New Stuff Alert: Dress Your American Girl Doll in J.Crew
For this week’s “Don’t Dillydally,” we’ve rounded up a range of newly released products we’re particularly excited about, including Hommey’s first dinnerware collection, body and hair mists from Millie Bobby Brown’s brand Florence by Mills, and a design-forward space heater from Windmill.
The new stuff I’m most excited about
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I’ve yearned for Sabai’s couches since moving last year; this new one has hidden storage.
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The pattern-mixing and ruffle detail on these pillows appeal to my maximalist sensibilities.
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When I was a kid, I would have loved nothing more than to match with my doll.
Uniqlo’s sister brand GU launched a new collaboration with rokh, the London-based brand led by designer Rok Hwang. GU and rokh first partnered back in 2024 with a “Play in Style” collection that featured furry bucket bags and a blouse that turned into a cape; this new collection continues those themes with plenty of florals and ruffles, plus a pair of UGG-esque shearling mary janes. The pieces are available on GU’s website and in its Soho store.
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Home-goods purveyor Hommey is best known for its bedding — we’re fans of Hommey silk pillowcases and duvet covers — but the brand just made its first foray into dinnerware. The collection includes flatware, table linens, and mugs, bowls, and dishes in contrasting colors. This flatware set in particular looks quite nice — and quite similar to Sabre’s (much pricier) Bistrot cutlery sets. Everything is currently on preorder and expected to ship by the end of October, though some items are already sold out.
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Halloween is still two weeks away, but brands are already looking toward the end of the year with holiday collections. Brooklinen is the latest: The brand released a capsule of Christmassy bedding that includes Washed Percale Core sheets printed with a snowy winter cityscape, a bright-red Super Fluff throw blanket, and plenty of homey checked patterns.
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Just in time for the cooler weather, Sabah has brought back the Bernie, a limited-edition winter version of the brand’s Baba slippers made with vegetable-tanned bull-leather soles covered in fluffy shearling wool on both the interior and exterior. They’re spendy, but they’d make an excellent gift if you’re already starting your holiday shopping.
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Another excellent gift: J.Crew’s new collection of matching clothes for girls and their American Girl dolls. There are three different outfits, which you can purchase all together or as separate pieces. This Fair Isle sweater (and its matching hat and scarf) would be especially adorable for the holiday season.
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Now’s the time to put in a preorder for one of Oeuf’s charming holiday crowns, which are made from 100 percent baby-alpaca fleece and can be customized with a word or name up to ten letters long. The crowns come in two sizes: 0–3 years and 3–6 years. October 15 is the last day to order, so don’t dillydally. Crowns will arrive in late November.
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Millie Bobby Brown’s beauty brand Florence by Mills launched a tween-friendly, but slightly more sophisticated, set of body and hair mists. The set includes three scents: Soft Girl (vanilla orchid, raspberry nectar, sugared petals, velvet musks), Coastal Chic (sea mist, golden amber, creamy monoi), and Love Core (black cherry, lime blossom, oud). The set is available exclusively at Ulta.
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As my colleague Kat Gillespie reported, there is suddenly so much pink outdoor gear, including in SENIQ’s newest ski collection (which also features other bright, fun colors). The fashion-forward outdoors brand offers trendy versions of everything you’d need to stay warm out on the slopes: ski suits, jackets, snow pants, base layers, fleeces, and more.
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And for staying warm indoors, Windmill’s new space heater is designed to provide fast, quiet, even warmth — with 70 degrees of oscillation — while actually looking decent enough to leave out. It comes in solid black or white, though you can add a custom-colored handle for an extra $19. The space heater has three settings (Eco Mode, Fan Only, and a 0–12 hour timer) and doesn’t require any apps, making it simple to use.
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We’re fans of Wildbird’s baby carriers and swaddles, so it’s exciting to see a new product category from the brand. The diaper bag comes in four colors — Crane (white), Raven (black), Light Denim, and Lucy, which is the floral paisley pattern shown here. The bag can be carried over the shoulder, as a cross-body, or as a backpack, and it has adjustable straps, a luggage pass-through pocket, an insulated bottle pocket, and multiple interior pockets. There are also two coordinating accessories: a foldable changing mat and a stroller-strap clip set (both sold separately).
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Imogene + Willie teamed up with leather-maker Schott NYC on two new jackets for fall — this fringed jacket as well as a cowhide delivery jacket. Senior writer Dominique Pariso saw the fringed jacket at a recent press preview and told me it looks especially fabulous in person. It’s made in the United States from 100 percent cowhide — in a lighter shade to mimic buckskin — and is lined with satin polyester.
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Sabai, maker of our favorite frameless foldout sleeper sofa, has released a new sleeper sectional that is small enough to fit in an apartment (126” L x 34” D x 32.5” H, with a 69”-deep chaise) and has a hidden storage space inside: You can lift up the chaise to stash extra blankets and bedding underneath. To convert it into a bed, you simply fold out the seating bench to reveal a queen-size foam mattress. Like Sabai’s other couches, the Eclipse is available in three upholstery options in a range of colors: Hemp Blend, Recycled Velvet, or Upcycled Poly.
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Piecework Tulip Stripe Petal Pillow
And if you’re looking for something to dress your couch with, Piecework — best known for its puzzles and funky cocktail napkins — has a new collection of throw pillows. Each pillow cover is made from 100 percent cotton. I love the maximalist but cozy patterns alongside the ruffles and scalloping details, especially on this cheery tulip-patterned pillow. For $98, you can purchase just the cover, or you can purchase the cover and a feather insert together for $146.
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The Strategist is designed to surface useful, expert recommendations for things to buy across the vast e-commerce landscape. Every product is independently selected by our team of editors, whom you can read about here. We update links when possible, but note that deals can expire and all prices are subject to change.