25 Brands That Fashion People Love (But Aren't Paid To)

With so many brands out there, finding your favorite or ones that are actually worth your money can be challenging, especially with so many trend-focused brands that are cool one day, and then the next, no one is wearing it. As someone who likes to keep sustainability in mind when it comes to my wardrobe, I hate the idea of ordering pieces that will be cool for the moment but end up in the bottom of my donation pile. As I’m growing my wardrobe, I want to shop smart and invest in the right brands that not only make great pieces that will last a lifetime but also have designers/founders whose message I support and want to represent. It's difficult to find brands that people genuinely love. With so many of our favorite influencers and celebrities signing deals with brands to show them some love for a check, how do I know which brands are actually worth giving my money to or if they just have great marketing?

While looking for new brands worth looking into, I thought, who better to ask than the ultra-chic and stylish editors we have here at Who What Wear? I mean, when it comes to great brands and shopping advice, I have to say that Who What What editors are essentially the dream team. I asked some editors what brands they love so much they’d promote them for free, and the brands they gave me are so good I almost don’t want to share. But gatekeeping just isn’t my style, so keep scrolling to see the coolest brands that fashion people won't shut up about.

I figured we should start with me and my favorites. 

Retrofête 

I’ve said it before, and I’ll say it again: I love party dressing, and when a really good party is coming up on my calendar, the brand I always gravitate toward is Retrofête. I have met the designer, Ohad Seroya, a few times, and every time I get to speak with him, I can tell how passionate he is about making clothes that make you stand out and feel sexy and confident. Many of my favorite looks I’ve worn have been Retrofête. 

Cult Gaia

There’s something about Cult Gaia that has made it a favorite not only of mine but of many of my favorite It girls and celebrities. The quality is always next-level, and the clothes and accessories are designed in such as way that they make everyone do a double take. I love when brands design for women who aren’t afraid to use their wardrobe as a tool to stand out and be seen. Cult Gaia will be one of my go-to brands for life.

Staud 

Every cool fashion person has a Staud piece or two in their closet (or wants one). I wore this brown dress to a show during New York Fashion Week, and I got so many compliments. I love how every time I put on something from Staud, I immediately feel cooler.

Rezek Studio

"We've entered the roaring '20s in full force, and my party attire requires something exciting. When I wear anything from Rezek Studio, people are always asking me where I got my look from."

The Frankie Shop

"Any time I get a gift card to shop at one of my favorite retailers, I zoom to the Frankie Shop section of its site to see what's new. I love investing in wardrobe staples that will last for seasons to come, and if my entire wardrobe were from The Frankie Shop, I wouldn't need anything else."

Vince

"As I mentioned, a brand that creates good wardrobe staples never lets me down. I live for how well-crafted everything from Vince is and am always fangirling over its collections. Currently, these fun pants are high on my list."

Totême

"Totême is one of the rare brands that do everything well—shoes, outerwear, denim, knitwear… The list goes on. I'm a fan for life and would gladly wear its pieces every day."

Reformation

"I've been a Reformation fan since its very early days, and my devotion has never wavered, because its stuff just gets better and better. I love that it's so much more than pretty dresses now and that you can shop for everything from basics to shoes (in addition to an epic wedding guest dress), all in one place."

Mango

"Whenever I'm in a pinch and need something cool for an occasion or trip, I go straight to Mango and always find exactly what I need. Also, I tell everyone that it has some of the best affordable outerwear on the market."

Coach 

"I've always been a fan of Coach for investment pieces, especially the amazing outerwear selection. I’m living in this olive coat, and I have my eye on a moto jacket next."

The Frankie Shop

"When it comes to elevated basics, The Frankie Shop just hits it. I live in this oversize blazer, and I can't imagine my wardrobe without it."

Anine Bing

"Anine Bing makes the best elevated basics. I practically live in the sweatshirts, in particular. Here I am in one of my favorite relaxed silhouettes from the Sport collection, complete with Madewell jeans (another favorite) and no-fail comfy Hanes socks."

Golden Goose 

"One of my favorite sneaker brands? Golden Goose. Yes, they're an investment, but I basically wear them every single day, so the cost per wear is strong. They're just so comfortable."

