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Why we love it: the epitome of modern femininity.
Founded by Camille Perry and Holly Wright, Tove Studio is a testament to sophisticated design and thoughtfully curated collections. The brand is known for its utilitarian yet chic approach to fashion. With a focus on luxurious fabrics, Tove Studio challenges the very definition of modern femininity. Their signature ruching details and elevated basics make them a go-to brand for those who love understated elegance.
Why we love it: bold glamour meets street style.
New York-based designer LaQuan Smith has been serving unabashed glamour since the inception of his eponymous brand. Known for his daring silhouettes and intricate detailing, Smith’s designs exude a unique mix of upscale refinement and street-smart sensibility. Worn by A-list celebrities like Beyoncé and Rihanna, the brand has positioned itself as the epitome of contemporary luxury fashion that refuses to conform to conventional norms.
Why we love it: extra-sexy, cutaway aesthetics.
Founded by designer Mary-Ann Msengi, Farai London is a brand that takes vintage style cues and reinvents them for the modern fashion landscape. Specialising in women's wear, the brand's vibrant prints and figure-flattering designs offer a fresh yet nostalgic take on fashion. Farai London manages to strike a balance between timeless classics and trendy pieces, making it a must-have in any fashion-savvy wardrobe.
Why we love it: edgy and audacious.
Nigerian designer Mowalola Ogunlesi is at the forefront of a new wave of African designers making global headlines. Mowalola challenges traditional fashion norms through her bold use of colour, pattern, and fabric. The brand is more than just clothing; it's a provocative cultural narrative. Ogunlesi uses her platform to explore and express African identity, making her brand a melting pot of creativity that transcends geographical boundaries.
Why we love it: textured materials and unique prints.
Founded by fashion blogger turned designer Fisayo Longe, Kai Collective is all about textured materials, unique prints, and detailed craftsmanship. The brand has gained immense popularity for its sheer and latex pieces, reflecting a fearless approach to design. Not only does Kai Collective offer unique fabrics, but the attention to detail in each piece ensures a bespoke experience for its clientele.
Why we love it: redefining menswear through movement and culture.
Bianca Saunders, a graduate of the Royal College of Art and a NEWGEN recipient, is known for her innovative approach to menswear. Drawing on her Black-Caribbean roots, Bianca explores the fluidity of gender in fashion, creating pieces that are as dynamic as they are unique. Her distinctive way of cutting clothes captures the wearer’s movement, transforming everyday essentials like shirts and suiting into something truly extraordinary.
Why we love it: unisex streetwear with a subcultural twist
Martine Rose, another Fashion East graduate and NEWGEN recipient, brings underground subcultures to the forefront of fashion. Inspired by the eclectic mix of hardcore ravers, football hooligans, and Kinky Gerlinky clubbers, Martine’s unisex streetwear is a celebration of the unconventional. As she once told British Vogue, she loves “mushing them all together, and remixing them in different ways.” Her collections are always inspiring, always authentic, proving that “bad taste” can be fashion done right.
Why we love it: leading the charge for inclusivity in fashion.
Founded by Aurora James, Brother Vellies is more than just a fashion brand—it’s a movement. In the wake of the Black Lives Matter protests, Aurora launched the 15 Percent Pledge, calling on major retailers to dedicate 15 percent of their shelf space to Black-owned businesses. Her commitment to #buyblack is reshaping the fashion industry and ensuring that Black voices are heard. As Aurora told British Vogue, “The fashion industry is my family, it’s my community.” Brother Vellies is at the forefront of this vital change.
Why we love it: heritage with high fashion.
Hanifa, founded by Congolese designer Anifa Mvuemba, was born from a simple, yet powerful idea—the “awesome” dress she made for her 21st birthday. Since then, Hanifa has grown into a brand that reflects the spirit and complexities of African culture. Anifa’s Pink Label Congo line, in particular, interprets her heritage through stunning designs that speak to both beauty and disparity. Her first digital fashion show was a groundbreaking moment, showcasing the future of fashion in a truly innovative way.
