#53: Thirty Niche Brands to Follow
Lucent silks and charming co-ords for your feed and shopping cart.
Dear paid subscribers, open this in your browser to see this email in full — you’re probably looking at a truncated version.
This email has been on my to-do list for a while. Times are hard for independent fashion brands. While I won’t pretend that a couple of orders will save a small business in the long run, it doesn’t hurt to share some of the names I’ve been eyeing, especially with gifting season looming, ribbon tentacles outstretched.
Like many a millennial woman I sometimes fantasise about opening my own fashion/lifestyle store — much easier said than done, I’m aware, so this post can be a fantasy curation of sorts. Indulge me!
First, a bit of housekeeping. Last week,
caught me up on the panic a lot of Europe-based newsletter writers have been feeling around VAT. More thorough explanations here and here, but a lot of us are only finding out now that we technically owe VAT in many European countries (the threshold is incredibly low, and this is separate from general VAT) and apparently need to be making returns separately, which for freelancers can be quite an undertaking. Some platforms factor this into their payment processes; Substack/Stripe do not. So, for the last week I’ve been considering a move to another platform.
Which brings me to my questions: would you still subscribe if this newsletter wasn’t on Substack? Are you a newsletter writer using another platform, and if so, would you recommend it? And if you’re in the same position as me, how are you lowering your cortisol levels? Please let me know so I can get myself out of this pickle.
With that out of the way, on to the brands. This is a non-exhaustive clothing-centric list, but if you’re keen I’ll do accessories too. Drumroll please!
Chelsea Mak: refreshingly less trendy than some of the ultra-feminine womenswear out there at the moment — LA-based Chelsea has such a way with silk taffeta. I’m eyeing the Swan top and Amalia blouse.
Yat Pit: Hong Kong-based, and inspired by all the city’s cultural and visual contradictions. Fun qipao tops rendered in mesh; a cheongsam trench coat I’d wear immediately.
Cawley: lovingly designed and made in London with whimsical historical accents and rich textures. The shearling hats are incredible — I almost pulled the trigger with a pom-pom style but chickened out for fear it wouldn’t fit.
Michelle Del Rio: the creator of the much-copied Soledad skirt keeps churning out hits. Obsessed with this top in both black and red for the festive season and beyond.
J. Kim: I’m itching for another chance to wear my dress from Tashkent-based Jenia, who artfully references her Soviet-Korean background. But also, this fleece set, and this evil eye bag!
Skall Studio: easy to wear Danish garms with a neutral colour palette and a focus on natural materials. I live in these jeans.
Fidan Novruzova: Moldova-born Fidan’s playfully sculptural work is all over my feed, and her latest 1920s-inspired collection already boasts a healthy presence in my Saved posts. If you’re hunting for a good bag, she’s your girl.
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