What does it take to be cool? The right labels or the right attitude? We’re in deference to the latter, but good clothes never hurt. Instead of hunting down the same thing everyone else is wearing, try branching out into previously uncharted territory by exploring the offerings from five of the coolest under-the-radar fashion brands in the world right now. Each offers a completely unique, not-like-anyone-else aesthetic from twisted streetwear to jigsaw dresses. You’re certain to find a new name to fall in love with when you investigate our round-up of hot, undiscovered brands.
Etienne Deroeux corners the cool market that comes with extreme exclusivity. His collections are made in limited quantities, numbered 1 through 100, so getting your hands on a piece is a feat of fashion know-how. Not only are his designs stylish, but they capture that certain air of Parisienne-girl cool that is hard to describe but easy to recognize.
If Charles Youssef’s name rings a bell, it’s likely because Lady Gaga purchased his entire early line for her concert tour in 2010. Since then, Youssef has been skillfully creating voluminous pieces with intricate, eye-catching details like fan-pleated sleeves and textured patterns, which means owning any one of his pieces adds instant statement-making ability to your wardrobe.
This Paris-based brand created by Sébastien Meyer and Arnaud Vaillant comes across as intriguingly enigmatic, with its jigsaw puzzle piece patterns and coquettish silhouettes. Cool girl status practically goes without saying when you’re combining covetable clothes with interesting details using the highest quality materials.
With a fresh new collection inspired by Marianne of Jean-Luc Godard’s cult classic Pierrot le Fou, the brand, founded by designers Yasmin Sewell, Kylie Robinson, and Jemma Dyas, banks on the appeal of esoteric cult film inspiration woven into a tapestry of vibrant streetwear, like patchworked denim jackets, logo sweatshirts, and more. If you want to appeal to cool millennial girls, this is the way to go. Snatch up these collector’s items for the best conversation starter look in the crowd.
This brand so effectively nails the cool theme that we could imagine Gigi Hadid in every one of these looks. Without trying too hard, Georgia Alice’s designs are supremely hip, with a laid-back but cutting-edge quality that has us dying to get our hands on every new release.