My Favorite Small Brands Are Popping Off This Season—30 Picks You Have to See

I may have started working at Who What Wear only a year ago, but I have found a plethora of small brands along the way. Whether it's sourcing through PR companies or reading fellow editors' stories, there's a world of cool indie brands that I had been missing out on previously. I've always loved perusing the collections of emerging or smaller-scale brands, as you'll find much more unique and innovative ideas—things that'll make you remember why you love fashion in the first place. Larger retailers like Nordstrom are starting to carry your favorite independent labels, and Instagram accounts like @upnextdesigner are taking off, so I'd like to do my part in giving these brands the platform they deserve by sharing my finds with you below.

Whether you're looking for unique finds to invest in this season or simply want a dose of some design inspiration for your fall dressing, you've come to the right place. Keep scrolling for 30 of my favorite finds from smaller labels that will certainly take your breath away.

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.