I Uncover Hundreds of New Brands Each Month—These Are the 7 I'm Loving

When it comes to fashion brands, I’m constantly discovering new ones. I’m regularly being pitched about up-and-coming brands and seeing them IRL at press appointments. But I’m also seeing fresh talent pop up in my Instagram feed on fashion girls who have cool style, noticing them on editors at the Who What Wear office, and hearing about some through word of mouth from friends.

When it comes down to it, each month I learn about hundreds of new brands through these different channels. It’s hard to narrow it down, but I want to highlight some especially cool labels that are on my radar and deserve some extra attention—including everything from cool bag brands to the best It sunglasses to the swimsuit brand I can’t wait to get my hands on. Ahead I’m breaking down the best new fashion brands to pay attention to right now. Trust me—you’ll want to add each of these to your cart very soon.

Hunting Season was just nominated for the CFDA/Vogue Fashion Fund Award, so all eyes will be on this accessories brand.
Hunting Season was just nominated for the CFDA/Vogue Fashion Fund Award, so all eyes will be on this accessories brand.
An NYC-based brand started by sisters, the collection is full of romantic floral dresses as well as cool streetwear.
An NYC-based brand started by sisters, the collection is full of romantic floral dresses as well as cool streetwear.
Available in sizes 0 to 12.
Available in sizes 0 to 12.
Beaded bags have been having a moment, but this new shape is sure to be the next big thing.
Beaded bags have been having a moment, but this new shape is sure to be the next big thing.
Available in one size.
Available in one size.
Classic shoe shapes get a modern update with details like sculptural heels and crystal fringe.
Classic shoe shapes get a modern update with details like sculptural heels and crystal fringe.
Available in sizes 5 to 12.
Available in sizes 5 to 12.
An L.A. brand founded by designer and model Eliana Gonzalez, you’ll be sure to spot these pieces on cool girls everywhere.
An L.A. brand founded by designer and model Eliana Gonzalez, you’ll be sure to spot these pieces on cool girls everywhere.
Available in sizes XS to L.
Available in sizes XS to L.
A favorite among celebs like Kendall Jenner and Bella Hadid, this is what you’ll want to slip into for serious cool-girl vibes.
A favorite among celebs like Kendall Jenner and Bella Hadid, this is what you’ll want to slip into for serious cool-girl vibes.
Available in sizes XS to XL.
Available in sizes XS to XL.
The Swedish sunglass brand has strong shapes and graphic patterns that make a statement.
The Swedish sunglass brand has strong shapes and graphic patterns that make a statement.
Spotted on celebs like Hailey Baldwin, this label’s swimwear is something to watch (and order).
Spotted on celebs like Hailey Baldwin, this label’s swimwear is something to watch (and order).
Top and DG Visions Bikini Bottom ($78) available in sizes XS to XL.
Top and DG Visions Bikini Bottom ($78) available in sizes XS to XL.
If you’re looking for an interesting new bag with a unique shape, look no further than complet.
If you’re looking for an interesting new bag with a unique shape, look no further than complet.
Sleepwear for day? That’s the whole idea behind Sleeper and we’re into it.
Sleepwear for day? That’s the whole idea behind Sleeper and we’re into it.
Available in sizes XS to XL.
Available in sizes XS to XL.

Next: Shop everything I wore this month.