11 Not-So-Obvious Brands That Are Killing It – M & S
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11 Not-So-Obvious Brands That Are Killing It

Shopping Picks

Have you ever been shopping, whether in-store or online, and stumbled across an amazing item from a brand, only to find out it’s making countless more perfect things like it? Naturally, you then launch into a newly formed and full-fledged obsession with it and all its offerings for an unforeseeable amount of time. If you’re like me, you then start telling everyone who will listen that you’re really into X, Y, and Z right now and that they HAVE to go shop them now.

Okay, maybe I take things too far, but whether it’s an established house like Fendi or a relatively newer label such as Georgia Alice, there’s something to be said when an already-successful brand simply takes things to new levels for the season at hand. As you might have guessed, that happens to be what the eleven brands featured in this story today have in common—they’re killing it right now, and to put it plainly, we want all the things. To read about why I think so, and,of course, see for yourself through our shopping picks, simply continue on below.

Aside from counting Rosie Huntington-Whiteley as a fan, Georgia Alice also boasts an eclectic spring offering with everything from tailored separates to statement-making Lurex and vinyl pieces.

Available in sizes 6 to 14.
Available in sizes 6 to 12.
and  . Available in sizes 6 to 14.
Available in sizes 38 to 42.
Available in sizes S to L.
Available in sizes 0 to 10.
Available in sizes 0 to 10.
Available in sizes 0 to 10.
and Conch Leather Pants in Lagoon ($778). Available in sizes P to L and P to XL.
Available in sizes 0 to 10.
Available in sizes XS to L.
Available in sizes XS to XL.
Available in sizes 40 to 42.
Available in sizes 36 to 42.
Available in sizes XS to L.
Available in sizes XS to L.
Available in sizes XS to L.
Available in sizes XS to L.
Available in sizes 24 to 28.
Available in sizes XS to M.
Available in sizes XS to L.
Available in sizes 2 to 8.
Available in sizes XS to L.
Available in sizes XS to L.
Available in sizes XS to L.
Available in sizes 36 to 40.

Opening Images: @thisisveda; @sabinasocol in Paris Georgia dress

Best known for eveningwear, Alessandra Rich’s spring collection is rife with so many special pieces (including accessories, casual dresses, and separates), I admittedly had a hard time narrowing my favorites down.

I may be biased because I’ve had the Beaufille S/S 18 lookbook saved to my desktop for the past seven months (since they showed it at NYFW), but I think I can say with certainty that the collection’s arrival was worth every ounce of hype.  

From of-the-moment leather scrunchies to one of the coolest bags of the season to leather pants and silk blouses, Veda’s foray outside the classic moto jacket has reached new levels this season.

As a proud owner of an Area tube top (similar to the one above), I can tell you that its wearable statement pieces are literally designed to get you compliments.

While this may very well be the most “obvious” of the bunch, it’s worth noting that in this era of logo mania, where every brand is pushing its name, symbols, and flashiest pieces like never before, the items I (and seemingly the rest of the fashion set) want to wear the most are definitely covered in the letter F.

Fun fact: Paris Georgia’s New Zealand–based line is meant to be all about basics. However, she’s making some of the most non-boring essentials I’ve seen in a while. I have a pretty good feeling the brand is on the cusp of blowing up all our Instagram feeds.

Back-from-the-dead brand Fioriucci’s revived denim collection has stolen the hearts of not just myself but countless celebrities and influencers too. Whether it’s the actual jeans or the logo-emblazoned tees and jackets, thanks to the brand’s long history, its vintage vibes feel actually rooted in something, and that makes all the difference.

Another long-time favorite, Helmut Lang may seem out of place on this list, but with a new designer and overall approach, the brand has taken things to another level and was actually what inspired me to write this story in the first place.

What one day started out as an obsession with the above pair of Western boots ended with me spending an entire afternoon knee-deep in finding every spring Marques’Almeida item available online. Was it worth the time? Absolutely.

As a longtime Hayward fan, I’m always excited to see its latest offerings of prints, patterns, and fabrics. However, when I saw that its most recent line includes the addition of chains, mixed-material bags, and next-level jacquards, I was stopped in my tracks.



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