Image of Anna October campaign
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ANNA OCTOBER
Romantic ruffles, polka dots and off-the-shoulder cuts make up our dream summer wardrobe and, incidentally, Ukrainian designer Anna October’s aesthetic. Her flattering and feminine designs feel totally timeless, which is surely the key to a lasting wardrobe.

Image of Le Monde Beryl campaign
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LE MONDE BERYL
Chic slippers – not a concept we’d ever thought about, until now. Lily Atherton Hanbury and Katya Shyfrin came together to create shoes that were as elegant as they were comfortable. Using materials such as satin and velvet, every beautiful slipper is handmade in Florence by artisans.

Image of Molly Goddard display
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MOLLY GODDARD
Molly Goddard officially burst onto the fashion scene two years ago with her fabulously frivolous and frothy tulle creations, but it was her modern interpretations of classic techniques such as smocking, pleating and crocheting that really had us sold. Wear her pieces with confidence and a feeling of satisfaction, because buying Goddard’s work now is a smart investment.

Image of La DoubleJ and Alberto Zanetti collaboration
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LA DOUBLEJ
The American-born journalist-cum-designer JJ Martin set up the Milanese label La DoubleJ to be a complete lifestyle brand. What started as a shoppable magazine now encompasses the best of Italian new and vintage fashion, homeware and art. La DoubleJ Editions is the new fashion arm of the brand, breathing life into vintage patterns by reworking them into new fabrics and designs. The dresses especially have the grandeur of old-world pieces, but with all the ease that modern life requires – the perfect combination.

Image of new season Mehry Mu
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MEHRY MU
Mehry Mu is quickly becoming the accessories label on everyone’s lips. The rise of Güneş Mutlu’s label has been supersonic. She started with a simple design that utilised the classic ikat fabric from the Grand Bazaar of Istanbul, and developed into a fully fledged brand encompassing modern box bags and embroidered pouches in luxurious velvet and suede. Laura’s barely put down her Mehry Mu this summer – it just seems to work no matter what the occasion.

Image of Ganni AW17 campaign
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GANNI
Possibly our favourite label to come out of Scandinavia, this Danish brand has been quietly and confidently growing an army of ‘Ganni girls’ over the past few years. The collections are effortlessly chic – they’ve got us clamouring to wear ankle-grazing dresses and fluffy angora jumpers. An unlikely combination to say the least, and yet it just works so well. One of the keys to Ganni’s success is the ease with which each piece fits into your life – everything is constructed to ensure it works for you, not the other way around. After all, as the creative brains behind the business, husband-and-wife duo, Ditte and Nicolaj Reffstrup, say themselves, ‘It takes effort to be effortless’. Luckily, they do the hard work for us.

Image of Otiumberg AW17
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OTIUMBERG
One of the best things about Otiumberg, the jewellery line set up by sisters Christie and Rosanna Wollenberg, is that every item feels familiar – as if you might already own it. That doesn’t stop you wanting to buy it all though; in fact, if you’re looking to affordably update your jewellery box, this is practically a one-stop shop. Impossibly delicate hoops and studs sit alongside equally pretty necklaces and rings, that look sensational stacked and layered and super-elegant worn on their own.

Image of Anna Mason campaign
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ANNA MASON
Anna Mason’s delicately draped silk pieces will be your best friends this summer, and the dungarees in softest corduroy will see you right through winter. Mason specialises in beautifully constructed pieces that are designed to be worn year after year, so you know that you’re investing in something with longevity. Wardrobe ICONS in a nutshell.

Image of Smarteez SS18 campaign
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SMARTEEZ
Marta Forghieri’s collections are the key to your everyday wardrobe dilemmas. If you’ve ever looked in your wardrobe and dismissed everything as too fussy or just the wrong side of casual, then Smarteez is the answer you might not have heard of. Smartly priced and designed pieces with a decidedly elegant, sporty finish are Forghieri’s bread and butter – pleasingly swishy skirts sit alongside dresses that double up as slinky robes to throw on over jeans and a tee. Somehow Forghieri even makes that 90s concept of pull-away tracksuit pants feel fresh and strangely appealing. The Italian Central Saint Martins-trained designer may be flying under the radar at the moment, but it won’t be long before hers is the label on everyone’s lips.

Image of All Things Mochi Morocco collection
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ALL THINGS MOCHI
You might have seen the bubblegum-bright statement earrings by All Things Mochi appearing on Instagram feeds earlier this year, but there’s so much more to Ayah Tabari’s label. The Palestinian designer’s peripatetic life led to the launch of her wonderfully colourful and joyful, but never kitsch, brand in 2013. Every item is made by local artisans, so think delicately embroidered tops, luxuriously fringed trapeze dresses and raffia bags in every imaginable shade. For the colour-lovers among us, this one’s a winner. 

 

The ICONS Guide To

Ten Designers We Love

We’ve all been stuck in a fashion rut at some point, going back to favourite designers that we feel suit us best, who we can rely on to create flattering pieces season after season. But here at Wardrobe ICONS we’re lucky enough to come across exciting and talented young designers as part of our work, and there is a plethora of brands out there doing amazing things. Selecting ten of our favourites was tough, but we narrowed it down to the game-changing labels you need in your wardrobe. The beauty of these is that they’ll simultaneously update your closet and fit in with everything you already own.

By Phoebe Roche

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