The impact of Donald Trump’s trade war is now being felt at the consumer level, as apparel prices rose 0.4 percent between May and June, the first increase since March, amid a broader inflation spike. This price uptick comes as newly implemented tariffs begin to affect goods hitting U.S. shelves, with more and higher tariffs expected in August for countries without trade deals. Fashion and beauty brands, including Nike, Tapestry, E.l.f., and Glow Recipe, are responding with selective price hikes, while others brace for further increases as pre-tariff inventory runs out. Rising costs across other essentials like gas and electricity could also strain consumer spending, raising concerns that apparel demand will drop despite recent resilience. As inflation persists, the industry is closely watching the upcoming back-to-school season to gauge consumer response.