I Uncover Hundreds of New Brands Each Month—These Are the 7 I'm Loving
When it comes to fashion brands, I’m constantly discovering new ones. I’m regularly being pitched about up-and-coming brands and seeing them IRL at press appointments. But I’m also seeing fresh talent pop up in my Instagram feed on fashion girls who have cool style, noticing them on editors at the Who What Wear office, and hearing about some through word of mouth from friends.
When it comes down to it, each month I learn about hundreds of new brands through these different channels. It’s hard to narrow it down, but I want to highlight some especially cool labels that are on my radar and deserve some extra attention—including everything from cool bag brands to the best It sunglasses to the swimsuit brand I can’t wait to get my hands on. Ahead I’m breaking down the best new fashion brands to pay attention to right now. Trust me—you’ll want to add each of these to your cart very soon.
An NYC-based brand started by sisters, the collection is full of romantic floral dresses as well as cool streetwear.
Available in sizes 0 to 12.
Available in sizes XS to XL.
Beaded bags have been having a moment, but this new shape is sure to be the next big thing.
An L.A. brand founded by designer and model Eliana Gonzalez, you’ll be sure to spot these pieces on cool girls everywhere.
A favorite among celebs like Kendall Jenner and Bella Hadid, this is what you’ll want to slip into for serious cool-girl vibes.
The Swedish sunglass brand has strong shapes and graphic patterns that make a statement.
Spotted on celebs like Hailey Baldwin, this label’s swimwear is something to watch (and order).
Top and DG Visions Bikini Bottom ($78) available in sizes XS to XL.
Top and DG Lure Bikini Bottom ($82) available in sizes XS to XL.
If you’re looking for an interesting new bag with a unique shape, look no further than Complet.
Next: Shop everything I wore this month.
Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury and runway content as well as wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, Tiffany & Co., and MyTheresa, and rising designers such as Refine and Tove, and her style has been featured in publications including Vogue.com, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.
-
It's Not a Coincidence—Everyone Is Trading Black Handbags For This Clashing Trend
Olivia Rodrigo included.
By Allyson Payer
-
I Want a Rich-Looking Wardrobe—33 Perfect Picks From Nordstrom's Cyber Monday Sale
Get your hands on these chic gems.
By Jennifer Camp Forbes
-
Is It Just Me, or Is Every Stylish Woman in L.A. and NYC Wearing This Elegant Bag Color?
Sorry, black bags.
By Nikki Chwatt
-
Fun Fact: The Absolute Best Designer Bags of the Season Are All From Nordstrom
Shop with ease, my friends.
By Nicole Akhtarzad Eshaghpour
-
I Own Over 8 Staud Bags, But These 4 Are the Ones I Actually Tell People to Buy
Confession time.
By Jasmine Fox-Suliaman
-
I'm a Professional Shopper—30 Elegant Picks I'm Eyeing From Mango, COS, and Nordstrom
These Cyber Monday deals are too chic to pass up.
By Jennifer Camp Forbes
-
My Friend Wants a Chic Wardrobe—I Sent Her These Black Friday Fashion Deals
Discounted gems from Nordstrom, Zara, J.Crew, and more.
By Jennifer Camp Forbes
-
Sarah Jessica Parker Already Wore Spring 2025's Most Sought-After Handbag
Fashion people can't stop talking about it.
By Eliza Huber