Every Cool On-the-Rise Brand to Know Now, According to Our Editors

As editors for Who What Wear, our job is to stay on the pulse of new brands that are bubbling up in the fashion world. There are plenty of exciting talents popping up all of the time, and we love learning about them to share with readers. Curious to find out which cool fashion labels are catching the eyes of team Who What Wear, I asked our editors which on-the-rise brands they’re most excited about right now.

Ahead, our editors are weighing in about the very best emerging brands to know about. From labels designing the best affordable handbags to jewelry designers that feel truly unique to labels trickling in from spots around the globe like South Korea and Barcelona, these are the 20 coolest on-the-rise fashion brands to get on your radar right now. Go on to shop our edit of pieces that will stand apart from the rest.

A.W.A.K.E Mode

Though A.W.A.K.E Mode has been around since 2012, it landed on my radar recently. The designers have a distinct take on shirting and tailoring with signature details that carry through the collection. I just ordered this cutout turtleneck, which feels like a fresh take on the fall staple.

Marina Moscone

Marina Moscone was one of the most talked-about shows during NYFW, and it's easy to see why. Her collection offers an elegant yet modern take on everything from suiting to draped satin dresses with refined designs that can take you everywhere from the office to a wedding.


Australian label ESSE designs updated takes on tailored closet essentials like shirting, suits, and knitwear. With details like voluminous sleeves and tapered waist silhouettes, the brand offers pieces that will allow you to build a wardrobe of sophisticated fashion essentials.

The Sant

"Net-a-Porter recently started carrying Barcelona-based handbag brand The Sant, and all I can say is good luck picking just one to buy."

Tach Clothing

"If you like to wear pretty, unique pieces that literally everyone you encounter will either compliment or ask about, Uruguay-based Tach Clothing should be on your radar. Bonus: It's relatively affordable."


"Korean-based brand Pushbutton has been on the rise now for a few seasons and is finally starting to feel extremely established as you can now shop the brand everywhere from Shopbop to Net-a-Porter. Come to the brand for statement-making pieces that feel extremely one of a kind."


"Another Koren brand, Salondeju, makes some of the coolest shoes in the business with unique shapes and colorways."


"I'm a sucker for good basics, which is why I become more and more impressed by Wardrobe.NYC with every new drop. Few brands can take something as common as a blazer or denim skirt and actually find a way to make it better the way its founders have, so I'm looking forward to seeing what's next."


"Despite only launching last year, SLVRLAKE denim has already made its way into all my favorite retailers and is putting out all the jeans I want to wear right now. For fall, I especially have my eyes on this cargo-inspired pair. They have the utility feel but are not too bulky, so they're still super flattering."


"Luiny is a Brooklyn-based brand with extra-special jewelry. These earrings have a nod to the '80s but still feel completely modern. I can picture the most boring pieces in my closet come alive when paired with these babies, plus they're on sale!"

Beepy Bella

"When I met Isabella Lalonde, I was immediately taken by her personal style. Check out her Instagram for proof. So, when she launched a whimsical jewelry line, I wasn't surprised when Vogue immediately did a huge profile on it. She was kind enough to send me a piece, and every time I wear it I feel like a more ~*~interesting~*~ version of myself."


"I never met an IMAGO-A bag I didn't like. The quirky shapes are original but definitely still functional, something that doesn't get enough credit in my opinion. Is it weird that I want one of their shoulder bags in every color?"

Low Classic

"Low Classic is an emerging South Korean label whose tailored blazers, loose trousers, and leather staples immediately caught my eye. Each piece has a timeless—but never boring—quality to it that together make one of the coolest capsule wardrobes in existence. I already own a pair of their trousers, but I might just have to add these faux-leather cargo pants to my closet next."


"Bevza is the brand every fashion insider wants to wear right now. Its '90s-inspired silhouettes are so good they're transforming even the boldest of dressers into minimalists."

Loulou Studio

"You may already be familiar with the Parisian influencer Chloé Harrouche for her unmistakably chic outfits on Instagram, but the street style star has also launched her own line of knitwear—Loulou Studio. It's made up of comfortable, chic neutral-hued sweaters and cardigans that will be a forever classic in your wardrobe."

Olivia Rubin

"If you're looking to boost your mood, then Olivia Rubin's colorful array of dresses is your sartorial solution! The British native and Central Saint Martins graduate is known for her signature graphic prints and bold colors that will unquestionably garner all the compliments."

Berta Cabestany

"Barcelona-based designer Berta Cabestany studied at Central Saint Martins and used to design for Mango, but what you really need to know is that she creates the dreamiest colorful pieces you'll definitely want to buy."

Emily Levine

"Emily Levine's cute bags recently debuted on Net-a-Porter (and I bought one for myself), but right now I'm especially interested in her delicate, handmade jewelry that's only available on her site."

Andersson Bell

"While this South Korean-based line has been around for a few years, it's on the rise amongst the style set thanks to its range of reworked staples that reinterpret popular Scandinavian aesthetics."

Bite Studios

"This luxurious and eco-friendly line offers expertly-crafted classics with a twist like this gorgeous trench. If you want to make a subtle statement in your day-to-day, invest in this brand."

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