The Year Is 75% Over, But These 2018 It Brands Will Live On

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(Image credit: Christian Vierig/Getty Images)

It's been an exciting year as far as new, growing, and revived brands are concerned. More than ever, when people ask me what my favorite brand is, I don't really know what to say. I usually just provide a lengthy list that probably overwhelms the person who asked the question. Like many among us, I'm a person with a lot of brand loyalty and tend to purchase from certain ones on repeat. But with all the It brands out there in 2018, my wardrobe is looking more diverse than ever.

The beauty of the fashion landscape in 2018 is that a brand doesn't have to be designer to be considered an It brand. In fact, many of the brands on this list have an average price point of far less than their luxury counterparts, which is understandably refreshing. Not only that, but every It brand on this list has the potential to still be around a decade from now, as most make both classic and "trendy" pieces. Without further ado, read on to find out which 18 brands are It brands (with staying power) in 2018, and shop a highly covetable pick from each.

Rixo London

By Far

Staud

Fendi

Nanushka

Réalisation

With Jean

Rejina Pyo

Re/Done

Bagatiba

Jacquemus

Off-White

Ganni

Pixie Market

Alessandra Rich

Khaite

Dôen

Paco Rabanne

Next up: all the It items of fall 2018 (so far).

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Allyson Payer
Senior Editor

Allyson is a senior editor for Who What Wear. She joined the company in 2014 as co-founder Katherine Power's executive assistant and over the years has written hundreds of stories for Who What Wear. Prior to her career in fashion, Allyson worked in the entertainment industry at companies such as Sony Pictures Television. Allyson is now based in Raleigh, North Carolina, and is originally from Baton Rouge, Louisiana. She holds a BFA in theater. Her path to fashion may not have been linear, but based on the number of fashion magazines she collected as a child and young adult, it was meant to be.