I'm Introduced to 1000s of New Brands Every Month, But These Stand Out

I'm sure that at many jobs, an influx of approximately 500 emails per day is totally normal. I rarely feel confident enough to bulk-delete without regret because there are always endless messages I need to check in on in order to stay ahead of trends, launches and cool brands. I'm contacted by countless designers, brand founders, PR firms and marketing execs on a daily basis, and I try my best to support brands that show a point of difference, create beautiful products and have interesting stories. Not every label makes the cut, and the task of editing down what I deem worthy of your attention can be a brutal one.

In this new monthly gallery, I'll be highlighting the best independent brands. They aren't all necessarily brand new, but they are small-scale enough that it's possible you haven't met them yet.

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(Image credit: @hannahalmassi / WHO WHAT WEAR)

On Hannah: Coal and Candyfloss dress

I will forever have a desire to own a Prada handbag, buy a vintage blouse or find a long-lasting dress from Mango, but there's a whole world of truly unique creations from lesser-known names out there to be enjoyed, too. Many of them are establishing impressive sustainability credentials. Even more of them are actually starting big trends that you notice filtering into far bigger household brands and stores. So you can consider this list a peek into what everyone will be raving about, copying and wanting to own next. From clothing, shoes, bags and jewellery to interiors and beauty, this is your one-stop shop for honing a home full of magical pieces that tell stories and spark joy!

CLOTHING

COAL AND CANDYFLOSS

MARCÉLA

NAVYGREY

L.F. MARKEY

CELIAB

FORM AND FOLD

TALLER MARMO

BAGS

RECO

SAVETTE

LAST FRAME

DRAGON DIFFUSION

AGNEEL

HAI

HOMEWARES

HENRY HOLLAND STUDIO

HODGE POTS

LIGHTS & LAMPS

IN CASA BY PABOY

VAISSELLE BOUTIQUE

JEWELLERY

DAPHINE

BEA BONGIASCA

OTIUMBERG

LUCY DELIUS

SHOES

DEAR FRANCES

MIISTA

HEREU

SUICOKE

ALOHAS

BEAUTY

ULTRA VIOLETTE

SISTER & CO

LA MONTAÑA

VYRAO

Next up, these are the colours that look the most expensive.

Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.