The Coolest Fashion Brands Right Now (And Why Everyone’s Talking About Them)
Author: Stylist and brand team at Tellar
Date: 2025
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From minimalist tailoring to high-concept streetwear, fashion in 2025 is about statement, sustainability, and smart design. But what defines a cool fashion brand today?
It’s not just about celebrity endorsements or TikTok virality. The coolest brands of now combine design credibility, cultural relevance, and wearability—often with a strong identity and values to back it up.
So whether you're refreshing your wardrobe or investing in timeless style, here’s a breakdown of the brands dominating the fashion conversation right now—and how to find your correct size in all of them using Tellar.co.uk.
1. The Row
Founded by Mary-Kate and Ashley Olsen, The Row is the ultimate quiet-luxury label. Known for exacting tailoring, neutral palettes, and minimalism done perfectly, it’s a fashion insider favourite.
Why it’s cool:
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Favoured by editors, stylists, and CEOs
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No logos, no hype—just design purity
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The blueprint for modern luxury
Fit tip: Cuts are often oversized, but sizing runs true.
🔗 Check your size in The Row at Tellar.co.uk
2. Jacquemus
French designer Simon Porte Jacquemus continues to redefine youthful luxury with playful silhouettes, asymmetric cuts, and that viral micro bag. It’s sexy, sculptural, and surprisingly wearable.
Why it’s cool:
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Strong Instagram aesthetic
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Tailored for heat: perfect for summer and holidays
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Beloved by Rihanna, Kendall Jenner, and Dua Lipa
Fit tip: Many pieces run small—particularly fitted dresses.
🔗 Use Tellar.co.uk to check before buying.
3. Ganni
Copenhagen-based Ganni blends Scandi minimalism with playful, off-beat colour and prints. Think structured collar dresses, neon knits, and recycled materials.
Why it’s cool:
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B-Corp certified
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Street-style darling
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Eco-conscious with a bold identity
Fit tip: Often cut generously. Size down if between sizes.
4. COS
COS (Collection of Style) offers timeless, architectural basics with an intelligent, curated edge. It’s minimal, monochrome, and always wearable.
Why it’s cool:
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Luxury feel at high street pricing
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Strong cuts, tailoring and neutrals
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Versatile and gender-neutral in tone
Fit tip: Boxy fits are standard. Stick with your size or size down for a neater shape.
5. Khaite
New York-based Khaite is a fashion editor favourite for structured knitwear, sharp denim, and powerful silhouettes. Think capsule dressing with impact.
Why it’s cool:
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Luxury minimalism meets subtle sex appeal
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Luxe materials and sculptural lines
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Strong presence at fashion weeks
Fit tip: Knitwear fits beautifully but jeans can run small. Always check your measurements.
🔗 Use Tellar to get the right fit
6. Toteme
Toteme (Stockholm) is the go-to for refined, slow fashion staples: long wool coats, clean denim, silk shirts. Quiet luxury with everyday practicality.
Why it’s cool:
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Created by stylist Elin Kling
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Worn by editors and architects alike
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Investable basics with staying power
Fit tip: Typically runs true to size but pay attention to garment length.
7. Skims
Kim Kardashian’s brand started with shapewear but has grown into one of the most trend-sensitive, size-inclusive loungewear brands globally.
Why it’s cool:
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Smart colour palette and great fit
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Inclusive marketing and sizing
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Functional and stylish
Fit tip: Most pieces stretch—but go by your largest measurement to avoid sizing down too far.
🔗 Find your size instantly with Tellar.co.uk
8. Sporty & Rich
Part streetwear, part wellness brand, Sporty & Rich has built a community around health-inspired slogans, varsity style, and vintage athletic wear.
Why it’s cool:
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California-meets-Paris aesthetic
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Nostalgic and effortlessly cool
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Sustainable, slow-release drops
Fit tip: Unisex sizing can run large—check chest and sleeve lengths.
🔗 Match your measurements on Tellar.co.uk
9. Reformation
This LA-based label combines sustainability and sex appeal, with fitted floral dresses, cropped blouses, and feminine tailoring.
Why it’s cool:
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Ethically made
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Hugely popular on social media
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Effortlessly flattering cuts
Fit tip: Sizes run slightly small, especially in fitted bodices.
🔗 Tellar will give you the perfect match
10. Massimo Dutti
Owned by Zara’s parent company Inditex, Massimo Dutti offers a more mature, tailored, European silhouette. It’s the thinking shopper’s answer to workwear and structured minimalism.
Why it’s cool:
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Polished, neutral, timeless
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Understated yet high-end aesthetic
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Office-to-evening versatility
Fit tip: Sizing is more consistent than Zara but still European—slim through the shoulder and waist.
🔗 Check your Massimo Dutti size
What Do All These Brands Have in Common?
They may differ in aesthetic—from soft neutrals to bold prints—but they all:
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Focus on sharp design and clarity of identity
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Lean into sustainability, ethics, or purpose
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Offer cutting-edge fit and fabrication
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Represent smart investments over trend-chasing
How to Shop These Brands Without Getting Sizing Wrong
Whether you're shopping COS tailoring, Skims loungewear, or Jacquemus dresses, guessing your size is no longer necessary. With Tellar.co.uk, you can:
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Enter your exact body measurements (in CM or Inches)
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Instantly see your size in 1,500+ brands
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Compare across high street and luxury labels
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Avoid size charts, returns, and wasted purchases
📌 Get started:
“Find your size in 1,500+ brands real-time. It’s free & easy.”
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