Not to brag, but if there's one thing our editors are good at, it's knowing what's the next big thing in fashion. It's our job to, after all. We've already updated you on the trends to watch out for this year so now we'll be diving into the brands that have already been on our radar for some time but are definitely having their big moment right now and we're expecting will continue to grow as the year goes on. It's hard to keep up with all the brands within the fashion space so I looked to the WWW team and asked which ones they think are going to be reigning in 2021 and I'm going to be honest here—when their replies started to roll in, I couldn't help but be filled with a little thrill. Since our editors all have different perspectives and styles, I found pieces or brands that I normally wouldn't have found within my own social following and research.
From candy-colored knits to risky sheer pieces worn by Bella Hadid, the brands in this mix are ones to know. I've seen many of these brands already popping up on every kind of social media, and with an editor stamp of approval, I'm even more excited to keep up with them on their design journey.
"If you haven't heard the name Thebe Magugu yet, well, consider this your official intro. The Johannesburg, South Africa-based label already holds the LVMH prize and is part of Matches Fashion innovator's program, just a few reasons why I'm convinced it's one to know. The stunning designs hit at the heart of what fashion people want to wear now, offering one-of-a-kind twists on staple silhouettes such as shirt dresses or this gorgeous cutout knit top."—Anna LaPlaca, associate editor
"I have had my eye on Nensi Dojaka ever since Bella Hadid stepped out wearing a full look from the brand's AW20 collection. The clothing is certainly not for the faint of heart as it features slinky tulle, barely-there straps, and silhouettes that are anything but normal, but that's what makes it so special. While every item I've seen so far is something I want to immediately add to my wardrobe, it was these tights that sent me into a complete tizzy. I can't wait to see what else comes from the brand this year." —Lauren Eggertsen, senior editor
"Really weird, unconventional prints excite me which is basically how I stumbled upon Aune. The brand started as a multi-concept retail store in Lisbon, and later expanded to creating its own in-house collections. The designs are super unique, and I'm so obsessed with this glove/top piece that Paloma Elesser wore, to the point that I've been stalking it weekly–thank goodness their pieces don't cost a fortune! Aune has been steadily gaining attention and a bigger following since last year, so I feel like it's very much a name on the cusp of something big in 2021."—Indya Brown, market editor
"If there's one thing that's certain, barely-there fashion will take over after we saw it everywhere on the S/S 21 runways. One brand that has the trend mastered? Marcia, a French label that has a range of pieces designed to have openings down the sides. I can't wait to add one of their signature skirts or dresses into my closet."—Kristen Nichols, senior editor
"I always keep my eye on the newcomers at Copenhagen Fashion Week and last season saw Skall Studio make its debut. It's a slow-fashion, sustainable brand founded by two Danish sisters. The brand uses organic cotton, cruelty-free peace silk, and other natural fabrics. I especially love Skall Studio's comfortable nightgown-esque dresses that tap into the quarantine-friendly "nap dress" craze."—Erin Fitzpatrick, senior news editor
"After being in lockdown for so many months, I fully expect 2021 to be a year in which we all embrace happy colors and prints, even if it's still just in our living rooms. Tyler McGillivary's eponymous line has been around for a few years, but I'm seeing her pieces pop up more and more in my Instagram feed, and her new retro-printed pieces are her best yet. Her just-released marbled camp shirts are also a must-see."—Allyson Payer, senior editor
"As I daydream of finally getting out of my sweats at some point soon, British-Indian designer Supriya Lele’s sensual and playful dress silhouettes have been capturing my heart (especially after seeing this stunner from her S/S 21 collection). Combining her Indian heritage with grunge style her twisted sheer dresses have also been gaining popularity among celebs—Dua Lip and Kendall Jenner are fans."—Judith Jones, senior market editor
"I'm all about supporting more Black-owned brands in 2021, and one I'm currently obsessed with is the luxury accessories label Brandon Blackwood. You may have spotted the viral "End Systemic Racism" tote bag in your feed before, but what you probably didn't know is that the Jamaican and Chinese designer himself has been creating trend-forward bags since 2015. Much like how Telfar's totes have budded into cultural sensation this past year, I expect nothing less for Blackwood's label."—Jasmine Fox-Suliaman, audience engagement editor
"I'm not surprised that I've been seeing Maison Soksi's tights everywhere, because they're just so fun. Everything from their collection will add the perfect pop of print or color underneath basic dresses and skirts."—Yusra Siddiqui, assistant market editor
"L.A.-based line Tigra Tigra makes my heart jump. Their prints are out of this world special, and the brand has an aesthetic that feels unique to them. The designer partners with artisans based in India to create supreme quality garments made using traditional techniques, such as hand-powered looms (none of the clothing is created using electricity!). The artisans are also able to set their own pricing for their work based on their labor time and fair wages. Excuse me while I go yearn over their exquisite pieces. " —Kat Collings, editor-in-chief
"It's all about elevated loungewear for me these days as I'm spending time at home. On that note, I just started following this brand, Amiss Conception. The curated range of knits in six specific colorways feels effortless and luxurious. The price point is higher, but the quality seems there. I'm loving the cardigan and jogger sets."
—Bobby Schuessler, senior market editor