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9 “Cool Girl” Brands That Are Really Having a Moment


There are a ton of new brands that pop up in the fashion space, but it’s undeniable when some are really having their moment. Suddenly, they’re stocked in every fashion insider’s wardrobe, everywhere on my Instagram feed, the conversation at fashion dinners, and blowing up the editor Slack channel at Who What Wear. That combination of those things always makes me think that there are big things ahead for the on-the-rise designers.

In 2021, there are some cool fashion brands that check all of those boxes and I’m here to highlight each of them. They range from the coolest possible take on menswear-inspired pajamas to the cult naked dresses that are selling out everywhere to the sleek no-logo bag brand you need to know about if you don’t already. Ahead, the 9 “cool girl” fashion brands to commit to memory. I promise, these are about to get even bigger.

The Brand: Hommegirls. As the name implies, Hommegirls takes inspiration for menswear with cool takes on boxer shorts, tube socks, and button-down shirts. A passion project by designer Thakoon Panichgul, everything the brand touches is cool—from the clothes to their cult zine.

The Brand: Nensi Dojaka. Beloved by celebs including Bella Hadid and Zendaya as well as fashion insiders everywhere, Nensi Dojaka is the on-the-rise brand to know about that has every cool girl’s stamp of approval. Their signature pieces are built around barely-there floss straps and see-through mesh that tap into the naked trend that’s taken over in 2021.

The Brand: Frankie Shop. Looking for the coolest possible take on fashion basics? Look no further than Frankie Shop, whose takes on everything from T-shirts to leggings always feel trend-forward and anything but basic.

The Brand: Savette. It’s been a while since a new bag brand has come around that’s made me truly excited but I can’t say enough amazing things about Savette—a brand designed by Khaite and The Row alum, Amy Zurek. Quietly launched earlier this year, the sleek bags are cool takes on classic shapes, but finished with signature touches like the metal hardware.

The Brand: Aimé Leon Dore. Streetweear brand Aimé Leon Dore has risen to cult brand status among the fashion set, with New Balance sneaker collabs selling out in record time. Everything founder Teddy Santis seems to draw a crowd, whether it’s his clothing or Soho-based store that has a perpetual line.

The Brand: Louisa Ballou. If you’re planning on packing your suitcase somewhere involving a beach, you’ll want to add some pieces from Louisa Ballou. The bold prints, extreme cutouts, and micro hemlines have all drawn the attention of the fashion crowd.

The Brand: Sir. Australian brand Sir combines Bondi beach-inspired resortwear influences with modern minimalism resulting in beautiful, seasonless wardrobe staples you’ll want to wear over and over again.

The Brand: Sporty & Rich. Founded by Emily Oberg, L.A.-based brand Sporty & Rich takes on athleisure with a retro spin with pieces that look like they could have been plucked from the ’80s and ’90s. If Princess Diana’s gym looks are a point of inspiration, you’ll want to wear these pieces.

Shop the matching Printed Sweatshirt ($145)

The Brand: Nué Studio. If you’re looking for party pieces to dress up in, turn your attention to Nué Studio whose signature rhinestone-adorned pieces have gone viral on Instagram.

Next, shop the cool fashion finds I’m obsessing over right now.

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