16 Cult Fashion Brands That Make Every Wardrobe Look 100 Times Cooler

If you’re as style-obsessed as we are—which, given that you’re reading this, we can presume a warm, round YES—your social media streams and fashion news networks are a constant (and ridiculously paced) source of style inspiration. Be it shoefies or OOTDs that catch your eye, you’ll have noticed one thing that all put-together fashion girls have in common: under-the-radar newness. Cult brands, unorthodox colour combos, unexpected trims and details and where-did-you-get-those accessories all make for a contemporary, cool look. But how do these girls keep up? The key is to keep one eye on the hip new names to know whose front rows are filled with the industry’s insiders but whose wares haven't yet reached the mainstream.

With this in mind, we searched high and low for the newest labels, each of which has the seal of approval from our favourite street style stars around the world and is set to go big next season. From an instant-sellout baby bucket bag and the statement earrings that will soon be clogging up your feeds, we’ve also been won over by a one-item-fits-all approach with brands focussing solely on that perfect dinner jacket or embellished slipper.

Our crib sheet to the key new brands to know for next year is a lesson in daring details; designers are focussing on perfecting our everyday essentials and endowing them with that extra-special something. The beauty of these box-fresh brands is that they’re destined for great things but thus haven't been overexposed. So snap up our shopping list while you still can—it’s a worthy investment.

Keep reading to see the best new brands for 2017 that you can snap up already…



Getty Images

Founded by Sarah Staudinger and George Augusto in downtown Los Angeles in 2015, Staud aims to create chic essentials. And even though the price point is excellent, basic it certainly is not. Although velvet suits, pinafores, neckties and billowing flared sleeves do make for a set of A-class urban essentials for any fashionista today… Not to mention the furry bag that keeps selling out.

Staud’s retro-meets-ultra-modern point of view bestows each garment with timeless cool.

Blazé Milano



The brainchild of three ex-Elle Italia girls— Corrada Rodriguez d’Acri, Delfina Pinardi and Sole Torlona—Blazé Milano pedals only exquisitely cut blazers. With special signatures like curved pockets, contemporary-cool contrast trims as well as beautiful velvet renditions, these jackets have been spotted on the fabulously dressed Veronika Heilbrunner, Alexa Chung and Leandra Medine.

Anissa Kermiche


Always Judging

Engineer trainee Anissa Kermiche broke free from her expected career path in a rebellion of the most beautiful sort. Having studied at Central Saint Martins, her beautifully hewn jewellery celebrates the female body—from breasts to middle fingers—in the wittiest of ways. Her scrunched gold earrings have garnered fans like Emily Weiss, Camille Charrière and Courtney Trop of Always Judging, pictured here.

Simultaneously clean but glamorous, these earrings a firm hit with the fash pack.




Glenn Martens’s brand Y/Projects was shortlisted for this year’s coveted LVMH prize and promptly joins the roster of must-know brands at Browns Fashion for this season. Between deconstructed bombers and hoodies come ultra elegant items like tweed bustiers and velvet cutout tops, all of which amount to a capsule of standout, statement pieces from this streetwear brand.

Velvet with a cold shoulder = a key item among Browns Fashion’s exclusive buy.



Getty Images

The definition of beau fille? Handsome girl. Designing a host of playful masculine-feminine pieces, Canadian sisters Chloé and Parris Gordon’s sculpted yet sensual silhouettes are right on time for fashion’s obsession with all things boyish but sexy. 

At once voluminous and revealing, this wrap top is the tops.

Magda Butrym


Pandora Sykes

Sliced frills are ubiquitous to Magda Butrym’s elegant, eponymous line, be them in the form of cascading silk or lining the edges of off-shoulder dresses. This season, the blogger brigade has come out in full, supportive force, with snaps from Song of Style, Style Heroine and Pandora Sykes all confirming the brand’s coveted status.

Up the ante of the cold-shoulder trend with this ruffled, grunge-inspired floral print.



Style Du Monde

Hot new brand from veteran street style stars Giorgia Tordini and Gilda Ambrosio, Attico, is gaining fashion fans thick and fast. Tordini and Ambrosio know exactly the pieces to get you papped and their silk, boudoir-ready robe dresses and mix-and-match anklet heels are undeniably Instagrammable.

