The 5 Coolest Fashion Brands Everyone Is Talking About Right Now

As fashion editors, we're used to people raving about the latest Tôteme knit or Loewe bag. But sometimes, we get more excited by the lesser-known labels we spot on our travels. And Instagram is of course a destination to discover these. It's also often the case that these smaller, newer brands are the ones making waves when it comes to putting sustainable practices at the forefront of their designs. 

Of course, there are lots of small businesses worthy of a shoutout, and we will always to champion them, but when it came to nailing down the coolest brands of the moment, the Who What Wear teamed settled on five names we just couldn't get off our minds. Looking for a new mid-price bag as a potential Christmas gift? We've found the modern styles with a vintage twist loved by the likes of Ellie Delphine. Want new everyday jewels that not everyone will have? We've got the brand for you. And if you're looking for sustainable separates, then one of's new designers is waiting to snap up (it's zero-waste so limited stock.) Keep scrolling to see, and shop, the five under-the-radar fashion brands that are about to get mega. 

1. Noirgaze


(Image credit: @noirgaze_official)

Founded by Central St Martins graduate, Vingi Wong, the London-label first launched in 2021 and has since been worn by the likes of Ellie Delphine (@slipintostyle.) A mid-price bag brand to know, it merges a modern aesthetic with the charm of a vintage find. All handmade by a family-run factory in Italy, these timeless accessories are made to be loved for a lifetime. And when they look this chic, there's no reason you won't want to carry them around at all times.

Shop Noirgaze:

2. The Meaning Well


(Image credit: @themeaningwell)

If you're on the lookout for a new conscious brand, look no further. The Meaning Well in the brainchild of Thailand-born fashion consultant Katie Ruensumran who created the brand in 2020. Using leftover deadstock materials, the London-based only creates small amounts of each design to make sure it's zero-waste. What this means, though, is that once these incredible dresses, blouses and tailored trousers sell-out, they're gone for good—so be quick. 

Shop The Meaning Well:

3. G Lundgren


(Image credit: @glundgren)

Another environmentally-conscious brand to know is G Lundgren. The minimalist jewellery label was founded by Gabriella Lundgren, who puts her Swedish stamp on all designs. With everything from classic hoops, to 90s heart pendants and beaded necklaces, these are jewels you'll want to cherish.

Shop Glundgren:

4. Dissh


(Image credit: @dissh)

Australian label Dissh has been around since 2001, so it may not be new, but founder Lucy Henry-Hicks gave it a re-brand in 2021 which is when it became more prominent in the UK. Now worn by fashion editors, influencers and celebrities including Rochelle Humes, the brand leads with a minimalist approach with classic knits, elevated separates and dresses that'll make everyone ask where you got it from. 

Shop Dissh:

5. Leslie Amon

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Designer Leslie Amon created her brand back in 2017, when she realised that swimwear shopping was so much more complicated than it needed to be. Upon this revelation, she set about designing a collection of confidence-boosting, flattering swimwear and to this day she still tests drives her styles personally for at least 6 months before she brings them to market. Now, she's branched into dresses (and is being stocked on NET-A-PORTER) and we couldn't be more excited. If you love bold prints, fun detailing and sartorial showstoppers, this brand is for you! 

Next Up: These 7 Colours Are the Key to Looking Richer Than You Are This Winter

Opening image: @slipintostyle

Freelance Fashion Editor

Harriet Davey is a freelance fashion editor who has been part of Who What Wear's extended team since 2017. She previously worked in print at Look magazine and has since worked across print, digital and social for many other titles, including British Vogue, Stylist, Grazia, Refinery29 and Marie Claire. Also a stylist, Harriet has had the pleasure of producing cover shoots and editorials along with commercial shoots for brands including Boux Avenue, Watches of Switzerland, Benefit Cosmetics and Revolution. To add to this, Harriet also works in live TV styling for ITV’s This Morning.

Back to Who What Wear. With hundreds of published stories on site, Harriet knows what the WWW reader wants. Keeping up to date with the latest It buys and runway trends, she can guarantee to keep you one step ahead of the most stylish people.

When not writing or styling, Harriet loves to go shopping (yes, more fashion). If she’s not in a local Hackney bar or restaurant, you can find her forever searching for her next holiday destination.