As a Fashion Editor, it is often a prerequisite of the job to keep informed of new brand launches and up-and-coming buzzy labels, though with such a saturated market, it can feel like an information overload. With an inbox full of press releases and new brands popping up on Instagram everyday, there’s is hardly enough time to keep up with it all, which is why when you discover a brand the cuts through the noise, you know they’re destined for great things.
This summer, I’ve had that experience with few times, finding new brands that have really managed to capture my attention. From newly launched swim labels with inclusivity at their core to sustainably-minded ready-to-wear brands that don’t compromise on style, there is so much talent and innovation to discover.
As a positive sign of the eco-conscious age we are living in, so many of the new brands I’ve stumbled across recently prioritise slow fashion, zero waste manufacturing or the use of recycled materials. Yes, there’s never been a better time to support small, but a sustainable ethos is just all the more reason to uplift brands doing positive work.