Cool brands that will have people asking “Where did you get that?”
Is there a compliment more valuable to a fashion girl than being asked, “Where did you get that?” Seeing other cool girls recognise your impeccable taste and low-key shopping addiction is invaluable. Since sharing is caring, there’s nothing like discussing cool brands with like-minded people.
But what makes a brand cool? In an era where, thanks to social media, fashion trends rise, more often than not, from the bottom up rather than being imposed by the Olympus of celebrities, there are more ways to be cool than one can count.
“It” brands and “it” pieces go viral all the time, making it hard to keep up. A few labels, though, seem to consistently pop up during “what are cool girls wearing today” conversations. These brands, albeit different from each other, all have that je ne sais quoi that makes others, without fail, go, “Wait, where did you get that?”. Here are our favourite nine.
Launched in 2009 by Yael Aflalo, Reformation is known both for its perfect basics and snazzy occasionwear. The brand’s mission to bring sustainable fashion to everyone has earned them a “Good” rating on the sustainability platform good on you. They pledge to become Climate Positive within 2025 and to achieve full circularity by 2030. And not only that, Reformation boasts Olivia Rodrigo, Emily Ratajkowski, and Taylor Swift as its biggest fans.
Reformation
Wiley boat-neck top - Brown
£78.00
FARFETCH
Reformation
Zoe midi skirt - Black
£158.00
FARFETCH
Reformation
Tefi Knotted Stretch-cotton top - Brown - XL (UK16 / XL)
£70.00
Harvey Nichols
Reformation
Melange Cashmere Jumper - Grey - S (UK8-10 / S)
£150.00
Harvey Nichols
Reformation
Bella Jersey Tank - Black - S (UK8-10 / S)
£100.00
Harvey Nichols
Reformation
Katara Floral-print Georgette Midi Dress - Black - 0 (UK4 / Xxs)
£280.00
Harvey Nichols
Reformation
James Crepe Blazer - Black - S (UK8-10 / S)
£300.00
Harvey Nichols
Reformation
Trish Ruched Stretch-cotton top - Brown - XL (UK16 / XL)
£80.00
Harvey Nichols
2. Ganni
Ganni, the ultimate Scandi brand, began as a cashmere seller in 2000 before becoming iconic in the 2010s for its bold and unique designs.
Their price point is another huge perk of Ganni: while the brand is considered luxury, most, if not all, of their pieces sit below $/£1,200.
The phenomenon of the #GanniGirls has also helped the brand’s meteoric rise, and its celeb endorsements boast the likes of Beyoncé, Kylie Jenner, and Bella Hadid.
Passionate about sustainability and transparency, Ganni has been a B-Corp since 2022.
-14%
Ganni
Black Shiny Quilt Midi Jacket
£304.00
£354.00
Balardi
Ganni
White Snake Small Bou Bag
£395.00
GANNI
-10%
Ganni
Overszied Short Bomber Jacket Black
£303.00
£336.00
Balardi
-40%
Ganni
White Floral Satin Maxi Dress - Size 32 Elastane
£237.00
£395.00
GANNI
-32%
Ganni
Organic Cotton Denim Skirt Blue
£181.00
£265.00
Balardi
-40%
Ganni
Black Washed Smock Dress - Size 32 Cotton
£171.00
£285.00
GANNI
-9%
Ganni
Ribbed Beanie Hat In Pink Recycled Wool/Poly
£156.00
£171.00
Balardi
Ganni
Leopard-print tie-neck chiffon blouse Brown
£285.00
Mytheresa
3. Staud
When it comes to fashion, STAUD believes accessible pricing should go hand in hand with empowering designs. Founded by Jenner-bestie Sarah Staudinger in 2015, STAUD’s collection details the pursuit of style without breaking the bank.
The brand is well-known for its aesthetic which marries vintage inspirations with modern sensibilities and a strong Californian flair. STAUD’s pieces—like their beloved mid-range line of handbags—are meant to be worn again and again.
STAUD boasts a cohort of A-list fans, including the Duchess of Sussex herself. Meghan Markle stunned at the 2024 ESPY Awards this past July, wearing a cowl-neck, backless gown from the Californian brand.
