The United States is back in fashion — at least, as far as luxury is concerned. Brands across the board are focusing on the US, upping their flagship boutique sizes and specs, and venturing further into the country after years of prioritizing slim slices of the coasts.
North America led luxury store openings in 2025, accounting for 27% globally, according to Savills. “Every brand I talk to is reinvesting in the US,” says HSBC US head of retail and apparel Eric Fisch.
There are multiple levers behind the recent uptick in US investment and focus. It’s largely driven by the yet-to-bounce-back Chinese market, Fisch flags. “There was this view that China was shut for Covid, and then it was going to just explode. Here we are six years later and there hasn’t been any explosion.” The rise of local Chinese challenger brands has also hindered luxury’s comeback, he adds. In the US, however, employment rates remain solid and the stock market is up, driving confidence — and spend — among high-net-worth shoppers.
The US has thus been a bright spot in recent quarters, standing out as a growth engine in a spate of luxury earnings dominated by revenue dips and declines. The Sun Belt — America’s southern and southwestern states — is where to watch, Fisch says, highlighting cities including Charlotte, Nashville, Miami, and Charleston. “It’s a combination of local wealth and more tourism flowing to those markets,” he adds. “Brands are realizing that there’s a great ROI opportunity on the leases that are obviously less than those on Fifth Avenue or Newbury Street, but have a lot of foot traffic.”
Shopping: Much of Scottsdale’s luxury offerings are concentrated in department stores — it’s hot year-round, after all. Scottsdale Fashion Square is home to many Arizona-first boutiques including Dior and Brunello Cucinelli. Even Hermès, which tends to look for unexpected locations in new cities, opted for the tried-and-true mall.
Recent openings:
Hermès: First AZ store, Scottsdale Fashion Square (2025)
Loro Piana: First AZ store, Scottsdale Fashion Square (2025)
Montblanc: New store, Scottsdale Fashion Square (2026)
Vibe: Beachy island living, with a city twist — there are many more high-rises than one might expect.
Consumer: A mix of locals and foreign investors who purchase luxury properties in the city. Tourists come ready to spend and save: tax rates are lower in Hawaii than many other US cities, at about 4%. Many brands also offer “Hawaii pricing”, which is about 10% lower than mainland US prices. Locals, meanwhile, are eligible for kamaʻāina discounts, which are significant savings reserved for local Hawaii residents.
Shopping: Ala Moana is the world’s largest open-air shopping mall, and is filled with luxury brands. Royal Hawaiian Center, located a quick 10-minute drive down the coast, is the other main mall in Waikiki. For those keen to stroll down the street instead, Kalākaua Avenue is home to stores like Kith, as well as Luxury Row, which is made up of brands from Chanel to Bottega Veneta.
Recent openings:
Ferragamo: Re-opening, Royal Hawaiian Center (2025)
Ganni: First Hawaii store, Ala Moana Center (2025)
Vibe: Sunny, sandy, laid-back. Everyone drives, meaning the sidewalks are sparse — but the Erewhons and Urth Caffés are heaving at all times of the day. Office jobs don’t dominate in LA.
Consumer: Hollywood execs and agents, startup employees and entrepreneurs. “They are startups, they are independent, a lot of people in the service industry, they’re entrepreneurs,” Ermenegildo “Gildo” Zegna told Vogue Business of LA’s top consumers. “There are people who need lots of capital.” Plus, plenty of influencers, creators, and self-employed freelancers making lots of money to spend on everything from Community Goods matchas to Dior handbags.
Shopping: Beverly Hills’s Rodeo Drive remains the obvious choice for luxury. Melrose Avenue, and the adjacent Melrose Place, is the lower-key option that’s drawn brands like The Row and Khaite. Palisades Village is reopening in August, too, following last year’s wildfires, with brands and retailers including Elysewalker and Paige already locked in.
Recent openings:
Loro Piana: Post-expansion flagship reopening, Rodeo Drive (2024)
Lanvin: New store, South Coast Plaza (2024)
Zegna: New store, South Coast Plaza (2025)
Moncler: New store, South Coast Plaza (2025)
Dior: Post-expansion flagship reopening, Rodeo Drive (2026)
Vibe: Buttoned-up, smart-casual. The city of San Francisco is hilly and home to a vast array of community pockets, from boho to techy. San Jose is a mini-city — with big wealth — surrounded by sprawling hills.
