At one point or another, we've all unknowingly purchased the same item as a friend, coworker, family member, or that random woman we regularly pass on the street. Chock it up to mass brands and retailers we simply can't resist! While twinning moments are cute some of the time, there are those other moments when you want to be sure you're setting yourself apart. New fashion brands are one of my favourite ways to do so.
When it comes to discovering fresh labels, Instagram is a natural go-to these days, though, after a handful of suggested brand pages, the deep-dive spiral can leave you swirling. For a well-edited take, retailers like Net-a-Porter [1] are prioritising brand discovery as a key component of their business. Last year, the London-based retailer launched The Vanguard [2], a shoppable incubator of sorts that celebrates and supports emerging fashion talents.
For shoppers like you, this boils down to some of the freshest fashion on the market, from handbag brands to clothing and jewellery designers (buzzy labels like Staud, Nanushka, and Wandler have all been part of the retailer's emerging talent edit).
"In an industry that's constantly focusing on the new, we not only want to introduce freshness to our customers, but we also feel a responsibility to help the fashion industry continue to ensure success for new designers, as they are [the] future of our business," said Elizabeth von der Goltz, Net-a-Porter's global buying director.
Whether you like to be an early adopter of new labels or simply want to shake up your go-to rotation of brands, von der Goltz said emerging designers have the ability to fuel both types of shoppers. "These brands tap into new customers and seasoned customers alike who want newness in their wardrobe and want to know the latest designers that are available. It's a win-win working with the latest talent for this reason," she said.
The fashion executive went on to explain how The Vanguard [3] is a great resource for shoppers who thrive off of instant gratification, too. "Customers are excited to try new styles and embrace the latest trends and, as such, we're seeing our customer adhere to the latest posts on Instagram and wanting things immediately," von der Goltz said.
Ahead, read on for five new fashion brands featured in Net-a-Porter's Vanguard edit, and shop our edit of ultrastylish pieces before everyone else. Fair warning: each item will elicit a "where did you get that?" response, but we're confident you can handle it.
Peter Do
Discovered by the Net-a-Porter buying team on Instagram, Peter Do launched his namesake label in 2018. With a keen eye for silhouette, the FIT alumnus — who won the inaugural LVMH Graduate Prize in 2014 and worked under fashion-industry heavyweights Phoebe Philo at Céline and Derek Lam — delivers an innovative collection of menswear-inspired pieces. From impeccable shirting to tailored trousers and uniquely-draped dresses, this brand is a must-try for any fashion-forward office wardrobe.
Peter Do Convertible Crepe Shirt [4] ($1,140)
Peter Do Asymmetric Striped Wool and Silk-Blend Cady Wrap Mini Skirt
Peter Do Asymmetric Striped Wool and Silk-Blend Cady Wrap Mini Skirt [5] ($755)
Peter Do College Safari Belted Paneled Cotton-Twill and Seersucker Shirt
Peter Do College Safari Belted Paneled Cotton-Twill and Seersucker Shirt [6] ($975)
Peter Do Twill-Trimmed Tencel-Blend Straight-Leg Pants
Peter Do Twill-Trimmed Tencel-Blend Straight-Leg Pants [7] ($635)
Peter Do One-Shoulder Draped Crepe and Twill Top
Peter Do One-Shoulder Draped Crepe and Twill Top [8] ($1,015)
Ratio et Motus
Launched in New York in 2018 by Angela Wang and Daniel Li, Ratio et Motus — Latin for "sense and emotion" — is a handbag brand that focuses on classic silhouettes with a modern twist. From artful takes on structured lady bags to sleek shoulder bags that feel like a "now" version of your grandmother's pocket book, every style boasts extraordinary craftsmanship — with considered design details worthy of investment. With one of these on your arm, the compliments are bound to roll in.
Ratio et Motus Lady Leather Tote [9] ($1,150)
Ratio et Motus Mini Twin Leather Shoulder Bag
Ratio et Motus Mini Twin Leather Shoulder Bag [10] ($550)
Ratio et Motus Twin Frame Two-Tone Leather Tote
Ratio et Motus Twin Frame Two-Tone Leather Tote [11] ($1,495)
Ratio et Motus Disco Mini Leather Shoulder Bag
Ratio et Motus Disco Mini Leather Shoulder Bag [12] ($450)
Ratio et Motus Lady Leather Tote
Ratio et Motus Lady Leather Tote [13] ($1,150)
Souliers Martinez
For perfectly smart sandals, pumps, and kitten heels for Summer, look no further than Souliers Martinez. The footwear is crafted from a hand-lacing technique discovered by the designer, Julien Martinez, in Alicante, Spain. Woven designs are the brands' signature, ranging from sophisticated neutrals to muted colours.
Souliers Martinez Granada Braided Leather Sandals [14] ($315)
Souliers Martinez Sevilla 65 Woven Leather Pumps
Souliers Martinez Sevilla 65 Woven Leather Pumps [15] ($570)
Souliers Martinez Guardamar Leather Sandals
Souliers Martinez Guardamar Leather Sandals [16] ($290)
Souliers Martinez Menorca Woven Leather Pumps
Souliers Martinez Menorca Woven Leather Pumps [17] ($640)
Souliers Martinez Marsella Braided Leather Mules
Souliers Martinez Marsella Braided Leather Mules [18] ($465)
Commission
For sophisticated trendsetters in the mood for both playful and polished apparel, Commission is it. Co-founded by New York-based designers Huy Luong, Dylan Cao, and Jin Kay — who met during stints at Gucci, Philip Lim, Alexander Wang, and Prabal Gurung — the label was built to redefine their Asian heritage using Western style codes, taking inspiration from New York youth culture, corporate dressing, and the globalization of Asia. Right on target with the nostalgic fashion movement, you'll discover staples like slinky slips, playfully printed shirts, and the coolest pencil skirts we ever did see.
Commission Purse Pull Ruched Leopard-Print Satin-Twill Dress [19] ($1,195)
Commission Banker Floral-Print Satin-Twill Shirt
Commission Banker Floral-Print Satin-Twill Shirt [20] ($695)
Commission Fanny Leopard-Print Satin-Twill Skirt
Commission Fanny Leopard-Print Satin-Twill Skirt [21] ($1,045)
Commission Banker Leopard-Print Satin-Twill Shirt
Commission Banker Leopard-Print Satin-Twill Shirt [22] ($795)
Commission Ruched Twill Skirt
Commission Ruched Twill Skirt [23] ($695)
Anne Manns
Inspired by sculpture and nature, Anne Manns is a Berlin-based jewellery line with out-of-the-ordinary designs. From unique earrings that wrap around your lobes to modern cuffs and plant-inspired pendants, any piece from this contemporary collection will stir up many a conversation (or "Like" on Instagram).
Anne Manns Eila Gold-Plated Earring [24] ($350)
Anne Manns Adelheid Silver and Gold-Plated Necklace
Anne Manns Adelheid Silver and Gold-Plated Necklace [25] ($440)
Anne Manns Aki Silver Cuff
Anne Manns Aki Silver Cuff [26] ($440)
Anne Manns Eadie Silver and Gold-Plated Earrings
Anne Manns Eadie Silver and Gold-Plated Earrings [27] ($370)
Anne Manns Eadie Silver Freshwater Pearl Ring
Anne Manns Eadie Silver Freshwater Pearl Ring [28] ($610)