I Uncover Hundreds of New Brands Each Month—These Are the 7 I'm Loving

Best new fashion brands



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.

Les Rêveries
Best new fashion brands Le Rêveries



An NYC-based brand started by sisters, the collection is full of romantic floral dresses as well as cool streetwear.

Not Impressed
Best new fashion brands Not Impressed



Beaded bags have been having a moment, but this new shape is sure to be the next big thing.

Gil Rodriguez
Best new fashion brands Gil Rodriguez



An L.A. brand founded by designer and model Eliana Gonzalez, you’ll be sure to spot these pieces on cool girls everywhere.

Best new fashion brands Area



A favorite among celebs like Kendall Jenner and Bella Hadid, this is what you’ll want to slip into for serious cool-girl vibes.

Best new fashion brands Chimi



The Swedish sunglass brand has strong shapes and graphic patterns that make a statement.

Danielle Guizio
Best new fashion brands Danielle Guizo



Spotted on celebs like Hailey Baldwin, this label’s swimwear is something to watch (and order).




If you’re looking for an interesting new bag with a unique shape, look no further than Complet.

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