Cool brands that will have people asking “Where did you get that?”
Is there a compliment more valuable to a fashion girl than being asked, “Where did you get that?” Seeing other cool girls recognise your impeccable taste and low-key shopping addiction is invaluable. Since sharing is caring, there’s nothing like discussing cool brands with like-minded people.
But what makes a brand cool? In an era where, thanks to social media, fashion trends rise, more often than not, from the bottom up rather than being imposed by the Olympus of celebrities, there are more ways to be cool than one can count.
“It” brands and “it” pieces go viral all the time, making it hard to keep up. A few labels, though, seem to consistently pop up during “what are cool girls wearing today” conversations. These brands, albeit different from each other, all have that je ne sais quoi that makes others, without fail, go, “Wait, where did you get that?”. Here are our favourite nine.
Launched in 2009 by Yael Aflalo, Reformation is known both for its perfect basics and snazzy occasionwear. The brand’s mission to bring sustainable fashion to everyone has earned them a “Good” rating on the sustainability platform good on you. They pledge to become Climate Positive within 2025 and to achieve full circularity by 2030. And not only that, Reformation boasts Olivia Rodrigo, Emily Ratajkowski, and Taylor Swift as its biggest fans.
Reformation
Jessie Flip-Flop Sandals Beige
$128.00
Anthropologie
Reformation
Salome Ballet Flats White
$268.00
Anthropologie
Reformation
Prescott Maxi Dress Green
$248.00
Anthropologie
Reformation
Bloomsberry Buttondown Midi Dress Green
$248.00
Anthropologie
Reformation
Azure Smocked Midi Dress
$278.00
Anthropologie
Reformation
Prescott Maxi Dress Blue
$218.00
Anthropologie
2. Ganni
Ganni, the ultimate Scandi brand, began as a cashmere seller in 2000 before becoming iconic in the 2010s for its bold and unique designs.
Their price point is another huge perk of Ganni: while the brand is considered luxury, most, if not all, of their pieces sit below $/£1,200.
The phenomenon of the #GanniGirls has also helped the brand’s meteoric rise, and its celeb endorsements boast the likes of Beyoncé, Kylie Jenner, and Bella Hadid.
Passionate about sustainability and transparency, Ganni has been a B-Corp since 2022.
-40%
Ganni
Denim maxi dress Green
$255.00
$425.00
Mytheresa
Ganni
Striped Shirt Blue
$72.99
Rue La La
-30%
Ganni
Bow-detail polka-dot satin minidress Black
$325.00
$465.00
Mytheresa
Ganni
Poplin Front-Tie Peplum Blouse with Puffed-Sleeves White
$215.00
Bergdorf Goodman
-50%
Ganni
Ruched asymmetric velvet minidress Black
$190.00
$380.00
Mytheresa
Ganni
Stripe Baggy Jeans Blue
$525.00
Bergdorf Goodman
-40%
Ganni
Sequined asymmetric minidress Brown
$297.00
$495.00
Mytheresa
-18%
Ganni
Recycled Cotton Xxl Tote Bag
$219.00
$266.00
Italist
3. Staud
When it comes to fashion, STAUD believes accessible pricing should go hand in hand with empowering designs. Founded by Jenner-bestie Sarah Staudinger in 2015, STAUD’s collection details the pursuit of style without breaking the bank.
The brand is well-known for its aesthetic which marries vintage inspirations with modern sensibilities and a strong Californian flair. STAUD’s pieces—like their beloved mid-range line of handbags—are meant to be worn again and again.
STAUD boasts a cohort of A-list fans, including the Duchess of Sussex herself. Meghan Markle stunned at the 2024 ESPY Awards this past July, wearing a cowl-neck, backless gown from the Californian brand.
Staud
Ollie Zip Leather Shoulder Bag White
$250.00
Neiman Marcus
Staud
Staudines Tin Clutch Bag Silver
$595.00
Neiman Marcus
Staud
Romy cotton midi dress Blue
$375.00
Mytheresa
-30%
Staud
Wells Striped Stretch-Cotton Square-Neck Midi Dress
$227.50
$325.00
Neiman Marcus
Staud
Wally Suede Knee-High Boots
$495.00
Bergdorf Goodman
-30%
Staud
Calluna floral organza maxi dress Blue
$430.00
$615.00
Mytheresa
Staud
x Wrangler The Overall Rib Tank Dress White
$80.99
Rue La La
Staud
Gwen cotton poplin midi dress White
$395.00
Mytheresa
4. A.P.C.
Authentic and affordable in terms of style, cost, and philosophy, A.P.C. is a French label founded by Jean Touitou in 1987.
Minimalism and timelessness are core pillars of Touitou’s vision for the brand. Originally known for its iconic raw denim classic jeans, A.P.C. today boasts a whole line of clothes and accessories for both men and women.
A.P.C. provides minimal and casual looks, perfect for everyday life.
-19%
A.P.C.
A. P.C. Black faux leather crossbody bag
$201.00
$249.00
THEBS
-12%
A.P.C.
A. P.C. Grace small crossbody bag Brown
$571.00
$652.00
THEBS
-30%
A.P.C.
Mathilde printed shirt dress Purple
$228.00
$326.00
Mytheresa
-33%
A.P.C.
A. P.C. Grace small crossbody bag Black
$435.00
$652.00
THEBS
Founded in Indonesia in 2014, Faithfull The Brand is all about quality and authenticity. Co-founders Sarah-Jane Abrahams and Helle Them-Enger collaborate with their community in Bali to handcraft garments that evoke a sense of summer.
