It may have taken well over a decade of working in the fashion industry, but I’ve gotten to the point that I can confidently say “I know good shopping”. You won’t find me making rash impulse purchases, nor do I bulk order and waste time on returns, whenever something catches my eye, I can weigh up the wearability vs cost, and I know almost immediately whether something is worth purchasing or not.
This particular skill has come from years of buying the wrong thing and trying to make it work, but as an editor (and a stylist) you come to learn quite quickly what will work and what doesn’t; and the same applies to brands.
Summer can be a tricky enough time for dress for without having to worry about whether your clothing will be breathable, comfortable and reliable too, and I’ve come to notice that some of the clothes that look best on the hanger don’t deliver on all the fronts I need them to, something that urged me to put together this list.
Whether contending with a heatwave, chilly spells, travelling abroad or sticking around for summer in the city, there are a handful of brands that I always have in my summer wardrobe, and I instantly know if someone has good taste (and an eye for quality) because they’re sporting them too. So, before you sweat through another polyester top or are let down by flimsy linen, take note of the best contemporary fashion brands to shop for summer 2026. You can thank me later.
1. POSSE
Style Notes: Sydney-based brand Posse was founded in 2016, but thanks to recently acquiring a dedicated space in Selfridges, it has quickly become known amongst UK editors for it’s slow approach to capsule wardrobe building and beach-ready separates. With A-list fans like Sofia Richie and Meghan Markle spotted in the brand’s signature matching sets, this is the perfect premium label for those looking for pieces that will transition effortlessly from beach to city to country.
Shop Posse:
Just add blue denim.
These are so cute I’m almost counting down to the next heatwave.
All this needs is white shorts and a flat sandal.
2. Faithfull
Style Notes: Regular readers of Who What Wear UK will know just how often we come back to Faithful for well-crafted pieces with artisanal spirit. Based in Indonesia, each piece is hand-dyed and printed onto cotton, linen and silk, inspired by fabrics collected from vintage markets all over the world. Whether you’re packing your suitcase or dressing for a warm weekend al-fresco, Faithfull knows how to do beautiful pieces that can transport you around the world, without the need for a passport.
Shop Faithfull the Brand:
Now this is how to do summer in the office.
The perfect colour palette.
Exactly what to slip into on a scorching day.
3. SIR
Style Notes: For further proof that Aussies have got summer dressing down to a fine art, SIR. was founded in Sydney, in 2014 by Nikki Campbell and Sophie Coote in a bid to champion minimalist, wardrobe staples that work for an effortlessly elegant lifestyle. After growing from a modest, direct-to-consumer brand specialising in separates, intimates and ready-to-wear (and yes, that is where the acronym comes from), you can now shop SIR’s chic prints and considered colour palette around the world.
Shop SIR:
This is so unquestionably chic.
Perfect with a white tank and chunky Birkenstock.
If you aren’t sold on shorts, I bet these will change your mind.
4. Malina
Style Notes: Thought that Scandinavian fashion was all black, white and exaggerated silhouettes? Malina turns preconceptions on it’s head with bursts of colour, confidence and head-turning pieces that stand out against a relatively restrained backdrop. Scroll through the summer collections and you’ll find fine knits, fringe-trimmed hems, evening minis and the kind of statement kaftans that wouldn’t look out of place on a yacht. (Affordable) luxury dressing at it’s finest.
Shop Malina:
Pull on over your favourite bikini.
Ok, this whole co-ord is just stunning.
Just when I thought I’d seen every kind of basket bag on the market, this reignited my interest all over again.
5. Alemais
Style Notes: Colour! Prints! Opulence! Alemais’ vibrant energy is dopamine dressing at it’s finest, and nothing says “summer” quite like the brand’s silk co-ords, embroidered tunics and colourful swimwear. Steeped in artisanal craftsmanship and with an eye for exceptional detailing, these are the clothes that you reach for to instantly lift your spirits, and it should make you feel even better to know that their low impact ethos works to support the people in their supply chain, and reduce the effect of production on the planet.
Shop Alemais:
Wear as a dress or open as a robe over a tank top and linen trousers.
