The Buzziest New Fashion Brands You Need To Know About

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  • It's cold outside, so we thought we'd cheer you up with a sneak peek at some of the cool new brands that garnered serious buzz at the SS16 shows. Read on, drool, and put on your radar now...

    Ah, fashion month. Alongside all the blockbuster shows by the Burberrys and the Balmains of this world, there’s always a whole host of exciting new names that have everyone muttering ‘next big thing’ before the rain’s even dried from our Gucci goat-fur mules.

    When a brand’s being snapped on street style stars before anyone who doesn’t stare at clothes for a living has even heard of them, that’s when you know: Buzzy Brand (technical term, technical term) Alert.

    So read on for our round-up of the new designers and coolest labels to watch out for, right now…


    Who: A ‘design collective’ headed up by Demna Gvasalia, a former designer for Maison Martin Margiela. Ultimate proof of his white-hotness – the official announcement during Paris Fashion Week that he’s been appointed the new creative director of Balenciaga following Alexander Wang’s exit.
    Why: Think grunge meets deconstruction meets vintage – oversized jackets, recycled firefighers’ jackets…a floral-patchwork dress with sweatshirt inserts from last season was spotted on street stylers galore during the shows
    Where: Paris Fashion Week – in a kitschy Chinese restaurant on the outskirts of town, no less. High-gloss commercial fashion, this ain’t. And that’s why they’re so hot.


    Who: Simon Porte Jacquemus
    Why: His masterful way of slicing together fabrics and elements of different pieces to produce crisp, asymmetric looks – for example half a beautifully-tailored navy jacket, layered over a white t-shirt and a red mini dress
    Where: Paris Fashion Week


    Who: Connected New Yorker Rosie Assoulin, a former Oscar de la Renta trainee
    Why: Exaggerated, dramatic party wear with edge. See her take on ruffles for SS16 – she’s even put them down the side of flares
    Where: New York Fashion Week


    Who: Japanese designer Yasuko Furuta
    Why: OK, we’re massively cheating by putting this one in a ‘new brand’ line up – the label was founded in Tokyo in 1997 and is now one of Japan’s coolest labels. But our excuse? She’s only been showing in London for a year. And we’re obsessed. Think crazy fabric mash-ups and amazing studded accessories.
    Where: London Fashion Week


    Who: Brazilian-born, London-based perfectionist Barbara Casasola
    Why: Super minimal and super clean, Casasola’s designs feature immaculate pleating and a total lack of embellishment. Her bias-cut dresses and amazing trouser suits for SS16 called to mind early Calvin Klein
    Where: London Fashion Week


    Who: Ex Mulberry designer Emma Hill – aka the lady who brought us It bags galore. See the Alexa for starters
    Why: The world of accessories has had a huge ‘It’-bag-shaped hole in it since Hill’s departure from Mulberry. Now she’s bringing her fun, wit and serious knack for covet-factor to her own label. Her fuchsia, leopard and bright green bags for SS16 are aimed at the almost-affordable market – ie they start at £495, not £1450.
    Where: London Fashion Week – presented at a neon-pink-fest breakfast at Claridges. With bags carried by Hill & Friends-uniformed bellboys. Of course!


    Who: London-born Molly Goddard, a St Martin’s knitwear graduate
    Why: Nostalgic dresses with a strong hand-crafted element – think oversized tiered tulle prom dresses and smocking galore
    Where: London Fashion Week


    Who: Fashion East alumni Claire Barrow
    Why: Punky cool – Barrow’s pieces are festooned with scribbled and painted-on handwriting and shown on a colourful line-up of street-casting-style models
    Where: London Fashion Week


    Who: Sicilian Marco de Vincenzo, the man responsible for sell-out Fendi bags aplenty thanks to his other day job as head of bag design for the Italian house
    Why: His clothing brand under his own name has quickly rocketed him to fash-consciousness for his luxe, OTT approach – incredible textiles (feathers, upholstery fabrics…you name it) and rainbows of colour
    Where: Milan Fashion Week


    Who: Catalonian creative director Josep Font
    The 40-year-old Spanish house started life as del Pozo, a Madrid boutique. It became well known for fragrances but was pretty much ‘asleep’ until its new owners appointed Font. He’s breathed new life into it with his spectacular ‘pret-a-couture’ collections (ie ready-to-wear but made using high-end couture techniques) and a spot on the New York Fashion Week show schedule. His dramatic, sculptural take on cocktail dressing has ‘cool red-carpet’ written all over it
    Where: New York Fashion Week

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