As pure lovers of fashion, we are fans of both the conventional and non-conventional fashion out there! We give equal props to talented designers, whether they’re far under-the-radar, or have made it to the most visible of runways! That said, we have to admit, sometimes mainstream fashion can feel just a little bit, well, mainstream. So if you’re like us and looking for a little artistic inspo in your wardrobe choices, that feels a little more off-the-beaten-path, then you’ve come to the right place! We’re sharing the 8 up-and-coming brands making waves in the underground fashion circuit that you’re not going to want to miss! So take a look, get excited, and thank us later!

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know

Paris 99

We’re absolutely obsessed with the perfectly playful rockabilly apron-inspired looks coming from indie label Paris 99 designs, and we’re sure you will be too! Believe us when we say, these aren’t your grandmother’s aprons! Creating a vibe that both embraces domesticity and celebrates liberated sexuality, these super fun and rebellious looks are right on target for anyone looking to express themselves with modern fashion that makes a statement. Top on our list is the Crushin’ All Over Me skirt with its red vinyl overlay and pink ric rac trim. This look has just the right mix of throwback charm and contemporary cool. Pair these fresh looks with on-trend sneakers for a right-now look that will wow, both in the kitchen and on the street!

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know


Fashion is all about fun, just ask the genius designer couple behind the popular Sydney-based fashion label DAISY. After all, Renee and Gibson Fox simply began the label as a fun creative outlet back in 2015, never imagining it would reach the likes of supermodels Kendall Jenner and Bella Hadid. But alas, it has, and with this level of popularity this brand is garnering, in Australia and abroad, the brand from the land down under may not be able to stay under the radar for long. What’s fresh about the designs is that there’s a quality of innocence and virginity. The fun comes in when that purity is paired with and edgy design esthetic that makes it wonderfully contradictory! We are loving the simplicity, femininity, and touch of edge in the Satin Hook Dress. The stretch satin corset-style dress feature silver hardware, a decorative top-stitch, and off-the-shoulder sheer silk sleeves.

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know

Vanna Youngstein

If you love cult motifs like cherries, cherubs, butterflies, and bows, you’re going to be in heaven shopping on indie brand Vanna Youngstein‘s website! The budding fashion design student turned stylist turned designer creates fun, feminine, playful tees, sweaters that pair with any of your favorite denim pieces, skirts, and shorts. Cherry Baby emblazoned tees feel like their own version of a members-only jacket made for the fearless, fashionable, and youthful trend-setters out there. We literally want this totally original Cherry Baby Tee in every color! And can you blame us?

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know

Orseund Iris

Subtly feminine, versatile, and uber-popular on Instagram, young fashion designer Lana Johnson’s brand Orseund Iris is one to keep an eye on. A collaborative approach and youthful spirit keep this fresh label on the top of Instagram’s “it girls” lists, and we can’t wait to get our hands on our very own stock. Our favorite little number? The New York label’s Cha Cha top in wool cream. This pinstripe bralette with center front bow opening and exaggerated spaghetti straps is everything! And if you’re looking for the perfect pairing, look no further. The brand’s Flare Pant and Box Blazer complete the look in a major way.

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know


Not every new label can successfully infuse its influence from designers like Galliano or Jean Paul Gaultier. Yet, designer Luqi Yu, of the up-and-coming indie brand Nodress is doing a stellar job at just that. Creating velvet princess-sleeve mini-dresses, sheer tops, and corsets, this label lets you emerge looking every bit like a modern day renaissance painting. The emerging straight-to-consumer brand created by the 24-year-old designer is everything you’re looking for in an exciting underground label. The best part? It’s just the perfect fit for that void you have in your closet for cool, hip, feminine fashion of today.

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know

Auto Body

Fashion designer Cassie Goodman’s label Auto Body is a vintage inspired pants line for “all makes and models”, and we are loving the creativity and inclusivity that this label offers! Founded in New York in 2014, this popular vintage-inspired collection of goodies will be your under-the-radar go-to all year long. Raised by parents who own their own clothing line Tripp NYC, designing, it seems, is in this young designer’s blood. With pants with a 60’s and 70’s flare, both boyish and feminine fits, and stylish looks that are all ultimately comfortable, you’re going to love the range of styles offered here. And if you’re looking for more than just a pant’s line, you’re in luck! Goodman does an excellent job at offering special vintage pieces from dresses, to tops, and even outerwear.

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know

SOS Steve Smith

If you’re looking to step outside of your comfort zone with a fashion label that is fierce and adventurous, look no further. Emerging London-based contemporary womenswear designer Steve O Smith creates looks that will elevate your style, and then some! You can expect feminine fabrics, fun prints, and classic silhouettes, and a unique sense of humor and a fun approach to fashion. Millennial’s and seasoned fashion lovers alike have been flocking to this awesome indie label since its inception in 2017, and if you like a look that is just left of center and have a love for kitsch culture in general there’s no doubt you will too! In his latest collection Spring/Summer 2019, you’ll have tons of fun sporting pops of bright colors, animal prints, and fun details like bows, rouching, fringe, and schoolgirl charm that has us channeling a 90’s Clueless appeal. Need we say more?

8 Emerging Brands Making Waves In The Underground Fashion Circuit You Need To Know


Time honored tailoring and a penchant for unabashedly feminine details set emerging label SHUSHU/TONG apart from the rest. Launched in 2015 and growing in popularity each year, the statement-making looks coming from this Shanghai based brand are truly unforgettable. The design duo behind this brand, Liushu Lei and Yutong Jiang, are proud to offer “bold and feminine” designs that are young, fun, and express a cool attitude. And really, what more could you want from a definitively indie label?

We hope you are as inspired as we are over these 8 exciting and emerging indie labels! Our hope is that next time you’re in the mood for something a little less, mainstream, you’ll feel confident about just where to go, to make those fashion waves of your own!

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