How to make denim feel summer-ready!
Boho, but make it luxurious.
6. Navygrey
Style Notes: Looking for basics that are anything but “basic”? Start at Navygrey for true wardrobe essentials. From light cotton tees to heavy duty, chunky knits, these are the foundational pieces to build the rest of your capsule around, and the superior quality makes it worth spending a little more than high street prices on pieces that you’ll wear and rewear for years to come. (And take that from an editor who has amassed a collection of Navygrey knits that have singlehandedly seen me through the last couple of winters). New this season, crisp cotton shirts in the same oversized fit as their perfect, slouchy knits. I predict a bestseller…
Shop Navygrey:
Tell me that this isn’t the perfect white shirt.
Throw on over a white tee and roll the sleeves up.
Far cooler than your average crew neck.
7. Rat and Boa
Style Notes: Party girls, maximalist dressers and intrepid explorers unite, Rat and Boa is the label for those who would never be described as a “wallflower”. Life and soul of the function (and always centre of attention), these sheer dresses, blouses and cover-ups are a staple in the holiday wardrobes of celebs like Emily Ratajkowski, Lila Moss, and Bella Hadid, so if you have a stacked social calendar this summer, there’s a Rat and Boa occasion dress that will meet the brief.
Shop Rat and Boa:
I haven’t stopped thinking about this dress since it first landed.
Just imagine this for holiday sunsets.
This entire look is well worth recreating.
8. Deiji Studios
Style Notes: Warm weather calls for breathability and comfort, and Deiji Studios deliver on this brief in spades. If you’re in the market for loungewear that looks so good you can wear it both inside and outside the house, Deiji’s cotton sets, shirts and relaxed pants are designed with simplicity and comfort in mind, making them ideal for sticky days that need minimal fuss, and warm evenings when you want to peel back the layers.
Shop Deiji Studios:
The collar! The baby blue! This is simply too cute for words.
I can think of 1000 outfits that would benefit from these trousers.
You won’t regret investing in this timeless set.
9. Fruity Booty
Style Notes: Female-founded and London-based, lingerie brand Fruity Booty fashion sustainable underwear and loungewear from recycled dead stock and surplus fabrics to create pieces that look good and do good too. Ask any influencer or editor and they’ll tell you that they either have one of the brand’s soft bras or cheeky pants in their underwear drawer, but the ready-to-wear and swim deserve just as much attention—layering tops, camis, dresses and rompers that embody the spirit of a playful summer? Sign me up.
Shop Fruity Booty:
Add ballet flats for an off-duty It-girl look.
I see this with a red shoe for a warm, evening event.
Layering your tops is such a 2026 style hack.
10. TWP
Style Notes: For those not yet familiar with Trish Wescoat Pound’s TWP, you’re going to want to save this for later—one of the US’ biggest names in luxury tailoring and elevated essentials is making it’s way across the pond, and the quiet momentum is sure to explode over the next year. Fans of Rohe, Khaite and Ralph Lauren will immediately gravitate to TWP’s preppy collared tops, knee-length skirts and shorts and unbelievably good-looking denim, but I’ve got a soft spot for the fine knits and silk dresses that channel modern day CBK.
Shop TWP:
Such a good shade of grey.
Not quite a midi, not quite a maxi, but a stylish length nonetheless.
Who says you have to wait for summer to be able to wear white denim? These would look just as good in autumn with a white tee and chunky knit.
Proof that linen isn’t just boring white trousers.
11. DISSH
Style Notes: Last, but certainly not least, DISSH—another Aussie import that changed the way well-dressed Brits approach summer style. If your wardrobe suddenly featured shirred bodices, lace trousers, or colour-blocked co-ords last year, it’s likely the DISSH effect had something to do with it, and this season is set to be even cooler. Stock up now on the brand’s dreamy midi dresses, not only are they perfect for beating the heat, but they’ll still look just as good in 10 years time too.
Shop DISSH:
There’s a lot to love about this dress.
Dinner date, eat your heart out.
Sheer trousers are having a moment right now.
