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.