Consumers are shifting their spending habits across every fashion sector against a background of continuing tariff revisions and other global macroeconomic challenges.

Because of this, licensing continues to be a valuable tool for labels that want to use the strength of their existing identities to grow their brands. Product category expansions, distribution strategy changes and supply chain shifts can provide fashion companies with safeguards during uncertain times. 

Fashion licensing in particular grew 8.1% in 2024, making it one of the top-performing divisions in a global brand licensing industry worth more than $369.6 billion, according to an executive summary of the Licensing International 2025 Global Licensing Industry Study. The study also indicated that sports licensing grew 3.6% last year.

In addition, categories including eyewear and apparel have stayed resilient amid a widespread luxury sector contraction.

Here’s a look at some recent licensing deals that showcase these trends in 2025.