The 5 Coolest Fashion Brands Everyone Is Talking About Right Now

The 5 Coolest Fashion Brands Everyone Is Talking About Right Now

As fashion editors, we’re used to people raving about the latest Tôteme knit or Loewe bag. But sometimes, we get more excited by the lesser-known labels we spot on our travels. And Instagram is of course a destination to discover these. It’s also often the case that these smaller, newer brands are the ones making waves when it comes to putting sustainable practices at the forefront of their designs. 

Of course, there are lots of small businesses worthy of a shoutout, and we will always to champion them, but when it came to nailing down the coolest brands of the moment, the Who What Wear teamed settled on five names we just couldn’t get off our minds. Looking for a new mid-price bag as a potential Christmas gift? We’ve found the modern styles with a vintage twist loved by the likes of Ellie Delphine. Want new everyday jewels that not everyone will have? We’ve got the brand for you. And if you’re looking for sustainable separates, then one of’s new designers is waiting to snap up (it’s zero-waste so limited stock.) Keep scrolling to see, and shop, the five under-the-radar fashion brands that are about to get mega. 

Founded by Central St Martins graduate, Vingi Wong, the London-label first launched in 2021 and has since been worn by the likes of Ellie Delphine (@slipintostyle.) A mid-price bag brand to know, it merges a modern aesthetic with the charm of a vintage find. All handmade by a family-run factory in Italy, these timeless accessories are made to be loved for a lifetime. And when they look this chic, there’s no reason you won’t want to carry them around at all times.

Who knew burgundy and orange work so well together?

It’s all about that contrast stitching for us. 

This comes in so many cool colourways, but we love the classic cream. 

This colour would work so well with a camel coat. 

The whole team love the directional shape of this bag.

If you’re on the lookout for a new conscious brand, look no further. The Meaning Well in the brainchild of Thailand-born fashion consultant Katie Ruensumran who created the brand in 2020. Using leftover deadstock materials, the London-based only creates small amounts of each design to make sure it’s zero-waste. What this means, though, is that once these incredible dresses, blouses and tailored trousers sell-out, they’re gone for good—so be quick. 

You could easily wear this over a sheer top with sparkly heels for party season. 

Brown is the new black this season. 

Sorry, but this LBD is in a whole new league of its own. 

You can also get matching trousers to turn this into a co-ord. 

How gorgeous is this mustard-hued dress? And it’s made from upcycled cotton velvet. 

Another environmentally-conscious brand to know is G Lundgren. The minimalist jewellery label was founded by Gabriella Lundgren, who puts her Swedish stamp on all designs. With everything from classic hoops, to 90s heart pendants and beaded necklaces, these are jewels you’ll want to cherish.

Our editors can confirm, these are the perfect everyday hoop size. 

This feels so 90s. 

These sleek ball earrings also come in gold. 

You’ll never want to take this pinky ring off. 

We would happily wear shell jewels throughout all seasons. 

Australian label Dissh has been around since 2001, so it may not be new, but founder Lucy Henry-Hicks gave it a re-brand in 2021 which is when it became more prominent in the UK. Now worn by fashion editors, influencers and celebrities including Rochelle Humes, the brand leads with a minimalist approach with classic knits, elevated separates and dresses that’ll make everyone ask where you got it from. 

Naturally we want the matching knit trousers, too.

We’re all for cargo pants. 

Chocolate brown and a bandeau—this is ticking all the boxes. Add a blazer and boots now before swapping in sandals come summer.

Dissh has so many cool collared knits right now. 

It’s giving Kendall Jenner vibes. 

Designer Leslie Amon created her brand back in 2017, when she realised that swimwear shopping was so much more complicated than it needed to be. Upon this revelation, she set about designing a collection of confidence-boosting, flattering swimwear and to this day she still tests drives her styles personally for at least 6 months before she brings them to market. Now, she’s branched into dresses (and is being stocked on NET-A-PORTER) and we couldn’t be more excited. If you love bold prints, fun detailing and sartorial showstoppers, this brand is for you! 

You know what they say… more is more when it comes to party dressing. Picture this with gold hoops and barely-there heels.

I promise you this nearly-naked crystal skirt is amazing. If you’re feeling brave, wear it with a bodysuit underneath. 

How fun is this for NYE, a hen do or even just an evening at home! 

Amon is known for her bold prints and this butterfly dress is case in point. Wear it with tights and knee-high boots now or flip flops in summer.

A black midi dress will work hard for you year round. Dress this up with heels or down with trainers and a knit.

This beautiful bodysuit is made from ribbed fabric and recycled thread.

Next Up: These 7 Colours Are the Key to Looking Richer Than You Are This Winter

Opening image: @slipintostyle

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