Welcome to the Gen Z Mood! I’m the 26-year-old social media editor for Who What Wear UK, and I’ll be sharing my mood of the month and the most interesting things I’ve seen on the scroll. I’m always seeking for fresh and cheap methods to shop for trends, and I’m taking you with me.
If you’re anything like me, thinking back on all the lockdowns during the COVID years brings back vague memories of a fever dream in which I wore pajamas and a mask. But one thing I learned from it all is that I adore shopping at local stores. I was always on the internet, just like most of us. I spent a lot of time on Instagram, TikTok, and Pinterest, and I became obsessed with the small businesses that filled my feeds.
The realm of independent retail was spreading quickly, with everything from scrunchies and crochet to custom pottery and new fitness businesses. And it became much easier for people who like fashion to find one-of-a-kind products, hand-made items, and vintage gems. So I jumped right into purchasing small, and I haven’t looked back since.
If a tiny brand is doing well, I’ve undoubtedly noticed it because it’s my job to know what’s going on “on the apps.” TikTok is the place to be if you’re a cool start-up or small brand that wants to develop. Over the past year, these brands have done really well because of it.
While they’ve been doing well, I’ve been saving, pinning, and bookmarking, so keep scrolling to see the independent brands to follow in 2025.
1. Susamusa
It can be challenging to locate simple things that are reliable and last. A decent staple loses its shape too often after being washed too many times and gets pushed to the back of the drawer. Here comes Susamusa. You might have seen pieces from this modest brand on major celebrities like Kendall Jenner and Bella Hadid late last year. The brand only launched in 2020, so that’s a big deal, right? But after experiencing one of its most popular types during the holidays, I can see why Susamusa’s star is rising so quickly.
(Image credit: Backgrid)
A buddy of mine bought the Sadaf Top (£75) a few years ago, and that gave me the idea. I tell her how great it looks every time I see her wear it, so during Christmas, I did what any horrible buddy would do and mimicked her. I really like it. Susamusa’s blouses, skirts, and dresses are cult hits on social media thanks to their ’90s-inspired shapes and soft, stretchy cotton blends that feel luxurious.
Susamusa
Meadow Skirt in Polka Dot
2. Isabella Vrana
Do you remember when TikTok was full with cool-girl workplace ensembles that went viral every day? If you do, you’ll know who the founder and designer of the London-based fashion brand Isabella Vrana is. Vrana and her tiny team of four have turned their dedicated followers into customers on TikTok (137,000) and Instagram (over 70,000). People know the brand for combining its signature slinky fashions with more structured ones. Think of a lovely workplace outfit that could also take you to the party. The genius of each collection (which sells out in hours, by the way) is that each piece can be worn in many different ways. The shapes are influenced by the tight waists of the ’60s and the simple styles of the ’90s.
Isabella Vrana
The Stella Trousers in Black
The best capris for spring.
3. Fenity Fashion
This top has a great boat neck.
I generally don’t trust the ads that Instagram shows me, but Fenity Fashion caught my attention right away. The Albanian fashion brand’s designs are all about feminine shapes and a colour palette that isn’t too bright. I got one of its early designs (see above), and I love the scoop boat neck. It looks great on me, and the zip from top to bottom fits my waist wonderfully. The best part about this piece is that it feels different from everything else I own. Next on my list is the brown Carolyn Top.
Fenity
Carolyn Top
This mocha colour is very rich and beautiful. I love anything brown right now.
4. Clòimh
You probably know Hollie Mercedes as the influencer who lives in Amsterdam and travels to the Fjords. Her Scandi-like style is unlike anything else online. People who follow the Scottish creator will have noted that she just started a knitwear line called Clòimh. We like it, just like her particular style. Clòimh seems to have found a good middle ground between classic (which is important for knitwear) and trendy (just look at the slender scarf drop). It’s hard not to adore a small, independent brand that does one thing incredibly well. The comment sections are already full of love, and the website is sold out. I think this is definitely one to keep an eye on in 2025.
Clòimh
Mini Soft Wool Scarf
Heaven for skinny scarves!
5. Her Rayn
Of all the street style trends to trickle down from the runways in recent years, there’s one that thrills me more than any other: the graphic shirt. our is why slow-fashion brand Her Rayn is on our list. With nostalgia at the center of its brand identity, the designs are extremely graphics-focused in the most enjoyable way. Its imagery-based pieces wouldn’t look out of place at a ’90s rave or in a ’00s rom com, yet they seem very modern and thrilling. If you’re seeking for garments with a little of personality, Her Rayn is for you.
HER RAYN
Dress and Butter Maxi Dress
I adore eating bread and pastries, so of course I will love wearing them too?
6. Fruity Booty
Wearing a pair of ethically made underwear from a female-founded firm with a pretty Instagram feed is the best way to start your day. Isn’t it? To be honest, I’d be astonished if you hadn’t seen Fruity Booty panties on your feeds in the last few years. They’ve become quite popular on social media, from getting FKA Twigs to wear their underwear to their smart marketing plan. Plus, the underwear is very comfortable and cute. If you don’t already know about this brand, this is your sign to go check it out. Your butt will thank you later.
Fruity Booty
Satin Harlow Bra
The cutest satin outfit in the color that will be popular in 2025.
7. Glassworks London
For months, I’ve wanted the same Glassworks London jacket. I haven’t made a decision yet, but the London-based independent fashion brand has been on my mind a lot. The brand has a modest boutique in Dalston, East London. If you want to be the first to know about its weekly drops, I highly recommend visiting the site. There is always a new gem to unearth, and the brand’s popular social media videos, in which staff ask people on the street what they think of the newest designs, show how much people enjoy this new cult brand.
Glassworks London
Burgundy Vegan Leather Short Jacket
The jacket in issue.
8. Peachy Den
When we all got together this winter, we all agreed that Peachy Den’s Sex and the City meets Devil Wears Prada campaign with Olivia Neil was the coolest thing a tiny business had done in a long time. Isabella Weatherby started Peachy Den in 2019, and since then, cool girls have loved the brand’s beautiful designs. Dua Lipa, Raye, Olivia Dean, and internet star Amelia Dimoldenberg (as well as our editor-in-chief Hannah Almassi, who wears The Deba Top and Midi Skirt co-ord below) are just a few of the stars who are drawn to this sporty-feminine brand. The list will only get longer in 2025, and with new drops coming in the spring, we can’t wait to see what the peachy community has in store for us next.
Peachy Den
The Missy Blouse in Porcelain
This short-sleeved shirt will probably become a must-have for the office.
9. Knot Nice
I first heard about Knot Nice, an Instagram-first brand, in 2018 when they were only manufacturing custom crochet bags. The little accessories brand now has more than 8,000 followers. Creators come to the handcrafted vendor for one-of-a-kind knitted and crocheted products. I have one of its original bags, and every summer it becomes my go-to accessory. A few pop-ups appeared late last year, and I expect to see more of Knot Nice in 2025. If you’re interested, send me a message to get your own piece.
