Everyone Sophisticated Is Wearing This Lesser-Known, Up-and-Coming Brand Right Now

I've failed, and I'm sorry. A large part of any fashion editor's job is to sniff out the newest, most exciting brands before they hit the mainstream—and this one has slipped right past me, while the most discerning fashion fans, Monikh Dale included, have quietly been investing in its sculptural skirts, office-appropriate dresses and elevated basics. So much so that the brand features as one to watch on this quarter's Lyst Index, with searches up 232% year-on-year. Its name? Voranida.

Founded in 2019 by designer Voranida Rujekitnara, the brand names timeless style, impeccable detail and precise craftsmanship as its three key focus points, with reinventions of everyday wardrobe favourites the core aim. A double-collar shirt, a layered silk vest and the exposed-pocket Tracey trouser are just a handful of examples of how it's absolutely hitting the mark. Though, according to Lyst, Voranida has an extra edge.

"Voranida also capitalised on this seasonality-led demand," writes the 2026 second quarter Lyst index. "Across both contemporary and luxury fashion, the brands making the biggest gains were those that embraced the realities of the season, meeting consumers where they were rather than asking them to buy into collections not yet fit for purpose."

Step into any high street store and you're sure to be met with boots, knits and jackets—pieces many of us aren't quite ready to invest in, especially when this summer is one of the hottest on record. This real-life seasonality simply signals, yet again, that Voranida seems to know exactly what we want from our clothes: what they look like, how they're crafted, and when, exactly, we want to wear them. Practicality and polish, standing hand in hand.

The designs aren't synonymous with any one location or style, and that seems to stem from Rujekitnara's background. The designer was born in Bangkok, studied womenswear fashion design at the London College of Fashion and worked with the likes of Fendi and Rejina Pyo before setting out on her own. Her pieces, as a result, cater to no particular location, age or setting—just those searching for something a little different, yet still actually wearable.

And though it's already stocked at luxury stores such as Harrods, I have a feeling we're about to see a great deal more of this brand. Though I promise I'll be a little quicker on the mark next time.

Shop Voranida