Dominated by the same heritage houses, seasonal trends can often feel recycled and fashion months a little predictable. As well as finding, nurturing and supporting new creative talent, we need to discover emerging brands to renew our zest for fashion – it is meant to be fun, after all. Enter Lisa Aiken, Net-A-Porter 's fashion director, who is responsible for scouring the globe for exciting up-and-coming designers.
"The brand has to have a very clear point of view and something unique that we haven’t seen before. There are so many young brands out there that the competition is tough, and you have to stand out," Aiken says of her discoveries. "We are finding more brands via social media who are growing a cult following, though we still scout in showrooms, at press days and receive a lot of look books."
The brands coming up through the ranks are exciting for more than just their designs and story: they sit firmly in the mid-range category, meaning they're not reserved for the mega-wealthy. Joining cult brands like Ganni, Reformation, Rixo and Staud, which offer everyday directional and contemporary pieces for £100-£500, they're the kind of brands you can wear on repeat – think faux fur coats, trenches, statement shoes, and reworked denim.
"I am so excited about this upcoming genre of designers, who are focused on creating really great clothes and accessories at a more democratic price point," Aiken explains. "It's the new version of hi-lo dressing, and becoming the mainstay of our day-to-day wardrobes. Many designers have told me they want to create something that they and their friends want to buy, and so they are designing with a very authentic approach."
Ahead, Lisa Aiken reveals her favourite new brands hitting Net-A-Porter this year, plus the pieces she'll be buying from each.
"Giuliva Heritage has taken the concept of ‘borrowing from the boys’ one step further by using their knowledge as a men’s Italian tailoring atelier and applying the same techniques to creating the perfect, timeless pieces for women," says Aiken. "I rarely say that anything in fashion is a forever piece, however the tweed trench coats from Giuliva will certainly be treasured for a very long time."
Launching at Net-A-Porter in July
"I first noticed Nanushka on Instagram, and truly fell in love as soon as I saw the collection in person," Aiken says. "It is what every cool girl wants to wear right now, from the denim and linen separates for day, to the effortless approach to evening. Each piece is quiet but with lots of attitude. My favourite piece has to be a button-up denim shirt dress, with a perfectly '80s vintage blue wash."
Launching at Net-A-Porter in August
"The next It bag that we will all be name-checking is going to be Trademark," says Aiken. "With mock-croc set to be the next big accessory trend, our favourite style is the super chic wristlet, which will retail at £325. It’s going to be a race to get one when they launch in September."
Launching at Net-A-Porter in September
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"Shearling coats typically have a very classic style," Aiken says, "however Common Leisure really grabbed my attention for their very directional approach to outerwear. Think long-line shaved shearling in the perfect shade of grey with an extra-long patent belt, or a short fuzzy teddy bear jacket in a very striking dark red."
Launching at Net-A-Porter in August
"Martinez uses the most amazing traditional hand-lacing techniques from Spain," Aiken says. "Not only are the styles attention-grabbing and very on-point for the season, they are also incredibly comfortable. The mid-heel pump in a trio of tan, black and white is my standout piece."
Launching at Net-A-Porter in June
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