The Brands That Will Sell Out in 2018


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Yes, 2017 has been a very exciting year in terms of covetable new fashion brands to add to your wardrobe. And now that 2018 is almost here, we've been carefully following our social media feeds to keep tabs on the new brands that are well on their way to being everywhere in the New Year. Among the 10 brands we predict will sell out next year are some that you may have heard of (e.g., I.Am.Gia, which in-the-know celebs like Bella Hadid and Kaia Gerber are obsessed with) and some that are as brand-new as it gets (think Emily Ratajkowski's new swimwear brand, Inamorata). While fashion girls will undoubtedly continue to wear their old favourites in the New Year, there's great sartorial pleasure to be had in mixing your Zara and Levi's with pieces from a cool new brand that everyone will ask you about.

Keep scrolling to familiarize yourself with the 10 brands to be on the lookout for in 2018, and shop our favourite pieces from each.


You can count Selena Gomez and Kaia Gerber as fans of this New York–based brand's cool trousers and jeans, many of which can be customized with whatever type of belt your heart desires.


Polish brand Kreist has a glamorous '70s feel that It girls like Gigi and Bella Hadid have embraced. You're going to want to add its unique denim jackets to your cart first.

Inamorata Swim

Emily Ratajkowski, queen of the swimsuit selfie, has fittingly created a swimwear line, and we're already impressed. The prints and colours are subtle yet special, and the cuts are forward yet wearable. 


Seemingly every It-girl model on the face of the earth has quickly caught on to I.Am.Gia, the affordable Australian label that's making streetwear accessible, thanks to its reasonable price points (many of which are under £100).


We first spotted under-the-radar brand Elliette's pretty pieces in our Instagram feeds and quickly became obsessed with its entire collection of pretty, summer holiday-worthy pieces.

Related: Fashion Girls Swear By These Vintage Jean Brands


Kendall Jenner and Bella Hadid started wearing Australia-based Daisy over the summer, and we were instantly drawn to the romantic-with-an-edge pieces. It launched back in 2015, but we think it's only going to gain in popularity next year.

Après Jewelry

The founder of popular jewelry line Luv AJ just launched Après Jewelry, a fine jewelry line with both stunning engagement rings and pieces that are perfect for everyday wear. The accessible prices mean that you can stock up on the timeless yet cool baubles without breaking the bank.

Ciao Lucia

Ciao Lucia is the Los Angeles–based Italian-inspired brand that keeps selling out. Even if you don't have a getaway planned to the the Amalfi Coast anytime soon, you can at least dress like you do.

Related: The New Swedish Denim Brand Only Fashion Girls Know About


Zara's little sister brand Bershka is even more affordable than its predecessor. We predict that it'll be the new go-to for fashion girls when they want a quick fashion fix that's easy on the wallet.


Another favourite of Bella Hadid and Kendall Jenner, Alyx is a streetwear label that launched in 2015, but thanks to its pieces' bold, slightly subversive details and newfound celebrity following, it's gaining steam that will undoubtedly continue into 2018.

Next up, why not leave this post open, as here is our expert advice on how much you should spend on an engagement ring.

This post originally appeared on Who What Wear U.S.

Allyson Payer
Senior Editor

Allyson is a senior editor for Who What Wear. She joined the company in 2014 as co-founder Katherine Power's executive assistant and over the years has written hundreds of stories for Who What Wear. Prior to her career in fashion, Allyson worked in the entertainment industry at companies such as Sony Pictures Television. Allyson is now based in Raleigh, North Carolina, and is originally from Baton Rouge, Louisiana. She holds a BFA in theater. Her path to fashion may not have been linear, but based on the number of fashion magazines she collected as a child and young adult, it was meant to be.