Consumer: AI millionaires, tech elite, as well as employees at tech (and fintech) companies keen to swap their On sneakers and windbreakers for Succession-esque, quiet luxury looks. Also, fashion-forward working women who are keen to flex their taste.
Shopping: Union Square is the go-to for luxury brands. Though it’s had vacancies in recent years, re-openings like The RealReal are breathing new life back into the area. Maiden Lane is the street to note, where the new McMullen boutique will open. Laid-back Jackson Square, located by San Fran’s buzzing Fisherman’s Wharf, is home to brands like Thom Browne and Isabel Marant. Brands are also heading down to Valley Fair mall in South Bay, south of San Francisco (aka Silicon Valley), to capture the abundance of tech wealth.
Vibe: Showy, splashy, high-energy. Some call the Strip Disneyland for adults. The malls, hotels, clubs and restaurants are all high-octane, and the Sphere has emerged as the city’s cultural epicenter.
Consumer: Historically, gamblers, conference-goers and party girls and boys. Now, there’s a host of visitors in town for sporting and entertainment events, too, plus a host of wealthy residents who decamped from California to Vegas in search of more favorable tax rates.
Shopping: The stores are concentrated in a string of malls (many of which are attached to hotels and casinos), including The Shops at Crystals, Forum Shops at Caesars Palace and Fontainebleau Las Vegas. The shops are big and showy; it’s where brands often test the waters with new products and categories.
Recent openings:
Chanel: Post-expansion re-opening, Bellagio Resort & Casino (2025)
Cartier: New Vegas store, Fontainebleau (2025)
Gucci: Post-expansion re-opening, Bellagio Resort & Casino (2025)
Cult Gaia: First Vegas store, Wynn Las Vegas (2025)
Loewe: Second Vegas store, The Shops at Crystals (2026)
Tory Burch: Post-relocation re-opening, The Shops at Crystals (2026)
Recent openings:
Bvlgari: First San Francisco store, Grant Avenue (2025)
The RealReal: Post-redesign flagship reopening, Union Square (2026)
Chanel: First Palo Alto store, Standford Shopping Center (2026)
McMullen flagship: Opening soon, Maiden Lane (October 2026)
Midwest
Vibe: Close-knit and community-focused. Dubbed the Motor City for its automobile industry, Detroit’s real estate has developed a lot in recent years — as has its luxury offering, since Gucci opened in the city in 2022.
Consumer: Wealthy Detroit residents invest heavily in real estate and luxury mall Somerset Collection. The city is less trend-driven, and people lean more into self-expression than trends.
Shopping: Luxury is concentrated in the Somerset Collection shopping mall, about a 20-minute drive outside Detroit, which has long been the go-to for brands in the state for its proximity to the city — and illustrates the sprawl that’s gone on. But luxury is starting to set up shop closer to the city center, too. Gucci, for instance, opened on Library Street, in the heart of Downtown Detroit in 2022.
Recent openings:
Prada: First MI store, Somerset Collection (2024)
Alo: First MI store, Somerset Collection (2025)
Zegna: First MI store, Somerset Collection (2025)
Cartier: First MI store, Somerset Collection (2026)
Vibe: Youthful. Ohio State University has a big presence, and lots of young professionals are moving into the city, too.
Consumer: Many of Columbus’s suburbs rank among the most affluent in the Midwest. Many Fortune 500 company executives and employees live in the city (it’s a major corporate hub), including fashion companies like Abercrombie & Fitch (down the road in New Albany), Victoria’s Secret, and DSW. The fashion tends to be more laid-back and casual than in many other cities.
Shopping: Luxury is concentrated in the Easton Town Center mall, which is home to brands like Louis Vuitton and Gucci, as well as more recent openings such as David Yurman and Golden Goose. It’s a quick 15-minute drive from downtown.
Recent openings:
David Yurman: First OH store, Easton Town Center (2024)
Golden Goose: First OH store, Easton Town Center (2024)
Vibe: Chicago is Midwest-meets-coastal city. A 30-minute drive from Downtown Chicago, the North Shore is home to a string of laid-back, picturesque communities along the shoreline of Lake Michigan. Think more parks and trees than built-up high-rises.
