I See New Fashion Brands Every Day, But These 5 Really Stand Out

A high-profile buyer once told me she always checked Who What Wear UK in order to discover new brands—a compliment to be proud of, for sure, but it's also one that also keeps a girl on her toes. We cannot let the fashion industry or our faithful followers down, so I'm here to keep up the good work, starting with a concise list of hyped brands that have emerged over the past month.

During fashion week, it's easy to be overwhelmed by the sheer amount of brands tagged in every outfit picture, and as a result, even harder to decide what's actually worth paying attention to. However, thanks to conversations I've had with insiders, themes I've seen running through feeds, and inside intel as to the new labels our favourite e-commerce stores are proud to be stocking for the first time, I've rounded up a few select brands you should have on your radar.

Keep reading to find out about the best new brands of 2019 thus far, and rest assured we'll be updating the story as and when another needs to join the gang…


Even before fashion month editors, stylists and influencers were keen to carry multiples of these cheeky gift bag–inspired leather handbags; they make for the cutest/most ironic Instagram pics. Coming in a rainbow of colours and various proportions, Medea Sisters' seemingly simple pieces of arm candy speak to a new gen of consumers who want understated luxury goods that still have personality.

Designed by Italian sisters Camilla and Giulia Venturini, Medea's bags are now available at Dover Street Market in London, Selfridges and Moda Operandi. From Insta-famous girls like Courtney Trop and Tina Leung through to celebrities such as Rihanna, this is a highly sought-after product amongst those in-the-know. See whose wearing them and shop my favourite pieces below…

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happy 🖲 ~

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I'd spotted Rowen Rose a couple of times before, but one particular shot this week really cemented my level of interest. Ellie of Slip Into Style posted a beautiful silk-satin halter onto Instagram, and now I'm 100% set on hunting down this dress and buying it, although it doesn't look as though Rowen Rose will have UK stockists until next season (A/W 19).

Rowen Rose is a Parisian brand designed by Emma Rowen Rose that specialises in slinky, figure-flattering dresses perfect for parties and weddings. In addition this season holds some really powerful plaid tailoring in orange and neon yellow—these pieces have also made their way into the influencer stratosphere.

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It’s a girl thing ✨✨✨

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For some of you, The Frankie Shop may not be a new name, but I believe there are still many women who have not yet experienced the greatness of this Parisian boutique. Shipping to the UK is a possibility, but there's something to be said to enjoying the delights of this uber-cool, unique boutique in the heart of Paris. Stocking all of the hippest brands, it has also developed its own line which now has a major following. Over the past six months, it's had quite a few underground smash hits, including a double-jumper in lilac (as seen first on Tiffany Hsu) and more recently a supersized utility jumpsuit and a jumbo blazer. The brand don't stock huge quantities of anything, so if you want in, don't hang around.

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A Moroccan and Palestinian once went to Paris.. #pfw

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Sitting in Paris traffic like

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Goodnight 😉| 📸: @torgonskayaa

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Technically not a new brand but an established name seeing a grand revival, Rosantica has branched out from its core of luxe statement jewellery to dive into the world of decorative handbags. Designed by Michela Panero since 2007, buyers and shoppers are now seeing this bohemian label in a new light. The beaded cages, velvet pouches and tasselled evening bags are the perfect addition to any fancy outfit and are now being stocked at the likes of MatchesFashion.com and Net-a-Porter. You'll still find many a super-fan for the jewellery and hair accessories, and we've spotted all strands of the company's offering out and about during fashion month.

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Act like a lady part due✌🏼

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Details ✨ | Werbung, weil markennennung

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Ukranian brand FLOW the Label has been around for a couple of seasons now but has really started to hit its stride. Designed by sisters Veronika and Viktoriia, the label's penchant for alternative tailoring, loose-fit dresses and slinky separates has made its offerings easy to slot into an existing wardrobe. The colours are often neutral and the fabrics good quality, so you're looking at items that go far beyond being a one-season wonder. Whether oversized blazer or slip dress, there's something ultra-feminine and light about everything these girls create. You can currently shop it via their own e-commerce site, and we're crossing fingers for some UK stockists any day now…

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Sunny side up @chloe #chloegirls

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Well, folks, you heard it all here first.

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