31 Female-Founded Fashion Brands We're Shopping in 2021

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(Image credit: Courtesy of Simonett; Courtesy of Chelsea Paris; Courtesy of Alexia Elkaim; Courtesy of Cult Gaia; Courtesy of Universal Standard)

It’s no surprise that editors love the thrill of the hunt. There’s just something about spotting talent shine through a stunning runway collection or spotting a resurging shoe trend out in the wild. But none surpass the experience of unearthing a sensational new female-founded fashion brand. And while it may seem trite to care about such a specific detail, it’s not. According to a study by Business of Fashion, women design fewer than 50% of well-known womenswear brands, and women hold less than 25% of leadership positions in top fashion companies. Of course, great clothes can come from anywhere—and Who What Wear champions that—but today, it’s more important than ever to rally behind marginalized communities within the fashion industry, which includes women. 

One of the easiest ways to show support is by learning more about the female founders that make the fashion industry what it is today. Ahead, you'll hear from 29 female founders (from the OG glass-ceiling breakers to the rising stars) on why they started their brand, their advice to young designers, and of course, shop some of their favorite pieces.

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(Image credit: Courtesy of CHAR)

WHO: Tacharra Perry

WHAT: Designer and Creative Director of Char

Why did you start your business? 

TP: I started designing after high school; I upcycled vintage Levi’s and resold them to my peers for income. I have always been inspired by my grandmother, who also made clothing and had a reupholstery business. I like to think of how proud she would be of my brand’s growth if she were still here.

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(Image credit: Courtesy of Simonett)

WHO: Simonett Pereira

WHAT: Founder and Creative Director of Simonett

Why did you start your business? 

SP: I wanted to create a brand with unique and empowering pieces for women with an individualistic approach to fashion. In 2020, I launched the Simonett store as a platform for discovery and inspiration, working with independent designers worldwide celebrating sustainable practices and intentional design.

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(Image credit: Courtesy of  Amira Rasool)

WHO: Amira Rasool

WHAT: Founder and CEO of The Folklore

Why did you start your business?

AR: I founded The Folklore because I recognized that there was a vast continent full of up-and-coming designers that were producing some of the most innovative styles in the world, and yet, they still struggled to attract global distribution opportunities. I wanted to use my network to help solve this problem in a sustainable way that was conscious of the designers’ needs and the thousands of people we hope we will help them employ.

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(Image credit: Courtesy of Lauren Chan, taken by BFA)

WHO: Lauren Chan

WHAT: Founder and CEO of Henning

Why did you start your business?

LC: I built Henning because despite having spent years as a savvy plus-size consumer and as a fashion editor invested in discovering emerging brands, I could never find a desirable luxury brand that made clothes in my size. While my smaller peers regularly wore designer clothing, I was wearing cheap, fast-fashion. I absorbed the message over time that I was of lesser value than them—the exact message that fashion aims to portray by leaving plus-size women out of the luxury conversation. Henning seeks to change that narrative and to tell women of all sizes that they are high-value people.

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(Image credit: Courtesy of Telsha Anderson )

WHO: Telsha Anderson 

WHAT: Owner and Buyer of T.A.

Why did you start your business? 

TA: Ownership in the Black community is significant and often not seen within the fashion and retail industry. Ownership was the main driver in opening T.A. I wanted to create a space where I felt seen not only in the brand matrix but in the artwork and overall ethos of the brick and mortar. I see myself in T.A. and I hope other women who visit do, too.

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(Image credit: Courtesy of AUNÉ)

WHO: Xenab Lone

WHAT: Creative Director and Founder of Auné

Why did you start your business? 

XL: The multibrand store was founded because I wanted to support emerging designers and promote season-less designs and sustainability. I later created Auné Collections, my made-to-measure clothing brand, to be size-inclusive and encourage the idea of slow fashion.

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(Image credit: With Jéan)

WHO: Sami Lorking-Tanner, and Evangeline Titilas

WHAT: Co-founders of With Jéan 

Why did you start your business?

SLT + ET:  We were both 24 years old and working in jobs we weren’t particularly passionate about. Ee knew we had nothing to lose, so With Jéan was a dream we decided to pursue relentlessly.

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(Image credit: Courtesy of Kai Collective)

WHO: Fisayo Longe

WHAT: Owner and Creative Director of Kai Collective

Why did you start your business? 

FL: To make attainable clothing with luxury aesthetics that would be intentionally crafted to make women feel like their most confident selves. We are building a community of limitless women who use fashion as a means for self-discovery, expression, and actualization.

