These 6 Cool Brands Are About to Pop Off, Thought I'd Share

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As an editor, the discovery of the new is one of the things that has always drawn me to fashion.  I spend a good chunk of my time hunting for the latest talent on Instagram and retailers and there are so many incredibly brilliant designers to uncover, so when I find cool fashion brands that inspire me, I instantly want to share them.

Right now, there are 6 cool brands I can’t stop thinking about. Their designs are across the board with everything from slinky ‘90s-inspired pieces you’ll spot on Bella Hadid and Emma-Louise Corrin to tees and corsets made from upcycled materials and vintage stock to the most coveted (and jaw-dropping) heels on the internet. The one thing they all have in common? Each fashion brand is about to pop off, so you’ll want to pay attention to them. Ahead, let’s dive in.

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Nensi Dojaka is the It-label you'll spot on celebs like Bella Hadid and Emma-Louise Corrin. Inspired by '90s designers like Helmut Lang and Ann Demeulemeester, the pieces are finished with signature asymmetrical floss straps, delicate mesh, and paneled construction.

Shop Nensi Dojaka:

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(Image credit: @samimiro@SamiMiroVintage)

L.A.-based designer and stylist Sami Miro has rethought the basic tee with her designs that incorporate exposed seams and asymmetrical hemlines. But that's not the only thing that makes the label stand out. Sustainability is core to the brand and every piece is made from upcycled materials and vintage stock. Popular among the celeb set, you'll spot her designs on everyone from Kendall Jenner to Cardi B.

Shop Sami Miro Vintage:

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(Image credit: @machandmach)

Tbilisi-based brand Mach & Mach has swept the fashion scene with its stunning designs that incorporate frothy bubble-sleeves and glittery crop tops. You'll be sure to recognize their coveted diamante-bow heels, which continue to land on the sell-out list.

Shop Mach & Mach:

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(Image credit: @studioamelia_)

Sydney-based Studio Amelia began with shoes, but have now ventured into ready-to-wear as well. Just like their signature minimalist flats and heels, their clothing is pared-back with sculptural silhouettes and clean lines. These are the easy, beautiful pieces you'll buy now and wear for years and years to come.

Shop Studio Amelia:

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Look to Vietnamese brand Gia Studios for modern tailoring and cool takes on classic wardrobe staples. The label's elevated essentials are easy and streamlined with pieces like floor-sweeping maxi dresses and relaxed short suits that will simply never go out of style.

Shop Gia Studios:

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(Image credit: Getty Images/Rachpoot/MEGA; @eterne)

Éterne is the elevated basics brand designing the perfect-fitting bodysuits and tees that you'll find in just about every celeb's closet. Hailey Bieber, Kaia Gerber, and Selena Gomez are all fans. Launched by L.A. stylist Chloe Bartoli, she aimed to design the ultimate foundational pieces and I can confirm that they are exactly that.

Shop Éterne:

Next, shop 25 cool fashion finds I’m obsessing over right now.

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.