As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn.

As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn.

      Welcome to the Gen Z Mood, where I—Who What Wear UK's 27-year-old social media editor—share my mood of the month along with the most exciting finds I've come across during my scrolling. I'm on the lookout for new and budget-friendly ways to shop trends, and I’m here to take you along for the journey.

      My current obsession is this Mode Mischief two-piece. (Image credit: @anniewclinch) The Mood: Shopping Small It’s been clear that this summer has been about supporting small brands. The warmer weather and sunny social media posts show that celebrities like Olivia Dean, Dua Lipa, and Kendall Jenner enjoy discovering lesser-known gems. Moreover, the most fashionable individuals I follow online often showcase unique items in their wardrobes, which always piques my interest. It might be a crochet bonnet with a distinct trim or a simple tank top with the perfect boat neck. Regardless of what detail catches my attention, I instinctively set out to find it.

      Singer Olivia Dean is seen in a piece from the London-based small brand AYM Studio. (Image credit: Getty) Typically, after a good amount of scrolling, I add a new independent small brand to my list (or I resign myself after encountering comments like, "Thanks, I found it in a vintage shop in Milan" *sigh*). So, after a summer filled with research and ample fall outfit inspiration to kindle my spending, it’s time to make use of my notes on small brands. This month’s Gen Z mood is all about shopping small, because nothing excites me for autumn more than suede, jeans, and my leather jacket collection, alongside a range of unique pieces that add a little ‘je ne sais quoi’ to my outfits. Some finds have come from deep in social media scrolling, others from tagged photos, and a few have even been serendipitously discovered on the street (how retro).

      (Image credit: @anniewclinch) Whether you’re hunting for adorable two-pieces for the upcoming party season, knitted accessories for the cooler months, or just wish to approach your autumn shopping with more thoughtfulness, there’s something for everyone. Keep scrolling for my list of small, independent brands to keep on your radar this fall.

      Kendall Jenner is spotted in London-based small brand Susamusa. (Image credit: @kyliejenner) **CLÒIMH**

      You may know Scottish-born, Amsterdam-based influencer Hollie Mercedes for her stylish, Scandi-inspired outfits, her techy hiking advice, or her laid-back street style, but her latest endeavor might just be her best yet. Last year, Hollie launched her knitwear brand, CLÒIMH, named after the Gaelic word for ‘wool’. This small knitwear brand utilizes 100% natural yarns in its designs, which are always on-trend. I fell in love with their soft wool mini scarf last year, and even though the summer heatwave was intense, after noticing how adorable the knitted triangle bonnet looked at Copenhagen Fashion Week, I was eager to check it out (you can find it at Selfridges starting mid-September). Last year's initial launch felt like the ultimate knitwear accessory capsule for winter, so I’m keeping my eyes peeled for October 6th when the brand launches its second A/W collection – and if you can't wait that long, watch out for some exciting collaborations launching this month.

      **Shop the edit**

      **CLÒIMH**

      Micro Soft Wool Scarf

      **AYM STUDIO**

      (Image credit: @anniewclinch & Getty) At this point, Olivia Dean could convince me to buy just about anything. First, it was her album, then the viral Susamusa polka dot skirt. Most recently, after catching a glimpse of her in a stunning butter yellow drop waist dress (seen above) at Wimbledon, my attention shifted to AYM Studio. If you prefer simple silhouettes, this UK-based brand may be perfect for you. One of the things I love about shopping small is discovering brands that excel at one thing. For AYM Studio, it’s their heavy-weight jersey fabrics combined with romantic designs. I recently wore their Cammie dress to a wedding and it was absolutely perfect—super soft with quality you can rely on, plus it has pockets, which is always a bonus. They’ve just launched their very first jumpsuit made from GRS-certified recycled polyester, and I would recommend bookmarking it for autumn (before it sells out!).

      **Shop the edit**

      **AYM Studio**

      Joy Reversible Jumpsuit

      **EDIE PARKER**

      (Image credit: @edie_parker, @alexconsani, @devonleecarlson & Getty) Frilly knicker clutches, tulip bags, and mother-of-pearl model lighters?? It may sound like a wild after-party, but it’s actually the delightful chaos of Ed

As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn. As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn.

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As a Gen Z individual who enjoys supporting small businesses, here are 11 brands to keep in mind this autumn.

I’m a Gen Z individual who enjoys supporting small businesses.