It's that time of year when we get extreme sunny-vacation envy and a whole array of new holiday-ready fashion brands start dominating our Instagram feeds. By no means are we ditching last year's wares, but who can deny the lure of new pieces when there's sun out? From basket-bag purveyors on Instagram to the off-the-shoulder silhouettes, resort wear labels have been taking over the style scene this season.
Whether you're on the hunt for a unique bikini your friends haven't tracked down yet or you're sold on the idea of an "Instagram hat" for your next poolside posing session (well, why not?), there's a hot brand waiting for you. They may be firm favourites among the style set, but you still won't see these relatively under-the-radar labels packed into every carry-on in Heathrow. Click through to see (and shop) this year's defining holiday fashion brands.
From matching silky shorts and camisole sets to pretty playsuits and super-floaty kaftans, Paloma Blue has quickly become one of the coolest brands to be seen in right now. The beautifully crafted silky separates can be worn together or apart, on holiday or back home and come in a selection of subtle prints, guaranteed to stand the test of time.
Naturally, the label has worked its way into the wardrobes of countless style bloggers, and it's easy to see why. The investment pieces are incredibly flattering, fun and easy to wear.
Rosie Fortescue styled her printed Bondi blouse together with the equally chic Cabana skirt, keeping her accessories classic with a basket bag and sun hat—no one could doubt she's on her hols in this look.
It's understandable why Cult Gaia has so quickly amassed such a huge following; the brand's take on the basket bag comes in the form of the crescent-shaped Ark, and it's continually sold out. The Los Angeles–based brand's core collection focuses on this sustainable bamboo design that has been carried by the likes of Caroline Daur, Margo and Me's Jenny Cipoletti and many more of our most-watched fashiongirls.
The price point—not too high, not too low—makes this one of the most accessible brands to invest in, plus we predict the large bamboo clutch will look every bit as chic now as it will when teamed with fine knits and ankle boots later.
While the brand's neutral bamboo-coloured styles are the most spotted across social media, trailblazing girls including Haley Boyd,Marais's designer, have opted for more adventurous versions such as this malachite green style.
Forever searching for that perfect buy-now-wear-forever sun hat to elevate your holiday (and city) look? Lack of Color's collection is more than worth a look. This Australian brand's timeless designs have made them one of the hottest accessory go-to's around.
Lucy Williams is the latest street styler to give the brand a stylish seal of approval, and we're predicting this Cruz Panama shape to be your go-to for many years to come, while Emily Ratajkowski took something more adventurous in her holiday suitcase.
Luxury resort wear label Paolita provides jazzy, printed swimwear at its very best. Championed by a host of celebrities and fashion insiders alike, it's highly likely you've seen the adventurous florals dotted around your Instagram feed.
We're beyond excited about this brand, and we're not the only ones. Founded by Jane Sascha and Laura Castro, the Ibiza-based duo has seen the likes of Kate Moss and Alice Della step out in their creations, making the brand one to watch even if it's not cropping up all over social media yet. Bird prints, polka dots and playful shapes make up the best parts of the collection, which have an unmistakable bohemian vibe that's perfect for summer. You'll be hard-pressed to choose between the ruffle front Jolene dress and the wide-sleeve playsuit, but we can guarantee either will liven-up your holiday wardrobe with minimal effort and maximum impact.