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.



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