The White Company has entered a new chapter with the relaunch of its womenswear line for AW25, unveiling a refined vision under the creative direction of designer Sheila McKain.
McKain, a trained sculptor and former designer at Donna Karan and Oscar de la Renta, draws inspiration from the British brand’s archives to bring a contemporary womenswear collection “that brings a sense of luxury, ease and confidence to the everyday”.
For the autumn/winter season, she finds inspiration in the old English word apricity – the warmth of the winter sun – to shape a refined palette of whites and ecrus, balanced with rich earth tones.
This vision is also brought to life by a curated edit of tactile fabrics and cocooning silhouettes, marrying “comfort with elegance” to meet the evolving needs of discerning customers.
Outerwear features fluid, oversized proportions that combine style with practicality. Key pieces include a soft wool poncho, a streamlined version of the classic khaki parka, a down-filled puffa jacket, an oversized leather jacket, and a selection of “cosy short coats” in wool and shearling – all designed for easy layering.
Meanwhile, knitwear combines comfort and quality, with cashmere offered in premium grades. The collection features soft cable knits, knitted polo shirts, t-shirts, and relaxed hoodies, providing versatile and practical options for everyday dressing.
Tailoring takes a relaxed approach, featuring fluid, oversized trouser fits crafted from all-Italian wool blends. The brand has also “reimagined” denim with slouchy carpenter, carrot, and straight-leg styles, made from a new selvedge denim fabric.
Cashmere track pants, jersey and corduroy joggers, as well as with oversized sweatshirts, form the brand’s sport-luxe collection.
Additionally, the collection places new focus on accessories, featuring bags in slouchy suede and soft shearling for a “contemporary feel”. Cashmere hoods, long leather gloves, and a curated selection of stylish footwear complete the range.
“I am so fortunate to work for such a timelessly beautiful brand. Building on [founder] Chrissie’s vision, my incredibly talented team and I have reimagined the clothing collection, adding a modernity and elevated feel to the range,” McKain told TheIndustry.fashion.
“I feel so grateful for their creativity, expertise and passion, which I feel really shows in each piece. It is a collection of timeless, quietly beautiful items that we know our loyal customers will feel just as connected to, while also speaking to a newer audience that may not have considered The White Company before.”
Founded 30 years ago by Chrissie Rucker OBE, The White Company is a luxury lifestyle brand, celebrated for its British heritage and commitment to quality craftsmanship.
The brand’s evolving fashion offering marks a new chapter as it continues to expand both across the UK and internationally.
With over 70 stores nationwide – including concessions in Harrods and Selfridges – The White Company has also established a flagship store on Dublin’s Grafton Street, a presence in Nordstrom stores across the US, and two locations in Dubai Mall.