I Asked, the Team Answered—9 Under the Radar Brands That Fashion Insiders are Shopping in 2026
Our take
The allure of the "under the radar" brand is undeniable, isn't it? There’s a certain quiet satisfaction in discovering a label before it saturates the market, a sense of being in the know, privy to a secret whispered amongst those with discerning taste. This latest piece, highlighting nine such brands, taps directly into that desire, acknowledging that while established names remain staples, the most exciting finds often lie in the spaces between the mainstream. It’s a reflection of a broader shift in consumer behavior – a move away from chasing trends and towards cultivating a personal style built on quality, craftsmanship, and a sense of understated elegance. We've seen this echoed in recent trends, like the enduring appeal of a classic Hold the Biker—This Timeless Jacket Looks Far Chicer When Styled Like This, demonstrating the power of timeless silhouettes over fleeting fads. The article’s focus on these smaller, curated brands speaks to a yearning for authenticity in a landscape often dominated by mass production and influencer marketing.
The rise of these “insider” brands also signifies a recalibration within the fashion industry itself. For years, the focus was on rapid growth, aggressive marketing, and viral moments. Now, there's a growing appreciation for brands that prioritize slow, steady development, building a loyal following through quality and word-of-mouth. These brands understand that true luxury isn’t about ostentatious displays of wealth but about the quiet confidence that comes from owning well-made, thoughtfully designed pieces. They often leverage direct-to-consumer models, allowing them to maintain control over their brand narrative and foster a more intimate connection with their customers. Furthermore, the emphasis on texture and detail, as explored in Texture Is Fall’s Fashion Hero — & These Stunning Pieces Elevate Every Outfit, aligns perfectly with the ethos of these emerging brands – a commitment to tactile richness and considered design that transcends fleeting trends.
What’s particularly compelling is the implication that this isn't simply a fleeting trend; it’s a response to a broader cultural shift. Consumers are increasingly conscious of the environmental and ethical impact of their purchasing decisions, and they are seeking out brands that align with their values. Smaller, independent labels are often better positioned to prioritize sustainable practices and ethical sourcing, offering a compelling alternative to the fast-fashion giants. The desire for exclusivity also plays a role. In a world where everyone is bombarded with advertising, owning something that isn't readily available – something discovered through personal exploration rather than mass marketing – becomes a form of self-expression. We’ve even seen this reflected in celebrity styling choices, with figures like Kendall Jenner demonstrating a sophisticated understanding of how to curate a look with both investment pieces and unexpected finds, as evidenced by her recent styling of an all-white outfit Kendall Jenner Delivers a Masterclass in Styling an All-White Outfit Before Labor Day.
Looking ahead, it will be fascinating to observe how these "under the radar" brands navigate the inevitable challenges of growth. Maintaining their exclusivity while scaling production, preserving their brand identity amidst increasing demand, and avoiding the pitfalls of becoming mainstream – these are the hurdles they will need to overcome. Will they be able to retain their allure, or will the very act of being "discovered" diminish their appeal? The success of these brands ultimately hinges on their ability to stay true to their core values, continuing to offer a compelling alternative to the noise and excess of the mainstream fashion world, and fostering a sense of community and belonging for those who seek something more meaningful in their wardrobes.
Let's be honest—there’s something satisfying about discovering a fashion brand before it starts appearing everywhere. While we all have a reliable list of the usual names that have become our go-tos for wardrobes updates, some of the best (and most exciting finds) often come from labels that are quietly building a cult following away from the mainstream. Think sustainably sourced pieces, niche designs and fresh takes on runway trends—our editors are experts in unearthing those “where’s that from?” kind of finds that make an outfit feel inherently cooler, and this season we're having a particularly good run.
In a bid to pull together a comprehensive list of the brands that you need to have on your radar, I asked my fellow editors from the names that have their full attention right now. So, if your wardrobe is in need of a little something new—or you’re simply tired of seeing the same brands on repeat—we’ve done the legwork for you. From indie-circuit darlings to emerging labels already beloved by the fashion crowd, these are the brands worth knowing about now. Consider this your edit of the labels you’ll want to get ahead of, to truly get behind.
9 Fashion Brands to Know in 2026
1. Fuchsia Shaw
Style Notes: If you’re looking for a brand that feels both effortlessly chic and tapped into trends, Fuchsia Shaw should be on your radar. The label has mastered that sweet spot between statement-making and genuinely wearable, creating pieces that feel considered without ever looking too try-hard. You will have seen the brand's oversized Arden jacket all over your feed at the start of the year, and since it's sell-out (followed by restock) success, Fuchsia Shaw has gone from strength to strength.
Whether it's the laidback summer dresses, tailored shorts or transitional jackets, there’s an easy sophistication to founder Amy's approach to design, with a special focus on details that can instantly elevate a simple outfit (tie neck halter tops anyone?) I have a feeling you’ll be seeing a lot more of their covetable designs reaching equally viral success in 2027 too.
