19 It Brands and the Best Item to Buy From Each This Season

We love an It brand here at Who What Wear. Constantly on the lookout for the newest ones and always stalking Instagram for the latest pieces from the brands everyone wants, you can consider us a trusted source for "It brand" content. But you probably knew that already. We, of course, tell you what the biggest It brands are on a regular basis but I'm taking things a step further with this story and telling you what the best item is from each.

So why just one item? I don't know about you but sometimes I just want the guesswork taken out of shopping, and that's coming from someone who shops all day for a living. Knowing what that one standout piece is for any given season can tell you a lot about the current trends and the brands' collections. Now I know that this list is partly subjective, but as basically a professional shopper, I can assure you you're in good hands.

Keep scrolling to shop the #1 piece to buy this season from 19 of the most popular brands there are to shop right now.


Pictured: Jacquemus bag

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No one does sexy knits quite like Jacquemus. I predict this one is on its way to a swift sell out this season.

Christopher Esber

Christopher Esber top



Pictured: Christopher Esber top

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Wearable pieces with special details is what Christopher Esber is known for. I don't know many fashion girls who wouldn't fall for this perfect top. The matching skirt is a beauty too.

Frankie Shop

Frankie Shop



Pictured: Frankie Shop suit

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You know those shoulder-pad tanks everyone is obsessed with? Now it comes in a dress version.

Loulou Studio

Pictured: Loulou Studio sweater

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If all you want in life is a chic, beautifully made sweater that you'll wear for years to come, you're welcome because I've found it.


Pictured: Khaite dress

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Flat boots are happening, people. Music to my ears. Khaite boots are the definition of a cult item, so don't be surprised when these sell out.


Tove Studio dress



Pictured: Tove dress

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This beautiful dress became popular this summer, but the black iteration is also fall-appropriate—especially if you layer a turtleneck under it.


Prada outfit



Pictured: Prada bag and shoes

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You probably thought I was going to say the chunky loafers, but as soon as I saw this stunning logo-embellished coat, it was all I could think about.


Nike sneakers



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I love an affordable It brand, don't you? These pants have been trending on Nordstrom from the moment they were released.


Coperni clothing



Pictured: Coperni top

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Coperni is the new brand that every influencer is losing it over. Based on this dress, can you see why?


Sleeper pajamas



Pictured: Sleeper pajamas

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Everyone knows Sleeper as the sleepwear brand that everyone wears outside. Just imagine how chic this set would look with a trench thrown over it and a pair of ballet flats.

By Far

By Far boots

Pictured: By Far boots

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Me and my fellow Who What Wear editors are thoroughly obsessed with these anklet loafers. By Far just never disappoints.

Bottega Veneta

Pictured: Bottega Veneta shoes

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These special boots had a lot to do with the lug-sole boot trend that's captured everyone's attention this fall. If you love them, get them before you can't anymore because they're going fast.


Doen dress



Pictured: Dôen dress

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The print on this perfect Dôen dress is simply dreamy. Pair it with boots this fall if you live in a cooler climate.

New Balance

New Balance sneakers



Pictured: New Balance sneakers

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Surprised I didn't choose a pair of sneakers? You probably already have New Balance sneakers, so I went with this new jumpsuit from the epic New Balance x Staud collaboration that recently dropped.

Lirika Matoshi

Pictured: Lirika Matoshi top

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You know that strawberry dress that went viral this summer? This gorgeous top is by the same designer.

Museum of Peace & Quiet

Museum of Peace and Quiet hat



Pictured: Museum of Peace & Quiet hat

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Museum of Peace & Quiet is the cool on-the-rise brand that's captured the attention of celebrities like Rosie Huntington-Whiteley and many others on my Instagram feed, at least. This sweatshirt is highly coveted.


Pictured: Simonett sweater

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This It brand's knit pieces are constantly sold out but it's these vegan leather pants that I have my eye on. And they complement sweaters particularly well.

Maison Cleo

Maison Cleo top



Pictured: Maison Cleo top

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If you want a Maison Cleo piece for yourself, you better set your alarm (they release new styles every Wednesday at 12:30 p.m. EST), because this French brand has many fans. But you can get this chic top at Net-a-Porter.


Bottega Veneta bag



Pictured: Nanushka top

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This bodysuit-sweater hybrid by Nanushka is a Who What Wear editor favorite. No more struggling with trying to tuck your sweater into jeans (which is something us fashion girls like to do from time to time)