8 Cool Brands I Predict Will Be the Next Big Thing


(Image credit: Des_Phemmes; Helsa)

As an editor, it's part of my job to know what's new and next in fashion. Part of that comes down to the big trends that are in the pipeline for the upcoming season and the best buys worth adding to your cart. Another part involves being a scout for the coolest up-and-coming brands that are worth having on your radar. Whether I'm discovering them on social media over Instagram and TikTok, at runway shows during fashion week, or from tips via the most in-the-know fashion people, I'm always on the hunt for the newest talent.

So, which brands are poised to be the next big thing now? Ahead, see eight cool brands that I'm expecting are going to blow up soon. From one of the most talked-about debut runway shows of the season to Elsa Hosk's recently launched collection to the brand designed by a Gucci alum, these are the ones to know.


(Image credit: Courtesy of Des_Phemmes)

Milan-based brand Des_Phemmes is one to have on your radar, especially as we head into the holiday season. Its take on celebration-worthy pieces involves hyper-embellished skirts and dresses finished with paillettes, 3D florals, and crystal-embroidered velvet—all items I already know will be the coolest pieces on this year's party circuit.

Shop Des_Phemmes:


(Image credit: Courtesy of Interior)

Interior was one of the standout show of the S/S 23 season, which is especially noteworthy because it was the brand's debut runway show. The designs are a fusion of grunge, goth glam and classic elegance with pieces like raw-hem sweaters and sheer lace gowns. Mark my words: Interior is the next designer brand to know.

Shop Interior:


(Image credit: @attersee)

Founded by former fashion editor, Isabel Wilkinson Schor, NYC-based brand Attersee is one to keep a close eye on. High-quality craftsmanship and materials are core to the brand, making their timeless staples and elevated essentials pieces the ultimate take on low-key luxury.

Shop Attersee:


(Image credit: Courtesy of Helsa)

Sure, a lot of celebrities have been launching their own brands and not all of them live up to the hype, but Helsa, launched by Elsa Hosk, is one to pay attention to. The collection includes wardrobe staples inspired by her Scandinavian heritage that are timeless building-block pieces meant to withstand the trends. If you can't get some of the already sold-out items, now is the time to add yourself to the waiting list.

Shop Helsa:


(Image credit: Courtesy of Lié Studio)

Lié Studio, founded by Danish twin sisters Amalie and Cecilie Moosgaard, is the next jewelry brand to have on your radar. Its elegant, timeless pieces have already caught the eye of insiders including Lauren Santo Domingo whom was spotted wearing the silver Julie drop earrings during New York Fashion Week.

Shop Lié Studio:


(Image credit: Coursey of Ludovic de Saint Sernin; @camillecharriere)

Parisian designer Ludovic de Saint Sernin has quickly become one of the most buzzed-about designers of Paris Fashion week with collections that pay homage to his '90s and early '00s upbringing. The risqué, minimalist designs are primed for this moment in style when we've reached peak nostalgia and fashion people are paying attention.

Shop Ludovic de Saint Sernin:


(Image credit: Courtesy of Del Core)

Milan-based designer Daniel Del Core honed his sartorial eye at Gucci under Alessandro Michele where he lead the VIP department in charge of dressing the biggest A-list celebrities. Bringing couture-level expertise to namesake label, Del Core, his designs on the runways are noteworthy for their high glamour and sexy sophistication.

Shop Del Core:


(Image credit: @yoyokulala@zizidonohoe)

Ready for even more holiday-primed pieces? Then, look to New Arrivals from Turkish cool-girl İlkyaz Özel, already a favorite among the party set. With designs centered around shimmery sequins, feather-trimmed sleeves, and bustier bodice details, New Arrivals has you covered in every department when it comes to a showstopping look for a night out.

Shop New Arrivals.

Next: These Are the 11 Biggest Spring 2023 Trends, Period

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.