The White Company at 30: Where Quiet Luxury Meets Fashion

For three decades The White Company has been our shorthand for calm: the flicker of a scented candle at the end of a long day, the promise of freshly laundered sheets, the kind of homeware that makes life feel just that little bit more serene. It’s the place we go to when we want our homes to smell blissful, when we want our wardrobes to feel effortless, when we want a slice of the cashmere-wrapped lifestyle we dream of.

From Candles to Clothing

As the brand marks its 30th anniversary, it’s making a statement that it is no longer just about home. The White Company has quietly become a fashion destination too — a go-to for women who want pieces that slip easily into their lives and never go out of style.

AW25 at The White Company: Quiet Luxury Reimagined

The AW25 collection shows this shift with confidence: fluid tailoring, shearling jackets, double-faced ponchos, pleated trousers and silk shirt dresses that feel timeless yet distinctly modern. These are clothes you want to wear on repeat, season after season, with that same easy elegance that defines the brand’s candles and linens.

From Cashmere Throws to Cashmere Coats

This isn’t a reinvention, but a natural progression. Under the direction of Sheila McKain, the clothing line feels more elevated and assured, an extension of the homeware we’ve long loved. Just as The White Company became the brand we instinctively turn to for scented candles and crisp bedding, it’s now becoming the wardrobe we trust for quiet luxury — pieces that bring a sense of calm polish to everything from the school run to dinner in the city.

The White Company Style: Timeless, Effortless, Elevated

Thirty years on, The White Company still gives us the comfort, the candlelight, the serenity. But it has also become our fashion go-to, creating clothes that capture that same timeless beauty and carry the cashmere-wrapped lifestyle into the next chapter.