You Don't Understand—I'm Utterly Obsessed With These 30 Indie-Label Buys


(Image credit: @emnitta; Pictured: La Manso Resin Rings ($75-150))

Part of my job as a fashion editor involves uncovering new and emerging designers that deserve to be on your radar (if they're not already). It's one of the most rewarding parts of what I do and believe me when I say there's nothing better than watching a young label have its proverbial "glow up" going from virtually unknown to cult-popular. And getting to say that I spotted them early on is been better (nothing wrong with a little humblr brag, OK?)

Although I shop from the big-name brands, too, there's no denying that indie-label buys just hit different. Each of them offers a perspective that's wholly original and shopping from them basically guarantees you won't be dressing like everyone else. From the beautifully minimal silhouettes on offer from NZ-based Paris Georgia to the fun-loving and sustainable lingerie sets from London's Fruity Booty, keep reading to discover my favorite indie clothing brands and shop the exact pieces in my cart right now.

Up next: 7 Beautiful Native-Owned Fashion Brands to Know and Love

Senior Editor

Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate assistant editor. Anna has penned a number of interviews with Who What Wear's cover stars over the years, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels last year, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.