29 Distinctive Up-and-Coming Fashion Brands I Found in 2025

      Long before I took on the role of an editor, research had always been a personal interest of mine. This curiosity has naturally spilled over into fashion and shopping, making the discovery of new brands one of my favorite activities and now a fulfilling aspect of my job. I've always enjoyed finding new shopping destinations, especially in unconventional spaces that combine fashion, art, and culture, where exploration and self-expression thrive. Some of my favorite starting points for brand exploration include keeping a lookout for debut designers during Fashion Month, diving into TikTok trends, examining graduates from Central Saint Martins, and exploring stores known for their unique curation like Alta Store, APOC, Ap0cene, Bomi, Café Forgot, Forecast, Komune, Maimoun, and Tangerine. If there's a celebrity whose style consistently captures my attention, I'll often research their stylists for inspiration, highlighting individuals like Dara Allen, Harper Slate, Nancy Kote, and Spencer Singer, among others. Below, I’ve compiled a list of standout emerging fashion brands I've discovered in 2025, including what I’d buy from each one, ranging from established labels that are new to me to fresh newcomers.

      **Geel**

      The Los Angeles-based brand Geel has been one of my favorites this year. Most items are priced below $200, and the Brynn Skirt has quickly become my most frequently worn piece. I'm excited to purchase more.

      **Chimi**

      The sunglasses brand I kept returning to this year was Chimi, an independent label from Stockholm. I first came across it on TikTok after seeing someone I follow in L.A. wearing a pair. If you’re in New York City, visiting their Soho store is highly recommended.

      **Merrma Earth**

      I discovered Merrma through creative stylist Ailie Smith. Designed in Paris and produced in Europe, the brand specializes in beautifully handmade hair accessories. The website notes: “‘Merrma’ comes from the Wagiman language: ‘walking by the water, looking for something with your feet,’ symbolizing our love for nature and women—a representation of transformation, sisterhood, and tender rituals like braiding hair and sharing shells on the beach.” I'm particularly interested in the Jet River Claw Clip, available at Tangerine in Brooklyn.

      **Olga Joan**

      Another brand I learned about through Smith was Olga Joan, which I’m eager to shop from. I can’t stop admiring the brightly colored Bias Mini Skirts and Ribbed Singlets for the upcoming spring/summer season, along with the new ‘Pomodoro’ holiday line featuring six pieces in vibrant tomato red.

      **Gabe Gordon**

      I highlighted Gabe Gordon's Spring/Summer 2026 collection in a roundup of notable emerging labels during September’s New York Fashion Week. The brand has since established itself as a regular feature on the NYFW calendar, and I’m already looking forward to what Gordon will showcase in February. While the label is known for its knitwear, Gordon has recently launched a second fragrance, Hardbody, which follows the debut scent, Horseplay. The new perfume combines notes of latex, rose, metal, and leather, and is described as a fragrant representation of the latest collection, inspired by J.G. Ballard’s Crash, David Cronenberg’s film adaptation, and Madonna’s Erotica.

      **Permanent Vacation**

      Based in Melbourne, Australia, Permanent Vacation operates on projects rather than traditional seasons. They focus on high-quality, easy-to-wear classics, with each project available online for a limited time until sold out. I can't wait to try it.

      **DémodéMODÉ**

      TikTok recommendations often suggest brands like DémodéMODÉ for fans of Paloma Wool, and I was immediately drawn to it. I’m currently eyeing the Agosto Skirt, Hailey Swirl Skirt, and Hailey Off-Shoulder Dress.

      **Brooke Callahan**

      As someone who typically favors minimalism, I sometimes struggle to incorporate color into my wardrobe, but Brooke Callahan’s designs make that unnecessary. She creates the kind of wardrobe staples I’d love to fill my closet with, all easily combined. I want the Tie Skirt, Column Skirt, Straight Skirt (and honestly, everything).

      **Rue Sophie**

      I may have found the ideal trench coat at Rue Sophie. Often compared to The Row (albeit without the hefty price tag), their outerwear is stunning. Many of our editors rave about this Los Angeles-based brand for its elegant and understated styles.

      **Belle Anna**

      Founded in 2018 by Annabelle Noelle, who transitioned to fashion from a film background, Belle Anna has a unique perspective. I’m especially attracted to their dresses (like the Flore in Mist topping my wish list), as well as their matching top-and-skirt sets and swimwear.

      **Fruity Booty**

      When Fruity Booty hosted a pop-up in NYC