Thanks to the influence of Instagram, new brands can gain cult status almost immediately. But as those same labels become overplayed, the fashion crowd is on the hunt for the next big thing.
As ever, Europe is a great place to focus on a fashion-finding mission, but you may be surprised at the roots of some of the most exciting labels currently emerging.
Read on for some of the under-the-radar European fashion brands we love right now.
Based in Warsaw, this elegant handbag brand was founded in 2014. Think sleek shapes and rich leather in faux croc or snakeskin with the occasional maribou trim to bring a smile to your face. The price tag will do that too, with many styles giving change from £300.
Each piece comes with a metallic stamp detailing its production code - a modern take on low-key branding.
This Ukrainian label has been established for a while, and even shows at New York Fashion Week, but it's yet to make the impact it deserves.
Designer Svitlana Bevza channels Nineties minimalism, powerful women and elegance into fluid silk dresses, structured wool coats and twisted tailoring.
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For many of the brands emerging right now, the strategy is to go slow and stick to your strengths. Aurore Van Milhelm is a case in point: designed and made in Paris by Mélanie Pothron this line specializing in super-feminine yet subversive blouses sells out at lightning speed.
Eschewing traditional stockists, you'll need to follow the brand on Instagram where new arrivals to the e-shop are announced. Then it's fastest fingers first...
Forget borrowed from the boys, right now it's all about repurposing your maiden aunt's best nightie as the perfect summer dress. Don't have an aunt or yours won't share? Then you need German brand Horror Vacui.
Designer Anna Heinrichs spent a decade working in her family's sewing business, so unsurprisingly there's a real attention to construction and craft, with ruffles, pleats and ties adding further interest.
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This Amsterdam-based brand might have started as a line for teenage girls, but since it added womenswear to the roster a couple of years ago it's been gaining serious ground for its timeless eclecticism and art-world aesthetic.
Grown up but not boring, shop for everyday basics and classics with a serious twist - think silver metallic trousers and exaggerated shoulder knits.
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Sexy, feminine, insouciant - Musier Paris ticks off all the classic French cool girl traits. Founded in 2018 by Insta-star Anne-Laure Mais, Musier excels at Nineties-inspired teeny-tiny printed tops and pretty tea dresses. Bags are retro and jolly. These are clothes for girls who want to have fun.
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A single coat - sharp-collared, fuss-free and made to last - is the basis of this German brand. If that sounds dull rest assured the collective at its core ensures plenty of novelty with seasonal updates that include cropped lengths and fabrics ranging from shearling to puffa to lacquer finishes.
Clean-lines and the highest quality construction mean this is outerwear that you'll be passing on to the next generation.
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