There are plenty of places I look to for fashion inspiration—whether it’s celeb outfits, the latest trends on the runways, or pieces spotted on fashion insiders, there’s no doubt that they shape what I’m wearing. But it’s Who What Wear’s team of fashion editors that I rely on more than anyone else to weigh in about the coolest brands of the moment and the pieces that are worthy of adding into my closet.
Our Slack channels are full of convos about of-the-moment trends on our radar and cool brands we’ve just discovered. Here, I’m diving into the designers we wear more than any others. From investment pieces to on-the-rise labels, these are the 20 best fashion brands according to our fashion editors. So, what do we actually wear IRL? Scroll down to see our personal favorite designers and why we always recommend them, beginning with my own.
Kristen Nichols, senior editor
My first big fashion purchase of all time was a nylon Prada messenger bag that I still wear to this day, so my love of the brand runs deep. More recently, in my constant hunt for vintage finds, I ordered a pair of sleek Prada heels last year that have become the shoes I wear more than any other pair. Needless to say, I consider Prada to be the ultimate cool brand that I simply can't get enough of.
Indya Brown, market editor
"I've been a Jacquemus stan since day 1. The color palettes and silhouettes just speak to me in every way. I bought this sweater from SSense on sale and it's one of the best I own. I'm pretty sure I will amass a whole closet full of Jacquemus one day."
"There are a handful of brands I sincerely eagerly await for their new collections, and Ganni is one of them. The brand constantly has its finger on the pulse of what's cool, and you can bet that whatever they create it will only be a matter of time until it becomes a cult favorite. It's ironic because I don't love florals on me, but somehow Ganni's floral prints always work."
Anna LaPlaca, associate editor
"Sleek separates and fresh suiting are what the Copenhagen-based label does best and each of their pieces are designed to be in your wardrobe for the long run. Case in point: I added their leather blazer to my closet several months ago and it's since become the kind of staple piece I've built dozens of outfits around."
"My number one denim brand has got to be Agolde. No one does cool and of-the-moment jeans quite like they do. Their relaxed '90s Mid-Rise and more tailored Pinch Waist jeans are two of my most-worn pairs and I'm certain I'll have both (and inevitably more from the brand) in my closet for years to come."
Yusra Siddiqui, assistant market editor
"It's hard to limit myself whenever I'm shopping at Lisa Says Gah, whether it's their in-house collections or from the assortment of brands they carry. (I scored my favorite House of Sunny and Gimaguas items from their site). Everything has such bold and colorful elements that it makes me actually look forward to getting dressed, which is very much needed these days!"
"When it comes to items I wear the most, a majority of them are Reformation. Whether it's their jeans, t-shirts, or sweatshirts, they're just so comfortable that I keep going back to them time and time again. I also love their prints because they're fashionable but still subtle enough to be worn in a variety of ways."
Lauren Eggertsen, senior editor
"I am always interested in throwing down on some Ganni. This brand makes me so happy and I find that some of the pieces I bought years ago are still relevant therefore I always feel like shopping Ganni is worth the investment."
"I think With Jéan is so fun. All of the pieces are pretty affordable and I definitely get the most compliments on those items when I wear them. I find everything on their site to be cool, not too trendy, and an overall win all around."
Allyson Payer, senior editor
"If I could swing it, I would gladly wear Totême every day. Everything they make is so chic and timeless. In particular, if you want to invest in a beautiful coat, I highly recommend saving up for a Totême one."
Dôen's beautiful pieces have been a favorite of mine from their very first collection. It's one of the only brands that I'm online for as soon as a new collection is released, as there's sure to be multiple things I want, and pieces start selling out immediately.
Judith Jones, senior market editor
"For elevated, quality basics I always reach for The Range. Their pieces are flattering, comfortable, and timeless. They transcend trends yet I always feel fashion-forward in them."
"If there's one denim brand I'm devoted to it is Citizens of Humanity. Their jeans have the most flattering silhouettes, and the quality is amazing. I also love their vintage washes. I've owned my three pairs for countless years and they're still holding up strong."
Jasmine Fox-Suliaman, audience engagement editor
"Whenever I'm on a 'treat yourself' bender without fail, I've swooped something up something new from Staud. The brand is by no means new to the game (it's been beloved by editors hot-minute) but what I love about Staud is its delightful fashion-forward take on staple pieces. From duster cardigans to turtleneck dresses to cut-out white maxi dresses, some of my all-time favorite pieces that I wear time and time again have come from Staud."
"When the ice thaws and the warm weather begins to set in, my favorite thing to pull out of hibernation is my Cult Gaia bag collection. Every birthday, I've made it a tradition to invest in a new summer-friendly bag, which incidentally ends up being from Cult Gaia (last year, it was their pearl clutch). Every piece is like wearable art you can carry, and I'm very much about that life."
Erin Fitzpatrick, senior news editor
"I love wearing Maje—especially the brand's sweaters and jackets. I throw them on over a tee and jeans and I look put-together with zero effort. The brand always does tweed very well, which is no doubt inspired by Maje's French roots."
"I'm also a big fan of L.A. designer Christy Dawn. Her dresses are so comfortable I wouldn't hesitate to wear them to sleep. I love that she makes sustainability a priority and uses deadstock fabric."
Bobby Schuessler, senior market editor
"I've been living in Nike's trend-forward cozy pieces over the last year. I recently picked up this faux-fur coat that is heaven. Comfortable and quite chic."