Word in Fashion 2025: The Era of the Archive

Archive(s)

Archive is a word of certain origin. Dictionaries conclusively define the term as a collection of historical documents or records providing information about a place, institution, or group of people. But in fashion, its definition can evolve, especially if it works to contextualize “fashion” as a reflection of the time.

The word “archive” certainly commanded attention in 2025, revealing its significance in seasonal runway show notes, editorial commentary, and fashion-synced conversations. WWD and its sister publication Footwear News highlighted their archives to celebrate 115 years and 80 years, respectively, of coverage of the global fashion and footwear industries.

Fashion welcomed a new class of creatives to renowned European houses — Balenciaga, Bottega Veneta, Chanel, Celine, Dior, Gucci, Loewe, Fendi and more — who looked to the founding “house codes” to connect the unique visual DNA of their respective brands, to reframe the present. Meanwhile, Giorgio Armani, Ralph Lauren and other iconic labels celebrating milestones used their archives to remind the fashion world why heritage matters. After all, a Chanel without Coco Chanel’s liberated vision and independent spirit intact just wouldn’t suffice.

Today the term archive is applied interchangeably, as are most words that have become synonymous with fashion. Archive(s) physical and digital have leveled up brand storytelling — Nike has told a thousand stories in one shoe style — and hyped the collecting of iconic designer collections from past decades for personal collections, sought after and worn by celebrities and influencers both on and off the red carpet. Rapper Cardi B, famous for wearing vintage Mugler, even penned a song about her archive.

And while WWD has been known to coin a word or two throughout its history, the fashion world hasn’t recently paused to reflect on the term. So WWD’s Word of 2025 is “archive,” which seems perfectly aligned with the pulse of fashion’s current obsession.