Summer is just around the corner, and with it (in my case, at least) brings an urge to shop. I love all the seasons, but summer is by far the most fun. The colours, the skimpy cuts, the festival-ready outfits and the pool party ensembles—even for those who are minimalists, it's a ripe and rare opportunity for those more gregarious pieces to make their annual outing. I even get excited about my airport looks. Whilst there are some obvious brands that many of rely on for wardrobe updates: H&M, Zara and COS, to name a few, it's the lesser-known contemporary brands that appeal to me most.
Whilst not everyone can afford luxury, there are a cohort of brands in that mid-range point, often seen as mid-tier or 'affordable luxury' that are a go-to for fashion people. Whilst certain brands are already well known—Reformation, for example, which many of us shop for elevated basics and wedding guest dresses, Paloma Wool is the cool-girl staple and Dôen is the one for pretty dresses and silk-satin separates with a slight bohemian edge—there are still thousands out there which, in my opinion, aren't as well known as they should be.
So, whether you're after vibrant resortwear for a weekend in Ibiza or Marseille, you're searching for never-boring basics fit for a long haul flight to Seoul or just some really good garments with their own unique sense of style, I've tapped my most fashionable friends and colleagues for their favourite contemporary brands, and these are the 8 that came up most.
8 Fashion Girl Summer Brands For 2026
1. Alix of Bohemia
Style Notes: If you're a huge fan of bohemian-favourite Bode, but are looking for something slightly less casual, then look to Alix of Bohemia. Think lace trim silk tops, bloomer trousers, fringe jackets and cutesy scenic cardigans in muted and pastel colour palettes.
The Vibe In Three Words: Folky, free-spirited, gypsy-chic (okay, so this is technically five words...)
Similar, But Different, To: Sea NY, Dôen, Bode.
Holiday Destination: Essaouira, Morocco.
2. Posse
Style Notes: If Reformation's pretty one pieces are your remit, but you're sometimes left worried about turning up to the function in the same outfit as someone else, then Posse is the brand for you. Clean yet elegant, with charming little details—be it embroidered lace, fringed edging or a soft pastel hue—Posse's pieces ever disappoint.
The Vibe In Three Words: Feminine, elevated, trend-led.
Similar, But Different, To: Reformation, Faithfull, DISSH, Rejina Pyo.
Holiday Destination: Puglia, Italy.
3. Chan Luu
Style Notes: When it comes to ready-to-wear, LA-based designer Chan Luu offers contemporary, elevated basics with unexpected details. Mother of pearl buttons, mirror disc embellishments and a mix of sheer and silk fabrics. She also offers sculptural, statement jewellery that is truly covetable. Think shell and fish motifs, colourful beads and natural stones.
The Vibe In Three Words: Conceptual, bohemian, artisan.
Similar, But Different, To: Tory Burch, Rixo and Anni Lu.
Holiday Destination: Indonesia.
4. Leset
Style Notes: When it comes to airport style, nothing is cooler and more comfortable than Leset's Kyoto cotton trouser and Margo tee. Coming in an array of pleasing colours; cobalt blue, Kelly green and coral red, this is where the chicest dressers are getting their basics.
The Vibe In Three Words: Basics, but better.
Similar, But Different, To: Deji Studio, Kotn, Baserange, Other Normal, DONNI.
Holiday Destination: Soeul, South Korea
5. My Mum Made It
Style Notes: Those that pride themselves on their collection of vintage, will love Australian independent label, My Mum Made It. Despite some pieces feeling a little like it was borrowed from your grandmother's wardrobe (in the best way), think knitted polo shirts, frilled blouses and floral prints that feel akin to 1980s Laura Ashley curtains, there are still short-short mini skirts and bloomers that make this brand feel fresher than most of the others you might be following on Instagram.
The Vibe In Three Words: Vintage, kitsch, cute.
Similar, But Different, To: Damson Madder, Minka Dink London, K&R London.
Holiday Destination: Copenhagen, Denmark.
6. Siedres
Style Notes: With its crochet floral numbers, beaded sheer skirts, ruffled blouses and commitment to print, Siedres is a maximalist's dream. You might be thinking this sounds all little '70s bohemia, but actually Siedres' silhouettes feel more Y2K than boho chic.
The Vibe In Three Words: Colourful, unexpected, joyous.
Similar, But Different, To: Gimaguas, Bimba y Lola, Simonmiller.
Holiday destination: Ibiza, Spain.
7. Kallmeyer
Style Notes: Kallmeyer offers simple yet sophisticated basics, that still feel trend-led. Expect contemporary cuts, an eclectic use of colour and very good denim from this South-African by-way-of New York brand.
The Vibe In Three Words: Minimalist but not-boring.
Similar, But Different, To: Paloma Wool, St Agni, Stylein.
Holiday Destination: Sao Paolo, Brazil.
8. Frankie's Bikinis
Style Notes: With its gingham two-piece sets, baby tees and 'girl next door' style mini dresses and its collaboration last year with Bella Hadid, Frankie's Bikinis feels like the wardrobe of the All-American Gen Z cool girl. As the name suggests its known for its swimwear, but its clothing is just as good.
The Vibe In Three Words: Sexy, sweet, Gen-Z.
Similar, But Different, To: Realisation Par, Peachy Den, Fruity Booty, Tyler Mcgillivary.
Holiday Destination: L.A., U.S.A
