10 New Fashion Brands to Keep Your Eye On In 2020

It's time for a wardrobe refresh.

Street Style : Paris Fashion Week - Womenswear Spring Summer 2020 : Day Four
(Image credit: Edward Berthelot / Getty Images)

I admit it, I have it easy when it comes to discovering new fashion labels and trends for the season. I live and breathe this space every day. But it's less important to me to show up at dinner parties with the latest It bag than to tell all my friends about the latest It bag and see their reactions. I love sharing my fashion knowledge with the people around me (one of my friends regularly texts me questions like "are leggings still in?") and helping others get excited about the same brands I love. So before we get too deep into this year, I'd like to highlight some fashion labels to pay attention to, from a cool denim brand to a contemporary designer named Peter Do. Now you have zero excuse to not be as informed as the next fashion girl. Just doing my due diligence here, y'all. You're welcome.


I stumbled upon Apparis last year when I was on the hunt for a faux fur coat that was both affordable and fancy. The label launched in 2016 by co-founders Amelie Brick and Lauren Nouchi and continues to receive increased recognition thanks to its 100 percent "PETA-approved vegan and cruelty free" outerwear. It doesn't hurt that the coat options are bright and in-your-face gorgeous, either. (Though darker hues like brown and black furry outerwear are readily available to shop too.) Apparis is already ahead of the pack in thinking sustainably and one to keep your eye on in 2020.

Our shopping pick: Manon Faux-Fur Coat, $295

Peter Do

Peter Do has all the makings of becoming a successful designer, from winning the LVMH Graduates Prize in 2014 to working for then Creative Director Phoebe Philo of Céline in Paris. Do launched his own eponymous line in 2018, offering a mix of elevated yet intriguing items from sheer graphic tops to a backless turtleneck top. The designer, who is very social media savvy and built his brand via Instagram, has already been picked up by popular shopping destinations like Net-a-Porter and Dover Street Market Ginza, London and New York. Watch out, world, there's nothing Peter can't Do.

Our shopping pick: Peter Do Silk Shirt, $1,454

B Sides 

There will be another beloved denim brand in town this year, and it's called B Sides. Founded by Claire Lampert and Stacy Daily, they source all their denim from "family-owned mills in Georgia and North Carolina that have provided workwear textiles to farm supply stores since the 19th century." B Sides denim is weighty yet comfortable to wear and comes in all styles from your traditional jean bottoms to classic denim jackets, all with vintage-like touches. The brand's snagged the hearts of many fashion experts, including Shopbop's Fashion Director Caroline Maguire, who tells me it's a brand to watch out for in 2020. "At Shopbop we pride ourselves as being connoisseurs of denim," she says. "I am utterly obsessed with all their denim washes and fits. Not only are they comfortable, but they’re also sustainable."

Our shopping pick: Arts Mid-High Straight Jeans, $195


Google "Polène handbags" and one of the first results is a blog dedicated to how amazing these bags are. The family-run brand launched in October 2016 in Paris and, like most items coming out of that city, the accessories are exquisitely well-crafted and beautiful. According to its website, Polène works with "famous French, Italian and Spanish tanneries who have been supplying for several decades the most regarded names in leather goods," so don't be surprised when you find Polène pieces to be equally as luxe as your some of your beloved designer pieces. All the bags have that effortless Parisian vibe to dress up your outfits.

Our shopping pick: Numéro Six bag, $230


Founded in 2016, BITE stands for By Independent Thinkers for Environmental Progress. The line's sole focus is on creating sustainable, tailored pieces that use the finest quality of natural organic fibers and recycled fabrics. In being earth-friendly, the clothes and accessories in the line come at a contemporary price point but the styles are more than enough to convince eco-conscious customers to invest in a piece or two. BITE is also one of the newest members to join beloved retailer Net-a-Porter's NET SUSTAIN program.

Our shopping pick: Organic Trousers, $380


Scott Sternberg's Entireworld label doesn't offer fancy dresses or of-the-moment bags—it sells items like sweats, sweaters, and underwear. And I'm 1000 percent here for it. The sustainable, affordable brand started in 2018 and has amassed fashion followers who believe in rocking bold colors and living comfortably 24/7. You'll find everything from your basic white tee to colorful sweat sets to color block sweaters all for under $200. The hype of Entireworld is so real, it even landed a deal with Nordstrom, where the label will receive its own eight-week pop-up installation across stores in the U.S. and Canada. You'll catch me shopping in the black sweat set, below.

Our shopping pick: French Terry Sweatshirt, $88 and French Terry Sweatpants, $78


Founded by Anna Jewsbury, Completedworks offers jewelry that resemble mini sculptures and contemporary art pieces you'd find at a museum. Every piece is constructed with such a unique shape, you know what you're getting is one of a kind. In 2015, Completedworks was selected to become part of the British Fashion Council's celebrated Rock Vault initiative, which showcases and promote Britain's most innovative fine jewelry talent. This brand has been spotted on celebrities from Emma Watson to Felicity Jones. 

Our shopping pick: Angry Intellectuals Ceramic Earrings, $475

The Line by K

Karla Deras started The Line by K in 2015 with the premise that basics doesn't have to be basic. Each design is easy, elegant, and complements everything else in your wardrobe (I recently bought this dress for special events.) All her pieces are made in Los Angeles from premium textiles made to accentuate any female figure, and there's no second-guessing how to style a top/dress/skirt from the collection. The items pair well with everything.

Our shopping pick: Allegra Satin Dress, $110 (as seen in the photo)


Launched in 2018, FEIGN is the brainchild of Jene Stefaniak and Jonathan James. The luxury fashion brand, produced in New York City's Garment District, focuses on gender-fluid silhouettes that can easily be sized and worn by anyone. You'll find ready-to-wear pieces from floral shirts to unique three-piece collar jackets with prices ranging from $500 to $3,000. If you don't want to dress like everyone else in the city, invest in and hedge your bets on this label for 2020.

Our shopping pick: Harrier Jacket, $995


South Korean DJ Peggy Gou has a cult following in the music scene and now has earned herself a strong fashion following as well, thanks to her buzzy, bold and eclectic style that, quite honestly, attracted me to her even before I listened to her music. The DJ officially launched her own fashion line in 2019 and celebrated with guests in attendance like Virgil Abloh and Selby Drummond. The womenswear line, Kirin (South Korean for giraffe, her spirit animal), offers everything from a mythological Haetae creature printed jacket to graphic pullovers. If you want to step up your fashion swag in 2020, dress like Gou.

Our shopping pick: Kirin Haetae Printed Denim Jacket, $825

Marina Liao
Fashion Editor

Marina Liao is the former fashion news editor at MarieClaire.com, where she covered celebrity style (from Meghan Markle to Katie Holmes), fashion trends, and shopping advice, plus conducted original interviews with industry insiders. She's also had many opportunities to write content in other areas such as beauty, food, tech, and even home. Her previous fashion stints include POPSUGAR and Cosmopolitan.