As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn.

As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn.

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

      My current fixation is this two-piece from Mode Mischief. (Image credit: @anniewclinch) The Mood: Shopping Small It's clear that this summer has belonged to small brands; the warmer days and sunlit photos have shown that celebrities like Olivia Dean, Dua Lipa, and Kendall Jenner are all about those under-the-radar gems. Furthermore, the most fashionable people I follow online seem to possess a standout piece in their wardrobe that piques my interest. It might be a crochet bonnet with a unique trim or a seemingly simple tank top boasting the ideal boat neck. Regardless of the detail that catches my eye, my instinct is always to track it down.

      Singer Olivia Dean dons the London-based small brand AYM Studio. (Image credit: Getty) Usually, after extensive scrolling, I find myself adding a new independent brand to my growing list (or I resign myself after seeing comments like “Thanks, I found this in a vintage shop in Milan” *sigh*). So, following a summer filled with research and plenty of autumn outfit inspiration fueling my spending, it’s time to utilize my notes on small brands. Enter this month’s Gen Z mood: shopping small. If there’s anything that can excite me about autumn more than suede, jeans, and my leather jacket collection, it’s adding unique pieces that infuse a certain ‘je ne sais quoi’ into my outfits. Some pieces I’ve discovered during my endless scrolling, others via tagged photos, and some I’ve even stumbled upon while out and about (how nostalgic).

      (Image credit: @anniewclinch) Whether you’re looking for charming two-pieces for the ‘out out’ season, knitted accessories for the cooler weather, or simply want to approach your autumn purchases more thoughtfully, there’s something here for everyone. Continue scrolling for my list of small, independent brands to keep an eye on this autumn.

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

      You might recognize Scottish-born, Amsterdam-based influencer Hollie Mercedes for her chic, Scandinavian-inspired outfits, techy hiking advice, or laid-back street style looks, but her latest project might just be her best yet. Last year, Hollie launched her knitwear brand, CLÒIMH, named after the Gaelic word for ‘wool’. This small knitwear label utilizes 100% natural yarns in their designs, which always seem to be ahead of the curve. I fell for the brand’s soft wool mini scarf last year, and even during the recent heatwave, spotting the adorable knitted triangle bonnet at Copenhagen Fashion Week made me eager to check it out (you can find the brand at Selfridges starting mid-September). Last year’s collection felt like the perfect knitwear accessory capsule for winter, so I’m eagerly awaiting October 6th for the launch of their second A/W collection—and if you can’t wait, keep an eye out for 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 sell me on just about anything. First, it was her album, then the viral Susamusa polka dot skirt. Most recently, after seeing her in a stunning butter yellow drop waist dress (pictured above) at Wimbledon, it’s AYM Studio. If you prefer simple silhouettes, this UK-based brand is perfect for you. One of my favorite aspects of shopping small is discovering brands that excel in a specific area. For AYM Studio, it’s their heavyweight jersey fabrics paired with romantic designs. I wore their Cammie dress to a wedding, and it was simply perfect. It was incredibly soft, and the weight of the dress reassured me of its quality, plus it has pockets, which is always a bonus. They’ve just debuted their first-ever jumpsuit made from GRS-certified recycled polyester, and I’d 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 bizarre after-party, but it’s actually the delightful chaos found on Edie Parker’s new inventory page. The NYC-based lifestyle and accessories brand is known for their original accessory designs that often go viral.

As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn. As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn.

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As a Gen Z who enjoys supporting small businesses, here are 11 brands you should keep an eye on this autumn.

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