Summer 2025 is shaping up to be a vibrant season that blends natural beauty, nostalgic fashion, and thoughtful style choices across makeup, clothing, and footwear. From the fresh, dewy glow of the "guava-girl" makeup trend to the return of crochet scarves and the reimagining of classic men’s shoes, this summer’s trends invite everyone to experiment, express individuality, and embrace comfort with confidence.
One of the standout beauty trends sweeping the season is the "guava-girl" makeup look, inspired by the juicy pink and coral hues of the tropical guava fruit. Star makeup artist Vladimir Perminov has been at the forefront of this movement, sharing detailed tips on how to recreate this radiant style at home without spending hours in front of the mirror. According to Perminov, the essence of the trend lies in its softness and translucency: "The main rule of the trend is single-layer application. All textures and colors are lightweight and translucent, with maximum glow but delicate enough to illuminate the skin from within." This means avoiding bright, saturated colors and heavy layers, instead opting for gentle, semi-transparent shades that mimic the fruit’s tender flesh.
The rise of the "guava-girl" look was fueled by cosmetic brands incorporating guava oils and juices into their products, which caught the attention of beauty influencers like Hailey Bieber, who helped popularize the trend. It suits almost everyone, regardless of skin tone or facial structure, though Perminov advises caution for those with oily skin or active rosacea, suggesting that with the right techniques and products, even they can achieve the look.
To get started, Perminov recommends preparing the skin meticulously to ensure it appears healthy and hydrated. He suggests using creamy textures that provide natural luminosity and moisture. A salmon-toned concealer is ideal to refresh tired eyes by covering dark circles, while matte creams should be avoided in favor of a light fluid foundation applied with a brush or sponge to maintain a transparent finish.
One of the key features is the coral-pink cream blush, applied to the cheekbones and blended inward, with a touch on the bridge of the nose to create a sun-kissed effect reminiscent of the first day at the beach. Cream bronzer is warmed on the hand before being evenly applied to the sides of the face to subtly accentuate contours. For brows, a transparent gel suffices for fluffy hairs, but colored pencils or tinted mascaras can add definition if needed. Lips are finished with glossy, translucent pink oils or glosses—matte or dense lipsticks are a no-go. The look is sealed with a light dusting of powder in key areas, and for very dry skin, a moisturizing setting spray can restore dewiness.
While makeup brings a fresh, tropical glow, summer fashion embraces both nostalgia and modern flair. Crochet scarves, once tucked away as vintage relics, are back with a bang, adding a bohemian, carefree vibe to summer wardrobes. Fashion expert Anna Petrova highlights their versatility, noting they not only protect from the sun but also serve as bold accents that elevate casual city looks or romantic boho evenings. These scarves come in bright hues or soft pastels, perfectly complementing other summer staples like mules and woven ballet flats.
Panama hats also make a stylish comeback, blending function with flair. Designer Igor Sidorov emphasizes their adaptability, recommending neutral tones for casual styles and bold prints or textures for standout looks. Wide-brimmed panamas lend elegance, while shorter-brimmed versions add a playful touch.
Footwear trends for both women and men reflect a similar balance of comfort and style. Mules remain a favorite, available in everything from stiletto heels to flat soles, crafted from leather, suede, or textile, often adorned with embroidery or metallic details. Woven ballet flats, a nod to the 1990s, offer a lightweight, feminine alternative to sneakers and are popular in natural materials like leather or raffia, featuring decorative bows, ribbons, or tassels.
Men’s footwear trends in 2025 mirror this fusion of classic and contemporary. Traditional styles such as loafers, derbies, oxfords, and monk straps are refreshed with chunkier soles, unconventional colors like burgundy and dark green, and textured materials including grained leather and suede. Sneakers inspired by retro silhouettes from the 80s and 90s—like adidas Samba and Puma Suede—continue to thrive, especially in monochromatic and natural finishes.
The "gorpcore" aesthetic, influenced by hiking and outdoor gear, has firmly established itself in men’s fashion. Trekking boots with rugged soles, waterproof fabrics, and climbing-inspired hardware are not only practical but stylish, seamlessly fitting into urban environments or wilderness adventures.
For warmer months, slip-ons, espadrilles, mules, and clogs in leather or suede, often in neutral or sand hues, offer lightness and ease without sacrificing sophistication. Sustainability remains a key focus, with brands like Veja, Allbirds, Camper, Gucci, and Prada leading the charge in using recycled materials, vegetable-tanned leathers, and eco-friendly dyes. This conscientious approach marries style with responsibility, appealing to the modern man’s desire for functional and ethical fashion.
On the clothing front, summer 2025 encourages mixing comfort with expressive style. Vacation wardrobes are embracing airy, natural fabrics and effortless silhouettes. Kristina Reshetnik, a mother and popular blogger vacationing in Spain, embodies this with a white midi sundress made from broderie anglaise fabric featuring delicate perforations and light ruffles—a romantic and timeless choice. She pairs it with a large straw or raffia shopper bag accented by brown leather handles and a logo, plus beige flat sandals perfect for sandy strolls. This ensemble fits perfectly within the "Resort Wear" or "Beach Chic" styles, combining practicality with elegance.
Meanwhile, Kateryna Repyakhova, wife of singer Viktor Pavlik, showcases a knitted two-piece set while vacationing in Turkey. Her outfit features a sleeveless crop top and a maxi skirt with a bohemian fringe hem, crafted from a lightweight knit likely made of cotton or viscose. Accessories like stylish sunglasses, delicate pearl or bead necklaces, and thin bracelets complete the look, which blends beach chic with boho elements. This combination highlights the season’s affinity for natural textures, free-spirited details, and comfort.
As summer 2025 unfolds, the overarching message across beauty and fashion is clear: embrace individuality, prioritize comfort, and don’t shy away from playful, nostalgic, or natural inspirations. Whether glowing with guava-inspired makeup, donning crochet scarves and panama hats, stepping into retro sneakers or elegant loafers, or dressing in breezy resort styles, there’s a trend for everyone to make their own. And as fashion blogger Anastasia Ivanova aptly puts it, the best trend of all is confidence—wear it boldly wherever you go.
