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.
Available in one size.
Available in one size.
An L.A. brand founded by designer and model Eliana Gonzalez, you’ll be sure to spot these pieces on cool girls everywhere.
Available in sizes XS to L.
Available in sizes XS to L.
A favorite among celebs like Kendall Jenner and Bella Hadid, this is what you’ll want to slip into for serious cool-girl vibes.
Available in sizes XS to L.
Available in sizes XS to XL.
The Swedish sunglass brand has strong shapes and graphic patterns that make a statement.
Available in one size.
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.
Available in one size.
Next: Shop everything I wore this month.
-
Fashionphile's Done the Research: These Are the It Bags of 2025The 2025 Resale Report is here.
-
Not Ready to Let Go of Sardine Summer? This Chic Bag Launch Will Help You Carry the Vibes Straight Through FallThe first drop sold out, so these won't be around for long.
-
28 Accessories That'll Make Every Fall Outfit Look ElegantThese are the add-ons you need.
-
We Love You, Chocolate Brown, But This Is the Rich Bag Color Trend It Girls Are Wearing NowSpotted on Ayo and Kendall at the Chanel show.
-
I’m a Senior Shopping Editor—Here’s Everything I Highly Recommend Buying From the Mango SaleGet 30% off just about everything
-
I Want to Be Old Money, But I Work 9 to 5—These 23 Workbags Make Me Feel RichCarry everything in style.
-
Thanks to It Girls With Good Taste, This Anti-Trend Bag Style Is What Everyone Wants RNHailey Bieber just proved it again.
-
I'm a Stylist—These Are the Only Bags You Need for a Foolproof Capsule CollectionFrom Balenciaga to Phoebe Philo.
