The Best New Brands To Commit To Your Memory Now And Shop Forever More

These 13 inner circle labels will have friends looking and wondering: 'Where did you get that from?'

Under-the-radar labels

by Sophie Henderson |
Updated on

The thrill of unearthing a new brand - something under-the-radar that will have friends looking and wondering, ‘Where did she get that?’ - delivers an endorphin rush like no other. But when time is short, and your second cousin’s wedding is looming, it’s sometimes easier to just stick to the old reliables. That’s why we’ve done all the hard work for you, with the 13 cool and interesting brands to get acquainted with now. Whether you choose to pass on the knowledge? Totally your call.


Sandralexandra is the jewellery brand that started as an Instagram business in November 2018 and has since boomed. Expect to see its handmade earrings - hung with freshwater pearls and glass beads shaped like fruits and vegetables - on fashion editor’s ears.

Anna Quan

Kendall Jenner and Karlie Kloss are fans, as well as Insta it girls Pernille Teisbaek, Camille Charriere and Jessie Bush. The Australian designer’s aesthetic is less surfer and more super chic, thanks to no-fuss tailoring and perfectly executed basics.

Gia Studios

Lam Gia Khang, the designer behind Ho Chi Minh-based Gia Studios, aims to bring traditional Vietnamese craftsmanship to the modern woman’s wardrobe. The result? Beautifully voluminous dresses and trouser suits with a point of difference.


The trend for wearing heavy-duty chains shows no sign of slowing down. Get your next fix from Nootka, the Scandinavian jewellery brand founded in 2018 by Lisa Olsson, in the form of its deliciously minimal chain bracelet. Buy now; wear with everything.


This Korean label is all about cool-girl accessories - the flatform flip-flops and chain-embellished shoulder bags are on our wishlist - for the minimalist in you.

Piece of White

Istanbul-based Zeynep Tansung worked in brand management at Unilever for seven years before pivoting to become a fashion designer. Piece of White was born in 2017, and predominantly makes shirts. ‘I love the simplicity, cleanliness and minimalism of white as a colour’ says Zeynep, adding, ‘For me, wearing a white shirt with red lipstick is the best outfit.’


Rylan is the anti it bag brand from down under. The beautifully proportioned top-handle satchels will go with everything, from wafty white dresses to pared-back tailoring, and, best of all, won’t break the bank.

The Sant

The Sant has its studio in Barcelona, but manufactures in Ubrique, and makes sculptural - and sell-out - bags that look like wearable pieces of art. The oblong Kinchaku, currently sold out, is made for Instagram.

Untitled Co

The New Delhi-based brand is the brainchild of Rinzin Lama and Shenali Sema, and majors in the kind of whimsically high-necked and embroidered dresses that Instagram is obsessed by right now.


This Spanish brand makes trainers with a social conscience. It plants two trees for every pair bought, thanks to the NGO We Forest, and is passionate about transparency. It pays the employees in its Portugese factory an average of 850 euros a month, and uses materials from Spain and Portugal to reduce its carbon footprint. The trainers, incidentally, are white and wonderfully retro.


The footwear market might be flooded, but we have a feeling Essen will thrive. The online-only business is based in Melbourne and makes shoes in limited runs from factories in Italy, Spain and Portugal to ensure the highest possible quality. The result is personal - each pair is delivered with a card that notes the production number and the country where it was made - and the shoes themselves are instant wardrobe classics.


As expected, this brand makes the kind of dresses that are utterly perfect for sun-baked summer days, from 100% cotton ankle-sweepers stitched with red daisies to pleasingly lightweight, not to mention pretty, halter-neck styles.

Holiday Romance

Its name might suggest something fleeting, but that’s the opposite of Holiday Romance’s eco-conscious ethos. Its swimwear is made from econyl, nylon regenerated in a closed loop and entirely from waste, which is sustainable, has excellent UV protection and is ultra chloride resistant.

SHOP: The Best Buys From The New Brands


SHOP: The best buys from the new brands

Essen ballet flats1 of 13

Essen, The Foundation Flat In White, £134

Sundress yellow dress2 of 13

Sundress, Chicago Long Yellow Dress, £276

Osoi mules3 of 13

Osoi, Richie Brown, £431.23

Holiday Romance bikini top4 of 13

Holiday Romance, Jordan Bikini Top In Peach, £48

Holiday Romance bikini bottoms5 of 13

Holiday Romance, Iconic II Bikini Pant In Peach, £38

Piece of White shirt6 of 13

Piece Of White, Fabianne Organza Silk Shirt, £290

Wado sneakers7 of 13

Wado, Sneakers, £107

Anna Quan white shirt8 of 13

Anna Quan, Castiglia Shirt, £99

Nootka necklace9 of 13

Nootka, Raw Necklace, £482

Rylan handbag10 of 13

Rylan, Croc-Effect Leather Shoulder Bag, £468

The Sant shopper bag11 of 13

The Sant, Horizontal Black Shopper Bag, £395

Untitled Co dress12 of 13

Untitled Co, Dolkar Dress, £339.50

Sandralexandra earrings13 of 13

Sandralexandra, Flori Beaded Earrings, £83

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