The fashion and beauty industries are facing a new kind of pressure in 2025. This time, it’s not about trends. It’s about tariffs, laws and the rising cost of staying relevant. As trade policies tighten and consumers demand more accountability, brands are being forced to adapt or fall behind.

At the center of this shift is Kiko Gaspar, a communications strategist with global experience in fashion, lifestyle and design. His insights offer a grounded look at what’s changing and how companies might survive the turbulence.

“The changing landscape of tariffs and legislation is undoubtedly reshaping how the fashion industry operates,” Gaspar said. “As fast fashion faces mounting pressures from rising costs, secondhand fashion is becoming a solution for consumers and brands alike. This is a moment for fashion businesses to pivot and embrace the value of resale.”

It’s not just theory. Recent tariff increases on Chinese imports from the U.S. and EU are hitting fast-fashion players hard. Companies like Shein and Temu, known for their affordable goods and reliance on Chinese manufacturing, must now reconsider their pricing strategies. The bottom line? Costs are rising, and margins are shrinking.

“With tariffs weighing heavily on fast fashion, we’ll likely see a shift in consumer behavior,” Gaspar said. “In response, brands must rethink their strategies to remain competitive in an increasingly cost-sensitive market. For businesses that have depended on Chinese manufacturing, these tariffs represent both a financial strain and a unique opportunity to look beyond traditional production methods.”

At the same time, another force is gaining ground: resale. Platforms like ThredUp, Poshmark and Vestiaire Collective are booming as consumers—especially younger ones—embrace sustainability. Secondhand shopping, once a fringe behavior, is now mainstream and increasingly incentivized by proposed legislation like the Americas Act.

This legislation supports the resale economy by encouraging recycling and reuse, offering potential tax breaks for companies that promote sustainable practices. It’s part of a broader movement pushing brands to clean up their supply chains and lessen their environmental impact.

In March 2025, the European Union introduced new supply chain transparency rules. Brands are now required to trace their entire production process—from raw materials to finished product—and disclose that information to regulators and the public. Non-compliance means penalties.

For some, this level of scrutiny is an added burden. For others, it’s a necessary evolution.

“The growth of secondhand fashion isn’t just a passing trend—it’s the future,” Gaspar said. “Consumers are more aware of their environmental impact, and brands must respond to this demand. As tariffs continue to disrupt fast fashion, resale companies are uniquely positioned to meet the modern consumer’s needs while promoting sustainability.”

That message is resonating across the industry. Retailers, designers and tech developers are collaborating on solutions that combine convenience, ethics and affordability. AI is becoming a quiet game changer. From predicting trends to authenticating items, it helps companies reduce waste and meet consumer expectations more efficiently.

Even the act of shopping has changed. AI-driven tools on resale platforms personalize searches, verify product quality and offer faster matches between buyers and sellers. These tools are helping bridge the gap between ethical choices and consumer convenience.

Meanwhile, the concept of circular design is moving into the spotlight. Brands are being urged, sometimes required, to create items that can be reused, recycled or taken back by the company after wear. Some have launched take-back programs, offering store credit in exchange for used garments.

This blend of responsibility and reinvention is now expected. It’s no longer a marketing edge. It’s becoming the baseline.

Gaspar, whose previous work includes projects with Vivienne Westwood and campaigns supporting Ukrainian creatives, sees this shift as long overdue.

“These changes represent a new era for fashion—one where businesses must become more agile, conscious and forward-thinking. Now is the time for fashion and beauty brands to act, pivot and seize the opportunities created by the challenges we face,” he said.

His background helps put these transitions into context. Named a top PR figure by Harper’s Bazaar Men’s Style, Gaspar is known for helping brands define their voice in noisy, competitive environments.

What he’s observing now is more than a moment. It’s a movement. One where companies must rethink not only how they produce but how they communicate, align values with products and anticipate consumer concerns before they become headlines.

The question is no longer whether change is coming. It’s whether brands are ready to meet it.

Gaspar believes the future belongs to those who move quickly, act responsibly and communicate clearly.

“The future of fashion lies in embracing both sustainability and innovation,” he said.

And while the changes may be expensive and complex, they also bring opportunity. Fashion and beauty companies that lean into this era with strategy, vision and openness may discover that relevance isn’t just about what’s trending. It’s about what lasts.