Fashion this week: Tecovas expands into Brooklyn, Sonia Rykiel fall is here and more

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By
Kelsey Legg
via
September 23, 2026, 10:10 AM ET
10 min read

Fashion is in its annual prime time thanks to global Fashion Month being halfway through (London just ended, Milan is up next!), fall launches and more exciting news that keeps us on our toes.

This week's column includes exciting news from Western boot brand Tecovas, new fall pieces to shop from Sonia Rykiel and Jenni Kayne, and fresh sales to shop on fall staples and fun pieces you'll want in your wardrobe.

Keep reading to see it all and more!

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New and notable fashion launches

  • Tecovas, the stylish Westernwear and boot brand, has a lot to celebrate this fall: First up is the opening of a new store in Brooklyn, an intimate space with a beautifully curated selection of the brand's bestsellers, apparel and more nestled in the heart of the Williamsburg shopping district. "GMA" was able to visit the outpost ahead of its grand opening, and the in-store experience is a must-see for those who love all things cowboy. The brand also recently launched its fall 2026 denim campaign starring rising country band Chaparelle -- watch here before heading to the website to shop the latest denim.
  • Jenni Kayne's freshly launched fall offerings have the fresh, California-inspired casual elegance you'll want to live in. Try the Beachwood Baggy Pant, a wide-leg twill staple that pairs beautifully with a multitude of tops, or the Rowan Turtleneck, hands down the softest sweater we've felt this year and a timeless piece that draws to mind the effortless minimalism of the 1990s we've all been seeking this year.
  • Sonia Rykiel, the brand behind the famous striped rose tee Carrie wore in the finale of "Sex and the City," has the colorful, bold and ultra-fun pieces you need to jazz up your look at Macy's this season. A recent showroom visit to the brand's NYC headquarters introduced us to the current lineup (plus a sneak peek at future seasons), and we're delighted to report that each piece is imbued with the vivacious spirit of the late designer's creative direction thanks to special details, substantial construction and the appearance of beloved house codes that give your outfit the "wow" factor you'll want as we head into the most party-heavy time of the year.
  • French brand Sézane has recently reworked its visual identity with a new logo, a different approach to its gorgeous offerings and overall a new era of accessibly luxury for sophisticated dressers who want well-made classics that transcend trends. Check out the latest jumpers, ballet flats and more here, or scroll down to the shoppable embeds to see two of our favorites from the current collection below.
  • In case you haven't been paying attention, deer print is everywhere this season. Leopard is a classic, of course, but style lovers in the know are expanding their animal print repertoire to create a new classic with the motif. Our current favorite accessory featuring it is the Christine clutch, a delicate and sophisticated kisslock bag you'll love keeping in your special occasion rotation. Check out the brand's animal print offerings here, or scroll down to find our fave.
  • Shopping for a little one? Pink Chicken, the luxe children's clothing brand, has launched its 20th anniversary campaign featuring precious printed dresses, adorable velvet Mary Jane shoes, Mommy-and-me pajamas to die for and tons of adorable accessories and gifts featuring the famed Pinkie, the head chicken herself.
  • And speaking of new handbags, another luxury brand we adore, Strathberry, has paid homage to its Scottish heritage with a new line of tartan bags, scarves, capes, bag charms and more. Shop it all here to become the chic Highland lassie of your dreams.

    • Fashion on sale this week