According to Fashion People, Summer Is All About These 9 Brands

All fashion editors share a commonality: We're great at spotting patterns. It's what gives us the edge when we're drilling down the top runway trends for the season ahead and scouring thousands of images in the process. It's how we can pinpoint aesthetics before they even become a thing. This ability to mentally chronicle information for a later date serves us well. As soon as someone wears a piece that's similar to something we've seen previously, we can string the connection together and identify the early stages of a trend.

I've put this skill to good use, as I've been keeping tabs on the brands that fashion people have been wearing in the first few days of summer. Why? So I can share with you the labels and brands I know will be big this season so you can get in on the action ahead of everyone else and before the best pieces sell out. In my edit, I've balanced out brands that are firmly on the rise with those that you could argue have already risen, such as Posse, whose Emma skirt-and-waistcoat co-ord is now internet famous thanks to Sofia Richie, who wore it in the lead-up to her wedding.

From high street to high-end, here are nine trending summer brands to keep your eye fixed upon in 2023.

1. Boden


(Image credit: @monikh)

Style Notes: Boden is having a moment this season, and a leisurely scroll of its new-in section confirms why. The British brand is known for its refined staples which have come into their own as an affordable way to tap into the quiet-luxury aesthetic that's still going strong in fashion circles. Its affinity for linen pieces, maxi skirts and billowing shirts mirrors 2023's key buys perfectly, making it a go-to destination for fashion people, such as Monikh, who like to dress themselves in a way that's both classic and current. 

2. Matteau


(Image credit: @lois_la_mode)

Style Notes: Although Matteau has enjoyed It status during previous summers, its latest collection of gathered dresses, cute co-ords and relaxed trousers practically guarantees that it'll be just as popular as ever. I enjoy that the brand embraces colour but always in a slightly knocked-back saturation. It's enough to convince even a beige lover such as myself to try new tones. There is, however, plenty of black and white to choose from in Matteau's current collection, too. 

3. Dragon Diffusion


(Image credit: @chiarasatelier)

Style Notes: Amongst the Loewes and the Pradas, there's another tote to be found at the likes of MATCHES and Net-a-Porter that, although sans designer logo, is just as recognisable. Of course, I'm talking about Dragon Diffusion, whose woven-leather totes can be found in the crooks of many influencers' and editors' arms come summer. With a plethora of new styles on offer and a more attainable price tag than the designers previously mentioned, I think 2023 is going to be Dragon Diffusion's most impressive year yet. 

4. Posse


(Image credit: @iliridakrasniqi)

Style Notes: If you feel like you've seen this linen two-piece set before, it's because you have. As touched upon at the beginning of this article, this is the very co-ord Sofia Richie sparked a frenzy for when she wore and shared it on Instagram mere hours before she said, "I do." Although Posse has been on our radar for the past few years, suffice it to say that it's going to be even more integral this summer with its relaxed yet refined (and celeb-backed!) take on warm-weather dressing. 

5. Free People


(Image credit: @abimarvel)

Style Notes: Free People is to summer fashion what Manolo Blahniks are to Carrie Bradshaw—absolutely essential. Its breezy dresses and separates have a throw-on appeal to them that's simply impossible to emulate and makes it irresistible during summer when we all want to look our best but don't want to appear like we've tried too hard in the process. 

6. Christopher Esber


(Image credit: @cocobeautea)

Style Notes: Those of you who are clued up on your brands will know that Christopher Esber isn't the first nor the last Australian brand to land on my list. What can I say? If anyone knows how to dress for summer, it's stylish Aussie types. Esber's dresses have become a status symbol for occasion season, making for a beautiful wedding guest outfit option. The pieces with bigger cutouts, however, are equally well-suited to balmy summer evenings in exotic destinations. Tie detailing and drapery are other design signatures of the brand, which is worn by celebrities, influencers and editors on the regular. 

7. Sleepers


(Image credit: @thandimaq)

Style Notes: Havaianas will always have a place in our hearts, but as they say, variety is the spice of life, and there's a new flip-flop brand that fashion people are gravitating towards for summer 2023. Let me introduce you to Sleepers, whose flip-flops with thin, pared-back straps and subtle square toes offer up a very stylish alternative to the staple summer footwear as we currently know it. Now that you're aware of it, prepare to see Sleepers all over the place. 

8. Matin


(Image credit: @lucywilliams02)

Style Notes: OG content creator Lucy Williams is known for her impressive summer style, so when she deems a brand worthy of her time, you know that it'll be mere days until her following coin on to it. Already this year, she's favouring wares—this top in particular—from Australian brand Matin. Named after the French word for "morning," Matin's collection is comprised of no-fuss designs that you could throw on as if without thought and still look incredibly chic. In short, it's Williams's aesthetic. 

9. Dissh


(Image credit: @smythsisters)

Style Notes: Last but certainly not least in my edit is Dissh, whose strapless midi dress—as seen here on Marianne Smyth—was one of the most in-demand dresses last summer. With a collection as strong as any I've seen for 2023, Dissh is poised to be even more prevalent this summer with its array of simple staples in versatile colours. A must-see is its string of little white dresses, many of which have found their way into my basket. 

Next Up: The 9 Most Expensive-Looking Pieces on the High Street This Week

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.