Shopping is my forte–I literally spend hours a day browsing online–so it makes sense that I can name designers and brands at the drop of a dime. For this reason, my group texts are lit up of questions asking for style recommendations, and in true editor fashion, I don't hesitate to answer. But there are still some brands and names out there that are still new to me popping up every day, and I always enjoy the thrill of finding something new. Indie and independent shops like Lisa Says Gah and Sincerely, Tommy are a few sources I constantly check out to see which labels are on the rise, but sometimes the coolest names to know are hiding in plain sight.
After a bit of digging at some of our favorite Who What Wear shopping destinations Shopbop, Net-a-Porter, and Nordstrom, I found a goldmine of under-the-radar fashion finds I think everyone should know about. A mix of emerging and indie brands, guarantee you wear any of these pieces and you have bragging rights as the in the know person in your friend group. Scroll ahead to discover a trove of cool, low-key labels you'll be glad you've found.
I'm most definitely still wearing sweatsuits these days, and this one from editor-favorite brand L.F. Markey is certainly special.
The fashion-girl way to do rubber slides.
I recently discovered this brand, and now their trend-forward basics are all I want to wear.
Everything from this brand is sustainable–including this gorgeous racerback tank.
Technically these are men's, but it's super easy to size down. Pillow shoes are one of those micro trends we predict will make a big splash this year.
This print is so beautiful and perfect for spring.
I'm all about mixing graphic tees with lounge pants.
I've been wanting something from buzzy brand Isa Boulder, and this knit bra just might be it.
Based in NYC, Agmes is run by sisters Morgan and Jaclyn Solomon. I have these in gold and wear them all the time, so I'm itching to buy them in silver.
A pretty headband feels like instant joy.
These leggings are one of a kind.
Here's one of those, if-you-know-you-know brands. All of my New York fashion friends love Eckhaus Latta.
I've detailed my love for Scandi brand All Blues before so it's no surprise that I thoroughly stan this choker.
Label Hereu brings classic European craftsmanship to its modern line of leather accessories.
Razer thin 2D bags have been appearing in rapid succession on the runways–get yours here.
Looking for an effortless, high-impact spring dress? Merlette has a cult following.
Your ticket for the colorful ring train.
I'm currently on a polo kick.
Quirky pearls really brighten up a neckline.
Emerging designer Julia Heuer is known for her eye-catching handmade plissé creations.
I'm making room in my spring wardrobe for an eccentric goth skirt like this.
Classic black sandals (with a subtle modern twist!) to go with everything.
I'm planning on wearing this with high-waist loose-fit jeans.
If your bag isn't a weird unconventional shape, is it really fashion?
Next up, Here’s Everything I’m Buying To Dress Like My 22-Year-Old Style Icon.
-
I Went to Shop the Zara Sale But Got Distracted by These 27 New-In Buys and Never Looked BackThey are too good.
-
I'm Bored With My Closet—These 33 Chic Nordstrom Pieces Have the Power to Turn Things AroundEffortless and expensive looking is the vibe.
-
I Just Got Back From NYC, and Now, I Want to Order These 7 Trends From ReformationMy cart is very full.
-
Believe Me—You'll Still Want These 36 Items in 2026 (and '27 and '28)Timeless with a capital T.
-
Let Me Cure Your Zara Fatigue One Chic Massimo Dutti Find at a TimeFrom summer-sale deals to brand-new arrivals.
-
A Rich-Looking Closet Is the Goal—31 Amazon Picks That Surprisingly Fit the BillBring on the compliments.
-
There Are Over 500 Tops and Jeans at Zara, But Only These 32 Chic Picks Need Your AttentionI'll bet they'll sell out before July's over.
-
Just Dropped: 29 Fall New Arrivals That'll Be Wardrobe Staples by SeptemberMentally escape the heat with me.