Take your nightwear into daytime with this Kimono-style layering dress.




Statement flats are the stuff of style dreams. Thus Sanayi 313, with its array of exquisitely embellished slippers, brimming with gold filigree and silk fringing, are your newest mules to know; the exaggerated points add the perfect punctuation to a simple look. 

Multicoloured metallic fringing = stupendous slippers.

Rejina Pyo


Style Du Monde

Korean-born Central Saint Martins alumni Rejina Pyo has been a hot ticket at LFW for several seasons now and her block-coloured cashmere coats have been spotted all over the front rows too. Now, her ladylike yet ultra modern dresses are being snapped up fast thanks to high-profile fans like Kate Foley and Yasmin Sewell.

Just in time for the holidays, Rejina Pyo’s too-cool tinsel dress is party-perfect.

Simon Miller


Alice Point

This tiny Bonsai bucket bag has turned formerly menswear-only designer Simon Miller into a fully fledged cult brand for fashion girls everywhere. Barely larger than the wearer’s hand, these hoop-handled miniatures have sold out over and over on Net-a-Porter. Those addicted to his Japanese-meets-American design sensibilities (Alexa Chung we’re talking to you) will love the shoulder strapped versions that have just dropped at Avenue 32. 

Berry hues make this tote a standout piece in the collection.

Sandy Liang


Getty Images

Fun fur accoutrements account for the most on-trend of outerwear we’ve been seeing this season. Another NY fashion week darling, Liang’s oversize bikers and clashes of vinyl and shearling offer another on-point answer to masculine-meets-feminine fashion. With cute pops of colour and delicate details, she’s a new brand to snap up over at Browns Fashion.

Throw this metallic cookie monster jacket over your everyday winter ensemble, and poof! Perfection.



Getty Images

Kanye is a fan of Virgil Abloh’s menswear designs, as snapped up by both Brownsfashion.com and Matchesfashion.com. Coming to Net-a-Porter for S/S 17, though, is the urban luxury brand’s expertly executed womenswear line, filled with overblown shirting and über-layered sportswear. Treasures from the A/W 16 collection can already be gleaned from Farfetch.

These velvet patch jeans mark Off-White as a streetwear label to know.

Sies Marjan



Sander Lak’s play on silk, velvet and tailoring offers a very contemporary approach to sophisticated style. Luxe jacquards and trimmed silks come ready layered and draped in the most street style–savvy way—worthy of no less than Veronika Heilbrunner.  


Dress it up or down, this knotted silk blouse is an outfit game-changer.

Brother Vellies



Aurora James knows what fashion girls want: footwear that’s fluffy, fun and a little clunky. James’s brand Brother Vellies champions sustainability via her providers in South Africa, Kenya and Morocco, and with the brand's irresistible candy hues have made it into many a shoefie already.

Block-heeled sandals with shearling: Impractical, yet perfect in every way.



Pandora Sykes

The dinner jacket has endured a luxurious revamp courtesy of Les Smokings afficiando, Lebanese-born designer Racil Chalhoub. Rendered in plush velvets and shantung silks, her 15-strong jacket collection is teeming with luxury essentials for her globetrotting clientele.

Throw a luxe tux jacket over anything for an instantly evening-appropriate look.

Saks Potts


Getty Images

It won’t seem surprising that Pernille Teisbaek and Leandra Medine are fans of Barbara Potts and Cathrine Saks’s new brand Saks Potts since its current collection is peppered with street style–worthy colour pop sheepskin coats. This label is one to watch for summer too, though, with its gingham coat dresses and boxy ‘70s floral shifts to come.

How better to liven up a grey day than with this armful of fun fur?



Getty Images

Monse founders and designers Laura Kim and Fernando Garcia forged their trade at the cutting tables of Oscar de la Renta, so it’s no surprise that their fledgeling brand already boasts must-see status come NY Fashion Week. Silks, striping and oh-so feminine shirtdresses and tailoring have asserted this label’s key credentials from the off.

Silk pinstripes mean red carpet–worthy workwear is on the menu this season.

Back to the here and now—are you yet to find your best winter coat ever?