I inquired with my fashion peers about their favorite summer shopping spots, and these 8 lesser-known brands were mentioned the most.
Summer is nearly here, and it often sparks a desire to shop for me. While I enjoy all seasons, summer is undoubtedly the most enjoyable. The vibrant colors, the stylish cuts, the outfits perfect for festivals, and pool party looks present a wonderful chance—even for minimalists—to showcase more expressive pieces. I even look forward to curating my outfits for the airport. Although many people rely on well-known brands like H&M, Zara, and COS for their wardrobe refresh, I’m particularly drawn to lesser-known contemporary labels.
Not everyone can splurge on luxury goods, but there are a number of brands in the mid-range category, often labeled as mid-tier or affordable luxury, that are favorites among fashion enthusiasts. Some brands, like Reformation, are already popular for their elevated basics and dresses suitable for weddings, while Paloma Wool is a must for cool-girl staples, and Dôen is recognized for charming dresses and silk-satin separates with a bohemian twist. Still, there are plenty of brands that I think deserve more attention.
So, whether you’re in search of vibrant resortwear for a trip to Ibiza or Marseille, looking for stylish yet comfortable basics for an extensive flight to Seoul, or just wanting some unique clothing, I reached out to my most fashionable friends and colleagues to gather their favorite contemporary brands. Here are the eight that stood out the most for the summer of 2026.
1. **Alix of Bohemia**
*Style Notes:* If you appreciate bohemian darling Bode but are in search of something slightly dressier, Alix of Bohemia is a great option. Picture lace-trimmed silk tops, bloomer trousers, fringe jackets, and whimsical scenic cardigans in soft and pastel shades.
*Vibe in Three Words:* Folky, free-spirited, gypsy-chic.
*Similar But Different To:* Sea NY, Dôen, Bode.
*Holiday Destination:* Essaouira, Morocco.
2. **Posse**
*Style Notes:* If Reformation's lovely one-pieces appeal to you but you worry about running into someone in the same outfit, Posse is the answer. Their pieces are elegantly simple, featuring delightful details like embroidered lace, fringed edges, and soft pastel shades.
*Vibe in Three Words:* Feminine, elevated, trend-forward.
*Similar But Different To:* Reformation, Faithfull, DISSH, Rejina Pyo.
*Holiday Destination:* Puglia, Italy.
3. **Chan Luu**
*Style Notes:* LA-based designer Chan Luu offers contemporary, elevated basics with unexpected touches in her ready-to-wear line, including mother of pearl buttons, mirror disc embellishments, and a mix of sheer and silk fabrics, along with distinctive statement jewelry.
*Vibe in Three Words:* Conceptual, bohemian, artisan.
*Similar But Different To:* Tory Burch, Rixo, Anni Lu.
*Holiday Destination:* Indonesia.
4. **Leset**
*Style Notes:* For airport style, Leset’s Kyoto cotton trousers and Margo tee are both stylish and comfortable. Available in a range of appealing colors like cobalt blue, Kelly green, and coral red, this is where chic individuals find their basics.
*Vibe in Three Words:* Basics, but better.
*Similar But Different To:* Deji Studio, Kotn, Baserange, Other Normal, DONNI.
*Holiday Destination:* Seoul, South Korea.
5. **My Mum Made It**
*Style Notes:* Fans of vintage will adore the Australian brand My Mum Made It. Though some pieces may remind you of your grandmother's wardrobe in a charming way—think knitted polo shirts, ruffled blouses, and floral prints reminiscent of 1980s decor—there are also fresh short mini skirts and bloomers that set this brand apart from others you might see on social media.
*Vibe in Three Words:* Vintage, kitsch, cute.
*Similar But Different To:* Damson Madder, Minka Dink London, K&R London.
*Holiday Destination:* Copenhagen, Denmark.
6. **Siedres**
*Style Notes:* With its crochet floral designs, beaded sheer skirts, ruffled blouses, and a strong commitment to prints, Siedres is a maximalist's dream. While it might suggest a '70s bohemian feel, Siedres' silhouettes tend to lean more towards Y2K aesthetics.
*Vibe in Three Words:* Colorful, unexpected, joyous.
*Similar But Different To:* Gimaguas, Bimba y Lola, Simonmiller.
*Holiday Destination:* Ibiza, Spain.
7. **Kallmeyer**
*Style Notes:* Kallmeyer provides simple yet sophisticated basics that still
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I inquired with my fashion peers about their favorite summer shopping spots, and these 8 lesser-known brands were mentioned the most.
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