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 largely dominated by big-box brands. I've made it my mission to highlight smaller and more emerging brands in the past, tapping experts and our very own editors for their discoveries. This time around, I'm looking to the closets of my favorite celebs to find the next It labels.
Maybe it's just me, but celebs have been championing emerging designers like never before this year. Whether it was the camel-hued leather ensemble Kendall Jenner wore for date night, a pair of colorful patchwork pants that Hailey Bieber packed on her Cabo getaway, or a coat that was quite literally lifted off the runway and onto Dua Lipa, the following eight designers you're about to discover here all seem to be igniting the internet in one way or another. I'll note that people who keep a close eye on fashion's happenings may be familiar with these names, but I think they'll be a fun discovery for many.
Ahead, see the celebrity looks that are making these brands take off and then shop uor favorite pieces from each.
If you're as deeply immersed in the aesthetics of Hot Girl culture as we are, then this up-and-comer Cultnaked absolutely needs to be on your radar. The Ukrainian brand is serving up the coolest going-out pieces we've seen in a while, including their signature super-short mini skorts and, of course, the Kendall Jenner-approved chocolate leather ensemble that put them on the map earlier this year.
Shop the matching Choco Bar Trousers ($210)
Cool knitwear is almost always irresistible, and Knorts is definitely no exception. Knit by hand on looms in L.A., the little crop tops and flared leggings are meant to be a tromp l'oeil—is it denim? is it knitwear? That's the intrigue of the brand, which counts Sza and Kendall Jenner as fans and is easily shoppable on Revolve.
Picture this: you've just booked your dream beach trip somewhere tropical and now need to start planning your vacation wardrobe. You're wearing Siedrés, naturally. The Spanish-based label has made a name for itself with its saturated and kaleidoscopic prints that are both retro and decidedly modern. This summer alone, their knit patchwork pants have already emerged as an It piece, as worn by Emily Ratajkowski and Hailey Bieber.
Calling all my Gen Z friends (and anyone with a nostalgic style sensibility), I found the next brand you're going to stan. Filled with trippy prints, risky hemlines, and body-hugging mesh silhouettes, Omighty is a TikTok kid's dream. No wonder Addison Rae and Olivia Rodrigo are already fans.
Barely a few days had gone by after Luar presented their collection at fashion week before Dua Lipa stepped out in a coat and bag from the brand's spring/summer 2022 collection in New York (with her boyfriend Anwar Hadid, Yolanda Hadid, and the couple's dog Dexter in tow, no less). Designer Raul Lopez who is also the co-founder of Hood by Air may be a resident on the scene, but Luar is still a relative newcomer. Yet after a notably buzzy S/S '22 runway and this epic street style moment, they're officially on our shortlist of ones to watch.
So you think you've seen every last trendy retro bikini on Earth? Think again. Blackbough Swim is the affordable brand you're about to obsess over despite the fact that it's—checks notes—October. Nearly every fun-loving print these bikinis come in is mirrored on bandanas and sarongs so can create a fully-coordinated beach look which, if you ask me, is the best way to wear the brand.
Shop the matching Martini Bottoms ($45)
We have a soft spot for Tank Air here. It's not the first time we've highlighted the brand's ethereal basics and it certainly won't be the last. But we felt compelled to include them here again seeing as the Instagram gallery Bella Hadid shared in their Hand-Painted Silk Dress projected the label to new heights of fame.
Curious where Hailey Bieber's crochet checkerboard bucket hat is from? Because same. When we spotted the star donning the trendy accessory (and then subsequently fashion insiders all over Instagram), it immediately plunged us down an internet rabbit hole to find their source. Their maker? Emily Levine, a small Milan-based brand offering its signature handmade hats as well as jewelry and a few flowy garments with the same carefree energy.
