Over the last decade, the fashion landscape has changed beyond recognition. From the birth of Instagram to the growth of online shopping, the way in which we buy clothing and consume content is rapidly changing. One of the more unexpected (but certainly not less notable) changes has been the proliferation of genuinely covetable midrange brands.
For the last few decades there has been a fairly clear division between high street and designer, but recently the lines have been blurred thanks to young labels challenging the big names in luxury for the spotlight. These startups have seen rapid expansion, in part due to Instagram's platforming potential, but also through the power of fashion influencers: Get your products onto the right feeds and you'll quickly see results.
On Joy: Les Reveries Floral Silk Midi Dress; Tohum Conch Shell Necklace; Staud Brown and White Shirley Canvas Leather Tote.
Typified by their ability to combine the design credentials and trend kudos of high-end brands, only at more accessible price points, it doesn't take a genius to see why these brands have captured the imagination of the fashion crowd. From Rixo's wedding-ready frocks and Staud's It bags to Nanushka's luxe separates and By Far's sculptural shoes, the success stories speak for themselves.
And if there's one place that we know delivers on all the hottest new offerings in this department, it's Browns, and the retailer's new Contemporary Edit has every thing you need when it comes to cult brands all in one place. We've created an edit of our favourite new brands to name-drop now—scroll down to see what we're adding to basket.
Les Reveries
Founded by sisters Wayne and Ai, Les Reveries is the New York–based label with a penchant for occasion-ready dresses. Expect plenty of florals, calf-grazing hem-lengths and flattering silhouettes.
This would look just as good with Velcro sandals as it will with strappy heels.
Style with sandals now and boots later.
The sleeves on this are so good.
Tohum
Drawing inspiration from her travels, Verda Alaton has a fascination with nature, which is evident in her signature shell-clad jewellery designs. These pieces look great contrasted with crisp tailoring or elegant dresses.
Add a little holiday spirit with this shell bracelet.
I'm so into the '80s appeal of these statement earrings.
A choker is the stylish jewellery staple of the summer.
Staud
It might only be two years old, but it already feels like Staud is part of the establishment, with its cult bags and colour-pop separates. Spotted on the likes of Alexa Chung and Leandra Medine, this is one brand that is going places.
Perfect for work.
Take note if you have a hot holiday coming up.
One of our editors already has this in her basket.
Rixo
Created by best friends Henrietta Rix and Orlagh McCloskey, Rixo has gone from niche to mainstream in a matter of years. Inspired by vintage designs, the brand's pretty printed frocks have become the fashion girl's go-to for weddings.
Style with the brand's chain belt.
An easy way to elevate any dress or pair of jeans.
This is so easy to wear and so flattering.
By Far
Inspired by the '80s, '90s and early aughts, By Far's minimalist accessories are beloved by influencers everywhere. Handmade in the same family-run factory, these pieces are guaranteed to elevate any wardrobe basics.
Everyone's been wearing these on Instagram.
These would look so good with cropped flares.
A sculptural shoe is never a bad idea.
Nanushka
Founded by London College of Fashion graduate Sandra Sandor in 2005, Nanushka is the cult clothing line that fuses wearable silhouettes with luxe fabrics, such as leather and satin. Perfect for those who love resort style all year round.
Pair with a white shirt and strappy sandals.
A statement piece for all seasons.
Yep, we just found the perfect pair of jeans.
