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.


New fashion brands: Kassl


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."


New fashion brands: Usisi


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."


New fashion brands: Osoi


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

New fashion brands: Loulou Studio


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.”

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