Consumer: Chicago is home to recent Northwestern grads and people keen to balance city and neighborhood life. Young, affluent families often move from the city to suburbs like Wilmette, Winnetka, and Kenilworth for the slower pace and access to the area’s high-quality schools.
Shopping: Ultra-affluent Wilmette is getting lots of attention from luxury brands, largely thanks to Spanish-style mall Plaza del Lago, where Hermès is planning to open later this year, alongside brands including Thom Browne and James Perse. In Chicago itself, the Gold Coast area — or Magnificent Mile, as it’s sometimes called — is growing rapidly, with Oak Street welcoming brands including Balenciaga and Loewe in 2024.
Recent openings:
Balenciaga: First IL store, Oak St (2024)
Loewe: First IL store, Oak St (2024)
Bottega: New store, Oak St (2025)
Thom Browne: First Wilmette store, Plaza del Lago (August 2026)
Hermès: First Wilmette store, opening soon (2026)
Vibe: Sleepy, convenient. Close to nature (swim or ski), flights to almost everywhere, any day.
Consumer: The many finance and banking jobs coupled with the city’s Southern sophistication mean that the crisp, clean look is a hit among locals — many of whom hang around the city’s many pricey golf clubs, including Quail Hollow Club (also a PGA venue). It’s humid, too, so light clothes are key.
Shopping: The Village at SouthPark is home to Charlotte’s cross-section of high fashion stores. It’s also one of the city’s poshest neighborhoods, drawing a mix of young families and working professionals opting for a chic, well-situated apartment.
Recent openings:
Balenciaga: First NC store, SouthPark Mall (2024)
Cartier: First Carolinas store, opening soon (spring 2027)
South
Vibe: A creative energy has meant it’s earned the nickname ‘Hollywood of the South’, on top of its music scene rep.
Consumer: Local creatives, film people in town from LA for large chunks of the year, and Fortune 500 company workers. People are keen on a more mature offering, beyond the streetwear and logos the city’s shoppers were once known for. After an initial trickle of sports fans for the 2026 World Cup, the 2028 Super Bowl is due to usher in an onslaught.
Shopping: The city’s luxury scene is concentrated around two nearby malls: Lenox Square and Phipps Plaza, both in the Buckhead area (one of Atlanta’s wealthiest locales). “Atlanta is powerful for us because of the density of the market, and it’s a vibrant demographic that really appreciates fashion, food, experience — and that’s the perfect recipe when you own shopping centers,” Velda Turan, SVP of luxury leasing at Simon Property Group (which owns both malls), told Vogue Business.
Recent openings:
Hermès: First GA store, Phipps Plaza (2024)
The Webster: First GA store, Lenox Square (2024)
Bvlgari: New store (return to Atlanta market), Phipps Plaza (2025)
AP House Atlanta: Buckhead Village District (June 11 to July 25, 2026)
Etro: St. Regis pool piazza takeover (April 2026)
Vibe: Country club glam; see and be seen. There’s serious urban sprawl (veering into Fort Worth).
Consumer: Tennis moms, shopping for themselves and their daughters. Neiman Marcus’s Dallas roots have primed the city’s shoppers to be fashion-focused. Dallas residents are into high-ticket, brand-identifiable items, and aren’t afraid to flaunt their wealth with preppy looks. They want to buy (and wear) what everyone else has. Texas’s lack of personal income tax means residents can get richer, quicker.
Shopping: NorthPark Center shopping mall is the luxury locus — but it’s not overly trendy. Growing fast is Highland Park Village, where Miu Miu and Balmain have both recently opened. The outdoor mall is a local favorite, and often hosts brand pop-ups in addition to its mainstays, giving residents more contemporary options to play with.
Recent openings:
Dior: Post-expansion and relocation, Highland Park Village (2024)
Café Dior: Highland Park Village (2025)
Miu Miu: First TX boutique, Highland Park Village (2025)
Vibe: Creative, laid-back, bursting with newcomers. The city is fast-changing, with new and trendy shops, restaurants, and hotels edging out some of the city’s longstanding local businesses, to a mixed reception.
Consumer: Young career-starters, New York and LA transplants, tech workers still in town from tech’s now-slowed migration to Austin. Austin shoppers are extra loyal, brand execs agree. Activewear is popular getup — and most people are probably heading to or from the gym, or a walk or run around the Barton Creek Greenbelt. Around South Congress, it’s tourist central.