Staud
Moon small leather shoulder bag - Brown
£285.00
FARFETCH
-30%
Staud
Sheila belted midi dress Beige
£231.00
£330.00
Mytheresa
-40%
Staud
Lorelai cotton velvet bustier top Black
£171.00
£285.00
Mytheresa
-37%
Staud
Iris Mini Dress Black
£394.00
£623.00
Balardi
Staud
Maude Mini leather tote bag Brown
£380.00
Mytheresa
-37%
Staud
Stella Dress Black
£439.00
£694.00
Balardi
-30%
Staud
Cadence beaded satin gown Red
£399.00
£570.00
Mytheresa
-60%
Staud
Liya ruched jersey and organza gown Black
£172.00
£430.00
Mytheresa
4. A.P.C.
Authentic and affordable in terms of style, cost, and philosophy, A.P.C. is a French label founded by Jean Touitou in 1987.
Minimalism and timelessness are core pillars of Touitou’s vision for the brand. Originally known for its iconic raw denim classic jeans, A.P.C. today boasts a whole line of clothes and accessories for both men and women.
A.P.C. provides minimal and casual looks, perfect for everyday life.
-41%
A.P.C.
FOOTWEAR - Trainers on YOOX.COM White
£126.00
£214.00
Yoox.com
-2%
A.P.C.
Black Leather Grace Crossbody Bag
£490.00
£499.00
Balardi
-24%
A.P.C.
Sac Ninon
£242.00
£317.00
Balardi
-23%
A.P.C.
Wallets Black
£222.00
£290.00
Balardi
A.P.C.
Midnight Blue Cotton Sweatshirt
£186.00
Balardi
-26%
A.P.C.
Standard Grand Vpc Sweatshirt Blue
£139.00
£188.00
Balardi
A.P.C.
Black Leather Willow Card Holder
£126.00
Balardi
-21%
A.P.C.
Coats Green
£278.00
£354.00
Balardi
Founded in Indonesia in 2014, Faithfull The Brand is all about quality and authenticity. Co-founders Sarah-Jane Abrahams and Helle Them-Enger collaborate with their community in Bali to handcraft garments that evoke a sense of summer.
Thanks to their community-based efforts and commitment to considered and certified materials, Faithfull received B-Corp status in 2021.
Even Kate Middleton has been a fan of the brand since 2020!
-40%
Faithfull The Brand
Vida maxi dress Brown
£156.00
£260.00
Mytheresa
Faithfull The Brand
Callista Striped Cotton Midi Dress - Navy - Xxl (UK18 / Xxl) Blue
£220.00
Harvey Nichols
-47%
Faithfull The Brand
Faithfull The Brand Gino Dress
£282.00
£535.00
Balardi
-40%
Faithfull The Brand
Citara striped cotton-blend maxi dress Blue
£171.00
£285.00
Mytheresa
-47%
Faithfull The Brand
Faithfull The Brand Bellini Maxi Dress
£242.00
£458.00
Balardi
-50%
Faithfull The Brand
Tiesse striped cotton maxi dress Blue
£165.00
£330.00
Mytheresa
Faithfull The Brand
High-rise linen wide-leg pants White
£265.00
Mytheresa
Faithfull The Brand
Soleil linen maxi dress Black
£350.00
Mytheresa
Sea New York was founded by childhood friends Sean Monahan and Monica Paolini, who created the brand by bringing together their seemingly opposed styles: Monahan’s taste for modern, clean lines and Paolini’s eye for vintage pieces.
Lace, embroidery, knits, and technical fabrics can be found throughout Sea’s collection, always used in purposeful and distinctive manners. Their collections are inviting and elegant, romantic and boyish at the same time.
-20%
Sea New York
Elke T-shirt - Black
£313.00
£392.00
FARFETCH
Sea New York
TOPWEAR - Tops on YOOX.COM White
£233.00
Yoox.com
Sea New York
Sullivan balloon-sleeve buttoned hoodie - Green
£403.00
FARFETCH
-48%
Sea New York
DRESSES - Midi dresses on YOOX.COM Green
£160.00
£309.00
Yoox.com
-46%
Sea New York
BOTTOMWEAR - Trousers on YOOX.COM Blue
£123.00
£228.00
Yoox.com
-50%
Sea New York
pleat-detail wide-leg jeans - Blue
£231.00
£463.00
FARFETCH
Sea New York
DRESSES - Midi dresses on YOOX.COM Black
£344.00
Yoox.com
7. Collina Strada
Directly translating to “hill road” in Italian, Collina Strada is all about the journey. Collina is more than a brand; it is a self-contained cosmos that intertwines sustainability, inclusivity, and creativity.
