Name one person who doesn't enjoy uncovering a new fashion brand? I'll wait... Even before I was a fashion editor, I would still get giddy about the prospect of finding something new, knowing not everyone would have it already, getting to see a brand really take off, and just generally supporting smaller businesses in an industry that's dominated by big corporations. Now that I am an editor, though, I get to curate up-and-coming labels and give them a platform like Who What Wear. It makes my heart sing.
We do a number of stories highlighting new brands to watch in this space, but I'll let you in on a little secret: many of my discoveries actually come from the same few stylish ladies I follow on Instagram. I love that these women always make a point to champion smaller labels and I often turn to their feeds to see who and what I should be paying attention to now. Curious to see all the new fashion brands I've taken note of through Instagram? Continue on to shop these new-to-me labels and see the accounts I found them through.
Brand Discovered: La Manso
Before celebs like Dua Lipa and Bella Hadid were flaunting the fun plastic rings from this Spanish label, I spotted them in Emna's feed and immediately took note.
Brand Discovered: Marcia
If you've seen these side-cutout dresses flooding your social media feed lately, you're not alone. The silhouette has been a popular one on the influencer front and the brand behind them is Marcia, a fully sustainable label handmakes each creation in France.
Brand Discovered: Nué
It's hard to miss Nué when you see it—their shimmery disco ball-like tops definitely stand out. I spotted the crop top below on Emna's feed and promptly realized that the rest of the collection involves plenty of party-ready pieces that are just as stunning.
Brand Discovered: Sunnei
Imani's accessory game is always 10/10, so when I spotted her wearing these "dipped" hoops, I raced to the tagged accounts to discover their maker, Sunnei. In addition to their colorful selection of rubberized earrings, the label also does cool bags and ready-to-wear for men and women.
Brand Discovered: Balou
The only thing better than stumbling upon a new indie label? When you stumble upon one that happens to also be 100% zero-waste and made-to-order. Balou, as discovered by Alyssa Coscarelli, focuses on funky prints and relaxed, everyday silhouettes. Their printed pants are not to be missed.
Brand Discovered: Follow Suit
Swimwear brand Follow Suit is meticulous about the fit of each style and every sample is personally tested by the founder and her friends over several wears. Also, they happen to make some of the most cheerful prints out there.
Brand Discovered: Neutra
In case you couldn't tell, we love a good risqué look over here, and Neutra is our latest find. The brand specializes in "negative spaces" like the exposed thong trousers Alyssa wears and an array of cool cutouts, all with a minimalistic bent.
Brand Discovered: Maygel Coronel
Rarely is swimwear so stunning it could attend a black-tie affair, but the designs from Maygel Coronel are the exception. The Colombian label has some of the most beautiful suits I've seen, with elements like dramatic ruffles and puffed sleeves.
Brand Discovered: Daphine
London-based jewelry label Daphine jumped onto my radar via stylist and personal shopper Bettina Looney. I've long admired Looney's jewelry collection, especially these sculptural rings by the British designer, which are now on my personal wishlist.
Brand Discovered: Sir
Australia is a treasure trove for cool brands and of course, the best way to uncover them is by following the stylish Aussies who wear them. Enter Bella Thomas, one of my favorite follows, and Sir, a line of minimalistic summer dresses you need to know about if you don't already.
Brand Discovered: Mon Cher Moi
If you have yet to hop aboard the colorful and crafty ring train, mon cher moi is your next ticket. Just be sure to set your alarm to shop their next drop so you can snag a ring or two before they sell out.