I Was a WWW Fan Before I Became an Editor—Here Are 8 Brands I Found on the Site

Before I was an editor here at Who What Wear, I read the site as a fan for years. (Life comes full-circle, doesn't it?) I remember learning about brands that are widely loved today like Ganni, Sandy Liang, and Nanushka when they were first on the rise from reading my now co-workers' stories, so it's pretty clear they know how to spot a cool brand when they see one. Since started to work with them, I've found even more designers that I think should be on your radar too, because why not share the fun?

Below, I've rounded up 8 brands that I've either heard my fellow editors sing high praises on in conversation or came across when I read some of their latest stories. Either way, they deserve some further attention. Whether it's to diversify your shopping destinations or add them to your dream wardrobe for some style inspiration, you'll want to see the list ahead. I'd be lying if I said I didn't buy (or dream about buying) a few pieces already.



(Image credit: @simonett)

After seeing our associate editor Anna wear Simonett's sweater sleeve, I knew I had to check the Miami based brand out. They're known for their unique takes on knitwear, and I recently added their wrap Nanu top (which can be wrapped in over a hundred ways) to my collection. 



(Image credit: @gimaguas)

Started by two Spanish sisters, Gimaguas is a small sustainable line that features a variety of playful prints and colors. Just one look at their pieces makes me a little bit more happier and eager to add more fun into my everyday outfits. 

Kai Collective


(Image credit: @kaicollective)

Our senior fashion editor Lauren always keeps tabs on what's cool in the design space, so when she sent Kai Collective my way I couldn't help but add the brand's printed second-skin tops to a few of my stories. If I had any events right now, I'd want one of their formal dresses. 

Notte Jewelry


(Image credit: @nottejewelry)

Jewelry that combines the nostalgia of childhood with elements of modern jewelry is something I can't resist, and Notte Jewelry does exactly that. Their use of gold chains mixed with rainbow and fun beads is sure to put a smile on anyone's face. 

Margi Gaba


(Image credit: @alyssainthecity)

Margi Gaba's bags give me major '90s vibes and I can't help but love every bit of it. The designs are mostly simple with touches of fun elements which makes them trendy yet also versatile.



(Image credit: @miaou)

Everything about Miaou gives me main character energy, which is something we all strive for, don't we? Designer Alexia Elkaim grew up looking through flea markets, and it's clear her designs are inspired by vintage designs as they feature corsets, '90s silhouettes, and retro prints. 



(Image credit: @_jeanettemadsen_)

If you prefer your shoes and accessories with a more minimal aesthetic, then you'll fall in love with Neous. I can't imagine an outfit that their pleated bags wouldn't go with, which is what you want in a go-to bag, no?



(Image credit: @monikh)

I found Tove from our senior editor Kristen, who gave nothing but high praises. The contemporary brand makes special pieces that are sure to stay in your closet and be treasured for many years. I'd love to see a micro-wedding with the bride in one of their white dresses. 

Associate Fashion Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.