As a fashion editor, I keep informed of new brand launches and up-and-coming buzzy labels. Though, with such a saturated market, it can feel like information overload. With an inbox full of press releases and new brands popping up on Instagram every day, there's is hardly enough time to keep up with it all, which is why when you discover a brand that cuts through the noise, you know it's destined for great things.
This summer, I've had that experience a few times, finding new brands that have really managed to capture my attention. From newly launched swim labels with inclusivity at their core to sustainably minded ready-to-wear brands that don't compromise on style, there is so much talent and innovation to discover.
As a positive sign of the eco-conscious age we are living in, so many of the new brands I've stumbled across recently prioritise slow fashion, zero-waste manufacturing or the use of recycled materials. There's never been a better time to support small brands with a sustainable ethos.
Below are five new(ish) brands I think are worth bookmarking. Add these to your radar before everyone else does.
Launched in mid-July, Olette has already gained a fashionable fan base in just a few shorts weeks, including Babba C Rivera and Aysha Sow. The brand has sustainability as a part of its ethos, using organic materials and championing the idea of slow fashion.
Launched in 2019, London-based label Tove is the brainchild of Camille Perry and Holly Wright, who have a combined 15 years of industry experience. The label produces contemporary designs in luxurious fabrics and already counts Monikh Dale and many more fashionable women as fans.
Designed and made in London, Gyko Swimwear was created to broaden our swimwear options, allowing customers to mix and match different sizes of bikini tops and bottoms. The brand is also sustainably minded and uses Econyl fabric, which is created from recycled fishing nets and other plastic waste.
Last month, Tacita Brown founded Cro-Che after becoming increasingly frustrated by the amount of waste created by the fashion industry. The brand offers intricately crocheted pieces that are handmade by artisans across the globe. This method of garment construction is, by nature, zero-waste, as when crocheting, you only use the amount of material you actually need.
Launched just this month, 8Swim is the culmination of two years of work. The designers spent that time fitting different body shapes to ensure the collection would be optimal for women sizes 6 through 20. Better yet, 8Swim's range is created in the UK using both locally sourced premium fabrics and recycled offcuts.