4 Brands That Are About to Blow Up, According to a Fashion Director

Among all of the fashion insiders in the industry, Lisa Aiken is one of the people who I follow most closely—as do many others. As the fashion director of Moda Operandi, she is constantly traveling the globe to see what's new and next when it comes to buzzy brands, so she always has her finger on the pulse of what is about to be cool. Recently, she highlighted four labels that are new to Moda Operandi that she’s betting on, so my ears instantly perked up.

To find out more about them, I asked Aiken to share exactly why these labels are about to take off. Ahead, she’s sharing her exclusive insight about why they’re about to be everywhere and deserve a place in your closet. From the brand designing the next It coat to the French-girl wardrobe essential and more, these are four brands Aiken is predicting will be huge. Go on to see exactly why they’re essential to know about and shop pieces from each label.



(Image credit: Courtesy of Kassl)

When it comes to fashion that's practical and cool, Kassl has you covered. Pieces from the brand draw inspiration from fisherman's jackets but infuse cool design elements. Lisa Aiken is predicting they'll soon be the next It jacket, explaining, "While fashion is still fixated on the puffer, the rain jacket is the next It piece of outerwear. Kassl's coats are incredibly relevant with an inherent cool factor. They are pushing the boundaries of the traditional rain jacket through their boxy, oversize silhouettes. Throughout fashion week, I didn't want to take mine off."



(Image credit: Courtesy of Usisi)

Founded by former Moda Operandi alum Millie Allsopp, along with her sister Kathryn, Usisi shines when it comes to resortwear. "Expect easy-to-wear transitional pieces to take you between the city to resort," says Aiken of the brand's debut collection, "The uncomplicated ready-to-wear silhouettes rendered in all-natural fabrics are effortless while the constructed bags have interesting design details like the Consti bag's swirl handle."



(Image credit: Courtesy of Osoi)

Korean brand Osoi designs beautiful but functional belt bags that are created for the modern women. "Utility and belt-bags have undeniable chic practicality. Korean accessory brand Osoi's bags have a sleek feel," says Aiken. To style them, Aiken suggests, "Wear on your waist, shoulder, or crossbody—its versatility makes the piece a dream to style up."

LouLou Studio


(Image credit: Courtesy of Loulou Studio)

If you could pluck the perfect knits from a French girl's closet, they would probably look something like the sweaters from LouLou Studio. "LouLou offers discreet-chic knits at their finest," says Aiken, "Consider it the start to any aspirational French-girl winter wardrobe. These staple knitwear pieces are a core item to pair with jeans, a slip, or a blazer.”

Next, see the 13 fashion brands I wear on repeat.

Associate Director, Special Projects

Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury content and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including Vogue.com, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.