Name one person who doesn't enjoy uncovering a new fashion brand? I'll wait… Even before I was a fashion editor, I would still get giddy about the prospect of finding something new, knowing not everyone would have it already, getting to see a brand really take off, and just generally supporting smaller businesses in an industry that's dominated by big corporations. Now that I am an editor, though, I get to curate up-and-coming and niche brands and give them a platform at Who What W...

As editorial assistants for The Folklore, we have come to learn that African fashion is just as diverse as the continent itself. The Folklore, an online concept store founded by Amira Rasool in 2018, has become a hub for discerning shoppers looking for high-end and emerging African fashion and design brands. Created with the aim of reflecting the diversity of Africa's contemporary urban landscapes and unique design aesthetic, The Folklore enhances the visibility of the continent's thriving fashi...

If you’ve ever shopped at Anthropologie, then you already know the store is filled with beautiful clothes featuring stylish (and occasionally vintage-inspired) details such as ruffles, lace, beaded embellishments, and more. And as the primary retailer for anything whimsical, it’s become a top store for fashion girls everywhere. However, if you’re looking to expand your list of shopping destinations, there are plenty of stores like Anthropologie to keep on your radar for some seriously pr...

Even if the brand name Wildflower doesn't ring a bell at first, you'll most definitely recognize its cases, as the whimsical designs are featured in the mirror shots of your favorite fashion girls and celebrities. Or perhaps you've heard of the founders—Devon and Sydney Carlson, whom I (and many other girls) have been obsessed with since the times when Tumblr reigned supreme. The sister duo started the brand back in 2012 with their family after they met Miley Cyrus at a restaurant and s...