When it comes to fashion brands, I’m constantly discovering new ones. I’m regularly being pitched about up-and-coming brands and seeing them IRL at press appointments. But I’m also seeing fresh talent pop up in my Instagram feed on fashion girls who have cool style, noticing them on editors at the Who What Wear office, and hearing about some through word of mouth from friends.
When it comes down to it, each month I learn about hundreds of new brands through these different channels. It’s hard to narrow it down, but I want to highlight some especially cool labels that are on my radar and deserve some extra attention—including everything from cool bag brands to the best It sunglasses to the swimsuit brand I can’t wait to get my hands on. Ahead I’m breaking down the best new fashion brands to pay attention to right now. Trust me—you’ll want to add each of these to your cart very soon.
An NYC-based brand started by sisters, the collection is full of romantic floral dresses as well as cool streetwear.
Available in sizes 0 to 12.
Available in sizes XS to XL.
Beaded bags have been having a moment, but this new shape is sure to be the next big thing.
Available in one size.
Available in one size.
An L.A. brand founded by designer and model Eliana Gonzalez, you’ll be sure to spot these pieces on cool girls everywhere.
Available in sizes XS to L.
Available in sizes XS to L.
A favorite among celebs like Kendall Jenner and Bella Hadid, this is what you’ll want to slip into for serious cool-girl vibes.
Available in sizes XS to L.
Available in sizes XS to XL.
The Swedish sunglass brand has strong shapes and graphic patterns that make a statement.
Available in one size.
Spotted on celebs like Hailey Baldwin, this label’s swimwear is something to watch (and order).
Top and DG Visions Bikini Bottom ($78) available in sizes XS to XL.
Top and DG Lure Bikini Bottom ($82) available in sizes XS to XL.
If you’re looking for an interesting new bag with a unique shape, look no further than Complet.
Available in one size.
Next: Shop everything I wore this month.
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Fashion People in London Are Pinning This Anti-Designer Bag as the Must-Have Accessory of 2025You'll never guess who makes it.
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This Loud Bag Trend Has Fully Infiltrated European Women's WardrobesIt makes every outfit better.
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This Refined Bag Trend Is on Its Way to Dethroning Shoulder BagsAs seen on Nara Smith.
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Sorry to My Go-To Accessories, But I'm Replacing You With This Rich-Looking TrendTruly the easiest outfit upgrade.
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This French Brand Has the Perfect Anti-Canvas Tote—and It's Already TrendingIt's time to say goodbye to that scruffy old canvas shopper.
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Forget Black—Celebrity It Bags All Have This One Color in CommonIt's just as timeless.
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I Get Compliments Every Time I Wear This 20-Year-Old It BagLike a fine wine, it gets better with age.
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I've Lived in NYC and Boston—Here's Everything I Think Is Chic for WinterStay warm without sacrificing style.
