40 Small Fashion Brands to Follow, Shop, and Support

While popular fashion designers may immediately come to mind when you consider what's cool to shop at the moment, don't knock the small retailers and brand owners that are constantly reinventing what's in, offering up unique pieces to add to your closet. Many of these include lesser-known jewelers, whose creations feel personal and help shine the light on individuality, along with designers that have been celebrity-recognized (see: Saint Mojavi and JW Pei), but may still be in the process of garnering a significant following on Instagram. That's why we're making it easy for you to support these emerging labels: sharing direct links to their pages, but also selecting key pieces that could be recognized as signatures of the brand. That way, when you wear them, they'll double as conversation starters. Whether it's a standout swimsuit you're in search of, for turning heads on beach day (Andrea Iyamah, Ookioh, and Mikoh will help you there), or a new bag that's eye-catching but still functional from the likes of Susan Alexandra, Mowalola, or Modern Picnic, you are bound to discover what will surely 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 appeal to, and add them to your arsenal to browse through first, rather than immediately jumping to support a world-renowned company. Chances are, you'll be recognized for your originality one way or another. 47520280

— Additional reporting by Nikita Charuza

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