9 Cool Brands We Secretly Wear 24/7

As fashion editors, new brands are always popping up on our radars. Whether that's by way of Instagram sleuthing or press appointments, we're always on the lookout for cool brands. Instead of keeping them to ourselves, though, we prefer to champion under-the-radar designers who we stand behind. And trust us, you'll want to know about our favorites.

The best part about newer designers is that they have a fresh take on fashion. These rising brands create interesting pieces that feel unique, so the chance of seeing someone else wearing the same style is pretty low. From the perfect leather jacket to affordable fashion-forward pieces to the ultimate French-girl uniform, we're highlighting the best new brands to know about now. Want to find out which ones made our list?

Keep reading to discover nine editor-approved fashion designers, and afterward, shop our favorite pieces from each.

"Nanushka's sweaters are life changing. Between the fabric, cut, and color, I can't think of a more perfect knit. The sweaters were my initial entry point to the brand, but their other categories are just as notable. Don't miss the fringe blazer!" — Kat Collings, editor in chief

"I basically wear a moto or bomber jacket every single day—it's my uniform, if you will (along with skinny jeans, a tee, and boots or sneakers). And more often than not, that outerwear piece is from my favorite L.A.-based line, Laer. If you're on the hunt for the perfect-fitting cool investment jacket that you'll wear for years and years, this brand is for you." — Bobby Schuessler, editorial director

"I love the aesthetic of Stil. It's a Los Angeles–based brand with laid-back wardrobe essentials you can wear season after season." — Michelle Scanga, managing editor

"AMO's jeans are flattering and on trend. I've bought the same pair of crop flares in multiple colors because I like them so much." — Aemilia Madden, editor

"I've been a Christy Dawn devotee from the very beginning. They only create a few of each style, so the chances of seeing someone else wearing the exact same dress are slim. I'm particularly fond of her one-size-fits-all Dawn dresses, which I get hemmed to be more tea-length. The fabrics she uses are so beautiful." — Allyson Payer, editor

"Like most great fashion discoveries, I first came across By Far on Instagram. I noticed the brand right away for the shoes' perfect balance of vintage-inspired appeal and yet fresh and unfussy appearance. And while my next purchase will have to be these amazing black sandals (have you seen the heel?!), one of the things I love most about the line is its amazing range of bold yet neutral-alternative colors." — Gina Marinelli, senior news editor

"The next best thing to being French? Dressing like a Parisian. Rouje is the foolproof way to master French-girl style." — Kristen Nichols, associate editor

"This Milan-based brand raids the vintage archives of Italy's best textile manufacturers to create fanciful dresses, skirts, and more. If you love pretty prints as much as I do, you definitely need to remember this label." — Erin Fitzpatrick, news editor

"One of my favorite cool brands that isn't too saturated is Pixie Market. It does a great job of creating pieces that are affordable but look like they're from some really unique (and expensive) under-the-radar designer. Right now, I am loving this black balloon-sleeve top. It truly is one of the most flattering tops I own!" — Lauren Eggertsen, associate editor

Next, read about the surprising outfit every French girl has in her closet.

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