Name one person who doesn't enjoy uncovering a new fashion brand. I'll wait. Even before I was a fashion editor, I would get giddy about the prospect of finding something new, knowing not everyone would have it already, getting to see a brand really take off, and supporting smaller businesses in an industry that's largely dominated by big-box brands. I've made it my mission to highlight small and emerging brands in the past, tapping experts and our very own editors for their discoveries. This time around, I'm looking to the closets of my favorite celebs to find the next It labels.
Maybe it's just me, but celebs have been championing emerging designers like never before this year. Whether it was the camel-hued leather ensemble Kendall Jenner wore for date night, the pair of colorful patchwork pants that Hailey Bieber packed on her Cabo getaway, or the coat that was quite literally lifted off the runway and onto Dua Lipa, the following eight designers you're about to discover all seem to be igniting the internet in one way or another. I'll note that people who keep a close eye on fashion's happenings may be familiar with these names, but I think they'll be a fun discovery for many.
Ahead, see the celebrity looks that are making these brands take off and then shop my favorite pieces from each.
Photo:Felipe Ramales / SplashNews.com
If you're as deeply immersed in the aesthetics of hot-girl culture as I am, then this up-and-comer, Cultnaked, absolutely needs to be on your radar. The Ukrainian brand is serving up the coolest going-out pieces I've seen in a while, including its signature super-short miniskorts and, of course, the Jenner-approved chocolate leather ensemble that put the brand on the map earlier this year.
Cool knitwear is almost always irresistible, and Knorts is definitely no exception. Knit by hand on looms in L.A., the little crop tops and flared leggings are meant to be a trompe l'oeil. Is it denim? Is it knitwear? That's the intrigue of the brand, which counts Sza and Kendall Jenner as fans and is easily shoppable on Revolve.
Photo:@haileybieber; Robert O'Neil / SplashNews.com
Picture this: You've just booked your dream beach trip somewhere tropical and now need to start planning your vacation wardrobe. You're wearing Siedrés, naturally. The Spanish label has made a name for itself with its saturated and kaleidoscopic prints that are both retro and decidedly modern. This summer alone, the brand's knit patchwork pants have already emerged as an It piece, as worn by Emily Ratajkowski and Bieber.
Calling all my Gen Z friends (and anyone with a nostalgic style sensibility). I found the next brand you're going to stan. Filled with trippy prints, risky hemlines, and body-hugging mesh silhouettes, Omighty is a TikTok kid's dream. No wonder Addison Rae and Olivia Rodrigo are already fans.
Photo:MEGA/GC Images/Getty Images
Barely a few days had gone by after Luar presented its collection at fashion week before Dua Lipa stepped out in a coat and bag from the brand's S/S 22 collection in New York with her boyfriend Anwar Hadid, Yolanda Hadid, and the couple's dog Dexter in tow. Designer Raul Lopez, who is also the co-founder of Hood by Air, may be a resident on the scene, but Luar is still a relative newcomer. Yet after a notably buzzy S/S 22 runway and this epic street style moment, the brand is officially on my short list of ones to watch.
MEGA/GC Images/Getty Images
Photo:Courtesy of Luar
Photo:Courtesy of Luar
So you think you've seen every last trendy retro bikini on Earth? Think again. Blackbough Swim is the affordable brand you're about to obsess over despite the fact that it's—checks notes—October. Nearly every fun-loving print these bikinis come in is mirrored on bandanas and sarongs, so you can create a fully coordinated beach look, which, if you ask me, is the best way to wear the brand.
We have a soft spot for Tank Air here at Who What Wear. This isn't the first time we've highlighted the brand's ethereal basics, and it certainly won't be the last. But I felt compelled to include it here again since the Instagram gallery Bella Hadid shared featuring the brand's Hand-Painted Silk Dress ($620) projected the label to new heights of fame.
Curious about where Bieber's crochet checkerboard bucket hat is from? Because same. When I spotted the star (and then fashion insiders all over Instagram) donning the trendy accessory, I was immediately sent down an internet rabbit hole to find the source. The maker? Emily Levine, a small Milan-based brand offering its signature handmade hats as well as jewelry and a few flowy garments with the same carefree energy.