I Spent Hours Scrolling Through Nordstrom—I'm Losing It Over These 10 New Brands

I've been a Nordstrom shopper for life, but January is all about newness, so I wanted to find the brands that will add something fresh to my 2022 wardrobe. And I certainly was successful in this task. There's a lot out there on Nordstrom that simply cannot be easily found with a naked eye. It can take some digging to pick out the winning items that are truly worth buying into. Lucky for you, I've done all of the heavy lifting.

I love shopping for small and upcoming designers, but nothing is easier than heading to one of my favorite stores like Nordstrom that already have all of my shipping and payment info plugged in. The best of both worlds is when I can discover the new kid on the block on one of my favorite sites. During today's extended scroll, I stumbled across Black-owned brands that are truly on the rise and a designer whose work is straight out of a fairy tale. Your new favorite brand awaits you below.

WALES BONNER

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(Image credit: @lucywilliams02)

I love knitwear, and that's one thing Wales Bonner does best. So naturally, it was the most pleasant surprise to find a few of the brand's buzzy pieces floating around on the Nordstrom site. The brand originated as a menswear fashion house, so if you love tailoring, anything oversize, and a luxury take on sportswear—here's a designer you need to know.

ISA BOULDER

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(Image credit: @chainkyr)

This designer has been known for its statement swimwear, but Nordstrom has captured the best of the label's ready-to-wear as well. I'm planning a few vacations this year and can't pack my bags without something from this fun brand.

SKIMS

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(Image credit: @paigeleneigh)

Yes, that's right. Skims is finally on Nordstrom. After months of seeking out some of its sold-out pieces, I just found out we can now shop everyone's favorite brand with so much ease, and it feels like the retailer has everything in every size.

YANYAN

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(Image credit: @cinnamonryan)

Bright, colorful, and fun, YanYan is the brand that any eccentric girl should get to know. I just found out the designer's name means "everyone" in Cantonese, and that is pretty cool.

K.NGSLEY

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(Image credit: @ariannabaq)

Now that's what I call an elevated basic. This brand creates unisex pieces that make fashion fun for everyone. As the brand is Black and LGBTQ owned, inclusivity is in its DNA.

VAQUERA

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(Image credit: @champagnemani)

Vaquera is a designer that knows how to take fashion to the next level. The brand has New York in its DNA, and that breathes life into each of its designs.

KATHRYN BOWEN

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(Image credit: @kathrynbowen__)

The "naked" trend my co-workers are obsessed with is thriving at Kathryn Bowen. The label offers uniquely shaped garments with sophisticated cutouts and so many unexpected finds. The best part is the brand specializes in slow fashion.

COLLINA STRADA

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(Image credit: @alwaysjudging)

One of my favorite designers to watch during fashion week, Collina Strada, is the coolest. Sustainability is at the forefront of the brand's ethos as well as social awareness and self-expression. 

AMY CROOKES

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(Image credit: @amycrookes)

All of these brands simply shout fun, and Amy Crookes is no exception to the rule. The brand is known for shirred fabric and bright prints, so if you're looking for statement shoes, this would be a great place to start. 

DAUPHINETTE

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(Image credit: Naoko Maeda)

Each brand in this collection feels like a one-of-a-kind special find. And that's how the designer of Dauphinette treats the slow, handmade process that comes along with many of the brand's items. A fantasy world comes to life, and every time I walk past its West Village store, I smile.

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Associate Editor

Sierra Mayhew was always destined to work in fashion, but she didn't know it at first. Growing up with no choice but to wear a rotation of school uniforms and activewear, her love for fashion really blossomed when she moved away for college and was able to finally define her very own personal style. Shortly thereafter, she interned at Elle magazine and instantly knew that editorial was for her. After graduating from the University of Notre Dame, she worked for ShopBazaar, contributing regularly to Bazaar.com, and finally made her way to Who What Wear, where she is an associate editor. When she’s not working, you can catch her always trying to catch a flight, trying the latest fitness craze in New York City, or exploring luxury vintage boutiques.