Looking for soft and sumptuous new bath towels to provide a daily luxury moment to an otherwise frenzied morning routine? We upgraded the bath towels in our guest room, and people loved them so much that we got more for our own room. We say it’s high time to treat yourself to one of the best new luxury bath towels that look as good as they feel, from brands like Hermes and Missoni. Because you deserve it.
sumptuous bath towels are a perfect little luxury
A bath towel seems like a simple form. It’s a single piece of fabric with one job: to adequately dry you off. But between hanging on the towel rack in your bathroom and removing water from your body, there are lots of nuances that make the towel experience enjoyable…or a chore. You can, and should, have an opinion about what makes a great towel, especially since you use one daily (perhaps multiple times per day in this sauna of a summer).
Elevate your morning routine with one of the best new luxury bath towels that look as good as they feel, from brands like Hermes and Missoni.
Let’s get functionality out of the way. It needs to take water off of you and absorb it efficiently. But what does that feel like? Do you prefer a thick, fluffy blanket or a pliant, pleasant exfoliant? The former is often associated with luxurious toweling (the perennial search for the “hotel” towel), but the latter can be just as desirable. If you go plush, does it slide off of you with a bizarre sheen? If you go with a waffle weave, does it slough off your skin like pumice stone? How does it hold up in the wash? Minimal residual lint, we hope. All worthy considerations in the hunt for the perfect swab.
And then there’s the aesthetic. We are living in the heyday of bath towels. The universe of bath towels is increasingly vast and filled with all kinds of design-forward options. After all, they are home accessories and should be treated as such. From bright patterns to graphic checkerboards to sophisticated stripes and rich colors, there doesn’t seem to be a saturation point in sight. If you lean towards the classic spa varieties, there’s plenty of new folks entering the market, too, with refined but unfussy towels you’d be proud to have hanging in your bathroom—the high and the dry!
We gathered up the best bath towels we could find—ones that actually feel designed and make drying off a wholly pleasurable experience.
13 best new bath towels that look as good as they feel
1. Bow Organic Cotton Bath Towel by Baina
Baina has been leading the pack of new towel brands with a design-forward and craftsmanship mentality. Checkerboard is one of their signatures and we’re especially fond of this olive and stone colorway.
BUY NOW – $56.00 for an individual towel.
2. Neutral Bath Towel by Dusen Dusen
You can probably tell Dusen Dusen started out as a womenswear label. It’s since expanded into cheery home goods and textiles inspired by the brain’s reaction to color, movement and contrast. These bath towels are the least trippy of their offerings, so you can go absolutely wild from here and turn your linen closet into a Crayola box.
BUY NOW – $54.00 for an individual towel
3. Frotte Stripe Bath Sheet by Hay
You’ll find plenty of blue and white striped towels stocked by the Riviera beach clubs, but how about sky blue and bordeaux for a modern pop of color in your own bathroom?
BUY NOW – $65.00 for an individual towel
4. Craig Striped Cotton Terry Jacquard Bath Towels by Missoni Home
Like its space-dyed knitwear, Missoni’s towels and bathrooms can go full ROYGBIV, but these sophisticated stripes prove it excels at tamer patterns, too.
BUY NOW – $495.00 for set of 5 towels.
5. Kur Bath Towel by Society Limonta
The Limonta Group was founded in 1893 in Costa Masnaga near Lecco, one of Italy’s main textile regions. They bring their time-perfected textile expertise and design eye to this cotton towel that features double-sided weaves.
BUY NOW – $270.00 for an individual towel.
6. Alma Bath Towel by Autumn Sonata
Whichever way you hang this reversible-patterned towel, you’ll get a graphic design inspired by traditional Katazome stencil practices and a comfortable double yarn weave.
BUY NOW – $88.-00 for an individual towel.
7. Off-White Striped Towels by Tekla
These understated but IYKYK cool towels from Copenhagen-based Tekla are exactly the kind of thing you’d find in a perfectly curated Scandinavian retreat.
BUY NOW – $155.00 for a set of 3 towels
8. Temescal Organic Towel Set by Coyuchi
Coyuchi makes all of its luxe textiles with 100% organic fibers and they’re deeply committed to sustainability so you can feel really good about drying off. 
BUY NOW – $238.00 for a 6-piece set.
9. Aman Bath Towels by Matouk
Spa day anyone? It could actually happen at home with these loftily ribbed towels. Even the array of colors is soothing.
BUY NOW – $69.00 for an individual towel.
`10. Diamond Weave Bath Sheet by Sferra
I think “sumptuous” is the word you’re looking for with these sheets.
BUY NOW – $126.00 for an individual towel.
11. Spa Towel Collection by Riley Home
Riley’s towels have racked up several trophies, named Wire Cutter’s Best Bath Towel and recognized by GQ, too. It’s hard to argue with so many discerning journalists, so it’s probably worth stocking up on these highly praised towels.
BUY NOW – $65.00 for an individual bath towel.
12. Treccia Towel by Pratesi
Pratesi whispers the same sort of old-world opulence that Florentine architecture does: somehow it looks perfectly elegant in the modern day, too. Fittingly, each of these towels is embroidered on a soft cotton terry base, finished with a hand-cut scalloped edge and hand-sewn with matching bias-tape edges.
BUY NOW – $475.00 for an individual bath towel.
13. Stairs Towel by Hermès
Hermès always manages to find clever ways to utilize their logo without it being overly brazen. Philippe Mouquet originally came up with this “Stairs” design—adjoining Hermès “Hs”— for a tie motif and now it looks just as chic on this Hermes bath towel.
BUY NOW – $170.00 for an individual towel.
luxury bath towels that look as good as they feel
That’s some inspo to elevate your morning routine with one of the best new luxury bath towels that look as good as they feel, from brands like Hermes and Missoni. Sometimes the little luxuries are the best. Enjoy!
