The Lesser-Known Fashion Brands Our Editors Are Championing This Season

·5-min read

Despite the pervading uncertainty, it feels as though 2020 and 2021 were the years of the small brand. Of course, that is not to diminish the struggles that independent brands have faced (and still face) through the pandemic, but as the parameters of our lives shrunk, our fascination for small-scale production only grew. Whether it's due to concern for the environment or purely a fear that independent businesses would fail without our support, platforms such as Etsy and Instagram gave us a chance to discover new names like never before.

As a team, we're passionate about championing small brands, and like intrepid explorers, we've spent many an evening wading through the internet to hunt down those unknown labels. When you stumble across a gem, there's nothing quite like it. It also helps that big-name e-commerce sites like Net-a-Porter are becoming so much better at celebrating up-and-coming talent. More than ever, it's so easy to support small brands in a big way.

In celebration of all things small but mighty, I asked some of our editors to tell me the brands that they're championing this season. From Musier Paris's vintage-inspired charm to Tove's elegant minimalism, scroll down to see our edit.

Joy Montgomery, Shopping Editor

Musier Paris

I have always loved how Musier Paris manages to tread the line between timeless minimalism and vintage-inspired cool (essentially how my wardrobe is divided), and its latest drop is packed full of lust-worthy designs that I can't stop thinking about.

Musier Paris Jacket Kelsey (£450)

Musier Paris Trench Dorothee (£270)

Musier Paris Escarpins Babies (£165)

La Veste

Since its inception in 2018, it's fair to say that I've loved pretty much everything that La Veste has created. As it's colourful, feel-good, and quirky in a world of copycat Insta ensembles, I've been in awe of the brand's use of colour and print.

La Veste Galaxia Shirt (£160)

La Veste Adult Pyjamas (£160)

La Veste Apple Blazer (£470)

Cawley Studio

I first spotted Cawley Studio on Instagram and was instantly won over by its homely yet impactful designs. Offering up two collections a year, each piece is individually hand-cut and made in London from all-natural materials—mostly cotton and linens with the addition of wool and sheepskin in the colder seasons.

Cawley Studio Avis Sheepskin Stripe Jacket (£1170)

Cawley Studio Erin hand-smocked silk-dupion dress (£1770)

Cawley Studio Barco Indian Doupion Blouse (£310)

Mad Brown Knitwear

With its innovative take on upcycling old knitwear, I couldn't not include Mad Brown Knitwear in my small brands round-up. Using colourful threads to give new life to old cable knits, it's no surprise that the drops sell out super quick, so keep your eyes peels for the latest drops. The brand also does bespoke commissions if you want to create something truly unique.

Mad Brown Knitwear 255 (£205)

Mad Brown Knitwear 252 (£295)

Mad Brown Knitwear 241 (£245)

Zoe Anastasiou, Fashion and Social Media Editor

Lily & Roo

This is one of my favourite brands for dainty, fine jewellery. I got a Lily & Roo pearl necklace this summer and have worn it every day since. The collections are full of pieces you'll never want to take off.

Lily & Roo Gold Mini Pearl Choker (£95)

Lily & Roo Gold Diamond Style Huggie Hoop Earrings (£79)

Lily & Roo Solid Gold Small Round St Christopher Medallion Necklace (£140)


Already championed by some of the chicest women on Instagram (Monikh and Lucy Williams included), Tove is the up-and-coming brand that is big news this year. Its signature pleated dress is at the top of my wish list and will be a worthy investment.

Tove Cedar ruched organic cotton maxi dress (£475)

Tove Lexy ruched stretch-jersey midi dress (£365)

Tove Gracen tie-detailed gathered silk-blend midi dress (£825)

Monika the Label

I love discovering brands that have prioritised sustainability as a part of their ethos from the very beginning. Monika the Label manufactures all of its products right here in London and works with eco-friendly fabrics like Regenesis Light Satin, which is made from recycled plastic bottles.

Monika the Label Stevie Mixed Print Maxi Dress (£195)

Monika the Label Sunset Bandanas (£15)

Monika the Label Maggie Mixed Print Shirt Dress (£175)

Emma Spedding, Editor

Rave Review

Known for its use of sustainable materials and championing of environmentally friendly manufacturing processes, Rave Review creates the most amazing patchwork, picnic rug–style designs. I'm particularly obsessed with the brand's statement-making checked dresses.

Rave Review + NET SUSTAIN Avril patchwork cotton mini dress (£480)

Rave Review + NET SUSTAIN Sally patchwork printed wool coat (£1730)

Rave Review + NET SUSTAIN Iggy asymmetric patchwork cotton midi dress (£670)


Combining classic silhouettes with unusual fabrics and prints, Aje has all the makings of a true fashion classic. I instantly fell for the brand's hand-dyed linen dress this year.

Aje Revitalise puff-sleeve cutout linen-blend dress (£485)

Aje Idealist pleated linen-blend blouse (£230)

Aje Veil lace-trimmed satin slip dress (£350)


If you're looking for basics with a design-led twist, I can't recommend Lvir enough. I have my eye on the beige bodysuit, which will layer so nicely under both jeans and dresses.

Lvir Unbalance asymmetric ribbed merino wool and cashmere-blend sweater (£245)

Lvir Belted faux leather-trimmed faux suede jacket (£390)

Lvir Topstitched ribbed-knit turtleneck top (£80)

Up Next: Autumn/Winter 2021 Trends: The Only Fashion Looks You Need to Know

This article originally appeared on Who What Wear

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