As we kick off 2020 and the beginning of a new decade, where, exactly, is fashion headed and which brands will emerge as the must-buy labels for the year ahead? To find out the pulse of what's coming up in fashion, I spoke with some of the industry's most influential buyers, directors, and celebrity stylists, and asked them to share the emerging labels they are placing bets on this year. So what are their predictions for the brands that are about to take off?
Ahead, they're highlighting the fashion labels that are about to reach cult status. From the affordable bags that are about to be everywhere to the shoes that will be all over fashion month to the jeans every insider will own, these are the 13 cool fashion brands to know about in 2020. If you want to be the first person to know about brands before they really take off, you'll want to pay attention to their shortlists ahead. Go on to discover 13 new fashion labels to know about and scroll to the end to discover my picks.
Lisa Aiken, Fashion and Buying Director, Moda Operandi
"Peter Do was the designer to watch this past fashion week. He is such an exciting new talent, and I personally appreciate his directional yet utterly wearable pieces. A Phoebe Philo protégé, the collection's sense of precision and achingly cool feel make the clothes covetable."
"As a longtime fan, I was excited to see Matteau’s debut runway show this past spring during Sydney fashion week. Its simplicity won me over and spoke to my year-round minimalist approach. The fusion of swim and resort RTW captures effortless vacation and travel dressing."
"A recent find during market was Marargent. Each bag has this amazing 'stealth wealth' investment piece feel without being overly branded. One of my favorite details is the sculptural hardware. This past week, one of our fellow buyers hasn't gone a single block without getting stopped and asked where her bag is from."
"Julia Toledano is the new kid on the block in the shoe world. She offers cool chunky heels with a bit of a grungy touch, but not too alternative. Her styles are perfect for the fashion-savvy cool girls who want something different."
"We recently launched Olivia Rubin and are absolutely in love. She has such magical pieces that are delightfully offbeat. From rainbow colorways to whimsical prints and sequin detailing, her pieces are effervescent, feminine, and playful."
"At Shopbop, we pride ourselves as being connoisseurs of denim. I discovered B Sides last season and am utterly obsessed with all its denim washes and fits. Not only are they comfortable, but they're also sustainable."
"We launched Slvrlake back in 2018, and it has been such an impactful addition to our denim assortment this year. Slvrlake really understands how California women—and all women—want to look heading into 2020. Denim trends are clean, longer, sophisticated—styles to be worn back to blazers and mules. The collection has been super limited in distribution, but the word is finally out!"
"I went to Paris in search of new European lines that don't look like anything I can find in the U.S. and was so excited to see Materiel in person. I fell in love with the way the line photographed but was really blown away by the quality when I walked the collection during fashion week. This line embodies next year's aesthetic completely—effortless bold color, head to toe."
"Leorosa is a new brand that is basically operating like a heritage brand. It makes amazing, simple knitwear a variety of beautiful and unique colorways. While the silhouette is super traditional (they offer only a few basic styles), the small details such as the fur collars or contrasting colored buttons remind you of the eccentric Italian relative whose closet you want to raid. I think cardigans are making a major comeback in 2020, and I am here for it!"
"There is so much elegance in the simple pieces that Anina Hee has designed for her line, Refine. Last summer, women were starting to catch on to her beautifully made slip dresses and silk skirts and I think in 2020 the sky is the limit. I personally, would like one of everything!"
While accessories label Manu Atelier was already on my radar last year, I expect them to become even bigger in 2020. The brand's shoes—finished with cool details like pyramid heels and square toes—feel especially forward. I predict that these two-tone heels will be particularly in-demand.
I saw Christopher Esber's Resort 2020 show in Sydney last spring and instantly fell in love with his stunning collection with pieces grounded in '90s minimalism and modern details. A standout buy? This skirt finished with a cutout waistline and interlocking ties.