Even before I became an editor, research was always a hobby of mine, as long as I can remember. That curiosity naturally extended to fashion and shopping, making brand discovery one of my favorite pastimes and now one of the most rewarding parts of my work.
I’ve always loved discovering new places to shop, particularly unconventional spaces where fashion, art, and culture overlap, and those who embrace unbridled experimentation and self-expression.
Some of my go-to starting points for brand discovery include keeping an eye on first-time showers during Fashion Month, going down TikTok rabbit holes, looking at Central Saint Martins graduate designers, and browsing stores known for their niche curation, such as Alta Store, APOC, Ap0cene, Bomi, Café Forgot, Forecast, Komune, Maimoun, and Tangerine. If there’s a celebrity whose style I consistently gravitate toward, I’ll often look up their stylists for inspiration: Dara Allen, Harper Slate, Nancy Kote, and Spencer Singer, to name a few.
Below is a look at the standout emerging fashion brands I discovered in 2025, along with what I’d buy from each, from labels that have been around for a while but are new to me, to ones just getting started.
Geel
The Los Angeles label Geel has been one of the brands I’ve loved most this year. Most pieces are under $200, and the Brynn Skirt has easily become my most-worn item. I can’t wait to buy more.
Chimi
The sunglasses brand I couldn’t stop coming back to this year was Chimi, an independent label based in Stockholm. I first discovered it on TikTok after noticing someone I follow in L.A. wearing a pair. If you’re in New York City, I highly recommend visiting the Soho store as well.
Merrma Earth
I found out about Merrma through creative stylist and content creator Ailie Smith. Designed in Paris and made in Europe, the brand creates beautifully handmade hair accessories. The website shares: “‘Merrma’ comes from the Wagiman language: ‘walking by the water, looking for something with your feet.’ A symbol of our love for nature and for women—a symbol of transformation, sisterhood, and the quiet rituals of care: braiding hair, holding hands, gifting each other shells on the beach.” I personally want the Jet River Claw Clip, which are sold at Tangerine in Brooklyn.
Olga Joan
Another discovery through Smith was Olga Joan, one of the brands I’m most excited to order from. I can’t get over the vibrantly colored Bias Mini Skirts and Ribbed Singlets for next spring/summer, nor the new ‘Pomodoro’ holiday line—six pieces in a bright tomato red.
Gabe Gordon
I covered Gabe Gordon's Spring/Summer 2026 collection in a roundup of standout emerging brands at September’s New York Fashion Week. The brand has since become a familiar presence on the NYFW calendar, and I’m already looking forward to seeing what Gordon presents in February.
While the label is best known for its knitwear, Gordon recently launched its second fragrance, Hardbody. Following the debut scent, Horseplay, the perfume features notes of latex, rose, metal, and leather. It’s described as a fragrant interpretation of the latest collection, inspired by J.G. Ballard’s Crash, David Cronenberg’s film adaptation, and Madonna’s Erotica.
Permanent Vacation
Operating in projects rather than seasons, Melbourne, Australia’s Permanent Vacation doesn’t follow the traditional seasonal calendar. Focused on high-quality, easy-to-wear, classic clothes, each project is available online for a limited time, until the pieces sell out. I can't wait to try it.
DémodéMODÉ
“If you love Paloma Wool, you’ll love…" roundups keep appearing on my For You Page on TikTok, which is how I discovered DémodéMODÉ. At first glance, I immediately knew I liked it. I'm currently considering the Agosto Skirt, Hailey Swirl Skirt, and Hailey Off-Shoulder Dress.
Brooke Callahan
Sometimes I struggle with bringing color into my wardrobe as someone who gravitates toward minimalism, but Brooke Callahan makes me feel like I don’t have to choose. She designs the kind of clothes I’d be happy filling my entire closet with since it's all so easy to mix and match. I want the Tie Skirt, Column Skirt, Straight Skirt (and honestly, everything).
Rue Sophie
If you’re looking for the perfect trench coat, I think I found it at Rue Sophie. Often compared to The Row (but without the price tag), all of their outerwear is incredible. Many of our editors are obsessed with the Los Angeles based brand for its elegant and understated designs.
Belle Anna
Belle Anna was founded in 2018 by Annabelle Noelle, who came to fashion following a background in film. That perspective gives the line a distinct point of view, unburdened by convention. I’m especially drawn to the dresses (the Flore in Mist is at the top of my wish list) as well as the coordinating top-and-skirt sets and swimwear.
Fruity Booty
When Fruity Booty did a pop-up in NYC this year, I made sure to go. I’d been eyeing their swimwear for ages and finally got my first set. Beyond that, I can’t wait to get a dress from them as well. I love how playful and fun everything is.
Oori Ott
Hannah Park's Oori Ott is a bit of a re-discovery for me. I knew of the brand many years ago when it first launched, but came back across it totally revamped this year. The name, which means "our clothes" in Korean, is inspired by "nostalgia, traditional Korean aesthetics, and the way the designer’s mother dressed in the 90s and early 2000s."
