These days, it can be hard to keep up with all the new product launches and brand collaborations hitting stores. From celebrity fashion lines to limited-edition designer collections, it seems like there’s always something new to buy, and the offerings are often pretty over the top. This month, artificial intelligence is front and center in the fashion industry: AI-derived models have officially become part of J.Crew’s advertising strategy, and we aren’t sure how to feel about it. And Ralph Lauren has launched AI “fashion helpers” to help you decide what to wear without having to go into a store via the “Ask Ralph” feature within the brand’s app.
But not everything new is gimmicky. Some product launches are genuinely worth a second look — especially when they bring together comfort, quality, and timeless style. From Quince’s new and improved expandable luggage to a Barbour and Tuckernuck jacket collaboration, September’s releases deliver just the right mix of practicality and polish.
In short, we discovered smart updates, thoughtfully made items, and buyables that are ready for real life. Here are our favorite brand-new products, no AI necessary.
September 2025’s Best New Products
- EltaMD: While the formula isn’t new, we noticed that you can take 10 percent off your EltaMD SPF restock on Amazon right now if you hit the “subscribe and save” option.
- Ben Bridge: What does Tuscany look like in the form of jewelry? That’s exactly what this brand is envisioning with its newest collection of fine jewelry: luxe 18k gold link necklaces, pearl-encrusted lock pendants, and more — all made in Italy. Bellissimo!
- Fitflop: FitFlop is so much more than comfortable summer flip-flops. This fall, the brand is rolling out a wide range of new styles that feature the same supportive technology designed with your foot’s health in mind — but in chic silhouettes an orthopedic doctor could never have imagined. One example? This cool pair of chunky loafers that are secretly hosting a pressure-diffusing Microwobbleboard midsole, which has a triple-density cushioning system that gives your feet a much-needed break.
- Richer Poorer: The jury is in: elevated PJs are officially in, for outside of your house. This fall trend, plus elevated basics, cozy fleece layers, and more, is all part of Richer Poorer’s new fall collection.
- Coldwater Creek: Update your wardrobe with Coldwater Creek’s latest fall collection, featuring the brand’s signature timeless style mixed with modern comfort. This season, you’ll find rich jewel tones, cozy textures, and transitional pieces like this chunky cardigan with a subtle seasonal motif.
- Grove: It’s Sustainable September, which means we’re taking a hard look at what things in our routines we can swap out. First up? Plastic-filled sponges. Instead, we’re stocking up on these plant-based ones that can easily be sanitized in the dishwasher.
- Alloy: For Healthy Aging Month, Alloy wants to highlight the link between menopause and cardiovascular health with its recently launched, evidence-based menopause care. Not only does Alloy provide women access to 24/7 messaging services from board-certified, menopause-trained physicians, but it also offers a wide range of skincare that specifically targets symptoms of menopause.
- Hilton: Ever wished you could step into one of your favorite shows or movies to see what it’s like in real life? Thankfully, Hilton’s helping you make that dream a reality by curating a list of its U.K. hotels within walking distance of filming locations of fan-favorite shows and movies like The Crown, Harry Potter, and more, so you can experience them for yourself.
- Barbour: One of Katie’s favorite brands, Barbour, teamed up with coastal-cool brand Tuckernuck to create a collection of timeless and functional outerwear. We’re eager to get our hands on at least one piece from the drop, all of which flaunt Barbour’s signature utilitarian silhouettes with the addition of playful feminine details.
- Herbivore: Not everyone’s skin does well with retinol, which is why we loved seeing that Herbivore’s Bakuchiol Bio-Boost Serum is being relaunched. It’s a blend of dual-source plant-powered ingredients which works to deliver the visible results of retinol without the irritation.
- R+Co: R+Co: The haircare line used on celebs like Jennifer Lawrence, Amanda Seyfried, Carey Mulligan, and Scarlett Johansson just launched a new three-step system that helps repair hair with protein-rich formulas, including a styling oil that not only treats and strengthens hair from within, but can be used with heat tools up to 450°F.
- AllBirds: Our WUC readers love AllBird’s sustainable, stylish, and most importantly, comfortable footwear. They just launched a new style, the Wool Cruiser, in a whopping 19 colors, including five beautifully rich colors created with Pantone. The only question is, which one is your favorite?
- Quince: In our humble opinion, there’s no such thing as too much space in a suitcase, especially if you’re a serial over-packer. Quince’s new suitcase bundles boast the same high-strength polycarbonate shells as their regular luggage, and now feature a hidden zipper that allows for up to one extra inch of space — critical for bringing home goodies after an adventure.
- Glossier: This month, the accessible beauty giant released a jumbo version of its You Doux fragrance, which is a woodier version of its beloved skin-scent-enhancing Glossier You perfume.
- Soft Services: Luxury skincare brand Soft Services has released a new version of its skin-smoothing buffing bar, featuring an Italian-inspired affogato l’orange scent with notes of freshly poured espresso, smooth vanilla-coconut cream, and a twist of Italian citrus.
- Wavytalk: Amazon has helped us discover a ton of new items, and this hair styler is our most-recent fave. One is sold every 2 minutes, so we’re not the only ones interested in it! It’s the first-ever the first steam-powered straightening brush, which helps give your hair that shiny, healthy look without the damage, frizz, or breakage.
- Onekind: Get this night cream that does the work for you, all while you’re sleeping. It’s made with sugarcane-derived squalane, rosehip oil, and chamomile with sensitive types in mind, so it won’t irritate dry, mature skin. Use the code DREAM30 for 30% off.
- lululemon: Summer may be coming to a close, but lululemon just released a ton of new tennis essentials to ensure you ace your game, even if you have to move it indoors for fall.
- Anthropologie: Camila Mendes and Anthro just teamed up to curate a collaboration of dresses, sweaters, and accessories that are meant to inspire you and all the roles you play in your day-to-day life.
- Birkenstocks: If you’ve ever gotten frustrated by how quickly the foam bottom of your Birkenstocks wear down, this new, heavy-duty version of the shoe is for you: Meet the Crosstown Bostons.
- Alex Mill: The brand synonymous with effortlessly enduring style just unveiled its fall collection, and it’s a masterclass in timeless layering. Think rugged waxed cotton jackets, refined wool sweater-jackets, and indulgent cashmere pieces worth the splurge.
- Our Place: The beloved kitchen innovator has joined forces with chef and internet tastemaker Molly Baz, along with iconic lifestyle brand Crocs, to serve up a vibrant, design-forward Butter Yellow collection.
- J.Crew: After a not-so-successful trial with AI-generated campaign images, J.Crew made sure to use real, human models and photographers for its vintage-inspired fall collection.
- Athleta: This month, the fitness brand is blurring the boundaries between studio and street with its BodyMove and MVP collections — ultra-comfortable, elevated essentials designed to move seamlessly beyond the gym.
- Le Labo: Luxury fragrance brand Le Labo debuted Osmanthus 19, a sensual scent inspired by the Osmanthus flower, which blooms in early winter. Notes of incense and lavender open to reveal the creamy, uplifting heart of an osmanthus flower, layered with woody, resinous undertones.
- Magic Molecule: Love hypochlorous acid, but need something that sticks around longer to give your skin the moisture it needs? Magic Molecule’s new Hydrogel Spray formula keeps it from evaporating as quickly, delivering your skin a serious dose of hydration and soothing.
- Banana Republic: Inspired by the brand’s hometown of San Francisco, Banana Republic’s fall collection oozes effortless coastal style, with suede jackets, luxe midi dresses, and cozy sweaters in rich autumnal hues.
