BARBOUR x ERDEM, 2025 BIGGEST TREND & THE MYTH OF TIMELESSNESS

BY: ALVA POLETTI

Barbour just dropped a collaboration with Erdem, and of course, I had to take a look. On paper, it makes sense. Barbour is the definition of timeless British outerwear. Erdem is known for romantic, vintage-inspired florals. Put them together, and you get something that, in theory, should be an instant classic. And yet, I wasn’t convinced. Which got me thinking – what actually makes something timeless?

// Source: Barbour x Erdem //

We talk about “timeless style” like it’s a universal concept, an objective truth. But the reality is, timelessness isn’t about an item’s history, craftsmanship, or even longevity. It’s about how it fits into your world. I think of it like Cinderella’s glass slipper. Technically perfect, beautifully crafted, designed to last. But if it doesn't fit, it doesn’t matter how well it’s made – it's not your shoe.

This is exactly how I felt about the Barbour x Erdem collaboration. As much as I love Barbour (I recently bought my first wax jacket, and I can’t wait to see it age with me), I wouldn’t consider a floral-printed version a forever piece in my wardrobe. Someone else, on the other hand, might see it as the perfect blend of practical and pretty, something they’ll wear for decades.

// Source: @alvapoletti //

And that’s the paradox. Two brands that are objectively classic come together, and suddenly, the result doesn’t feel timeless – at least not to me. Not because it’s overly trend-driven (although I should mention florals are predicted to be big this year) or poorly made, but because timelessness isn’t universal. It’s personal.

Which brings me to the bigger point – personal style is having a moment (finally!). After years of social media dictating rigid aesthetics – clean girl, old money, quiet luxury, equestrian, mob wife – people are finally moving away from the idea that style has to fit into a pre-defined category. One of the biggest trends this year is embracing individuality, allowing wardrobes to reflect personal taste rather than a collective standard. Personal style is no longer about following a formula but about building something that evolves naturally over time. The quirky bag charms introduced on the runways back in 2023 were the first baby step in this direction.

That shift is what makes timeless fashion feel like truly relevant term right now. It is not defined as a fixed set of pieces, but as a wardrobe that grows with you. Trends will come and go, but the things that feel effortless year after year will always have a place. Whether that’s a floral Barbour or a classic olive green one is entirely up to you.

Over n' out, peeps!