I’m always on the lookout for new indie fashion brands that have a strong point of view while offering real clothes that women can wear in their regular lives. Much of what we see on the runways will never see the light of day in a retail sense. The point is to grab the attention of the fashion press who need the equivalent of an ice bucket challenge to distinguish one show from the next.
Many smaller brands are opting to forego a show in favor of a well-styled look book that conveys image and message just as well for significantly less. In the end, show or look book, what counts is the much longer afterlife the images have online. With social media and online platforms like vogue.com large and small brands alike can reach their audience/consumer directly. The only catch is the sheer number of brands that are vying for the attention; it’s hard to keep up. To help I’ve sifted through everything and offer you Prima Darling’s four favorite indie fashion brands from New York Fashion Week.
Khaite and Co have been covered in the past, what can I say; they keep churning out great clothes. ALC has been around but this collection was particularly strong. The teddy bear coat at top is exactly what I’ve been looking for and even wrote about way back in October of 2016. Bevza is completely new to me. Their fabulous fur printed puffers caught my attention, elevating the sporty winter staple with glamour and wit.