I love the mall. Not just love, I adore the mall. I can often be found lamenting the loss of American malls, a third space where 12-year-olds with a measly $20 could entertain themselves for hours. But in recent years there has also been reason to celebrate, as a number of beloved old-school mall brands have made their comebacks in the digital age. J.Crew managed to reinvent itself in a post-Jenna Lyons world, returning to the classic preppy vibes of the ‘90s and early aughts. And GAP has been slowly but surely transforming from “great place to snag inexpensive basics” to must-have status under the guidance of Creative Director Zac Posen.
As a fashion editor, I’m tasked with examining brands that run the gamut, from tiny artisan designers just getting their start to the latest haute couture collections from ancient fashion houses. And included in that range are heritage mall brands, the names we associate most with brick-and-mortar stores and affordable price ranges. (This being the 2000s definition of “affordable” fashion, before fast fashion behemoths like Shein tricked us into thinking all clothing should cost less than $25.) I cannot tell you how elated I am to see a handful of these names making major returns in 2025. Because the truth is that I never stopped loving or shopping them. So whether you’re discovering them for the first time, or revisiting them after an online-only shopping hiatus, I’m here to share four of my favorite mall brands, plus exactly what to buy from each to impress all your most fashionable friends.
