If you were to look through the Who What Wear group chat, there are a few things you would almost certainly see. In among the breakdown of celebrity looks, memes and White Lotus discussion, we also love to talk the brands that are particularly having "a moment". Viral success can come from a few things, usually a runway hit, award nod, TikTok feature or street style approval, but manage to tick off at least one and you'll inevitably wind up creating a stir that we can't help but get excited about.
It's important to note though, that when we talk about "buzzy" brands it doesn't mean names that are necessarily new, or the high-end designers with the financial backing to afford a big marketing campaign. Often they are brands that are now getting the attention they deserve after quietly working away in the background and developing a cult following, or the high street name that is having a particularly good run of bestselling pieces. And if you're googling it, we want know to about it.
It's never easy to build a fashion label to top status, but in the age of social media, worldwide success can happen almost overnight, and there are a handful of brands who have made big moves in the last year and really captured our attention. Whether they made their runway debut, launched a new It piece, or are an established brand undergoing a new renaissance, we've rounded up the 11 brands trending now thanks to their original sense of personal style and double-tap appeal. From Emma Brewin’s A-list approved accessories to LaQuan Smith's killer runway looks, keep scrolling to see and shop all the buzziest brands the fashion crowd will want to be wearing in 2023.
1. House of Dagmar
Swedish based House of Dagmar was founded in 2005 by sisters Karin Söderlind, Kristina Tjäder and Sofia Wallenstam, and named after the legacy of their late grandmother Dagmar. The brand is now best known for its unmistakable craftsmanship and eye for refined, understated style. A champion of quiet luxury and actionable sustainability, House of Dagmar is must for minimalists, conscious shoppers and cool-girls alike.
2. Emma Brewin
It is impossible to miss the the number of faux fur bucket hats that have been spotted this winter, but the original hat that spawned a 1000 copies came from milliner Emma Brewin. Launched in 2014, after Emma's handmade hats made their way from her studio to Kent to Rihanna she became a household name, and after her latest launch was immediately snapped up by Kendall Jenner, Instagram had a meltdown. Despite viral success, pieces are still lovingly, custom made by Emma and her small team–all the more incentive for us to patiently wait to see what she does next.
Take one part feminine classics, add a luxe colour palette, and a dash of sleek minimalism and you've got LVIR. The comfortably chic brand began in 2017, the brainchild of husband and wife duo Ji Young and Won Seob Lee, and uses mens tailoring and traditional workwear as its inspiration. Always fashionable and functional, think quality fabrications, wardrobe staples and timeless pieces with modern edge.
4. LaQuan Smith
It's been a very good few years for LaQuan Smith. In just three years the self taught designer went from interning for a New York magazine to launching his self-titled label, but it was his fashion week debut in 2010 that kickstarted his career and got the attention of André Leon Talley, Alexandra Kotur, and Diane von Furstenberg, and lead to him dressing the likes of Beyoncé, Rihanna and Lady Gaga. Now shoppable in the UK, we have a firsthand look at Smith's unapologetically glamorous take on womenswear–a celebration of the female form and the "more is more mentality" a way that is uniquely Smiths.
Welcome back, Diesel. We'd love to say we saw this one coming, but in all honesty, we were not prepared for the all consuming tidal wave that was the Y2K revival. Just when we thought we'd seen every denim trend possible, Noughties favourite Diesel reminded us of exactly how it made it's name in the 2000s with it's quirky, utilitarian take on denim, and in the 15 or so years since it quietly took a step back, denim has felt, well, same-y. Forget Britney and Justin's couples look, or Paris Hilton's impossibly low slung jeans, the Italian brand is back to change the way we think about retro denim, and with a legion of second generation fans, it's time to reinvest in the innovative denim "designed for successful living".
6. Paris Texas
We can't discuss buzzy brands without including a must-have shoe, and the brand on everyone's lips is Paris Texas. Razor sharp, slick and sexy, when Annamaria Brivio launched Paris Texas in 2015, the brand identity was clear–signature stiletto boots and party-ready platforms for creative, expressive and fun loving women who take plenty of pride in what they wear, and the same is still true today. With famous fans like Mary J. Blige, Hailey Bieber, and Dua Lipa, and a new collection exclusive to MyTheresa, whatever Paris Texas does in 2023, you can count on it being huge.
7. Jade Cropper
Photo:BlayzenPhotos / BACKGRID
When supermodel Gigi Hadid recently stepped out in not one, but three Jade Cropper looks, we knew we were seeing the next big brand in the making. Setting out to "explore and challenge traditional conventions", Cropper's signature style celebrates the beauty of imperfection through clever cut-outs, feminine draping, and soft, fluid fabrics paired with tough, structured leather. Bold, confident, and empowering, this is not a brand for wallflowers, and her unique spin on modern dressing feels like a welcome breath of fresh air after a pared back 2022.
The latest addition to Net-A-Porter's "names to know" is Fortela, a brand that up until 2020 only had a menswear line. Now, post-lockdown we're fully able to see Alessia Giacobino's vision for the female answer to Alessandro Squarzi's successful Italian clothing brand, and the results are a laidback, easy-to-wear take on casual-cool, with references spanning the great outdoors, vintage tailoring and Navajo culture. Expect plenty of distressed denim, stylish separates and "borrowed from the boys" fits.
9. NEW ARRIVALS
There is always a shopping destination that manages to fly relatively under the radar until a breakout piece gets everyone talking, and this time it's New Arrivals, and the Serpent Doré dress we haven't stopped thinking about since we first saw it. Looking for statement evening and partywear? Look no further than the Turkish based brand whose site feels like a full throttle journey through disco glamour, bold colours, feathers and sequins (in the very best possible way). In the two short years since the label was created, it has already amassed over 222k followers and found its way into the wardrobes of some of fashions most stylish, so you can expect 2023 to be an even bigger year for this exciting brand.
Starting life as a social enterprise funded jewellery brand in 2007, friends Tatiana Fayed and Joanne Hayek have since expanded Vanina into accessories and apparel, all still handcrafted in Lebanon and distributed worldwide. Although now stocked in major retailers like Net-A-Porter, Farfetch, Selfridges and Browns, the heart of the brand remains the same–charming, playful, and exquisite pieces designed to complete your outfit with "a smile", and with specially crafted pieces like these, it's impossible not to feel happier just by looking at them. Sorry boring clutch bags, we've found a chicer alternative.
As champions of British fashion and independent brands, it wasn't long before Hades were on our radar and in the years since it's launch in 2016, we've seen this quirky knitwear brand go from strength to strength. You've probably already seen their rock and roll jumpers, alphabet cardigans and signature scarves crop up in your feed, and it's difficult to ignore the counter-culture references and anarchic spirit that you simply wouldn't expect to see immortalised in wool, but somehow makes immediate sense. I'm officially ready to retire my cream cable knit.