5 New Fashion Brands You Need to Know About

As a digital fashion editor, I’m constantly introduced to new brands that I want to swiftly add to my closet. But what does it take to catch my eye? For this author, it means discovering something unique and ahead of the curve with brands whose designs are eye-catching and unlike others I’m seeing in the fashion space. It’s this quality that instantly drew me to the colorful pieces of just-launched label Rowen Rose.

On the other side of the spectrum, I’m also drawn to up-and-coming brands crafting such beautiful and timeless pieces that I can imagine wearing them for years ahead. Brands that understand what modern women want to wear now—like NYC-based brand Marina Moscone, whose pieces were just spotted on Kendall Jenner during Paris Fashion Week.

Scroll down to see all of the fashion brands on my radar now—from two-year-old labels that are picking up steam to brands so new you’ll have to wait until 2019 to add them to your closet.

Rowen Rose

Here’s a label so new that it’s not even available to purchase yet. Intrigued after I spotted pieces from the Rowen Rose on Instagram, I reached out to Creative Director Emma Rowen Rose to learn more. “I did a little capsule collection in order to present the brand’s aesthetic,” she says, “and we did private orders until the fabric got out of stock.” You’ll see these early releases on the fashion set—including street style fixtures like Jeannette Madsen and María Bernad—who have already been photographed in the designs. But anyone interested in purchasing the pieces will have to wait until February 2019 when the collection hits stores—including Galeries Lafayette, who already snapped up the brand.

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Preview pieces from Rowen Rose's S/S 19 collection:
(Image credit: Courtesy of Rowen Rose)

This is destined for the street style scene.


(Image credit: Courtesy of Rowen Rose)

Tailored blazers continue to be super covetable—especially when upgraded in luxe finishes.


(Image credit: Courtesy of Rowen Rose)

A fresh take on plaid.

Amina Muaddi

Launched in August 2018, Amina Muaddi is one of the most buzzed-about new shoe designers of the moment. What you’ll find from her are silhouettes that feel modern and cool with details like crystal trim, glitter finish, and architectural heels. Fashion girls like Giorgia Tordini and Gilda Ambrosio are friends of the designer and have already been spotted wearing the designs.

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Shop shoes from Amina Muaddi:

Marina Moscone

An NYC-based label founded in 2016, Marina Moscone designs thoughtful pieces with the modern woman in mind. You’ll find everything from tailored suiting to strapless bustiers to twisted satin dresses—all designed to fit into the lives of women today. If you need any indication that you’re about to see the label everywhere, just look to Kendall Jenner, who was recently spotted wearing the designer’s pieces in Paris.

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Shop pieces from Marina Moscone:


Meet Gu_de, the bag brand that’s been snapped all over the street style scene during fashion month this season—including on Who What Wear’s very own editor in chief, Kat Collings. The South Korea–based brand’s bags are inspired by retro designs from the ’70s, so you’ll find timeless shapes and luxe finishes like croc-effect leather.

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Shop bags from Gu_de:

Les Rêveries

Net-a-Porter recently launched a program called The Vanguard to foster up-and-coming design talent in the fashion space, and NYC-based brand Les Rêveries was among the first on their roster. Sisters Wayne Lee and Ai Ly began the label this year, and their first collection has covetable pieces that range from backless floral dresses to bold turtlenecks to hoodies printed with French phrases.

Next: Shop my best purchases from this month.

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.com, 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.