Small But Mighty: 21 Beautiful Independent Brands to Add to Your Roster

I'll let you in on a secret. In the fashion industry, things tend to happen prematurely and we're already hot on the heels of (dare I say it) gift-giving season. During this time, I much prefer spotlighting the brands people are less familiar with. I changed the way I shop a decade ago and whilst I do dabble in high street shopping when I find quality pieces, around 80% of my new acquirements are purchased either pre-loved or from independent brands and mulled over for a prolonged period. I’m not the only one who has changed their shopping habits either. The ever-diversifying fashion industry is allowing niche labels to come to the fore, with many customers preferring to invest in original designs and lesser-known brands. The choices are aplenty when it comes to independent brands. I could have easily written a series on the many I adore but alas I have whittled it down to make it somewhat digestible. I spent the best part of 2024 keeping note of the pieces that caught my attention, so you’ve come to the right place if you’re interested in discovering new names. It's a special feeling knowing that whilst buying from small brands, you’re supporting artisans, makers and businesses in their infancy. Keep scrolling to see and shop some unique brands, whether you're looking for a fashion-based pick-me-up to add to your collection or a gift for a loved one. You’ll find something to cater to every corner of the home and wardrobe, whether you're a homeware fanatic, a dress lover or a person with a penchant for bags.

Shop My Independent Brand Edit:

1. Poésie by Julie

Poésie by Julie is a slow fashion atelier excelling at sustainable production — from start to finish. A one-woman business, Julie sources materials and crafts each piece from her home studio (made to measure, no less) utilising responsibly sourced fabrications. On the site, you'll find a considered capsule of delicate, free-flowing frocks and tops spanning milky hues to darling motifs.

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2. Essēn

Founder Marre Muijs envisioned Essēn with a refreshing approach to fashion which is both ethically driven and inspired by simple and hard-working footwear classics. Essēn's arsenal is led by Marre's Dutch heritage, inspiring contemporary and hard-wearing shoes with a European lilt.

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3. Kitty Joyas

Kitty is a London-based designer who's boasted an affinity for jewellery design since her formative years, inspiring the creation of her eponymous brand, Kitty Joyas. Using traditional techniques and with an eye for joy-inducing designs, Kitty fashions many unique pieces, many of which are inspired by romance.

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4. The Slow Label

Anna-Laura Amenta's unwavering commitment to sustainability is unmatched and her brand, The Slow Label epitomises what it means to be a sustainable brand in 2024 — from social responsibility to transparency and timeless design. It's the brand to get acquainted with if you're looking for staple pieces with a twist. One of its latest additions is the burgundy boat neck top with an exposed central seam.

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5. Bias Editions

Former fashion & homeware buyer Olivia Pope founded Bias Editions in celebration of homeware essentials, which may otherwise appear mundane. Fostering a relationship with local artisans, Bias Editions ensures authentic craftsmanship, using premium materials and honouring traditional techniques. Among my favourites are the playful wiggle lamp shades and classic bud vases.

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6. Tortware

Tortware was founded in London by Mona Ghafoori after a rising demand for playful hair accessories and each piece pays homage to the strong women in Mona's life. '90s claw clips are made all the more adorable with Tortware's beautiful grasp, adorned with lacquered resin and additional jewels. The brand's motto "Life’s too short to have boring hair" comes well-received.

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7. Daphine

I'm continually impressed with Daphne's jewellery. It's the place to visit for statement and gold jewels. Recently, they've collaborated with fellow Who What Wear columnist, Monikh Dale, releasing a capsule of bohemian-inspired jewels.

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8. & Mother

And Mother is a curated lifestyle marketplace honouring all things motherhood. You'll find tidbits for pregnancy, postpartum and the years beyond, including keepsakes bound to make your heart swell! The site boasts an impressive selection from Satorialist favourite, Bohème, including its pre-fall collection.

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9. Dora Larsen

Founded in 2016 by Georgia Larsen, British lingerie label Dora Larsen is renowned for its unique approach to colour and its empowering stance. With sustainable practices at the core of the label, each collection is responsibly produced in limited quantities.

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10. Cou Cou Intimates

Cou Cou intimates is inspired by French basics (namely pointelle) and comfortable yet alluring undergarments that can be styled both in and outdoors. Each piece is crafted from GOTS Certified Organic Cotton, so rest assured your piece will be soft to the touch and entirely compostable at the end of its lifespan.

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11. TBCo

Founder and fashion veteran Emma Macdonald conceived TBCo with an alternative approach to unethical production (and fast consumerism) and instead sought to offer something, slow, considered and aesthetic. Her label highlights the wealth of rich and sumptuous fabrications in Scotland, from which she fashions supple home furnishings, soft-to-the-touch pyjamas and the infamous triangle scarf beloved by many.

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12. Palm of Feronia

Founded by Sophia Harding, Palm of Feronia is inspired by nature and well-being. Each product comprises earth-derived ingredients proven to balance emotional, physical, and spiritual well-being. From adorable tinctures comprising essential oils to ethically harvested herbs and bath concoctions made to destress. Browsing the website alone induces a restful state.

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13. Navy Grey

For twenty years Rachel Carvell-Spedding sought to find a perfect jumper to no avail which inspired the creation of Navy Grey. Now, she fashions a capsule of timeless and long-lasting designs which are sheer perfection. Each piece is timeless, considered and clean.

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14. If Only If

Over the past year (with the help of cottagecore) we've seen nightgown-style frocks transcend home spaces and become a coveted fashion piece of many, especially for the summer. If Only If hones in on this specific style, with a handful of silken and cotton-rich billowy designs.

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15. Wall of Art

Searching for beautiful home adornments and not sure where to begin? Wall of Art takes the hassle out of acquiring art, instead making it a joyful and inspiring experience. Wall of Art carries unique wall art in various mediums (including photography, paintings, illustrations and graphic design).

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16. Roop

Luckily for us, Natasha “Roop” Fernandes Anjo decided to share her affinity for all things handmade because Roop has become the brand for occasionwear. With a playful tie design inspired by an ancient Japanese wrapping technique, its bestselling Furoshiki bag has garnered fans far and wide.

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17. Ninety Percent

It'll come as no surprise that I'm championing Ninety Percent as an independent brand. I find it one of the most directional sustainable brands on the market. From the backing of charitable causes to the extended sizing and limited yet intentional capsule, Ninety Percent is a cut above the rest.

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18. Dear Frances

Jane Frances and husband Scott O'Conner founded Dear Frances in 2016, borrowing the excellence of Italian craftsmanship and sleek design. With a mix of androgynous and feminine styles, there's a style for every Sartorialist.

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19. Stripe and Stare

Female-founded label Stripe and Stare was conceived by Katie Lopez and Nicola Piercy in 2017 and has been coined one of the world's most comfortable undergarment brands.
The brand is committed to comfort and sustainability, and the designs comprise an innovative approach to underwear, using sustainable and biodegradable fibres. Oprah is one of the brand's many fans!

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20. Faune

Boasting a considered collection of frothy nightgown-style frocks, extremely nice tops and cotton-rich outerwear, Faune is a brand to have on your radar ahead of the festive season. Founder Nicola is a fashion veteran having worked as a designer for the past 20 years. Faune works closely with a family-run team in India. Each piece is made with love — from start to finish.

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21. Ett Hem London

Whilst many of us love the gift of flowers, their perishable nature is rather melancholic, however forever blooms solve this issue with beautiful, life-like adornments you can keep forevermore. Boasting an impressive range of faux flowers and myriad bouquets, you'll find arrangements to suit every corner of the home, with the addition of bespoke bridal offerings.

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