Flick through the news pages of fashion magazines and you’ll notice there’s always a new ‘it’ collection, a new ‘it’ product, a new ‘it’ brand.
Keeping up with such can be a struggle, even for the most tapped-in enthusiast, and it hardly allows time to form your own opinion. By the time you have, there’s a new thing to be ogling over.
That said, when it comes to labels to have your eye on, there are a few that shouldn’t be dismissed. We’ve listed our favorite below, from covetable knitwear brands to decades-old labels that are back on the up, to help ease the ongoing task of staying in the know.
Soft Goat
Anyone looking to update their knitwear collection should beeline to Soft Goat – the brand’s name is a playful nod to the source of their cashmere fiber. As suggested, their jumpers and cardigans have a cozy feel that confirm their high quality, yet come in contemporary silhouettes that you’d expect from more trend-led brands that might skimp on their materials. Now they’ve branched out into ready-to-wear, offering silk blouses, fringed skirts, and shearling jackets to see you through any occasion.
Sharon Wauchob
While this Paris-trained designer is no newcomer, a momentum of new customers and retail support proves that she’s back on the rise. Having launched her eponymous brand fifteen years ago, Wauchob continues to refine what is meant by elegant femininity, crafting clothes that both empower and bolster the modern woman.
Skirts and dresses made of satin or silk voile drape daintily down the body, while a sharp-shouldered coat may sit atop a playful feather-adorned cami. Expect to see her pieces on the high-powered types that go from the office to the opera and whatever fabulous soiree there is after.
Heirlome
Collaborations aren’t a new format within the fashion industry, but Heirlome’s decision to work with different artisans every season could be seen as one. Founded by Stephanie Suberville and Jeffrey Axford, the brand platform’s Mexican and Latin American artisans by inviting them to update their core, somewhat minimalist pieces. For example, the silk satin Lexi skirt features a print by Mexican artist Alex Jurado, whose work is rooted in the cultural heritage of the Paquimé people of Chihuahua, Mexico.
As well as counting Net-A-Porter and Harvey Nichols as stockists, Heirlome has also caught the attention of America’s fashion body, as it was a runner up in last year’s CFDA/Vogue Fashion Fund.
Rùadh
Denim is notoriously harmful to the planet, yet Rùadh (pronounced “roo-ah”) does everything it can to minimise its impact. The B-corp brand produces its pieces in small batches to avoid stockpiling and unnecessary waste, has made sure every element on a garment is traceable, and even produces its own sustainability report.
Even better, the brand’s jeans (as well as the basics it produces to pair nicely with them) are the type that’ll continually return too. Styles like ‘The Quinn’ will soften with each wash and wear, ensuring a perfect fit that can’t be replicated. But if you do grow tired of them, send them back to Rùadh for the brand to upcycle and you’ll receive 20 percent off your next purchase.
Calvin Klein Collection
After six years without a creative director, Veroni Leoni joined the all-American institution with the ambition of bringing it into the luxury realm once again. Previously design director of The Row, Leoni’s expertise in minimalist design had the industry buzzing, and her first runway show, for the autumn/winter 2025 collection, didn’t disappoint.
Immediately, it’s been snapped up by the likes of Net-A-Porter and Mytheresa, and has a growing customer base that see elements of the brand’s nineties heyday within her pieces. Expect neutral colour palettes, sculptural silhouettes, and accessories that take center stage – the type of garms the Olsen twins may see as competition.
