15 new fashion brands that Parisian women are obsessing over on Instagram
Finding a piece that no one else on the street will be wearing is the holy grail for many fashionistas in 2026. To pull it off, under-the-radar fashion brands discovered on Instagram have become the go-to move, far from the ubiquitous names that dominate mainstream ready-to-wear.
Jewellery and accessories: the labels making all the difference
Before we get to clothing, a handful of new labels deserve a mention for their singular approach to accessories. Kitesy Martin Studio has built a solid reputation around gold and silver jewellery designed to be worn in layers, with zero restraint. The concept is simple: stack pieces together for a fully committed maximalist effect.
In an equally bold register, Sach Atelier bets on oversized chokers adorned with reflective discs. These pieces catch the light and turn any outfit into a statement look. For shoe lovers, Augusta and Gewls offer heeled mules, intricately crafted sandals, and styles loaded with colour and distinctive prints. Both are a genuine alternative to the overly safe shoe collections that dominate the market.
Fashion brands for every wardrobe style
The landscape of emerging fashion brands covers an impressively wide stylistic spectrum. For special occasions, three names stand out clearly: Selezza, Tohja and Misha. All three offer evening dresses designed for life’s important moments, with a polished aesthetic that fully justifies the splurge.
For those whose priority is a great essential, Flore Flore, Because of Alice and At First Sight Studio deliver exactly that. What they share: impeccable quality paired with a distinctive style, enriched by details that genuinely set them apart from an ordinary basic. It’s those small touches that elevate a simple T-shirt or shirt from throwaway purchase to real fashion investment.
- Selezza, Tohja, Misha: evening dresses for big occasions
- Flore Flore, Because of Alice, At First Sight Studio: quality basics with distinctive details
- Studio 83, Groes London, Arrange: minimalist nineties-inspired fashion
- VRG GRL, Elina Linardaki: playful prints and bold footwear
- Kitesy Martin Studio, Sach Atelier: jewellery to layer or wear as a statement piece
- Augusta, Gewls: colourful, crafted shoes
Nineties minimalism and joyful prints: two defining trends
Among these new fashion addresses, two distinct style currents stand out. On one side, Studio 83, Groes London and Arrange win over lovers of nineties-inspired minimalism. Their collections play with clean silhouettes and sharp lines, channelling the spirit of that decade without slavishly copying it.
On the other side, VRG GRL and Elina Linardaki take the complete opposite approach. These two fashion brands lean into playful, joyful prints, particularly when it comes to footwear. Elina Linardaki stands out especially for shoes brimming with audacity, pieces that are enough on their own to transform a pared-back outfit into a memorable look. Both worlds coexist within this panorama, proof that new labels aren’t all competing for the same territory.
Why these new fashion brands are capturing attention on Instagram
What unites these under-the-radar fashion brands is precisely their ability to offer pieces you won’t see on everyone else. In a world where major retailers dress millions of people in the same styles, that relative scarcity becomes a powerful selling point. Instagram plays a central role here: it’s the platform where these labels generate genuine excitement among fashionistas in search of something singular.
Whether you’re looking to overhaul your entire wardrobe or simply treat yourself to one standout piece, these 15 new fashion brands cover a wide range of needs. From jewellery to evening dresses, reimagined basics to bold shoes, every style profile will find something that speaks to what they want right now.
