5 Underground Fashion Labels That'll Refresh Your Style This Year

And in the blink of an eye… January has come and gone! From designer houses including Carolina Herrera and Marc Jacobs to streetwear favourites such as MSCHF and MoonBoot, an array of fashion brands have made waves for the past month. This round, a new list of labels has landed on the jellibeans index, and it comprises a range of breakout names to know. First up is Zanini — a Milanese label founded by Marco Zanini that enjoyed a whopping 81% in search activity. Most noted for being the creative director of Schiaparelli in 2014, the designer teamed up with Japanese brand Arts&Science on a collection late last year. Featuring elegantly tailored looks that exude a sense of ease, the line is made to elevate your everyday wear.

The next notable name on the list may be familiar to reality TV lovers. Enter Lynn Ban, a Singaporean jewellery designer who owns her eponymous brand that was founded in 2011. As seen on Netflix’s Bling Empire: New York, her unapologetically bold style is what her label’s aesthetic is all about, and the show contributed to a 59% jump in search activity. The fifth spot on the list goes to Jovani (+30%) — one of the top brands that are known for their wide range of prom and evening dresses. It recently unveiled its new collection of prom dresses for 2023, and with the special occasion being as near as four months away, there’s no better time to start browsing.

If you’re looking for pieces that add that contemporary edge to your wardrobe, check out Our Legacy — a Swedish label that had a 30% jump in search activity. The brand showcased its Fall/Winter 2023 collection during Milan Fashion Week two weeks back, and the line-up gave its signature pieces that ‘90s twist. Its jeans, in particular, are a fan-favourite.

Does the cold winter make you yearn for a summer vacation? Plan ahead by shopping swimwear brand Hunza G (+26%). Originally established in 1984, the label relaunched under creative director Georgina Huddart, and it went on to become a celebrity favourite. Its designs were seen on A-listers including Rihanna, Rosie Huntington-Whiteley, Emily Ratajkowski and more. Its unique crinkle-stretch fabric, vibrant hues and one-size-fits-all offerings contribute to its success.