Thanks to their community-based efforts and commitment to considered and certified materials, Faithfull received B-Corp status in 2021.
Even Kate Middleton has been a fan of the brand since 2020!
-30%
Faithfull The Brand
Palermo linen-blend maxi dress - women - Linen/Flax/Rayon/Rayon - S - Blue
$320.00
$456.00
FARFETCH
Faithfull The Brand
Saja Ruched Maxi Dress Blue
$280.00
Anthropologie
Faithfull The Brand
Valentina shirred cotton maxi dress White
$460.00
Mytheresa
Faithfull The Brand
Faithfull The Brand Boda Maxi Dress Green
$78.99
Rue La La
-30%
Faithfull The Brand
Sisudo striped maxi dress Brown
$196.00
$280.00
Mytheresa
Faithfull The Brand
Faithfull The Brand Lene Mini Dress White
$59.99
Rue La La
Faithfull The Brand
Serafina Mini Dress White
$240.00
Anthropologie
Faithfull The Brand
Faithfull The Brand Emalee Mini Dress Pink
$66.99
Rue La La
Sea New York was founded by childhood friends Sean Monahan and Monica Paolini, who created the brand by bringing together their seemingly opposed styles: Monahan’s taste for modern, clean lines and Paolini’s eye for vintage pieces.
Lace, embroidery, knits, and technical fabrics can be found throughout Sea’s collection, always used in purposeful and distinctive manners. Their collections are inviting and elegant, romantic and boyish at the same time.
Sea New York
Rhea Cable-Knit Midi Dress Blue
$395.00
Bergdorf Goodman
-48%
Sea New York
Tops White
$246.00
$475.00
Yoox.com
Sea New York
Adelina Battenberg Lace Fringe-Trim Top White
$495.00
Bergdorf Goodman
Sea New York
Ruffled Sage Green Midi Dress Size S
$142.36
HEWI
Sea New York
Imogen Ramie Midi Dress Blue
$375.00
Neiman Marcus
Sea New York
White Guipure Mini Dress Size XS
$121.56
HEWI
Sea New York
Rhea Cable-Knit Midi Dress Blue
$395.00
Neiman Marcus
Sea New York
Ethel Lace-Embroidered Satin Top
$365.00
Bergdorf Goodman
7. Collina Strada
Directly translating to “hill road” in Italian, Collina Strada is all about the journey. Collina is more than a brand; it is a self-contained cosmos that intertwines sustainability, inclusivity, and creativity.
Known for their bold, clashing prints and kooky aesthetic, Collina Strada boasts a number of high street collaborations: Melissa, Desigual, UGG, and BAGGU to name a few.
The brand’s founder, Hillary Taymour, defines Collina as conscious and ethical, and her practice puts inclusivity and care at the forefront.
-75%
Collina Strada
Drizzle Multi-Split Sleeveless Maxi Dress Beige
$350.00
$1,400.00
Neiman Marcus
-40%
Collina Strada
Pamela Sheer Lace Slipdress in Mauve at Nordstrom, Size X-Small Purple
$276.00
$460.00
Nordstrom
8. Wales Bonner
Best known for their multiple collaborations with Adidas, which have been going on since 2020, Wales Bonner is a brand to watch.
Founded by Central Saint Martin alumna Grace Wales Bonner, the brand’s aesthetic is informed by the founder’s biracial and Jamaican identities, and is rooted in black visual culture.
Grace’s unique eye for sharp tailoring has made her an industry darling with countless awards and Paris Fashion Week shows in her back pocket.
-31%
Wales Bonner
Sneakers Silver
$468.00
$675.00
Yoox.com
Wales Bonner
Mixed Leather Low-Top Sneakers Beige
$795.00
Bergdorf Goodman
-31%
Wales Bonner
Ballet flats White
$434.00
$625.00
Yoox.com
Wales Bonner
Pink Mix A Line Mid Skirt Size XS
$163.98
HEWI
-31%
Wales Bonner
Ballet flats Beige
$413.00
$595.00
Yoox.com
Wales Bonner
Pink Mix Wool A Line Midi Skirt Size S
$163.98
HEWI
-26%
Wales Bonner
T-shirts Green
$327.00
$439.00
Yoox.com
Ukrainian heritage and minimalism perfectly coexist at Bevza, one of the biggest brands in Ukraine and a regular New York Fashion Week shower.
Launched in 2006 by Svitlana Bevza, the label has become a favourite amongst influencers over the past few years.
Bevza is known for its shapely accessories, as well as its modern take on traditional Ukrainian symbols and silhouettes, like the spikelet jewellery inspired by wheat and traditional shawls.
Bevza
Grey Longline Wool Coat Size S Gray
$371.44
HEWI
-45%
Bevza
panelled short dress - women - Viscose - M - Black
$358.00
$655.00
FARFETCH
-46%
Bevza
gathered-detailed mini dress - women - Viscose - S - White
$406.00
$749.00
FARFETCH
-47%
Bevza
Bee dress - women - Silk - M - Black
$578.00
$1,087.00
FARFETCH
Bevza
stand-up collar blouse - women - Viscose - M - Neutrals
$852.00
FARFETCH
Bevza
Black High-Rise Faux-Leather Trousers
$450.00
SSENSE
Bevza
Sharp jacket - women - Elastane/Viscose/Wool - M - Black
$726.00
FARFETCH
Bevza
Black Colorblocked Turtleneck
$265.00
SSENSE
Original text and content: Kayla Kuefler
