19 New Under-the-Radar Brands I'll Be Shopping This Summer

For some truly enriching additions to my wardrobe, I look to Instagram to discover niche brands making pieces with love. That sounds cheesy, but it's true. I'm a romantic when it comes to my clothes, and the process of supporting independent designers from all corners of the world perfectly feeds into that. To me, there's nothing better than receiving a new piece in the mail (usually wrapped with care and a note from the designer) directly from the person who made it. I develop a crush on something in my feed, save up a little bit and exercise some patience, and the result is a long-term love affair when it finally arrives.


(Image credit: @pernilleteisbaek)

Nothing thrills me more than to tempt others into this shopping style, introducing my real-life and digital friends (I'm including you in this group now) to new designers, forming little communities around the brands we love. Brands launching today have no choice but to address sustainable and inclusive practices as they grow (yay!), and it's fabulous to see the response to that is exciting, well-crafted pieces. These brands are finding the fun in fundamental industry changes, and I'm ever grateful for it. This summer is looking to be an exciting one for that reason. I've already found some awesomely creative new brands, each imbuing their pieces with their stories and their passion for what they make. Keep scrolling to discover them all—and don't forget to share the love.


A photo posted by on

Both original and sustainable, there's so much to love about this Greek brand. Designer Stefania Vaidani studied in Milan but keeps her pieces at a such an affordable price point for their unique and well-crafted design. Her dresses are so dreamy, as are her sweet two-piece sets. 


A photo posted by on

I first spotted this new brand a while back, but their most recent collection of baguette-style bags are too perfect not to mention them again. Based in New Zealand, this is a brand to keep an eye on.


A photo posted by on

London-based designer Elliss Solomon launched in 2016 after graduating from Central Saint Martins. The materials used in the collections are all organic and recycled, and any offcuts are used sent to be used for mattress fillers. The clothes themselves are lightweight and very cool, with unique prints on each piece. 


A photo posted by on

Already spotted on countless influencers including Blanca Miro, Jeanette Madsen, Thora Valdimars, Pernille Tiesbeck and Linda Tol, this is a brand that is hard to miss. Their entirely white collection boasts numerous takes on the classic white shirt, perfect for minimalists out there.


A photo posted by on

Tbilisi keeps surprising the fashion world with new talent and this sweet accessories brand is no different. From organza scrunchies to beaded floral rings, there's so much to love about this cute Instashop.


A photo posted by on

Finding a consciously-designed brand that's made in the UK is one of my favourite things, and Bonnie Fetcher's very cool workwear-inspired pieces are the dream. The Scottish-born designer's philosophy is grounded in simplicity and quality and that is very much reflected in her collections. 


A photo posted by on

I was smitten with this small-batch blouse brand the second I came across the account. In a similar style to Maison Cléo, designer Aurore Van Milhelm uses her Instagram to let her fans know when a few new pieces are available—and they sell out instantly. Each one has a lovely name and is made with love.


A photo posted by on

Barcelona-based eyewear brand Basique offers a range of handmade sunglasses that totally remind me of my fabulous grandmother in the late '70s, but are also somehow timeless. They come is limited styles in a range of colours, keeping everything thoughtful and simple.


A photo posted by on

Good News shoes live by their name. These sustainable British trainers (two thirds of each shoe is made from recycled materials) are instantly classic, and I predict they'll be a cult favourite soon.


A photo posted by on

Fashion East alumni Asai is already a fan favourite amongst the fashion set. Lucky for us, Asai is now available to buy on major luxury e-tailers (rather than shopping through DMs), so you can stock up on his famous tie-dye mesh tops


A photo posted by on

These seasonless pieces—all handmade by Melissa Hernández in New York—are crafted from recycled materials into gorgeous shapes that will get you all the compliments. It's difficult to pick a favourite amongst the collection, but the "puff" pieces are at the top of my list.


A photo posted by on

The studio's XL bow shoes were an internet sensation, but don't let that kind of fame fool you—designer Kiminte Kimhekim is seriously talented. Having previously worked at Balenciaga in Paris, Kimhekim imbues a brilliant balance of softness into his gorgeously structured pieces.


A photo posted by on

Handmade by self-taught designer Luiny Rivera, the brand "invokes an organic design process that is inspired by a variety of forms, ornaments, and textures." The result is that each piece has its own unique personality.


A photo posted by on

If you didn't think knits were for summer, think again. From its cult favourite Cupis bag to its gorgeously thin-knit dresses, Lima-based Mozh Mozh is a true gem.

Related: 12 Low-Key Spring Outfits I'll Live in for the Next Few Months


A photo posted by on

Selva Negra is a product of fate between designers Kristen Gonzalez and Sam Romero after finding an instant connection post-graduation. Drawing on their Latin heritage, their collection "aims to set zero limits to what women can achieve," featuring cult gingham pieces and a fabulous banana jumpsuit. Everything is crush-worthy.


A photo posted by on

Hereu is a Spanish shoes and accessories brand that is just divine. At first, I fell for its leather bags, which manage to feel so fresh while evoking nostalgic shapes, but then I saw the brand's flats and lost my cool. The espadrilles and loafers match the brand's ethos in that they're both innovative and traditional.


A photo posted by on

Another New Zealand brand putting Down Under fashion on the map, designer Kate Megaw's Penny Sage pieces are all made locally by family-run businesses. The latest collection is rich in colours and textures while still feeling accessible to anyone's personal style.


A photo posted by on

Founded in 2018 by two sisters, Norba aims to bring a level of chic and inclusivity into sportswear. Its goal is to create pieces that fit any body type and makes everyone feel comfortable in their skin.


A photo posted by on

This Sante Fe–based studio makes the kind of dream dresses you could just float away in. Gathering fame for the delicate hair bows, its organza pieces are sure to become cult faves too.

Up Next: This Is an Excellent Year for New Bag Brands, and These 9 Prove It

This story was published at an earlier time and has since been updated.

Opening Image: Selva Negra