27 Standout Emerging Fashion Brands I Discovered in 2025
Even before I became an editor, research was always a hobby of mine, as long as I can remember. That curiosity naturally extended to fashion and shopping, making brand discovery one of my favorite pastimes and now one of the most rewarding parts of my work.
I’ve always loved discovering new places to shop, particularly unconventional spaces where fashion, art, and culture overlap, and those who embrace unbridled experimentation and self-expression.
Some of my go-to starting points for brand discovery include keeping an eye on first-time showers during Fashion Month, going down TikTok rabbit holes, looking at Central Saint Martins graduate designers, and browsing stores known for their niche curation, such as Alta Store, APOC, Ap0cene, Bomi, Café Forgot, Forecast, Komune, Maimoun, and Tangerine. If there’s a celebrity whose style I consistently gravitate toward, I’ll often look up their stylists for inspiration: Dara Allen, Harper Slate, Nancy Kote, and Spencer Singer, to name a few.
Below is a look at the standout emerging fashion brands I discovered in 2025, along with what I’d buy from each, from labels that have been around for a while but are new to me, to ones just getting started.
Geel
The Los Angeles label Geel has been one of the brands I’ve loved most this year. Most pieces are under $200, and the Brynn Skirt has easily become my most-worn item. I can’t wait to buy more.
Chimi
The sunglasses brand I couldn’t stop coming back to this year was Chimi, an independent label based in Stockholm. I first discovered it on TikTok after noticing someone I follow in L.A. wearing a pair. If you’re in New York City, I highly recommend visiting the Soho store as well.
Merrma Earth
I found out about Merrma through creative stylist and content creator Ailie Smith. Designed in Paris and made in Europe, the brand creates beautifully handmade hair accessories. The website shares: “‘Merrma’ comes from the Wagiman language: ‘walking by the water, looking for something with your feet.’ A symbol of our love for nature and for women—a symbol of transformation, sisterhood, and the quiet rituals of care: braiding hair, holding hands, gifting each other shells on the beach.” I personally want the Jet River Claw Clip, which are sold at Tangerine in Brooklyn.
