9 "Cool Girl" Brands That Are Really Having a Moment

There are a ton of new brands that pop up in the fashion space, but it's undeniable when some are really having their moment. Suddenly, they are stocked in every fashion insider's wardrobe, are everywhere on my Instagram feed, are the conversation at fashion dinners, and are blowing up the editor Slack channel at Who What Wear. That combination of things always makes me think that there are big things ahead for the on-the-rise designers.

In 2021, there are some cool fashion brands that check all of those boxes, and I'm here to highlight each of them. They range from the coolest possible take on menswear-inspired pajamas to the cult naked dresses that are selling out everywhere to the sleek no-logo bag brand you need to know about if you don't already. Ahead, you'll find the nine cool-girl fashion brands to commit to memory. I promise these are about to get even bigger.

The Brand: HommeGirls

As the name implies, HommeGirls takes inspiration for menswear with cool takes on boxer shorts, tube socks, and button-down shirts. A passion project by designer Thakoon Panichgul, everything the brand touches is cool—from the clothes to its cult zine.

The Brand: Nensi Dojaka

Beloved by celebs such as Bella Hadid and Zendaya as well as fashion insiders everywhere, Nensi Dojaka is the on-the-rise brand to know about and has every cool girl's stamp of approval. Its signature pieces are built around barely-there floss straps and see-through mesh and tap into the naked trend that's taken over in 2021.

The Brand: The Frankie Shop

Looking for the coolest possible take on fashion basics? Look no further than The Frankie Shop, whose pieces, from T-shirts to leggings, always feel trend-forward and anything but basic.

The Brand: Savette

It's been a while since a new bag brand has come around that's made me truly excited, but I can't say enough amazing things about Savette—a brand designed by Khaite and The Row alum Amy Zurek. Quietly launched earlier this year, the sleek bags are cool takes on classic shapes but are finished with signature touches like the metal hardware.

The Brand: Aimé Leon Dore

Streetwear brand Aimé Leon Dore has risen to cult-brand status among the fashion set, with its New Balance sneaker collabs selling out in record time. Everything from founder Teddy Santis seems to draw a crowd, whether it's his clothing or his SoHo-based store that has a perpetual line.

Cool fashion brands: Louisa Ballou



The Brand: Louisa Ballou

If you're planning on packing your suitcase to go somewhere involving a beach, you'll want to add some pieces from Louisa Ballou. The bold prints, extreme cutouts, and micro hemlines have all drawn the attention of the fashion crowd.

Cool fashion brands: Sir



The Brand: SIR the Label

Australian brand SIR the Label combines Bondi Beach–inspired resortwear with modern minimalism, resulting in beautiful, seasonless wardrobe staples you'll want to wear over and over again.

Cool fashion brands: Sporty & Rich



The Brand: Sporty & Rich

Founded by Emily Oberg, L.A.-based brand Sporty & Rich takes on athleisure with a retro spin. The pieces look like they could have been plucked from the '80s and '90s, and if Princess Diana's gym looks are a point of inspiration, you'll want to wear this brand.

Shop Sporty & Rich:



The Brand: Nué

If you're looking for party clothes to dress up in, turn your attention to Nué, whose signature rhinestone-adorned pieces have gone viral on Instagram.