Charlie Beads
Founded by Charlie Hourston and supported by Margot Menveg and Jaden Power, Charlie Beads uses deadstock fabrics. If I could pick only one item, it would be the 90’s Bias Skirt. With so many color options, my personal favorites are navy polka dot, white and black plaid, pink, grey, and white. Other items on my wish list include… and they now even offer the cutest personalized embroidery, too.
imnotamorningperson
I first noticed Carolyn Chang wearing the 70s One-Shoulder Top from imnotamorningperson on TikTok, a brand I hadn’t heard of until then. Since that moment, I’ve picked up the Sai Bag and the now-sold-out Spotty Capri Pants in Black Polka Dot, both of which I absolutely love.
Piatori
I first spotted the Joy Dress by Piatori on Clairo and have wanted it ever since. Designed and made in Florida, the brand embraces slow fashion with timeless, made-to-order garments.
Conner Ives
Born and raised in Bedford, New York, Conner Ives relocated to London in 2014 to pursue a BA in Fashion Womenswear at Central Saint Martins, where his self-titled line is now based. Drawing on memories of childhood, many of his pieces are made from dead-stock or vintage materials. I’m especially drawn to the abstract horse-printed Silk Chiffon Equine Dress from Fall/Winter 2025’s All That Jazz collection.
Judy Turner
Judy Turner, created in 2018 by Conley Averett, has a studio based in Tribeca, NYC, and is stocked at retailers like Farfetch and L'Ensemble. Named after Hollywood icons Judy Garland and Lana Turner, the brand is known for its inventive reimagining of knitwear.
Mais X Frida
My Instagram ads lately have been spot on, including the Mais X Frida one that popped up. Started by Carlota Marta in 2017, there’s a warmth you can feel in their designs.
At First Sight Studio
Judit Oms created At First Sight Studio in 2021, a line based in Barcelona. There’s a clear intentionality in her work toward a more conscious industry, with a commitment to local production and small collections that are thoughtfully designed and ethically produced. The brand’s About Me section reads: "The aesthetic is distinctly Mediterranean: warm, romantic, and sensual, with a feminine and laid-back elegance that feels both timeless and modern."
Lamia Lagha
Based in Paris, Lamia Lagha was born and raised in Germany with Tunisian roots and studied fashion design. Her work is both bold and timeless, drawing inspiration from her love of cinema, Tunisian traditions, and minimalist German aesthetics.
Tyler McGillivary
I recently had a reintroduction to Tyler McGillivary’s designs. The New York clothing label has been around since 2019 but came back into my orbit when I complimented a dress my friend was wearing from the brand. Influenced by folklore and rare botanical catalogues, it has a cult-following, especially among maximalist dressers.
Zoe Anna Gustavia Whalen
Zoe Anna Gustavia Whalen is doing truly special work right now. It’s exactly the type of brand I look for—one that goes beyond fashion itself, with a whole narrative world and art practice behind it. The shows feel more like performance art, and every detail is handcrafted and thoughtfully considered. There’s an earnestly mystical quality to it.
Tigra Tigra
I came across Tigra Tigra while at Tangerine in Brooklyn, and their pieces immediately made me do a double take. Founded in 2016 by Bailey Hunter, the line draws from ancient handicraft traditions, collaborating with mashroo weavers in Old Patan, dye masters in Bhuj and Ahmedabad, and artists specializing in embroidery and appliqué in Ahmedabad.
Mel Usine
Stephen Biga’s Mel Usine made its NYFW debut in September and was one of the week’s coolest discoveries. I felt completely transported by its fantastical aesthetic. Having previously worked at Proenza Schouler and Rodarte, Biga is reviving historical dressing with a modern, wearable take on medieval style.
Wed Studio
Wed Studio was one of my bridal discoveries in 2025. It was founded in 2019 by designers Amy Trinh and Evan Phillips, who met as classmates at Central Saint Martins in 2011. The brand has become known for its rebellious take on bridalwear, which immediately caught my attention.
Bru Eyewear
As I watched the Jane Wade Fall 2025 show last February, it was hard not to notice the sleek silver frames on many of the models, including Lisa Rinna. When I got home, I looked into them and discovered they were by a brand called Bru Eyewear.
Campbell Kramer
Best friends Presley Campbell and Alden Kramer have been creating elevated basics from deadstock fabrics in small batches since 2019, driven by a commitment to using only existing materials.
St. Agni
While St. Agni has been around since 2014, the Australian independent label only opened its first U.S. store this past spring. Founded in Byron Bay, it's known for its elevated, timeless pieces, and loved by minimalists.
Kotn
Somehow, I only discovered Kotn this year. Designed in Canada and made in Egypt and Portugal, their website says: "To simplify your everyday. A collection of better basics, built to last from the finest natural fibres."
