The Year Is 75% Over, But These 2018 It Brands Will Live On

Ganni dress: street style


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It's been an exciting year as far as new, growing, and revived brands are concerned. More than ever, when people ask me what my favorite brand is, I don't really know what to say. I usually just provide a lengthy list that probably overwhelms the person who asked the question. Like many among us, I'm a person with a lot of brand loyalty and tend to purchase from certain ones on repeat. But with all the It brands out there in 2018, my wardrobe is looking more diverse than ever.

The beauty of the fashion landscape in 2018 is that a brand doesn't have to be designer to be considered an It brand. In fact, many of the brands on this list have an average price point of far less than their luxury counterparts, which is understandably refreshing. Not only that, but every It brand on this list has the potential to still be around a decade from now, as most make both classic and "trendy" pieces. Without further ado, read on to find out which 18 brands are It brands (with staying power) in 2018, and shop a highly covetable pick from each.

Rixo London

Rixo London makes some of the best printed and embellished pieces around. (Case in point: This perfect LBD for winter-season festivities.) The brand offers up cool '70s vibes in spades.

By Far

Instagram helped By Far, and its minimal, chic footwear quickly rise to fame. And now, they're making equally cool handbags that Kendall Jenner and the Hadid sisters are already obsessed with.


Staud's unique It bags are instantly recognizable at this point, and its cool, colorful ready-to-wear clothing is just as good.


Fendi is the designer brand that everyone from celebrities to editors is coveting. Its logo accessories are particularly popular.


Nanushka has made vegan leather cool, but the rest of its cool, easy-to-wear pieces are just as good.


Réalisation has been cool since it launched in 2015, and it just keeps getting better. This leopard skirt was undeniably the It piece of summer.

With Jean

Aussie label With Jean will make you look like you're on vacation in Positano no matter where you actually are. That's why its pretty dresses were suddenly all over Instagram this year.

Rejina Pyo

London-based line Rejina Pyo has blown up this year. Its pieces are as of-the-moment as it gets yet still timeless. Its bags are particularly popular among the fashion crowd, for obvious reasons.


Re/Done has been an It brand for a while now, but this year, it's non-denim pieces shone just as bright as its denim ones. It even launched a shoe line in collaboration with G.H. Bass & Co., which has been very popular (as expected).


Bagatiba's chunky gold earrings and pendant necklaces have been in high demand this year. They're a hit among celebs and Instagrammers, the price point is low, and the quality is great.


This beloved French brand makes the best mini bags in the game, and women can't get enough of its reworked spins on classic styles.


Off-White needs no introduction. Its logo pieces are wildly popular, and trailblazer Virgil Abloh and his modern tailoring just keep getting better.


Everything Ganni touches seems to turn to gold, and we love that much of its cool collection is easy on the wallet.

Pixie Market

A fast-fashion favorite of us Who What Wear editors, Pixie Market makes us feel on trend without trying too hard.

Alessandra Rich

Italian designer Alessandra Rich makes clothing and accessories that are the definitely of special-occasion-worthy, cool-girl glamour.


Khaite is only 2 years old, but the New York–based brand has already won the hearts of women around the globe who want to look chic and be comfortable (so, all of us).


Dôen has reinvented the bohemian aesthetic with its breezy dresses, blouses, sweaters, and more. It's not surprising that many of its pieces sell out within a day of being released.

Paco Rabanne

Everyone has been talking about Paco Rabanne this year, which can best be described as French girl–meets–girl from the future.

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