I Can't Stop Thinking About These New Brands for This Season
Working as a fashion editor, I find myself in the lucky position to learn about new brands all the time. Whether I’m stepping out for market appointments, meeting designers, or combing through Instagram to find those cool under-the-radar labels, I’m constantly unearthing all things new in the world of fashion—and it’s easily one of the most fun parts of my job. For me, discovery is one of the most exciting things about working in fashion, and lately, a number of brands have caught my eye in a major way. Let’s just say that they’re all I want to wear this season.
What is it about these rising brands that speaks to me so loudly? For one, it’s just a gut feeling that strikes me whenever I’m instantly drawn to a piece and want to wear it immediately. Yes, my phone is cluttered with screenshots of By Far’s cool, minimalist sandals. And yes, I fell in love with everything from Magda Butrym the moment I stepped inside the designer’s Paris showroom—I swear its rhinestone- and pearl-embellished heels for Fall 2018 made my heart skip a beat.
But more than that, it’s the sense that these brands are doing things a little differently and are offering something special and unique. Accessories brand Susan Alexandra has found its beaded bags on the arms of fashion girls everywhere. Covered in cherry motifs or electric colours, the totes are playful and fun and don’t take themselves too seriously. There’s no doubt in my mind that a modern-day Carrie Bradshaw would be spotted carrying one down the streets of Manhattan. Then there’s L.A.-based label Miaou, which has quickly jumped to the top of every Who What Wear editor’s radar over the last year. With fans like Gigi Hadid, Paloma Elsesser, and Emily Ratajkowski, it’s poised to be huge. But beyond the Instagram-worthy floral bustiers and rope belt pants, the runway shows always include a range of body types, and the brand is embraced by a diverse set of women. Now more than ever, I’m looking for clothes that not only look good but are also attached to a brand I can stand behind.
Tough as it might be to narrow down the brands I’m most excited about for the season ahead, these are the 11 I’ll be adding to my wardrobe.
With ’80s-inspired silhouettes and cool details like ruffled sleeves and asymmetric cuts, pieces from Warsaw-based designer Magda Butrym are at the top of my wish list right now.
Magda Butrym Vannes Off-the-Shoulder Ruffle-Trimmed Linen-Blend Top ($705)
Available in sizes FR34 to FR40.
With summer approaching, I have swimwear on the mind right now, and Switzerland-based brand Reina Olga is the latest to catch my eye. A standout is the Scrunch style from its latest collection. Also, Emily Ratajkowski is already a fan.
I love a brand that has a good story behind its name, and jewellery brand Alighieri has a great one. It’s named after Italian poet Dante Alighieri—which designer Rosh Mahtani read during her time at Oxford. And each piece takes inspiration from the poet’s Divine Comedy.
You’ll probably recognise Danse Lente’s bags because they’re on the arm of every cool fashion girl right now. They’re minimalist and architectural, and in my opinion, they’re the perfect everyday bags.
Every editor at Who What Wear has a soft spot for Miaou, and it’s easy to see why. The pieces are finished with fun details—like corsets with floral embroidery and pants with grommets at the waistband—that make them perfect for weekend wardrobes.
By Far designs the shoes of a minimalist’s dreams. They’re beautiful and have modern, clean lines, so they are the perfect addition to an everyday wardrobe.
Want to feel like you’re on a getaway along the Italian Riviera? Slip into something from Ciao Lucia, a California-based brand that is inspired by the girl on eternal vacation.
Susan Alexandra bags are playful and fun and have grabbed the attention of fashion girls everywhere. They’re even hand-beaded in NYC’s Chinatown, so each one is special and unique.
While Seoul-based Pushbutton has been around for years now, it has only recently popped onto my radar. Founded by former K-Pop star Seung Gun Park, it’s easy to see why there’s a cult following for the brand’s bold, colourful pieces.
Shoes from Neous are anything but ordinary. Minimal and modern, yes, but they’re also finished with signature details like sculptural heels.
Last but not least, Deitas—or Latin for divinity—is just that. Dreamed up in Sweden by designer Josephine Dahlin, all the pieces are intended to be the perfect balance of classic and modern.