I've found the word of fashion is spreading faster than ever before, thanks to the likes of TikTok. The app is full of creative, fashion-loving contributors of all genders, shapes and sizes, which means the brands of the season are gaining exposure at a rapid rate. As the phenomenon of sustainable fashion continues to rise, shoppers are becoming more likely to purchase one-off valuable pieces and are now showcasing them through 30-second hauls and styling videos. So let's take a dive into the brands that everyone seems to be investing in right now.
1. HOUSE OF SUNNY
WHAT IS IT: From dresses to cardigans, to swimwear, House of Sunny does it all in a perfectly pastel fashion. The brand made its official TikTok debut through the Hockney Dress (pictured, top right), and if you haven't seen this dress before, I'm not really sure where you've been. Not only has the dress gone viral through the app, its been featured on the Instagrams of Kendall Jenner, Nicole Poturalski and Kali Uchis.
If you're not familiar with the dress, the Island Peggy cardigan (pictured, far left) would have definitely crossed your FYP. This 1960s style cardigan has been worn by modern-day fashion icon, Emma Chamberlain and has, of course, taken off after the debut on her Instagram. Not only does House of Sunny continue to produce new lines more beautiful than the last, the brand preaches sustainability and a commitment to reducing waste.
MY FAVOURITE PIECE: Undoubtedly the Hockney dress or the Paradise Party set
2. PALOMA WOOL
WHAT IS IT: Spanish brand, Paloma Wool, was founded by Paloma Lanna and Tana Latorre and deemed a "fashion project", as opposed to a label. The brand focuses itself around “the art of getting dressed”, and was created in collaboration with local artists and illustrators.
The image of Paloma Wool is similar to that of House of Sunny, an array of soft knits, pastel colours and original funky patterns. Their easily recognisable clothes have been spotted on celebrities including Kendall Jenner, Dakota Johnson and Bella Hadid. On TikTok, you might have come across the Twister knit or the Kelly pants.
MY FAVOURITE PIECE: The Palmira knit, the Twister knit, and the Finn sandals in light blue
3. MR WINSTON
WHAT IS IT: Australian brand, Mr Winston, manufactures and produces various lines of clothing, releasing them in "limited drops". With no real direction for the label, the clothes range from ribbed knits, 70s style blouses and oversized hoodies. The brand started gaining traction across TikTok as their tote bags and 'Mr Winston SPORT' tracksuits began rapidly spreading.
The brand, created in 2018, now has over 50k followers on Instagram, continuing to drop unpredictable lines for their primarily Australian customers.
MY FAVOURITE PIECE: The Ribbed Bike Shorts and Puff Hooded Sweatshirts
4. RÉALISATION PAR
WHAT IS IT: I first heard of Réalisation Par after Zoe Sugg and Tanya Burr used to rep their floral summer dresses in the prime of British lifestyle Youtube. A couple of years later, I found an RP linen black mini dress in a stroke of luck at a Red Cross in Paddington and fell completely in love with the brand. Réalisation is another Australian-made brand, created in 2015 with the hopes of creating luxury yet affordable pieces made to keep for life.
6 years later, the brand has been worn by names like Kaia Gerber, Emma Roberts and Emily Ratajkowski.
Fashion TikTok meant Réalisation's floral dresses and mini tees were featured in an array of 'Summer Fashion' and haul videos. The hashtag #realisationpar has now been viewed over 3 million times on the app.
MY FAVOURITE PIECE: Bunny Tee, the Christy Dress in 90s floral and the Juliet Dress in Rouge Fleur
5. REFORMATION
WHAT IS IT: Reformation began in 2009, as a vintage shopfront in LA, eventually growing to be an internationally known women's brand with over 1 million followers on Instagram, and 600k views on the hashtag #jointhereformation on TikTok.
The label prides itself on its dedication to sustainability, using majorly 'low-impact materials, rescued deadstock fabrics, and repurposed vintage clothing'. The brand reduces waste by releasing limited amounts of each item, then producing more as demand arises.
You may have seen Reformation on Kendall Jenner, Kaia Gerber, Emma Roberts or Em Rata.
MY FAVOURITE PIECE: I'm completely biased, the Gala top (now sold out) is my absolute fave as I found it for half the price in a Red Cross! Currently I'm loving the Madilyn Linen dress and the Viviana top
6. WITH JÉAN
WHAT IS IT: If you haven't heard of With Jéan by now, I assume you're living under a rock, or at least not in the Greater Sydney region. You'd know With Jéan by their signature long-sleeve, ruched mini dresses that every (wo)man and their dog is obsessed with right now.
The brand was formed in 2017 by two girls from the Gold Coast and has quickly taken off, in a whirlwind of floral patterns, baby tees, swimwear, and colourful mini dresses. WJ is slowly making its way overseas, with over 6 million views on TikTok and over 300k Instagram followers.
MY FAVOURITE PIECE: The Betsy bikini set and the Tulip top (special mention to the WJ tote bags, the prints are super cute and they're the perfect tote size, which is why I own a stupid amount of them)
7. ACNE STUDIOS
WHAT IS IT: This one is a bit of a cheat addition, because you would've heard of Acne Studios long before people on TikTok started talking about it. However, if you're on the fashion side of TikTok, you'd know that this winter, the Acne Studios checkered scarves are taking the app by storm.
Acne Studios is a Swedish luxury fashion brand (hence the $400 price tag on the scarf) that's known for its 'ready-to-wear' footwear, accessories and denim. Not only is Acne known for its luxury clothing, the brand also is responsible for magazines, furniture and exhibitions.
MY FAVOURITE PIECE: Literally anything from the repurposed denim section (especially the two-toned lilac jeans) and the Oilcloth tote bags
Comments