6 Instagrams to Follow If You Like Uncovering New Fashion Brands

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(Image credit: @emnitta)

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 labels and give them a platform like Who What Wear. It makes my heart sing.

We do a number of stories highlighting new brands to watch in this space, but I'll let you in on a little secret: many of my discoveries actually come from the same few stylish ladies I follow on Instagram. I love that these women always make a point to champion smaller labels and I often turn to their feeds to see who and what I should be paying attention to now. Curious to see all the new fashion brands I've taken note of through Instagram? Continue on to shop these new-to-me labels and see the accounts I found them through.

@emnitta

Brand Discovered: La Manso

Before celebs like Dua Lipa and Bella Hadid were flaunting the fun plastic rings from this Spanish label, I spotted them in Emna's feed and immediately took note.

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(Image credit: @emnitta)

Brand Discovered: Marcia

If you've seen these side-cutout dresses flooding your social media feed lately, you're not alone. The silhouette has been a popular one on the influencer front and the brand behind them is Marcia, a fully sustainable label handmakes each creation in France.

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(Image credit: @emnitta)

Brand Discovered: Nué

It's hard to miss Nué when you see it—their shimmery disco ball-like tops definitely stand out. I spotted the crop top below on Emna's feed and promptly realized that the rest of the collection involves plenty of party-ready pieces that are just as stunning.

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(Image credit: @emnitta)

@champagnemani

Brand Discovered: Sunnei

Imani's accessory game is always 10/10, so when I spotted her wearing these "dipped" hoops, I raced to the tagged accounts to discover their maker, Sunnei. In addition to their colorful selection of rubberized earrings, the label also does cool bags and ready-to-wear for men and women.

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(Image credit: @champagnemani)

Brand Discovered: Tyler McGillivary

Tyler McGillivary's eponymous line has been around for a few years, but I'm seeing her pieces pop up more and more in my Instagram feed, and her new retro-printed pieces are her best yet, like the warped checkerboard top Imani wears below.

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(Image credit: @champagnemani)

@alyssainthecity

Brand Discovered: Balou

The only thing better than stumbling upon a new indie label? When you stumble upon one that happens to also be 100% zero-waste and made-to-order. Balou, as discovered by Alyssa Coscarelli, focuses on funky prints and relaxed, everyday silhouettes. Their printed pants are not to be missed.

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Brand Discovered: Follow Suit

Swimwear brand Follow Suit is meticulous about the fit of each style and every sample is personally tested by the founder and her friends over several wears. Also, they happen to make some of the most cheerful prints out there.

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Brand Discovered: Neutra

In case you couldn't tell, we love a good risqué look over here, and Neutra is our latest find. The brand specializes in "negative spaces" like the exposed thong trousers Alyssa wears and an array of cool cutouts, all with a minimalistic bent.

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@bettinalooney

Brand Discovered: Maygel Coronel

Rarely is swimwear so stunning it could attend a black-tie affair, but the designs from Maygel Coronel are the exception. The Colombian label has some of the most beautiful suits I've seen, with elements like dramatic ruffles and puffed sleeves.

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(Image credit: @bettinalooney)

Brand Discovered: Daphine

London-based jewelry label Daphine jumped onto my radar via stylist and personal shopper Bettina Looney. I've long admired Looney's jewelry collection, especially these sculptural rings by the British designer, which are now on my personal wishlist.

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(Image credit: @bettinalooney)

@bellathomas

Brand Discovered: Sir

Australia is a treasure trove for cool brands and of course, the best way to uncover them is by following the stylish Aussies who wear them. Enter Bella Thomas, one of my favorite follows, and Sir, a line of minimalistic summer dresses you need to know about if you don't already.

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(Image credit: @bellathomas)

Brand Discovered: Hereu

Another label I've discovered through Thomas is Hereu, whose unique bags and shoes stand in a category all their own.

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(Image credit: @bellathomas)

@_magda__

Brand Discovered: CULT.FORM

Cult.Form's fancy bike shorts and leggings are like a time capsule from the '80s.

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(Image credit: @_magda__)

Brand Discovered: Mon Cher Moi

If you have yet to hop aboard the colorful and crafty ring train, mon cher moi is your next ticket. Just be sure to set your alarm to shop their next drop so you can snag a ring or two before they sell out.

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(Image credit: @_magda__)

Up next, 33 pieces of fine jewelry I'm eyeing because a girl can dream.

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Senior Editor

Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate assistant editor. Anna has penned a number of interviews with Who What Wear's cover stars over the years, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels last year, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.