Small fashion brands and clothing labels to shop in 2022

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While popular fashion designers may immediately come to mind when you consider what’s cool to shop right now, don’t knock small retailers and brand owners who are constantly reinventing what’s out there, offering unique pieces to add to your closet. .

These include lesser-known jewelers, whose creations feel personal and help shine a light on personality, along with designers who are celebrity-recognized (see: Saint Mojave and JW Pei), but are still in the process of gaining a significant following on Instagram. . That’s why we’re making it easy for you to support these emerging labels: by sharing direct links to their pages, but also selecting key pieces that can be recognized as brand signatures. That way, when you wear them, they double as conversation starters

Whether you’re looking for a standout swimsuit to turn heads on a beach day (Andrea Iyamah, Ookioh, and Mikoh will have you covered there), or a new bag that’s eye-catching but still functional from the likes of Susan Alexandra, Mowalola, or Modern Picnic, you’re sure to discover is bound to become a no-brainer shopping destination for years to come.

Ahead, learn about how these startups were dreamed up by their founders, find out what demographics they appealed to, and add them to your arsenal to browse first rather than immediately jumping to support a world-renowned company. Chances are, you will be recognized for your originality in one way or another.

Additional reporting by Nikita Charuja

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