8 New It Brands We're Paying Close Attention To (and Why)

If you were to ask any of us what everyone will be buzzing about in six months' time, we'd have more than a few ideas. You see, as editors, we gleefully spend an inordinate amount of time researching (and sharing with you), the industry up-and-comers who are just about to get big. Believe us: We've shared it all, from the newest shoe designers to know to handbag brands you'll see all the It girls wear in no time (and everything in between). Which is why we decided to zoom out further and discuss the new It brands we editors hold dear to our hearts.

Since we scout the internet on the daily for the best and brightest, consider the following eight names to be our shortlist of the best fashion brands straight from our editors. If you ask our market editor, Nicole, it's all about how The Range is shaking up wardrobe basics. Our senior news editor, Erin, and our managing editor, Michelle, on the other hand, both have new Italian shoe brands in view. These and a handful more under-the-radar names are what you can expect to discover in the following edit. Ready to hit "follow" and commit these fashion brands to memory?

Amina Muaddi

"Amina Muaddi's heels are all I want at the moment. She launched her namesake footwear line earlier this year, and the styles are so glam and everything I need in my shoe selection right now. I'd style the below pink beauties with loose jeans and a simple tee." — Michelle Scanga, Managing Editor


"2018 was really a breakout year for Area. Although it's becoming more mainstream, the brand and its elevated going-out pieces still feel cool and under-the-radar. I fully expect these Tevas to be a spring 2019 It shoe." — Allyson Payer, Editor

The Range

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Our bodysuit and pant now available at @netaporter

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"I'm all about amazing basics, which is why I've been very into up-and-coming-brand The Range lately. Anyone who can find a way to improve on the tank top is a visionary, if you ask me." — Nicole Eshaghpour, Market Editor

Taylor + Thomas

"This brand is only a couple months old, and it's bringing beauty to sustainable shoes. They're 100% vegan and cruelty-free, and this pair is made from everything from corn (yes, actually) to recycled plastics. They also have memory foam in the insole, so basically you'll never take them off." — Kat Collings, Editor in Chief

Gia Couture

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Playing upside down with #giacouture ????

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"I love Italian brands Gia Couture and Luisa Beccaria—specifically, their ridiculously cute shoe collab." — Erin Fitzpatrick, Senior News Editor

Rowen Rose

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"Rowen Rose isn't even available for purchase yet, but it will be next year, and I'll be first on the waiting list when it does." — Kristen Nichols, Associate Editor


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Paris fashion week

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"Maybe it's because winter is coming, or maybe it's because I love Italian brands, but Bacon is designing some of the coolest puffers around right now." — Lauren Eggertsen, Fashion Editor

Danse Lente

"There's something quietly thrilling to me about Danse Lente's bags. They're at once architectural, rendered with pops of unexpected colors like bird's-egg blue and burnt orange while also being utterly practical. Truly the epitome of the bag that does it all, if you ask me. Oh, and fun fact: The name is French for 'dance slowly'—the poet in me is beaming." — Anna LaPlaca

For more of what our editors are loving, discover the jacket trends we're way into at the moment.