This Joyful Brand Has Gained a Very Fashionable Following This Year

There's something wonderful about discovering a new brand—a brand that's on the cusp of greatness but still somehow managing to fly under the radar. That's the sort of thing editors like me live for. However, this obsession with newness and unearthing the next big thing can mean that you sometimes don't give the brands you already know about the attention they deserve. Well, today, I'm here to rectify that situation by spotlighting a brand which, although not new, is suddenly everywhere. 

Now approaching its 15th birthday, Sea New York was initially founded by designer Sean Monahan in, yep, you guessed it, New York City. Later, lifelong friend Monica Paolini joined to form the duo behind one of the chicest contemporary brands. 

Anyone who has been to New York will tell you that it's a city of two halves—a place where the polished upper crust of the East Side and the adept dressers of the downtown districts meet. This fusion of elevated cool has always served as the inspiration for Sea's designs and is ultimately why they hold so much appeal. It's effectively a style honey trap, as fashion types have long gravitated towards Sea's aesthetic. Though, now, the buzz around the brand seems to be peaking. 


(Image credit: @lucywilliams02)

Lucy Williams has a thing for knitted vests, but her Sea New York style has to be our favourite. 

I can barely browse my Instagram feed without seeing one of the people I follow wearing new-season Sea, and I understand why. The brand has a flair for texture. Broderie and crochet have always played a big part in its designs, and seeing as these are perhaps two of the most coveted fabrications of 2021, it's only natural that Sea has proven incredibly popular.

Last year's cottagecore trend has shown no signs of slowing down, meaning Sea's latest collection of patchwork pieces, frilly co-ords, delicate florals and homespun knits, complete with a joyful colour palette, has hit the fashion bullseye.

As the pieces have caught the eyes of Lucy Williams, Hanna Stefansson, Fia Hamelijnck and Grece Ghanem, to name a few, now might be the time to finally treat myself to something by Sea New York for fear that if I wait any longer, there might not be anything left! Scroll on to see how influencers are wearing Sea New York. Then proceed to shop my edit of the best new-season pieces from the brand.



(Image credit: @hannastefansson)

Stefansson's pink Sea New York top and skirt are an autumn style dream. 


(Image credit: @annasarlvit)

Anna Sarlvit wears a Sea New York patchwork coat with chunky trainers and a bright handbag. 


(Image credit: @fiahamelijnck)

Hamelijnck doubles up her Sea New York ruffle denim shirt with a pair of acid-tone jeans. 


(Image credit: @hannastefansson)

Stefansson layers her Sea New York broderie, collared blouse underneath a pair of denim dungarees. 


(Image credit: @_jeanettemadsen_)

This buttery leather Sea New York jacket is a staple in Jeanette Madsen's outfit rotation. 


(Image credit: @livpurvis)

Olivia Purvis styles a denim playsuit by Sea New York with a basket bag and strappy sandals. 


(Image credit: @mindykaling)

Mindy Kaling is just one of Sea New York's many celebrity fans. Here she is wearing a black midi dress from the brand.


(Image credit: @charlottejacklin)

Charlotte's cropped patchwork Sea New York jacket is the perfect accompaniment to her pretty midi dress. 


(Image credit: @greceghanem)

Ghanem matches the brightness of her Sea New York crochet top to her zingy lime sandals. 


Next Up: These 12 Autumn Shoe Trends Tell Me You're a Fashion Person

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.