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.
-59%
Reformation
Sandals Black
$158.00
$383.00
Yoox
Reformation
Elise Velvet Knit Dress Black
$178.00
Anthropologie
Reformation
Black Ethan Trousers
$225.00
SSENSE
Reformation
Genni leather sandals - women - Leather - 10 - White
$298.00
FARFETCH
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.
Ganni
Kat Medium shoulder bag Black
$940.00
Mytheresa
-30%
Ganni
Striped cotton-blend T-shirt Red
$151.00
$215.00
Mytheresa
-30%
Ganni
Velvet jersey midi dress Red
$361.00
$515.00
Mytheresa
-40%
Ganni
Butterfly slides Brown
$285.00
$475.00
Mytheresa
-30%
Ganni
Printed ruched mesh maxi dress Blue
$312.00
$445.00
Mytheresa
Ganni
Mini top-handle bag Red
$615.00
Mytheresa
-40%
Ganni
Feminine Buckle sandals Brown
$297.00
$495.00
Mytheresa
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
-30%
Staud
Millie maxi dress Blue
$392.00
$560.00
Mytheresa
-30%
Staud
Tina ruched velvet gown Black
$683.00
$975.00
Mytheresa
-30%
Staud
Naomi satin gown Green
$504.00
$720.00
Mytheresa
Staud
Tommy beaded shoulder bag Red
$492.00
Mytheresa
-30%
Staud
Cadence beaded satin gown Red
$546.00
$780.00
Mytheresa
Staud
Timmy Small beaded shoulder bag Red
$510.00
Mytheresa
-30%
Staud
Eton sequined top Beige
$340.00
$485.00
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.
-50%
A.P.C.
Capucine printed shirt Red
$162.00
$324.00
Mytheresa
-33%
A.P.C.
Caban
$920.00
$1,382.00
Balardi
-30%
A.P.C.
Mathilde printed shirt dress Purple
$300.00
$429.00
Mytheresa
-36%
A.P.C.
Sac Ninon Mini
$335.00
$521.00
Balardi
-30%
A.P.C.
Johnny mid-rise denim shorts Blue
$127.00
$182.00
Mytheresa
A.P.C.
Womens Ninon supple XL tote bag Black
$395.00
Simons
-40%
A.P.C.
Eve pleated jersey midi dress Orange
$273.00
$455.00
Mytheresa
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!
-10%
Faithfull The Brand
Palermo linen-blend maxi dress - women - Linen/Flax/Rayon/Rayon - S - Blue
$454.00
$505.00
FARFETCH
-30%
Faithfull The Brand
Jane linen vest Black
$217.00
$310.00
Mytheresa
Faithfull The Brand
Dinard ruched bikini top Brown
$200.00
Mytheresa
-20%
Faithfull The Brand
Hedy draped linen maxi dress Brown
$368.00
$460.00
Mytheresa
-30%
Faithfull The Brand
Citara plissé cotton-blend maxi skirt Brown
$301.00
$430.00
Mytheresa
-30%
Faithfull The Brand
Andez ruched bikini bottoms Red
$109.00
$155.00
Mytheresa
Faithfull The Brand
Jane linen vest Brown
$395.00
Mytheresa
-30%
Faithfull The Brand
Meline cotton voile maxi dress White
$389.00
$555.00
Mytheresa
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
Adelina Battenberg Lace Blouse Beige
$639.00
Eraldo
-60%
Sea New York
Midi dresses Blue
$297.00
$736.00
Yoox
Sea New York
Embroidery Pyjama Set White
$486.00
Eraldo
-36%
Sea New York
Tops Purple
$230.00
$361.00
Yoox
Sea New York
Floral Lace-up Beach Dress White
$409.00
Eraldo
-30%
Sea New York
Shirts Black
$560.00
$801.00
Yoox
Sea New York
Eliison Lace-trim Top Black
$533.00
Eraldo
-75%
Sea New York
Midi dresses White
$128.00
$517.00
Yoox
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.
-77%
Collina Strada
Tops Pink
$142.00
$625.00
Yoox
-68%
Collina Strada
Necklaces Orange
$100.00
$311.00
Yoox
-72%
Collina Strada
T-shirts Green
$125.00
$447.00
Yoox
-77%
Collina Strada
Tops White
$104.00
$445.00
Yoox
-66%
Collina Strada
Tops Orange
$111.00
$324.00
Yoox
-79%
Collina Strada
Midi dresses Blue
$148.00
$703.00
Yoox
-39%
Collina Strada
Shorts & Bermuda Shorts White
$110.00
$179.00
Yoox
-36%
Collina Strada
T-shirts White
$114.00
$179.00
Yoox
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.
Wales Bonner
Atlantic cotton shirt Blue
$830.00
Mytheresa
-77%
Wales Bonner
Pants Brown
$143.00
$633.00
Yoox
-55%
Wales Bonner
River Shirt
$540.00
$1,192.00
Balardi
-78%
Wales Bonner
Ankle boots White
$245.00
$1,100.00
Yoox
-38%
Wales Bonner
Espadrilles White
$286.00
$459.00
Yoox
-71%
Wales Bonner
Sandals Beige
$291.00
$1,001.00
Yoox
-72%
Wales Bonner
Sandals Brown
$198.00
$708.00
Yoox
-76%
Wales Bonner
Midi dresses Green
$332.00
$1,376.00
Yoox
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.
-78%
Bevza
Handbags Brown
$134.00
$613.00
Yoox
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
Bevza
satin long skirt - women - Viscose - S - Black
$570.00
FARFETCH
Bevza
White Bra Closure Cardigan
$290.00
SSENSE
Bevza
Black Seashell Bra Maxi Dress
$795.00
SSENSE
Bevza
hooded knit jumper - women - Cotton - M - Blue
$691.00
FARFETCH
Original text and content: Kayla Kuefler