Khaite

"Catherine Holstein has distilled what cool NYC style looks like at Khaite with elevated staples that are a balance of grit and elegance—and I can't get enough. Khaite also took home the American Womenswear Designer of the Year at the 2022 CFDA Awards, so this is just the beginning of even bigger things for the brand."

The Frankie Shop

"Whenever I'm looking for tailored pieces at a great price point, I turn to The Frankie Shop. I practically live in its suiting, which is why I have an ever-growing collection."

Prada

"Miuccia Prada and Raf Simons never fail to deliver the most coveted pieces of the season, and that especially rings true with stunning accessories like their 1995 Re-Issue bag."

Raey

"Matches Fashion has its own in-house label Raey that specializes in elevated basics, and for some reason, it's not talked about much, even within the fashion industry. I have a few pieces from the brand now, and each time I purchase something, it's better than the last."

Zara

"Zara and I go way back. I've been shopping at the Spanish brand for over a decade now and still manage to get excited whenever I walk into my local store in NYC and find something amazing that I know people will be shocked to find out is from Zara. It's sort of a game for me—that is, finding Zara items that everyone thinks are designer but actually cost me under $100."

The Row

"Mary-Kate and Ashley Olsen's CFDA-winning label The Row is beloved by practically everyone in the industry for a reason: Its collections, season after season, evoke awe in everyone who sees, feels, and wears them. From cult-favorite handbags and shoes to coveted suits, knits, and outerwear, it's all a 10 when it comes from The Row."

Wardrobe.NYC

"Vogue Australia Fashion Director Christine Centenera co-founded the brand Wardrobe.NYC in 2017 in order to make building a capsule wardrobe of all incredible, timeless pieces easy and efficient. Hint: She didn't disappoint. In October, Centenera partnered up with Hailey Bieber, crafting an offering so good it's pretty much all already sold out." 

Paris Georgia

"Paris Georgia knows how to make clothes for women who dress for themselves. The line relies on clean lines and sculpting shapes, and each piece transcends seasons and trend cycles. It's a label I reach for when dressing for an event because the designs are simple but forward and speak for themselves. At this point, I've lost count of how many compliments I've gotten on my heart tank top."

Mansur Gavriel

"Timeless handbags with long-lasting quality are the reason I'll rarely miss an opportunity to gush about Mansur Gavriel. Its midrange price tag and It-girl fan base make it just as exciting to shop but significantly more accessible than most designer bags."

Agolde

"I'm not ashamed to say that I play favorites when it comes to denim, and no one does it quite like Agolde. It's earned a cult following among editors for its rigid jeans in both classic and trendier cuts that are the next best thing to hard-to-source vintage pairs."

SIR

"SIR is the kind of label that just needs to be experienced to truly understand because the fit and quality of its pieces are unmatched. I'm not typically a dress person, but its minimalist and tailored approach always speaks to me."

Nanushka

"I've been a longtime fan of the Hungarian label Nanushka, and the love has already grown over the years. The brand is known for its buttery-soft vegan leather, but I think everything is worth taking a look at. It often uses warm and deep neutrals with pops of saturated shades like fuchsia or cerulean. You wouldn't believe the number of compliments I get when I wear its pieces. (Also, it has stores in NYC and London that I have the best time in, so visit if you can.)"

J.Crew

"I never considered myself a preppy person but have been raving nonstop about J.Crew's recent resurgence. Olympia Gayot has done an impeccable job at bringing back the brand's greatest hits from the '80s and '90s. After all, if something isn't broken, why fix it? The newer pieces also add a fresh and youthful touch that will make your shopping experience much more pleasant."

Rowing Blazers

"Whenever I want to splurge on a fun piece for my wardrobe, I often look to Rowing Blazers. This might be surprising, as I just said I'm not a preppy person, but everything about its knitwear and accessories just seems cool to me. Plus, I have a slight obsession with Princess Diana, and it just so happens to work with the knitwear brands she wore and loved."

Donni

"I'm obsessed with all my Donni pieces in my wardrobe. The brand brings an elevated touch to comfy clothing—the quality and feel of its fabrics are amazing, and its silhouettes feel fresh and are so easy to wear. It's woman-owned, and everything is locally made in L.A."

& Other Stories

"I'm a big fan of & Other Stories, especially for its knitwear, blazers, and outerwear selection. Its pieces feel luxe and elevated yet are reasonable. They have a French vibe about them, which is an aesthetic I love."

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