As the world begins to open up once more, folks are chomping at the bit to shop for new clothes (anything but sweatpants) and embrace “revenge outfits,” while dressing to impress. Rather than simply hitting up the same old stores you’ve worn and loved before, we highly suggest checking out these six up-and-coming fashion brands that have been steadily flooding our Instagram feeds for weeks now. From sustainably-minded Brazilian print masters to laid-back California separates to the designer who launched one of summer’s biggest, if most controversial, trends, here are the brands you’ll want to know and shop before everyone else catches on.
6 Hot New Fashion Brands to Know and Shop for Summer 2021
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1. farm Rio
This super-colorful Brazilian brand went from being a name we heard every once in a while to suddenly popping up everywhere we look—on the streets of NYC, in stores like Shopbop, Nordstrom and Saks Fifth Avenue, and all over our Instagram feed. “We aren't afraid to be very bold and colorful—it’s part of our Brazilian DNA,” says founder Kátía Barros. Another part of the brand’s DNA is its commitment to sustainability and ethical production methods. Interestingly, the brand has been around since 1997, but only started gaining real traction in the U.S. in the past few years, leading to collaborations with Adidas and Levi’s that sold out lightning fast. We suggest following the brand on Insta so you don’t miss out on whatever fun projects Barros and her team have coming down the pipeline.
2. the Great
Fans of the denim brand Current/Elliott may already be familiar with The Great, which was founded by the very same duo, Emily Current and Merritt Elliott, as their next big venture. The female-focused company has a distinct California vibe (which makes sense given both founders are from Northern Cali) with lots of easy dresses, casual accessories and shoes, comfy loungewear and plenty of beachy prints and patterns. It’s taken a little while for the two to find their footing, but 2021 appears to be their year, with The Great dresses and sweats popping up all over Instagram, as well as in stores like Nordstrom, Net-a-Porter, Verishop and Revolve.
If you’re more of a minimalist, be sure to check out Tove, a brand owned and operated by two women, Camile Perry and Holly Wright. A sustainably-minded brand, Tove uses eco-friendly materials and production methods, but also incorporates the concept of a buildable wardrobe into its collections with the intention that each new piece can be worn with pieces from previous years, while still looking fashion forward. The price point is pretty high—dresses run between $400 and $800—but the quality of the materials and construction is impeccable and will serve you well for years to come.
4. tamara Malas
This bright, bold brand is all about crafting statement pieces in a thoughtful manner, taking into account environmental impact, quality-control and size inclusivity. Every piece is available in sizes 6 to 32 and made in NYC. Founder Tamara Malas is still developing the focus of the brand, but right now there are plenty of vibrant frocks, bike shorts, layering pieces and even undies to mix and match with abandon. There are also come neutral-hued pieces, for those who aren’t so keen on wearing multiple Y2K-inspired patterns at once, and we expect to see even more interesting newness from Malas in the months to come.
5. christopher Esber
You know all those tops, dresses and bikinis that feature a string tie designed to crisscross across your midriff that you keep seeing everywhere you look? The trend began with Christopher Esber. The high-end Australian designer has a background in tailoring that crosses over to even his flowier summer pieces by way of perfectly placed seams and impeccable construction. As Esber puts it, his designs are meant to “radiate a quiet confidence and strength” with a “whisper rather than a shout.” Indeed, there is a beautiful minimalism even in his most complex styles that appears to have grabbed the attention of the fashion world and, as evidenced by summer’s huge midriff-flossing trend, is making a major impact.
6. autumn Adeigbo
The namesake brand of Autumn Adeigbo is nothing if not vibrant. She specializes in stunning prints and mixed patterns inspired in part by the clothes her Nigerian mother used to make for her as a child. The result is a collection of clothing and accessories that feels bright, cheerful and ready to party. Like many up-and-coming designers, Adeigbo also places a large emphasis on sustainability and only produces orders once they’ve come in—which does mean it’ll take a little longer for your order to reach you. But trust us, it’s well worth the wait. This festive brand has been spotted on celebs like Zooey Deschanel, Kerry Washington, Busy Phillips, Gabrielle Union, Gwyneth Paltrow and Mindy Kaling, just to name a few, and while we’re pretty obsessed with clothing, it’s the hair accessories that continue to rapidly sell out every time they’re restocked.