8 European Fashion Brands That People in the States Haven’t Discovered (Yet)
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Credit: Nicole Gomes
Even Who What Wear editors can get in a rut when it comes to shopping, checking the same bookmarked websites at a loss for where else to look. While there’s certainly no harm in returning to the trusted brands that you know work for you, there’s also something to be said for expanding your horizons. Smaller independent brands can be a great way to add something more unique and special to your everyday rotation. You’re less likely to arrive at the bar or the office in the same outfit as someone else if you’ve ventured beyond Zara.
Below, we chart eight European fashion brands that people in the States haven’t quite discovered yet, from affordable favorites to the elevated brands that are creating ripples in the luxury space. There’s the Amsterdam-based label that fashion editors are hailing as the “next big thing in minimalism,” a London-based shirt brand that creates the perfect oxford, and the Athenian jewelry designers putting a modern spin on traditional craftsmanship. Whether you’re looking for a new cardigan or a one-of-a-kind evening look, let us introduce you to European fashion brands that are worth your attention. Trust us—these are all worth name-dropping.
Róhe
Woman wearing a Rohe silk set.
This stealthy Amsterdam-based label has quietly become an influencer mainstay since it was founded in 2021 by Marieke Meulendijks and Maickel Weyers. It will appeal to those who love The Row and Toteme, as it focuses on tailoring and beautifully constructed basics.
Oversized Double-Breasted Wool-Blend Coat
Silk-Twill Maxi Dress
Open Armhole Convertible Sweater
With Nothing Underneath
Mimi Nguyá»…n in navy With Nothing Underneath shirt.
With Nothing Underneath was founded by London-based fashion journalist Pip Durell, who used to work at Tatler. She noticed a gap in the market for good-quality cotton oxford shirts, and since then, the brand has gotten a lot of influencer and press attention. One moment that really changed the trajectory of the brand was when Meghan Markle wore one of the shirts in a video for the charity Smart Works.
The Boyfriend: Fine Poplin in Chocolate
The Boyfriend: Tencel in Khaki
Chessie: Oxford in White
Talia Byre
Alice Cary in Talia Byre rugby shirt during London Fashion Week.
Launched in 2020, Talia Byre has become one to watch on the London Fashion Week circuit. The Central Saint Martins graduate deconstructs everyday staples, like a striped rugby shirt or a bomber jacket, and works with deadstock fabrics sourced from northern English mills.
Blue Stripe Rugby Shirt
Black Bomber Jacket
Dalmatian Zipper Wrap Belt
Me+Em
Grece Ghanem in velvet ME+EM suit in Paris metro station.
British high-street brand ME+EM has gone from strength to strength this year. Not only has it had some big PR moments from dressing UK politicians and the Middletons, but it also has had huge commercial success among British shoppers thanks to its focus on timeless design and quality construction. It already has a presence in the U.S. with two stores in New York City, but we predict it will skyrocket stateside in 2025.
Swing Houndstooth Jacket
Extreme Tapered Jean
Brushed Cashmere Crew Neck Cardigan
Liberowe
Anouk Yve wearing Liberowe peplum blazer.
Liberowe has become an insider favorite and was launched in 2021 by Talia Loubaton with the Raja Signature Jacket. It was inspired by traditional menswear jackets in India called sherwani that she saw during her travels in Delhi. Tailoring remains at the heart of the label—one Who What Wear bride wore one of the skirt suits to her wedding last year.
Arya Draped Velvet Midi Dress
Raja Wool-Crepe Jacket
Wool-Blend Bouclé-Tweed Peplum Jacket
Peachy Den
@MV.tiangue wearing checked Peachy Den bodysuit.
Peachy Den is an affordable label with a cult following—Dua Lipa, Bella Hadid, and Addison Rae are all fans of its London It-girl aesthetic. It offers something different to the fast-fashion cycle, as production runs are limited and everything is wear-tested on women with different body shapes. You might not know the name Peachy Den, but you’ve probably unknowingly seen the brand’s Kylie Top on your Instagram feed.
The Deba Top in Onyx
The Lennox Trousers in Lead
The Cheri Trench in Sage
&Daughter
Jessie Skye wears a striped blue and brown &Daughter knitted rugby shirt.
The independent knitwear scene in the UK is exploding right now, and one of the most exciting names is &Daughter. The brand is stocked at Net-a-Porter and loved by Jennifer Lawrence and Paul Mescal, and each piece is made using 100% natural yarns spun in the UK and Ireland by five specialist makers. The name was chosen to reiterate that these are pieces you can pass down through generations, using craftsmanship knowledge that dates back hundreds of years. The Ada Cardigan is quite simply the perfect knit.
Ada Wool Cardigan
Brea Wool Scarf
Cable-Knit Wool Sweater
YSSO
ThandiMaq in gold earrings and a bangle by YSSO.
There has been a booming contemporary jewelry scene coming out of Athens recently. YSSO is inspired by ancient mythology and the natural landscapes of Greece, using traditional craftsmanship in its Athenian workshops. Mother-daughter design duo Alexia and Stalo Karides founded the label in 2020, and they already count Adele and Hailey Bieber as fans of the sculptural gold earrings and rope necklaces.
Cote Gold-Plated Earrings
Shore Gold-Plated Earrings
The Birth of Venus Gold-Plated and Cord Necklace
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