13 Unknown Brands You Must Know During Fashion Month15.10.2021
Fashion lovers all over the globe know that September or the middle of February are the same time: it’s the right time to see the collections that well-known designers have been working on for six months. The smaller, less-known brands are also worth your attention — not only on the runway. Fashion Month Spring/Summer 2022 Street Style lists a variety of emerging brands worth your attention, each of which is brimming with talent.
Each city approaches street style in a unique way. Copenhagen is a part of the circuit, yes? Residents and guests are well-known for their unique, cool fashion sense. It’s also home to many up-and-coming designers (see Stina Goya and Baum und Pferdgarten, Rodebjer), so you can imagine how the streets fill with newcomers during these festivities. New York is another place where fashion lovers love to find new talent.
Pro tip: Take a look at the Instagram pages of influencers and editors who call New York home, and you’ll find plenty of cool-girl brands.
London’s fashion scene is welcoming new, high-profile faces like Nensi Dojaka and KNWLS. Attendees don’t want to miss out on major names like Gucci, Chanel and Louis Vuitton when they travel to Milan or Paris. This season, however, you’ll notice that attendees such as Courtney Trop, Maria Bernad and Shiona Turini have incorporated buzzy rising labels into their looks (more details below).
Here are 13 emerging brands that were seen on the streets during fashion week. You can expect to see them everywhere on social media over the next few months.
- Tigra Tigra
Tigra Tigra was founded in 2016 by Bailey Hunter. It is a textile and garment studio. Tigra Tigra works with three artisans in Gujarat and one non-profit in Cape Town to produce all of the brand’s products. The price of each piece is determined by the amount of time spent on it, while fair wages are considered. The garments are made entirely by hand using only electricity.
You won’t find these pieces anywhere else. Kat Collings was the editor-in-chief at Who What Wear in New York. She wore the skirt and top of the brand for a full day of events. This message was clear: Funky fashion can also be practical.
Miaou has been a staple brand in the fashion world since its launch in 2016. Alexia Elkaim, founder, was raised in New York, Los Angeles and Paris. She would often spend her time wandering through flea markets, which makes sense when you look at her designs. Models gravitated to the label this season for its off-duty outfits. Ruby Aldridge in New York chose the cow print set while Paloma Elsesser chose a Paris-style cropped cardigan.
- Sir The Label
After identifying a need for minimalist clothing that reflects the Australian lifestyle, Nikki Campbell (best friend) and Sophie Coote (founders of Sir The Label), created the brand. The brand offers simple, cutout dresses, cool swimwear and unique matching sets.
Medea stands out from the many handbags available on the market thanks to its modern shopping bags. The bags were created by twin sisters Giulia Venturini and Camilla Venturini and quickly became a popular Instagram trend. The bags were carried by many people in major cities such as New York and Paris this season, confirming Medea’s growing popularity. Tiffany Luu, a model, brought hers to the Peter Do show (the style was co-designed by the two brands), while Louis Pisano, a Parisian fashion writer, wore a turquoise bag.
- Pura Utz
This is proof that fashion girls don’t only flock to big names in the industry – this season, show-goers in Copenhagen (like Emma Fridsell and Lotta Lavanti) wore Pura Utz handbags and jewelry. The accessories label is made in Guatemala and features a small group of artisans who use their weaving skills to create trendy, beaded pieces. This brand is for you if you love accessories with cute faces, smiley faces and yin-yang symbolisms.
- Christopher John Rogers
Although Christopher John Rogers may not be well-known to New Yorkers, thanks to the many celebrities, influencers and television shows (you remember the Gossip Girl reboot episode), that will help the label make a name. The label won awards such as the CFDA/Vogue Fashion Fund Award for 2019. The label is based in New York. Christopher John Rogers bright and joyful designs will be a hit at any wedding or event.
Miista is most likely responsible for the cool boots and clogs you saw on your favourite influencers during fashion month. The label was created in London and manufactured in Spain. It is the go-to place for trendy footwear. These shoes were very popular in New York and Copenhagen, where they were worn by Doina Ciobanu and Anna Wick.
Are you unfamiliar with Charlotte Knowles’s work? You need to get familiar with it! The London-based label was launched in 2018. It is known for its unique prints, often in the form of a set or fitted silhouettes, and unique footwear. Pieces were worn by celebrities, influencers and models at fashion month (including PalomaElsesser and Maria Bernad). Bella Hadid, Dua Lipa, and others are also fans.
Celebrities like Yara Shahidi and Alicia Keys have supported Khiry’s luxury jewelry brand from the beginning. The fine jewelry pieces are now available on the streets. Sherri McMullen and Chloe King wore Khiry’s high-end jewelry to accessorize their outfits in New York. Kendall Jenner, Megan Thee Stallion, and the Khartoum Hoops were seen in FWRD’s recent shoot. They were wearing the Khartoum Stacking rings and the Khartoum Torc for Essence. There is no sign that the brand is slowing down.
- Nensi Dojaka
Nensi Donjaka has been a big deal, winning the 2021 LVMH prize as well as making a solo debut at London Fashion Week. Celebrities and influencers alike have quickly adopted the brand’s stringy details, and body-hugging silhouettes. Susie Lau was one of the many attendees who wore the brand’s pieces at its show.
Abra, a Spanish accessory label, has been gaining popularity in just one year. Abraham Ortuno Perez, the founder and creative director, set out to start his own label in 2020 after having worked at industry-favorite brands such as Jacquemus and Coperni.
- Aya Muse
Aya Muse was launched in 2018 and is relatively new to the fashion world. Tina Rodiou, the founder, doesn’t necessarily follow fashion trends. Instead, she creates her pieces according to what she likes. The brand’s selection of cozy-chic rib dresses, and matching sets is well received by the public. The label’s Onyx Knit Cropped Top (and Onyx Pleated Knit Mini Skirt) were photographed on Jessie Andrews, entrepreneur, and Eliza Huber, Who What Wear’s fashion editor.
- Christopher Esber
Christopher Esber is not new. In fact, the brand was founded in 2010. However, the brand has been around since 2010, its matching knit sets have gained a loyal following over the past year. The fashion crowd is now gravitating towards the Australian designer’s comfortable dresses. This is an example: Lisa Aiken wore the Yellow Deconstruct Long-Sleeve Mid-Length Dress at LFW. Lauren Eggersten, from Who What Wear, wore sleek dresses from the brand at NYFW. The label offers a wide range of knits, as well as swimwear.