Fashion is thriving on Whatnot, powered by sellers with an eye for style and a personal approach to shopping. From sharing styling tips and answering questions live, to helping buyers explore new looks, our sellers build trust and lasting relationships that keep shoppers coming back.
Fashion generates more orders than any other category on Whatnot, with seven items selling every second and order volume more than doubling since last year. Our community of fashion buyers has also doubled year over year, driven by the expertise and dedication of our incredible sellers.
Our sellers are also shaping what’s next in fashion. Their sourcing expertise and daily conversations with shoppers give them a firsthand view of emerging trends and what could take off next. Our 2027 Consumer Trends Report combines those perspectives with platform data to highlight what’s popular across women’s contemporary, vintage and luxury.
Y2K is getting louder. We expect the flashier “McBling” aesthetic to take center stage in 2027, putting our sellers’ vintage sourcing expertise in the spotlight. Searches for baguette bags rose 320%, while searches for rhinestones, low-rise styles and tracksuits each rose about 160%.
Women’s contemporary gets a wardrobe refresh. Searches for skirts climbed 93%, and we expect shoppers to experiment with different lengths, fabrics and silhouettes in 2027. For our women’s contemporary sellers, it’s an opportunity to introduce buyers to versatile pieces and share fresh ways to style them.
Prep gets a fresh perspective. We expect classic American style to become more eclectic in 2027, mixing heritage sportswear with luxe textures and Western touches. Searches for tweed rose 120%, while Western searches rose 100%. Our women’s contemporary and vintage sellers can help shoppers pair polished staples with unexpected finds.
Vintage Coach continues to draw a crowd. Coach appeared in nearly half of all vintage bag show titles on Whatnot in 2026, about 9x as often as the next most-mentioned brand. Our sellers are helping shoppers discover the vintage leather, recognizable silhouettes and more accessible luxury behind its resurgence.
Luxury handbags remain a destination for discovery. Our Luxury Bags & Accessories live shows have attracted more than 150 million views so far in 2026. Louis Vuitton, Gucci, Chanel and Hermès remain among the most searched names, while the Louis Vuitton Speedy ranks among our top-selling bag styles.
Vintage accessories offer a personal finishing touch. Floral brooch searches tripled, while silk scarf searches rose 78%. For sellers with an eye for overlooked treasures, these classics offer another way to help shoppers make a look their own.
From sourcing a sparkly Y2K find to styling a contemporary skirt or highlighting the craftsmanship of a luxury handbag, our sellers bring expertise and personality to every shopping experience.
Helping Fashion Sellers Build on Their Own Terms
Whatnot’s growth in the fashion category is creating new opportunities for entrepreneurs to turn their knowledge, taste and passion into thriving businesses. For sellers like Bleumi, WildGingerVintage and Elansdaughter, Whatnot has expanded what they believed was possible for their businesses and helped them forge lasting connections with people who share their love of fashion.
Bleumi: Building a Destination for Y2K Vintage
Bleumi was running a vintage store in Los Angeles when she discovered Whatnot. She began selling on the platform after hours and quickly recognized the opportunity to reach a much larger community of vintage shoppers.
She eventually decided to focus entirely on building what has become one of the platform’s most recognizable Y2K-focused vintage channels. Since moving her business to Whatnot, she has continued to expand her operation while maintaining the independence and flexibility to run it on her own terms.
“The biggest lesson has been realizing that growth isn’t just about how much you make—it’s about how much freedom you create along the way,” she says.
Her sourcing operation has grown alongside the business through relationships with store owners, warehouses, raghouses, and contacts developed during her travels.
“The scale has changed, but the instinct hasn’t,” she says. “I’ll always be a vintage scavenger at heart.”
For Bleumi, Whatnot offers the autonomy to decide what she sells, when she sells it, and where she takes the business next.
“I love knowing that there’s no ceiling on what I can build here,” she says. “The opportunity to grow feels limitless.”
Wild Ginger Vintage: Bringing a Personal Touch to Luxury
Before joining Whatnot, Ginger of Wild Ginger Vintage sold designer bags and accessories to private clients and through Instagram. After discovering Whatnot’s luxury community, she saw an opportunity to introduce her carefully curated inventory to a new audience.
Ginger hand-selects every item in her showroom from trusted wholesale suppliers around the world. That attention to quality carries through to her live shows, where she creates an informative and welcoming experience for shoppers.
She describes herself as a matchmaker between people and luxury pieces, helping buyers identify the bag or accessory that best fits their personal style. Her approach has helped her build lasting relationships with buyers and fellow sellers.
“I wanted to give people a community on my page and a place where they could feel comfortable,” she says. “One of my favorite things is helping people find the perfect bag or accessory.”
For Ginger, the relationships formed through Whatnot are just as meaningful as the growth of her business.
“Besides creating a successful business that is growing with Whatnot, I absolutely love the community and the camaraderie I’ve found here,” she says. “I love the friendships I’ve forged with my regular buyers.”
Elansdaughter: A Warehouse Sale That Runs All Year
Elan has made women’s clothing in Miami for 35 years, selling wholesale to retailers and boutiques worldwide alongside its own store and site. Twice a year the brand held a warehouse sale that drew crowds. Between those events, samples and excess inventory piled up, and closeout moved through discount partners that put distance between the brand and its customers.
Going live changed that. The brand found the same shoppers on Whatnot that it had been selling to in its stores and online for years, and its first show sold through about 85% of the inventory the team had staged. Six weeks later, sales had more than tripled, from $12K to over $37K, and more than 1,200 shoppers had bought from them for the first time.
Early shows were whatever came off the rack next. They have since become planned and styling-led, bringing in up to $4K an hour, and the twice-yearly sample sale pricing now runs year-round.
“We’ve stopped selling closeout to other stores because we can sell it out ourselves on Whatnot,” Sarah says. “It’s full circle. We get to build the brand at the same time.”
