject a dose of Miami sunshine into your wardrobe? Turns out, there’s a way. Welcome to the cult of Cult Gaia. Founded by Jasmin Larian in 2012, the brand has become the apex of fashion that’s fun, flirty and free. Their manifesto is to curate a wardrobe filled with magic. Now that’s an ethos we can get on board with.

The sun may be setting on summer, but Cult Gaia’s 2026 collection keeps the heat on with its signature sun-drenched energy. Crochet, florals and flowing silhouettes; Cult Gaia does the holy trinity of resort dressing and then turns the dial up. Be beach-ready in a breezy maxi, party-ready in a sculptural mini and accessorise to perfection with their statement bags. Consider your year-round holiday wardrobe sorted.

The late Virgil Abloh didn’t just design, he formed a cultural blueprint. From runway moments to furniture drops, everything he touched blurred lines and broke boundaries. Off-White became the bridge between streetwear and luxury, rewriting the rulebook for a generation. Think the cult Meteor line, game-changing collabs and that unmistakable Arrow motif, now cemented as a global icon.

Today, Off-White continues to evolve Abloh’s legacy, keeping its focus on culture, community and the collision of streetwear with luxury. With Ib Kamara’s recent departure marking the end of a four-year chapter, the brand enters a new era, one that promises to push its boundary-breaking spirit in whatever comes next.

Tommy Hilfiger turned classic American prep into a cultural phenomenon. Founded in New York in 1985, the brand quickly became synonymous with red, white and blue Americana, while its connection to music and youth culture, from Snoop Dogg and Aaliyah to Britney Spears, cemented its place in pop culture. Four decades on, that spirit is still very much alive.

For SS27, Hilfiger brought the story home, staging his first-ever show at The Plaza Hotel, where he once lived. Dubbed “Prep Made Current”, the collection gave classic Hilfiger codes a Gen Z refresh: oversized polos, plaid, bucket hats and bold pops of colour, all grounded in the brand’s signature Americana.

Rooted in American tradition but never playing it safe, Tory Burch mixes vintage grace with a free-spirited edge. Heritage is the backbone, but attitude is the whole vibe, flipping classic American style with bold patterns, iconic branding and a luxe boho energy. Two decades in, Burch is still remixing New York prep with a boho pulse, with viral jelly shoes proving the brand can still set the fashion crowd talking.

For 2026, that effortless New York spirit continues, balancing polished tailoring with playful, nostalgic touches. Sharp coats, refined separates and statement accessories keep things distinctly Tory, while the brand’s signature flats and bags bring that instantly recognisable finish. It’s classic Burch with a little more attitude, made for city streets, late nights and everywhere in between.