Shopping: Northern Austin is where luxury is most concentrated, at The Domain. Balenciaga and Dior joined a host of luxury brands here over the past year. A more upbeat (if gentrified) area to explore, though, is South Congress. Locals say it’s changed, but the classic Austin street is becoming a brand nexus of its own, with openings from Ganni to Hermès. It’s tourist catnip, ripe for photos of the big Heritage Boots sign and old-school motels. “They’re not going out to The Domain, but they are on South Congress, so that’s terrific for us,” said Hermès US president Diane Mahady, speaking to Vogue Business in 2024.
Recent openings:
Versace: First Austin store, The Domain (2024)
Burberry: First Austin store, The Domain (2024)
Dior: First Austin store, The Domain (2024)
Balenciaga: First Austin store, The Domain (2024)
Zimmermann: First Austin store, The Domain (2024)
The Webster: First Texas store, The Domain (2025)
Vibe: Kitschy, touristy, music-heavy. Western influences are there — cowboy boots, fringe — without dominating the city’s street style. Broadway, aka the Honky Tonk Highway, gets very crowded.
Consumer: Thanks to Tennessee’s zero state income tax, wealthy residents have cash to burn. Recent transplants especially feel the difference from their previous residences. Plus, like Austin, there are lots of bachelorette trips.
Shopping: When it comes to malls, Green Hills Mall has the highest concentration of luxury stores. Hermès, on the other hand, is located in the Wedgewood-Houston neighborhood (Weho), right opposite the newly opened Soho House, and just a few minutes south of Downtown Nashville.
Recent openings:
Dolce & Gabbana: First TN store, The Mall at Green Hills (2024)
Hermès: First TN store, Wedgewood-Houston neighborhood (2025)
Alo: First TN store, The Mall at Green Hills (2025)
Christian Louboutin: First TN store, The Mall at Green Hills (2025)
Brunello Cucinelli: First TN boutique (2026)
Ralph Lauren: First TN store, 12 South neighborhood, opening soon (2027)
Vibe: Maximalist, in different ways. Both are palm tree-lined, but the former is more glitzy Miami Vice, the latter is old money glam. Both offer beachside luxury.
Consumer: In the summer season, Miami and Palm Beach are filled with New Yorkers and other East Coast residents swapping the below-freezing temps of home for Florida sunshine. While the Miami customer is bold and experimental, the Palm Beach shopper is more old-school buttoned-up.
Shopping: The Miami Design District is the chicest shopping destination in the city, with plenty of flash hospitality offerings to bulk out the day. An hour’s drive up the coast, Palm Beach’s scenic Worth Avenue is the place to see and be seen, with bundles of shopping bags in tow.
Recent openings:
Louis Vuitton: Palm Beach relocation, Worth Avenue (2025)
Loewe: Bal Harbour Shops (2025)
Loewe: First Palm Beach store, Royal Poinciana Playhouse (2025)
Thom Browne: First Palm Beach store, Royal Poinciana Plaza (2025)
Valentino: Post-expansion reopening, Miami Design District (2025)
Vibe: Florida with a capital-F. If Miami is glitz and glam, Tampa is more grounded.
Consumer: Lots of corporate relocations have driven a younger, wealthy set to the Florida city, especially tech workers. On the opposite end of the spectrum, there are plenty of retirees, too. The style is more laid back than the city’s Miami counterpart, though a little luxury logo never hurts.
Shopping: Tree-lined Hyde Park Village is a local favorite for high fashion shopping, with outdoor mall international Plaza and Bay Street serving as the alternative. By the waterfront, luxury residence Edition GK is upping the city’s luxury game, with potential retail opportunities to emerge.
Recent openings:
LoveShackFancy: First Tampa store, Hyde Park Village (2026)
Ralph Lauren: Re-opening soon, Hyde Park Village (2026)
Vibe: Cobblestone streets, pastel townhouses, and horse-drawn carriages (for the tourists). “One big, beautiful photo op,” Jackie Thomson, founder of lifestyle PR consultancy Of Counsel, told Vogue Business in 2025 on a trip to the city. Balances trendy and traditional.
Consumer: Big city post-pandemic exports (from cities like New York and Washington, D.C.), technology, finance, and manufacturing workers. Wedding attendees (it’s a destination wedding hotspot) and students are in the mix, too. Clients want new and bold pieces, not just labels, according to store owners in the city.
