The Coolest Fashion Brands Right Now (And Why Everyone’s Talking About Them)

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:

Favoured by editors, stylists, and CEOs
No logos, no hype—just design purity
The blueprint for modern luxury

Fit tip: Cuts are often oversized, but sizing runs true.

🔗 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:

Strong Instagram aesthetic
Tailored for heat: perfect for summer and holidays
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:

B-Corp certified
Street-style darling
Eco-conscious with a bold identity

Fit tip: Often cut generously. Size down if between sizes.

🔗 Try the size tool for Ganni

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:

Luxury feel at high street pricing
Strong cuts, tailoring and neutrals
Versatile and gender-neutral in tone

Fit tip: Boxy fits are standard. Stick with your size or size down for a neater shape.

🔗 Find your COS size here

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:

Luxury minimalism meets subtle sex appeal
Luxe materials and sculptural lines
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:

Created by stylist Elin Kling
Worn by editors and architects alike
Investable basics with staying power

Fit tip: Typically runs true to size but pay attention to garment length.

🔗 Check your Toteme size here

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:

Smart colour palette and great fit
Inclusive marketing and sizing
Functional and stylish

Fit tip: Most pieces stretch—but go by your largest measurement to avoid sizing down too far.

🔗 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:

California-meets-Paris aesthetic
Nostalgic and effortlessly cool
Sustainable, slow-release drops

Fit tip: Unisex sizing can run large—check chest and sleeve lengths.

🔗 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:

Ethically made
Hugely popular on social media
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:

Polished, neutral, timeless
Understated yet high-end aesthetic
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:

Focus on sharp design and clarity of identity
Lean into sustainability, ethics, or purpose
Offer cutting-edge fit and fabrication
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:

Enter your exact body measurements (in CM or Inches)
Instantly see your size in 1,500+ brands
Compare across high street and luxury labels
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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