I Can't Stop Thinking About These New Brands for Spring

Working as a fashion editor, I find myself in the lucky position to learn about new brands all the time. Whether I’m stepping out for market appointments, meeting designers, or combing through Instagram to find those cool under-the-radar labels, I’m constantly unearthing all things new in the world of fashion—and it’s easily one of the most fun parts of my job. For me, discovery is one of the most exciting things about working in fashion, and lately, a number of brands have caught my eye in a major way. Let’s just say that they’re all I want to wear for spring.

What is it about these rising brands that speaks to me so loudly? For one, it’s just a gut feeling that strikes me whenever I’m instantly drawn to a piece and want to wear it immediately. Yes, my phone is cluttered with screenshots of By Far’s cool, minimalist sandals. And yes, I fell in love with everything from Magda Butrym the moment I stepped inside the designer’s Paris showroom—I swear its rhinestone- and pearl-embellished heels for Fall 2018 made my heart skip a beat.

But more than that, it’s the sense that these brands are doing things a little differently and are offering something special and unique. Accessories brand Susan Alexandra has found its beaded bags on the arms of fashion girls everywhere. Covered in cherry motifs or electric colors, the totes are playful and fun and don’t take themselves too seriously. There’s no doubt in my mind that a modern-day Carrie Bradshaw would be spotted carrying one down the streets of Manhattan. Then there’s L.A.-based label Miaou, which has quickly jumped to the top of every Who What Wear editor’s radar over the last year. With fans like Gigi Hadid, Paloma Elsesser, and Emily Ratajkowski, it’s poised to be huge. But beyond the Instagram-worthy floral bustiers and rope belt pants, the runway shows always include a range of body types, and the brand is embraced by a diverse set of women. Now more than ever, I’m looking for clothes that not only look good but are also attached to a brand I can stand behind.

Tough as it might be to narrow down the brands I’m most excited about for the season ahead, these are the 11 I’ll be adding to my spring wardrobe.

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(Image credit: @magdabutrym)

With ’80s-inspired silhouettes and cool details like ruffled sleeves and asymmetric cuts, pieces from Warsaw-based designer Magda Butrym are at the top of my wish list right now.

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(Image credit: @reinaolga_beachwear)

With summer approaching, I have swimwear on the mind right now, and Switzerland-based brand Reina Olga is the latest to catch my eye. A standout is the Scrunch style from its latest collection. Also, Emily Ratajkowski is already a fan.

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(Image credit: @alighieri_jewellery)

I love a brand that has a good story behind its name, and jewelry brand Alighieri has a great one. It’s named after Italian poet Dante Alighieri—which designer Rosh Mahtani read during her time at Oxford. And each piece takes inspiration from the poet’s Divine Comedy.

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(Image credit: @danselente_official)

You’ll probably recognize Danse Lente’s bags because they’re on the arm of every cool fashion girl right now. They’re minimalist and architectural, and in my opinion, they’re the perfect everyday bags.

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(Image credit: @miaou)

Every editor at Who What Wear has a soft spot for Miaou, and it’s easy to see why. The pieces are finished with fun details—like corsets with floral embroidery and pants with grommets at the waistband—that make them perfect for weekend wardrobes.

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(Image credit: @byfar_official)

By Far designs the shoes of a minimalist’s dreams. They’re beautiful and have modern, clean lines, so they are the perfect addition to an everyday wardrobe.

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(Image credit: @ciao__lucia)

Want to feel like you’re on a getaway along the Italian Riviera? Slip into something from Ciao Lucia, a California-based brand that is inspired by the girl on eternal vacation.

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(Image credit: @susan_alexandra)

Susan Alexandra bags are playful and fun and have grabbed the attention of fashion girls everywhere. They’re even hand-beaded in NYC’s Chinatown, so each one is special and unique.

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(Image credit: @pushbutton_official)

While Seoul-based Pushbutton has been around for years now, it has only recently popped onto my radar. Founded by former K-Pop star Seung Gun Park, it’s easy to see why there’s a cult following for the brand’s bold, colorful pieces.

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(Image credit: @neous.studios)

Shoes from Neous are anything but ordinary. Minimal and modern, yes, but they’re also finished with signature details like sculptural heels.

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Last but not least, Deitas—or Latin for divinity—is just that. Dreamed up in Sweden by designer Josephine Dahlin, all the pieces are intended to be the perfect balance of classic and modern.

Associate Director, Special Projects

Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury content and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including Vogue.com, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.