Known for their bold, clashing prints and kooky aesthetic, Collina Strada boasts a number of high street collaborations: Melissa, Desigual, UGG, and BAGGU to name a few.
The brand’s founder, Hillary Taymour, defines Collina as conscious and ethical, and her practice puts inclusivity and care at the forefront.
-67%
Collina Strada
Thistle tank top - Pink
£106.00
£320.00
FARFETCH
-42%
Collina Strada
TOPWEAR - T-shirts on YOOX.COM Brown
£77.00
£133.00
Yoox.com
-67%
Collina Strada
meadow plaid cardio nova top - Yellow
£131.00
£394.00
FARFETCH
-41%
Collina Strada
TOPWEAR - Tops on YOOX.COM Blue
£116.00
£197.00
Yoox.com
-63%
Collina Strada
Mikaela sequin lace-detail jeans - Blue
£333.00
£893.00
FARFETCH
-39%
Collina Strada
JEWELLERY and WATCHES - Necklaces on YOOX.COM Orange
£102.00
£168.00
Yoox.com
-61%
Collina Strada
rose-print embellished track pants - Blue
£123.00
£313.00
FARFETCH
-63%
Collina Strada
floral lace detailing cotton jeans - Blue
£333.00
£893.00
FARFETCH
8. Wales Bonner
Best known for their multiple collaborations with Adidas, which have been going on since 2020, Wales Bonner is a brand to watch.
Founded by Central Saint Martin alumna Grace Wales Bonner, the brand’s aesthetic is informed by the founder’s biracial and Jamaican identities, and is rooted in black visual culture.
Grace’s unique eye for sharp tailoring has made her an industry darling with countless awards and Paris Fashion Week shows in her back pocket.
-47%
Wales Bonner
Commune Track Pant
£227.00
£432.00
Balardi
-39%
Wales Bonner
velvet ballet flats - Blue
£393.00
£648.00
FARFETCH
-42%
Wales Bonner
Morning Tee
£143.00
£246.00
Balardi
-40%
Wales Bonner
Wales Bonner Fine-knit Track Jacket - Blue - XL
£417.00
£695.00
Harvey Nichols
-41%
Wales Bonner
Highlife Bowling Shirt With Purple Print
£319.00
£541.00
Balardi
-50%
Wales Bonner
Wales Bonner Kingston Twill Shorts - Navy - 52 (IT52 / XL) Blue
£275.00
£550.00
Harvey Nichols
-50%
Wales Bonner
Sky Jersey Top
£192.00
£383.00
Balardi
Wales Bonner
Wales Bonner Island Ribbed-knit T-shirt - Blue - XS (UK6 / XS)
£350.00
Harvey Nichols
Ukrainian heritage and minimalism perfectly coexist at Bevza, one of the biggest brands in Ukraine and a regular New York Fashion Week shower.
Launched in 2006 by Svitlana Bevza, the label has become a favourite amongst influencers over the past few years.
Bevza is known for its shapely accessories, as well as its modern take on traditional Ukrainian symbols and silhouettes, like the spikelet jewellery inspired by wheat and traditional shawls.
Bevza
stand-up collar blouse - Neutrals Beige
£562.00
FARFETCH
-20%
Bevza
Bee dress - Black
£724.00
£906.00
FARFETCH
-51%
Bevza
A-line midi skirt - Green
£216.00
£438.00
FARFETCH
-20%
Bevza
gathered-detailed mini dress - White
£480.00
£600.00
FARFETCH
-51%
Bevza
panelled short dress - Black
£291.00
£590.00
FARFETCH
Bevza
stand-up collar blouse - Neutrals Beige
£562.00
FARFETCH
-39%
Bevza
braided detail bra - Black
£204.00
£332.00
FARFETCH
Bevza
Black High-Rise Faux-Leather Trousers
£390.00
SSENSE
Original text and content: Kayla Kuefler
