The word “affordable” is one I’m always wary of using within my
fashion writing, as one person’s bargain is always going to be
another person’s splurge. The pieces I’m about to talk about below
certainly aren’t cheap, however, unlike many of the brands on
Net-a-Porter and MatchesFashion, they are potentially accessible to
those of us who normally shop at Zara and Topshop
market is one which has been growing significantly over the
past two years. Back in
2017, I wrote about how brands like Ganni, Rixo, Staud and
Réalisation are fighting to make your wardrobes brighter, better
and more affordable. Instead of diffusion lines that mimic the
aesthetic of a bigger design house at a lower price point, this new
breed of labels are independent selling direct to consumer, with
their own instantly identifiable design. Over the past two years,
most of the cult buys that we have written about at Who What Wear
are by these designers and priced around the $200-$350 mark.
This direct-to-consumer contemporary bracket is one that’s still
hugely growing, and these are no longer just small Instagram-led
businesses but a key priority for leading luxury retailers. In
fact, buyers now scout for brands by scrolling.
Net-a-Porter this summer is launching seven brands that were
previously only direct-to-consumer, taking niche brands to a global
audience. Keep scrolling to shop the new affordable cult brands
that we at Who What Wear are championing in 2019.
the Brand was founded in Bali in 2012, but this year, it has gone
from an under-the-radar beach brand to a mainstay on our Instagram
feeds. It specializes in holiday clothing with a zesty color
palette and playful prints, but the dresses look just as good in
your city as they do in Positano.
was founded three years ago by London College of Fashion graduate
Kata Alda, however, this year it has really cranked its business up
a notch, launching its own e-commerce site. These shoes are as
comfortable as they are Instagrammable.
Frankie Shop has tiny stores in Le Marais and New York, however,
this boutique is widening its reach this year, as it just launched
on Net-a-Porter. This brand is getting a lot of love from power
influencers and street style stars—the pleated skirts and boxy
blazers are particularly popular.
are often responsible for items reaching cult status, and the Line
by K was created by fashion blogger Karla Deras. This is another
new name to Net-a-Porter, and it sold 500 items in its first week
on the site. The lime-green slip skirt has been particularly
popular with the Instagram crowd.
was launched by Danish fashion influencers Thora Valdimars and
Jeanette Madsen last year and creates beautiful ’80s-inspired
dresses, with bold colors and Dynasty-worthy shoulder pads.
Dealer is one of Net-a-Porter’s new direct-to-consumer brands that
launched this year. It creates elegant co-ords for grown-ups and
consist of printed blouses and matching pencil skirts. As the name
would suggest, this brand creates beautiful prints with a nostalgic
brand Studio Amelia only launched this year, but it made its debut
on Net-a-Porter. Quite the entrance…
Next up, see our guide to the key
trends for spring/summer 2019.
This post originally appeared on Who What Wear UK.
Read more: whowhatwear.com