The Experts Have Spoken: These 4 New Brands Are Worth Your Time (and Money)
If you try hard enough, you can discover a new brand every day thanks to Instagram and the world wide web, but deciphering which is actually worth investing in takes a professionally trained eye. We love reporting on the newest up-and-comers on the block, but for this story, we wanted to get an expert's opinion on the fresher brands that are officially worth your time and money. Celenie Laura Fleur Seidel, senior womenswear editor at Farfetch, selected four brands that are exactly that—Asai, Studio Amelia, Cecilie Bahnsen, and Wandler.
You're probably familiar with brands like Cecilie Bahnsen and Wandler, but don't forget that it wasn't too long ago that they too were newbies (they just happened to gain steam a bit faster than some of their counterparts). The idea here is not necessarily to introduce you to never-heard-of-before brands; it's to inform you that the four clothing brands ahead are becoming more established by the second, meaning yes, they are worth all your time and all your money.
After reading Celenie's reviews of each, you'll be ready to add all of the following products to your cart ASAP, so go on and get shopping.
Asai
"London-based Asai first appeared on the London Fashion Week schedule in 2017 as a part of the Fashion East incubator. With a strong focus on textiles, particularly fabric manipulation, Asai’s collections are super textured and visually rich. He’s best known for his standout paneled tie-dye tops, which are much sought-after and will hopefully appear as a continuity style in collections to come."
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Studio Amelia
"Created between London and Sydney, Studio Amelia’s barely there sandals have fast become my new favorites. Finding footwear with a design that can stand alone yet can simultaneously avoid competing with an outfit is a rare find, and Emily Inglis (Studio Amelia’s founder and creative director) nails the brief. I can personally vouch for their comfort levels: the insole is delightfully padded!"
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Cecilie Bahnsen
"The world is still experiencing a love affair with Danish designers, and Copenhagen-based Cecilie Bahnsen is one well worth acquainting yourself with. Truly romantic in aesthetic, Bahnsen’s dresses tap a delicate sweet spot between minimal and feminine and are easily fallen in love with. Her collaboration with Suicoke to create delicately decorated hiking-mom sandals are one for the wish list, keep an eye out for them!"
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Wandler
"Wandler is truly for fashion girls: Amsterdam-based designer Elza Wandler is incredibly in tune with what customers want, and her sense of fun extends the idea of having fun with your wardrobe to your accessories. She has recently introduced a footwear line to her brand [she started out with bags], and I’m especially in love with her two-tone mules—also key for this season are the tie-dye and zebra bags."
Shop the brand:
Lauren Eggertsen is currently the editorial director of Who What Wear and has worked at the company for over eight years, where she started as an associate editor and has since worked her way up. Lauren has over 10 years of experience in the fashion editorial space, starting her career with internships at Marc Jacobs, Marie Claire, and The Zoe Report, where she was later hired as their editorial assistant. Lauren has worked in the Los Angeles and New York Who What Wear offices but currently calls L.A. home. It is here where she leads and manages Who What Wear's fashion team and oversees all day-to-day editorial content and large tentpole moments. This includes all of the runway, trend, and shopping-driven content that ultimately helps to build a strong brand reputation within the industry. Lauren's role also includes helping to set the fashion direction for all original photo shoots and often styles many of the celebrity cover shoots, including big names like Kaia Gerber, Normani, and Kristen Stewart.
She has also attended multiple fashion weeks, including New York, London, Milan, and Paris, where her personal style has been featured on sites such as Vogue, Harpers Bazaar, and Elle. She prides herself on discovering and supporting small brands and on her knack for a good vintage shopping find. When she isn't working, she enjoys researching and dining at reputable restaurants around both her neighborhood and the globe.
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