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(Image credit: Courtesy of Alexa Leigh)

WHO: Alexa Leigh 

WHAT: CEO and Founder of Alexa Leigh

Why did you start your business? 

AL: I always used art as my creative outlet, and I began to sketch designs that reflected my everyday life. Eventually, I realized this approach resonated with others and decided to start Alexa Leigh. My vision was to cultivate a jewelry line that could be worn every day and look good on any occasion.

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(Image credit: Courtesy of Second Wind)

WHO: Karen Perez 

WHAT:  Founder of Second Wind 

Why did you start your business?

KP: During the height of the pandemic, I was inspired to create a mask line that would empower women. Prior to Second Wind, my full-time job was styling, and my clients were coming to me with mask requests, and I could barely find any to my taste. I started this brand to create a face mask that felt empowering to wear and not hide your entire face while also accentuating your attributes.

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(Image credit: Courtesy of Alana Pallister )

WHO: Alana Pallister 

WHAT: Founder of I.Am.Gia 

Why did you start your business?

AP: I founded I.Am.Gia to empower the wearer to be their boldest, most beautiful selves. To live uniquely, be proud, and always stand out in the crowd.

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(Image credit: Courtesy of Staud)

WHO: Sarah Staudinger

WHAT: Co-Founder and Creative Director of Staud

Why did you start your business?

SS: I founded Staud in 2015 with the vision to offer a collection of accessible and timeless pieces. I’ve always been inspired by the past and vintage clothing. Thus, I wanted to create a not-trend-focused line but a mindful one. I wanted to instill an emotional reaction in our customers the same way high brands do through innovative pieces at an accessible price point for the contemporary woman.

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(Image credit: Courtesy of Cult Gaia)

WHO: Jasmin Larian Hekmat

WHAT: CEO and Creative Director of Cult Gaia 

Why did you start your business? 

JLH: I was born to create and make women feel beautiful. I am very antsy when I can’t find the thing I like in the world, so I resort to finding a way to make it.

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(Image credit: Courtesy of Martha Calvo)

WHO: Martha Calvo 

WHAT: Creative Director and Founder of Joolz by Martha Calvo

Why did you start your business?

MC: I was always fashion-forward and wanted to create timeless pieces that are ahead of the trend. I have never thought outside the box; I have always made a new box.

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(Image credit: Courtesy of BOYY)

WHO: Wannasiri Kongman

WHAT: Co-Founder and Co-Creative Director of BOYY

Why did you start your business? 

WK: I was trying to put the pieces together to find something that would give continuity and the potential for constant growth in my life. The fashion industry was a great passion of mine and because of this, I found the blind courage to jump into it. 

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(Image credit: Courtesy of Ba&sh)

WHO: Barbara Boccara and Sharon Krief

WHAT: Co-Founders of Ba&Sh

Why did you start your business? 

BB: We founded Ba&Sh with a shared vision to bring to life our dream wardrobe for all women worldwide. We wanted to make fashion that makes women feel beautiful and strong, confident and joyful.

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(Image credit: Courtesy of Alexia Elkaim)

WHO: Alexia Elkaim

WHAT: Founder and Creative Director of Miaou

Why did you start your business?

AE: I started Miaou in hopes of making clothes that make women feel good. It felt to find that special and unique vintage piece at a flea market in the same way. I wanted to bring that kind of novelty to the market.

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(Image credit: Courtesy of Jennifer Zuccarini)

WHO: Jennifer Zuccarini

WHAT: Founder and CEO of Fleur du Mal

Why did you start your business?

JZ: With Fleur du Mal, I wanted to create a brand inspired by powerful women who are not afraid to embrace their femininity and sexuality, with beautiful lingerie and clothing made for dressing up and undressing. At the time, I didn’t see anything else that spoke to that woman.

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(Image credit: Courtesy of Aya Muse)

WHO: Tina Rodiou

WHAT: Co-Founder and Designer of Aya Muse

Why did you start your business?

TR: I founded Aya muse because I had difficulty finding good quality pieces with a minimalistic feel at a reasonable price point. It started as me trying to fill a gap in the market.

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(Image credit: Courtesy of I'MMANY)

WHO: Tina Xu

WHAT: Founder and Designer of I'mmany 

Why did you start your business?

TX: I wanted to build a brand where I can create unique designs that inspire people to discover the splendor of nature and appreciate the small joys of life.

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(Image credit: Courtesy of Nasrin Jean-Baptiste)

WHO: Nasrin Jean-Baptiste

WHAT: Founder and Designer of Petit Kouraj

Why did you start your business?

NJB: I founded Petit Kouraj to be an example to myself and my daughters to never let fear stop you from going for your dreams. It was also to serve my relentless need to create and build an accessories line full of personality and meaning.