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2. JUDE
Style Notes: If you've bought a pair of peep toe shoes in the last 4 months, all credit should be given to JUDE. Yours may not have been from the brand itself but, when JUDE dropped it's now instantly recognisable Date peep toe heel, the internet collectively lost its mind. Managing to be both directional and timeless, JUDE's early adoption and reinvention of the peep toe sparked a revival that got the attention of celebs and influencers alike (and now they count Tracee Ellis Ross and Margot Robbie as fans).
Of course, their reach extends well beyond peep-toe heels, and in fact, there are exceptionally good bags too—think the kind of accessories that the classically-leaning fashion people among us instinctively gravitate towards. So, if you're in the market for shoes and bags that are easy to wear, instantly recognisable and guaranteed to earn compliments, JUDE goes way beyond the usual high-street favourites. These are investment buys that you can count on for years to comes.
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3. Bella Venice
Style Notes: For those who know who follow It girl outfits like it's their job, Bella Venice needs no introduction. Over at the LA based brand it is eternally summer, and everyone from Sabrina Carpenter to Gigi Hadid has been snapped in their cute camisoles, capri pants and ultra-mini dresses that tend to sell out in record time. Always playful and never "stuffy", think of the Bella Venice woman as charming, cool and always up for the party.
Before you worry about whether you can wear Bella Venice all year round, there's also plenty of logo tees, loungewear and underwear too, making the brand a great name to know for comfortable, cotton separates. And the best part? Their drive for sustainability means that they recycle deadstock, print fabrics with recycled water and solar-powered energy, and produce in female-founded, female-led factories where every worker earns a fair, living wage. Bravo, Bella Venice.
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4. AFLALO
Style Notes: You know you're onto a winner when NET-A-PORTER back your choice, and one of the latest brands to land on the site is New York based brand, AFLALO. A little bit Norma Kamali meets the polish of Khaite (with a good dose of Yves Salomon thrown in too), there’s something refreshingly modern about AFLALO's big city take on everyday wear.
Balancing statement prints, premium fabrication and wardrobe essentials, there's something for every mood in the mix. Leopard coats for the maximalists, rigid blue denim for the traditionalists, silk co-ords for the elegant and leather bombers for the edgy; these are versatile pieces you’ll genuinely want to wear on repeat, making AFLAO an easy choice for anyone looking to give their wardrobe a more distinctive edge.
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5. AKINO
Style Notes: Akino's slow fashion approach means that although you can't shop it all year round, it does make to order, using limited 3 day runs for you to get your hands on seasonal colourways of their fan favourites and reduce waste in the process. Citing their key influences as "retro-modernist design with an early 2000s aura", you can expect to find layering knits, colour-pop basics and exactly the kind of fun tops you'd like like to wear with your favourite jeans, all in the brand's "evolving capsule of statement day to night pieces for our city girl." Sign me up.
6. My Mum Made It
Style Notes: Kitsch, kooky and outrageously cute, My Mum Made It's whimsical take on retro styling made modern is bound to have made it into your Explore page by now. The Australian-born label has carved out a cult following with its playful, nostalgic take on everyday dressing, blending feminine frills, lace and bows with statement prints, flattering cuts and just the right amount of Y2K energy.
Designed to feel fun with tongue-in-cheek references rather than anything overly polished, My Mum Made It is all about the kind of pieces that make getting dressed feel exciting again. Aside from the brand's instantly recognisable babydoll dresses and co-ord sets, Keep an eye out for the latest leather accessories—a laptop case, handbag, and of course, rosette Mary Janes. If you like Sophia Coppola movies, Lana Del Ray albums and cheery pastel tones, you're going to love My Mum Made It.
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7. Fane
Style Notes: In only 6 short years, FANE has made a name for itself in the accessories arena. You may not be surprised to find out that this minimalist, anti-trend arm candy hails from Paris, the capital of understated elegance, and the brand's ubiquitous Bra bag serves as the perfect example. Sleek, elevated and understated, FANE bags don't need to shout to stand out, instead their distinctive designs whisper, working just as well with everyday denim as they do with a more dressed-up look. It’s this versatility (and the ability to add a little glossy finish to an outfit) that makes Fane one of this decade's accessories labels to watch. Just remember that you heard it here first.
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8. Kallmeyer
Style Notes: I can't be the only one who saw Kallmeyer's ginormous Cottage tote all over socials recently and immediately rushed to Google it. Just in case you missed it, the bag itself is a pared-back roomy canvas tote that also happens to represent all of the best things about the brand itself—sleek yet unpretentious capsule wardrobe staples that are as timeless as a well-crafted white tee. Don't expect bells, whistles and gimmicks from the NYC label, just easy elegance in a restrained colour palette that will never go out of date. Fans of the Row, Toteme and Jil Sander, here's a new name to add to your list.
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9. Jacques Wei
Style Notes: Minimalism not your thing? Step into Jacques Wei's world of decadence and full throttle glamour. With roots in couture techniques and luxury fabrications, it's no surprise that Wei has become known for precise tailoring and showstopping ensembles, and unexpected details from hand-beading to feather hems make a Wei outfit feel instantly more interesting. Whether you’re dressing up for an occasion or spicing up your everyday outfits, start here for a fresh take on power dressing that is sure to invite compliments. In short, Jacques Wei is for those days when you want to look put-together, but still very much like yourself.
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