Fashion's Coolest Insiders Predict These 13 Brands Will Be Big in 2020

As we are in the beginning of a new decade, where, exactly, is fashion headed and which brands will emerge as the must-buy labels for the year? To find out the pulse of what's coming up in fashion, I spoke with some of the industry's most influential buyers, directors, and celebrity stylists, and asked them to share the emerging labels they are placing bets on this year. So what are their predictions for the brands that are about to take off?

Ahead, they're highlighting the fashion labels that are about to reach cult status. From the affordable bags that are about to be everywhere to the shoes that will be all over fashion month to the jeans every insider will own, these are the 13 cool fashion brands to know about in 2020. If you want to be the first person to know about brands before they really take off, you'll want to pay attention to their shortlists ahead. Go on to discover 13 new fashion labels to know about and scroll to the end to discover my picks.

Lisa Aiken, Fashion and Buying Director, Moda Operandi


(Image credit: @lisa.aiken)

1. Peter Do

2. Matteau

3. Marargent

Tiffany Hsu, Fashion Buying Director, MyTheresa


(Image credit: @handinfire)

1. Nodaleto

Caroline McGuire, Fashion Director, Shopbop


(Image credit: @carolineinnycity)

1. Olivia Rubin

2. B Sides

Courtney Grant, Senior Buyer, Elyse Walker


(Image credit: @courtneydgrant)

1. Slvrlake

2. Material

Allison Bornstein, Wardrobe Stylist


(Image credit: @allisonbornstein6)

1. Leorosa

2. Refine

Kristen Nichols, Managing Editor, Who What Wear


(Image credit: @kristenmarienichols)

1. Manu Atelier

2. Christopher Esber

3. Completedworks

Next, discover the best celebrity winter outfits from the '90s.

Associate Director, Special Projects

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 content and 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, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant 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.