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While conscious consumption always gets our vote, there’s nothing like finding a digital destination that brings together some of the chicest fashion brands and combines it with ultra-fast shipping and regular sales. The Iconic checks all these boxes. Sadly, however, some of the best fashion brands at The Iconic are buried deep within its labyrinthine algorithm (sorry for speaking our truth). Thankfully, Amelia Lee, one of the site’s buyers, has shared her edit of It-girl approved brands you mightn’t realise are available at The Iconic.
“I thought I’d talk you through some of the brands you might not know we have on The Iconic,” Lee shares, before unveiling a carefully curated list.
Consider the off-duty wardrobes of the It-girls whose style you have bookmarked: Taylor Swift’s breezy summer dresses, Dakota Johnson’s effortlessly chic denim moments, or Kendall Jenner’s impeccable approach to masculine tailoring.
Here are the best fashion brands at The Iconic you might not have realised were… actually on the site.
The Elle Edit: Best Fashion Brands You Didn’t Know Where On The Iconic
Sandro
With a fan base that includes Gigi Hadid, Parisian brand Sandro masterfully elevates everyday dressing with luxurious textures such as cashmere, silk, and leather. The label delivers a polished take on casual elegance; its loose-fit denim and refined knit dresses are ideal for achieving that coveted Parisian cool.
Staud
Bella and Gigi Hadid, Sophie Turner, and both Jenner sisters are often spotted carrying Staud’s statement-making accessories. Though their dresses are undeniably sweet, it’s their sculptural bags, from the crescent-shaped Moon bag and to the iconic beaded Tommy—that fashion insiders can’t get enough of. This “Staudines” iteration is perfect for that “Sardine Girl Summer” aesthetic we’ve been hearing about.
Jac + Jack
Long before quiet luxury dominated our feeds, Jac + Jack were mastering understated elegance. Loved by Australian models for their elevated essentials—particularly sumptuous knitwear—the brand specialises in sophisticated basics that blend thoughtful cuts with refined palettes.
The Reformation
What do — deep breath — Emily Ratajkowski, Dakota Johnson, Taylor Swift, Devon Lee Carlson, Kaia Gerber, Nara Smith, and Gigi Hadid have in common? An enduring love affair with the Reformation. The sustainably minded label crafts feminine classics in universally flattering cuts, think breezy sundresses and tailored trousers, destined to become long-term wardrobe staples.
Bassike
Bassike has quietly reigned supreme in Australian fashion circles for over 15 years, adored by celebrities like Lara Worthington for its impeccably tailored basics. Think perfectly cut organic cotton T-shirts and relaxed pants that define model-off-duty style. Bonus points for its B-Corp sustainability credentials.
Alemais
Having dominated the third season of The White Lotus, Australian label Alemais offers joyful designs bursting with bold colours and hyper-feminine silhouettes. Designer Lesleigh Jermanus channels her Zimmerman heritage into vibrant prints and elevated resort wear that is perfect for dolling up your European summer.
Camilla and Marc
What do Kendall Jenner and Pamela Anderson have in common? A shared love of the Australian label Camilla and Marc. Known for fusing masculine tailoring with femininity, their timeless yet contemporary designs—such as Jenner’s beloved Serpentine Maxi Dress and their striking trench coats—strike the perfect balance between classic and modern.
Pull & Bear
Sister label to Zara, Pull & Bear offers youthful, laid-back streetwear for men and women. From super soft, relaxed tees and well-cut long sleeves to Boyfriend jorts, this is the brand for affordable, on-trend basics.
Guizio
New York-based Danielle Guizio’s namesake label has been embraced by the likes of Bella Hadid and Dua Lipa thanks to its hyper-femme, hyper-sexy take on ready-to-wear. Think sweet knitted two-pieces, low-cut lacy tops, and fit-and-flare tartan dresses that demand attention.
Farm Rio
Capturing the vibrant essence of Brazil, Farm Rio is your go-to for pop art prints and tropical-infused pieces. A favourite of summer holidaymakers and tastemakers alike, this brand’s joyful designs are dopamine dressing at its best and are crafted by a group of creatives from Rio de Janeiro, Brazil, who have been working together since 1997.
Paris Georgia
New Zealand-based Paris Georgia brings an effortlessly modern take on femininity. Frequently spotted on Rosie Huntington-Whiteley, Suki Waterhouse, Charli XCX and Kendall Jenner, the brand offers sleek eveningwear and sophisticated day dresses that blend elegance and ease.
Marge Sherwood
Korean label Marge Sherwood crafts structured bags that effortlessly bridge the gap between vintage appeal and contemporary minimalism. Their brown leather handbags, which range from Boho to Boston, are frequently snapped on the arms of fashion editors at international fashion weeks. We’re obsessed.
Freja NYC
Designed in New York City, Freja NYC specialises in timeless, ethically crafted leather bags and footwear. The brand’s minimalist aesthetic and sustainable ethos have made it a quiet favourite among discerning fashion insiders.
For Love & Lemons
Beloved by Hailey Bieber and Emily Ratajkowski, For Love & Lemons captures a flirtatious yet sophisticated sensibility with lingerie-inspired essentials. Think delicate lace, whimsical florals, and effortlessly romantic silhouettes.
Diesel
With Glenn Martens at the helm, Diesel has reclaimed its spot at the forefront of Y2K-inspired fashion. Endorsed by Julia Fox and Dua Lipa, the brand offers denim and streetwear pieces that blend nostalgia with a contemporary edge.
Cult Gaia
Cult Gaia is the epitome of Instagram-worthy style, renowned for its architectural shoes and bags, as well as resort-inspired silhouettes. Frequently spotted on Lisa, Kylie Jenner, Dua Lipa and F1 WAG Alexandra Saint Mleux the brand’s pieces are sexy and fresh.
Wales Bonner
London-based Wales Bonner blends elevated tailoring with cultural references. Favoured by tastemakers like Harry Styles and Timothée Chalamet, the brand delivers a sophisticated exploration of heritage and contemporary design.
The post These Are The 18 Fashion Brands At The Iconic Your Algorithm Missed appeared first on ELLE.