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Why we love it: the epitome of modern femininity.
Founded by Camille Perry and Holly Wright, Tove Studio is a testament to sophisticated design and thoughtfully curated collections. The brand is known for its utilitarian yet chic approach to fashion. With a focus on luxurious fabrics, Tove Studio challenges the very definition of modern femininity. Their signature ruching details and elevated basics make them a go-to brand for those who love understated elegance.
Why we love it: bold glamour meets street style.
New York-based designer LaQuan Smith has been serving unabashed glamour since the inception of his eponymous brand. Known for his daring silhouettes and intricate detailing, Smith’s designs exude a unique mix of upscale refinement and street-smart sensibility. Worn by A-list celebrities like Beyoncé and Rihanna, the brand has positioned itself as the epitome of contemporary luxury fashion that refuses to conform to conventional norms.
Why we love it: extra-sexy, cutaway aesthetics.
Founded by designer Mary-Ann Msengi, Farai London is a brand that takes vintage style cues and reinvents them for the modern fashion landscape. Specialising in women's wear, the brand's vibrant prints and figure-flattering designs offer a fresh yet nostalgic take on fashion. Farai London manages to strike a balance between timeless classics and trendy pieces, making it a must-have in any fashion-savvy wardrobe.
Why we love it: edgy and audacious.
Nigerian designer Mowalola Ogunlesi is at the forefront of a new wave of African designers making global headlines. Mowalola challenges traditional fashion norms through her bold use of colour, pattern, and fabric. The brand is more than just clothing; it's a provocative cultural narrative. Ogunlesi uses her platform to explore and express African identity, making her brand a melting pot of creativity that transcends geographical boundaries.
Why we love it: textured materials and unique prints.
Founded by fashion blogger turned designer Fisayo Longe, Kai Collective is all about textured materials, unique prints, and detailed craftsmanship. The brand has gained immense popularity for its sheer and latex pieces, reflecting a fearless approach to design. Not only does Kai Collective offer unique fabrics, but the attention to detail in each piece ensures a bespoke experience for its clientele.
Why we love it: redefining menswear through movement and culture.
Bianca Saunders, a graduate of the Royal College of Art and a NEWGEN recipient, is known for her innovative approach to menswear. Drawing on her Black-Caribbean roots, Bianca explores the fluidity of gender in fashion, creating pieces that are as dynamic as they are unique. Her distinctive way of cutting clothes captures the wearer’s movement, transforming everyday essentials like shirts and suiting into something truly extraordinary.
Why we love it: unisex streetwear with a subcultural twist
Martine Rose, another Fashion East graduate and NEWGEN recipient, brings underground subcultures to the forefront of fashion. Inspired by the eclectic mix of hardcore ravers, football hooligans, and Kinky Gerlinky clubbers, Martine’s unisex streetwear is a celebration of the unconventional. As she once told British Vogue, she loves “mushing them all together, and remixing them in different ways.” Her collections are always inspiring, always authentic, proving that “bad taste” can be fashion done right.
Why we love it: leading the charge for inclusivity in fashion.
Founded by Aurora James, Brother Vellies is more than just a fashion brand—it’s a movement. In the wake of the Black Lives Matter protests, Aurora launched the 15 Percent Pledge, calling on major retailers to dedicate 15 percent of their shelf space to Black-owned businesses. Her commitment to #buyblack is reshaping the fashion industry and ensuring that Black voices are heard. As Aurora told British Vogue, “The fashion industry is my family, it’s my community.” Brother Vellies is at the forefront of this vital change.
Why we love it: heritage with high fashion.
Hanifa, founded by Congolese designer Anifa Mvuemba, was born from a simple, yet powerful idea—the “awesome” dress she made for her 21st birthday. Since then, Hanifa has grown into a brand that reflects the spirit and complexities of African culture. Anifa’s Pink Label Congo line, in particular, interprets her heritage through stunning designs that speak to both beauty and disparity. Her first digital fashion show was a groundbreaking moment, showcasing the future of fashion in a truly innovative way.
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