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(Image credit: Courtesy of Notte)

WHO: Jessica Tse

WHAT: Founder and Designer of Notte

Why did you start your business?

JT: When I was living and working in Florence, Italy, my apartment was right next to Ponte Vecchio, which is lined with some of the world's best jewelry shops, and I would walk by them almost every day. That inspired and fueled my dreams even more, so I decided to just go for it and created Notte. I wanted to offer playful yet thoughtfully made fashion jewelry that would last.

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(Image credit: Courtesy of JW Pei)

WHO: Stephanie Li

WHAT: Co-Founder and Creative Director of JW Pei

Why did you start your business?

SL: My husband and I felt passionate about starting a brand with sustainability at its core. We set out to create a line of minimalistic, vegan handbags using high-quality canvas, polyurethane, and certified fabrics made from recycled plastic bottles. We wanted to create bags that were accessible to all.

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(Image credit: Courtesy of Cami Téllez)

WHO: Cami Téllez

WHAT: CEO & Co-Founder of Parade

Why did you start your business? 

CT: I started Parade because I felt like my peers needed a new kind of underwear brand—one that didn’t project a one-dimensional image of sexiness. We believe that our identities are not one-dimensional, and Parade is here to rewrite the American underwear story by championing expression, creativity, social good, and sustainability.

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(Image credit: Courtesy of Hansen & Gretel)

WHO: Ainsley Hansen

WHAT: Head Designer and Creative Director of Hansen & Gretel

Why did you start your business? 

AH: I first launched the brand in 2012 to create and capture the essence inspired by a woman’s intelligence, strength, and grace. Hansen & Gretel has always been a homage to the many women we are, striking a balance between the fun and sophisticated through a series of prints and textures.

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(Image credit: Courtesy of Fiona Morrison, taken by Bree Avery)

WHO: Fiona Morrison 

WHAT: Owner of Wolf Circus Jewelry

Why did you start your business?

FM: I founded the brand in 2010. At the time, I wanted to create jewelry for the bold, beautiful, brainy, and badass. It all started as an afterschool side project.

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(Image credit: Courtesy of Universal Standard)

WHO: Alexandra Waldman 

WHAT: Co-Founder and CCO of Universal Standard

Why did you start your business? 

AW: We founded Universal Standard because everyone deserves the dignity of representing themselves to the world the way they want to and not being locked out of things just because someone else thinks they shouldn’t participate.

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(Image credit: Courtesy of Chelsea Paris)

WHO: Theresa Ebagua

WHAT: Designer and Founder of Chelsea Paris

Why did you start your business? 

TE: I’ve always been fascinated with footwear and was moved by Jimmy Choo and Manolo Blahnik’s stories. Once I realized there were very few Black female designers in the space, I named my brand after my two daughters. I wanted my young daughters to be encouraged by my success in business and to follow their passions. It was also crucial that the brand honor my Nigerian heritage with unique material combinations juxtaposed with art-deco influences.

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(Image credit: Courtesy of Sarah Ahmed )

WHO: Sarah Ahmed 

WHAT: CEO and Founder of Warp + Weft  and Chief Creative Officer of DL1961

Why did you start your business?

SA: I was sick of the lack of inclusivity, and the denim market was very untapped in the $100 space. Creating a brand for the masses that feels fresh and modern, and is sustainable, is something I was itching to do. It had to be done; space had to be disrupted—no one has done it for denim before. 

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(Image credit: Courtesy of Tory Burch)

WHO: Tory Burch 

WHAT: Founder of Tory Burch 

Why did you start your business? 

TB: I wanted to build a company that focused on positive change and create extraordinary, timeless products that promote confidence and optimism while supporting a foundation that helps empower women.

Next: It's 2021, and These 29 Female-Founded Beauty Brands Are Thriving

Jasmine Fox-Suliaman
Editor

Jasmine Fox-Suliaman is a fashion editor living in New York City. What began as a hobby (blogging on Tumblr) transformed into a career dedicated to storytelling through various forms of digital media. She started her career at the print publication 303 Magazine, where she wrote stories, helped produce photo shoots, and planned Denver Fashion Week. After moving to Los Angeles, she worked as MyDomaine's social media editor until she was promoted to work across all of Clique's publications (MyDomaine, Byrdie, and Who What Wear) as the community manager. Over the past few years, Jasmine has worked on Who What Wear's editorial team, using her extensive background to champion rising BIPOC designers, weigh in on viral trends, and profile stars such as Janet Mock and Victoria Monét. She is especially interested in exploring how art, fashion, and pop culture intersect online and IRL.