10 Underrated Brands to Watch This Fashion Month

Remember their names.

As Fashion Month approaches once again, it’s often far too easy to get caught up in the riptide of big name brands and fashion houses. While these brands are iconic and their designs much anticipated here at Couturesque, we also take a vested interest in the work of emerging designers and underrated brands, and strongly urge our readers to do so as well. There are many treasures to be found in the work of smaller names and the opportunity to discover a name and icon before anyone else is a thrill for any fashion fanatic. 

In order to help you down the road of fashion discovery, here are 10 underrated brands to take note of this fashion week.

Founded by Canadian sister duo Chloe and Parris Gordon, Beaufille is quickly becoming the favourite brand of stylists and celebrities and has been worn by Elle Fanning, Selena Gomez, and Chloe Wise.

Ashley Williams may only have graduated in 2012, but her collections are already stocked at Colette, Joyce, and Selfrdiges and she recently collaborated with Swarovski.

A photo posted by Collina Strada (@collinastrada) on

We'll be heading to Collina Strada's next presentation at New York Fashion Week this season, and we can't wait to see what this emerging designer has in store.

Mimi Wade is a recent graduate of Central Saint Martins, where her graduate collection landed her a spot at Fashion East for Spring/Summer 2017 at London Fashion Week.

A photo posted by Yasmin Suteja (@yasminsuteja) on

Molly Goddard is one of London's youngest fashion darlings, with her signature tulle ballerina dresses getting attention on the cover of global glossies like Teen Vogue, Vogue Korea, and i-D.

A photo posted by M. Martin (@mmartin_official) on

M.Martin launched in 2014 and has been serving up modern, elegant looks ever since.

A photo posted by CLAUDIA LI (@claudia_li_official) on

Last year, CR Fashion Book dubbed Claudia Li one of the most exciting designers of New York Fashion Week.

A photo posted by Marta Jakubowski πŸ’ƒπŸΌ (@martajakubowski) on

The HAIM sisters love Marta Jakubowski's work (and so do we).

Shrimps is now a regular on the London Fashion Week circuit, but they continue to expand their repertoire from outerwear and fur, to printed tops and accessories.

While studying, Jamie worked at Alexander McQueen and Christopher Kane, before going on to launch her namesake label in 2013.

Read more: Speaking of collections, have you seen the MTV collaboration that Marc Jacobs just dropped?  We also made a guide to our favourite emerging brands from Scandinavia.

Xenia Klein is our Fashion Features Editor and she hails from London, where she is studying fashion and running a super cool Instagram presence.

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I founded Couturesque Magazine when I was 15 years old because like many of my peers, I felt ignored and talked down to by all of the other teen fashion publications out there. I figured that at the end of the day, the people who knew the most about my generation, were the people who belonged to it. The fashion industry is becoming increasingly dependent on the creativity of younger voices who challenge the status quo and make us rethink what we wear and why we wear it. And that is exactly what Couturesque set out to celebrate - authenticity, intelligence, originality, and diversity... in other words, what makes Gen-Z tick. Fast-forward to 2016 and we now have a staff of more than a dozen fashion distruptors contributing to our daily content from all around the globe, 100K+ readers following us from Toronto to New York, to London, Copenhagen, Berlin, Tokyo, and Tel Aviv, and a plethora of big-wig industry fans and collaborators. But what matters to us the most is the responsibility that our publication has to make a positive impact in the lives of those who come across it - we stand against retouching our photoshoots and we stand for sharing the beautiful, individual, complex voices of everyone, especially those who feel marginalized by mainstream fashion media. We hope that you love our site as much as we do and that you take the time to follow us (Facebook / Twitter / Instagram / Pinterest / Tumblr / Snapchat / YouTube) throughout our journey to make fashion accessible to the powerful young adults of today.

Tia Elisabeth Glista
Editor in Chief