Shopping: King Street is the locus for luxury shopping. It’s undergone serious reinvention in recent years, establishing it as the city’s shopping hub. But it’s getting crowded: those on the ground expect nearby Broad Street to emerge as a second key destination, as well as the recently opened seaside development The Cooper for waterfront shopping.
Recent openings:
Bal Harbour Shops Collective: Three-month pop-up, Mount Pleasant (February to April 2025)
La Ligne: First SC boutique, King Street (2024)
Northeast
Vibe: Busy, bustling, shop ‘till you drop. SoHo has long been the buzziest place to shop for luxury, but Fifth Avenue and Madison Avenue are having a bit of a revival at present, while Williamsburg has established itself as a shopping destination with the recent arrival of brands like Hermès and Chanel.
Consumer: Fashion-forward, always. New York begets a convergence of industries, from fashion and editorial to finance and tech. Cost of living is high, but those making enough to splurge are keen on a mix of It-items and products that not everyone strolling the streets of NY will have.
Shopping: Many brands that double up on their New York fleet have stores in both SoHo and on Fifth Avenue. The latter is currently making its way back into locals’ consciousness; for tourists, it never left.
Recent openings:
Chanel: First watches and fine jewelry store, Fifth Avenue (2024)
Dior: House of Dior flagship re-opening, including the debut of the Dior Spa, 57 St and Madison Avenue (2025)
Rimowa: Post-expansion flagship re-opening, Fifth Avenue (2026)
Moncler: Flagship opening, Fifth Avenue (fall 2026)
Louis Vuitton: Flagship currently closed for renovation, 57 St and Fifth Avenue (expected 2027)
Vibe: Slower, more relaxed, and more spacious than nearby New York. The suburbs feel more city-adjacent than those in states further inland.
Consumer: Likely lives in Alpine, dubbed the Beverly Hills of New Jersey (for the celebrity residents it attracts), or a nearby, equally-pricey and private Bergen County enclave. The state’s median household income is high, meaning many residents can afford to splurge. In Princeton, it’s prep; the Jersey Shore is laidback coastal; areas like Hoboken are commuter-core.
Shopping: Luxury shopping in NJ is spread out all over the state. It’s heavy on the malls, from The Mall at Short Hills (where most luxury brands open up first), to The Avenue wing at the American Dream mall in East Rutherford.
Recent openings:
Hermès: First Princeton store, Princeton (2024)
The RealReal: First NJ store, Summit (2025)
Alo: New store, Bridgewater Commons (2025)
Loewe: First NJ boutique, The Mall at Short Hills (2025)
Van Cleef & Arpels: Post-expansion re-opening, The Mall at Shorthills (2026)
Vibe: Academia-meets-urban professionalism in a city steeped in US history. The local style ranges from laid-back to buttoned-up, with a healthy dose of WASP-y New England prep.
Consumer: With the number of top colleges in the Boston area, the city teems with students during the school year. Its major healthcare and biotech industries, combined with the quality of education and living in the surrounding suburbs, make it an attractive place for families to settle down. High cost of living and plenty of old money also lead to a strong luxury base, and wealthy city dwellers are likely to be found in a Back Bay or Beacon Hill townhouse, while in the suburbs, Wellesley and Newton are key affluent communities.
Shopping: The quaint brownstones lining Newbury Street are home to Boston’s main shopping thoroughfare, dotted with boutiques, bookstores, and luxury shops like Valentino, Chanel, and Bucherer 1888. Nearby Copley Place offers indoor luxury shopping (though it recently lost its anchor, Neiman Marcus), while the newly built-up Seaport has become the go-to destination for younger brands like Mejuri and Faherty. Outside the city, outdoor shopping center The Street in Chestnut Hill draws customers to stores like Reformation, Chanel Beauty, and Todd Snyder.
Recent openings:
Loewe: First MA store, Copley Place (2024)
Zimmermann: First MA store, Newbury Street (2025)
Ralph Lauren: New store, Seaport neighborhood (2026)
Ralph’s Coffee: First MA store, Seaport neighborhood (2026)
Todd Snyder: Second Boston store, The Street at Chestnut Hill (2025)
The RealReal: First MA store, The Street at Chestnut Hill (coming 2026)
Sézane: First MA store, Seaport neighborhood (2025)
