5 emerging brands to discover

The race for the perfect wardrobe begins again with a new challenge: finding the perfect autumn staple pieces. But in a universe of homologation where trends often take precedence over personal style, our search continues for the most disruptive and unique voices among the emerging brands in the fashion system. We continue our relentless cool hunting campaign to discover the new voices of fashion, from the sustainable knitwear of Nong Rak to the pure avant-garde of Bad Binch Tong Ton, via the cyberpunk jollity of Moia x Mel. Here is a buying guide according to nss.

Nong Rak

From vintage boutiques to sustainable knitwear brands, it is a breath of fresh air and creativity in the fashion system. From a classic knitting machine and a weaving technique popular in the 1980s, between vintage and cruelty-free yarns, artisanal dyes, and one-of-a-kind pieces, the brand explores a cartoonish aesthetic and dresses the ineffable softness of mohair. Skirts, trousers, gloves, hats, and balaclavas: each garment, strictly one-of-a-kind, is colored in cheerful hues. The duo behind the brand, Cherry and Home, adopts a sustainable approach throughout the creative process, incorporating conscious practices in every aspect, from sourcing to packaging, in a vision that finds in circularity the foundation for unrepeatable garments. It is more than certain that the future of knitwear also passes through @thenongrak.

Bad Binch Tong Tong

@bad_binch_tongtong, founded by Wuhan-born, New York-based designer Terrence Zhou, offers garments that seem to come from the most extreme dreams of our rem phase. Indeed, the avant-garde brand is known for its imaginative silhouettes that defy the laws of physics, including huge balloon-shaped dresses, exaggerated rigid hemlines forming a circle, and cyber punk-style mermaid tails. Garments that defy functionality (and often the laws of physics) evoke emotion. It is therefore no coincidence that the brand is now approaching the Metaverse with an NFT collection, a universe where anything is possible and where uncomfortable clothes are no longer an issue.

Fanci.club

Extreme transparency, vitamin colors, and floral details that seem to hint at an almost adolescent romanticism: are the main features of  @fanci.club, the Thai brand that has already won over Emma Chamberlain, Emily Watson, Bella Hadid, Livia Marques, and Hunter Schafer (who also wore a dress by the brand in the second season of Euphoria). Launched at the height of the pandemic in 2020, the brand's collections combine classic silhouettes with Y2K accents, extreme transparencies, and a discreet sensuality destined to tantalize it-girls the world over.

13 De Marzo

@13demarzo_official was officially founded in Paris in 2018 by designers Eric and Leslie and takes its name from the Spanish wording of the founding date. A naive vision of clothing inspired by fantasy, manga, and children's games that, between graphics and applications, proposes the constant motif of dolls and teddy bears. A dreamy, light-hearted universe to which is added, at times, a darker, gothic dimension, with ripped socks, oversize sweatshirts, dungarees, and k-drama-style dresses. 

Moia x Mel

Jewelry of @moiraxmel is for now only available to order, but that has not stopped Olivia Rodrigo and Bella Hadid from showing off some of this unique jewelry. Heart-, star- or butterfly-shaped pendants, but also rings and earrings: the imagery of Y2K symbolism is wrapped in thorns, wrought-iron inlays that wrap around the pendants and make them, suddenly, deeply punk. With an e-shop in the making and disruptive creativity, it seems more than certain that we will hear more about this brand.