“Never heard of it”: how unknown brands became fashion’s secret weapon
Germanier, Summa, and Batsheva are all ones to watch
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FASHION Fashion
Way back when, it took decades for a fashion brand to establish itself and find a following. Buyers wouldn’t even consider buying a piece without recognising the brand. Now, as fashion gets faster, buyers are drawn to emerging brands that make the consumer an influencer. As Vogue explains “never heard of it? All the more reason to buy it”. Rising designers have a bigger chance at signing to a fashion house. Here’s a rundown of three emerging brands that have the “never heard of it factor”, as spotted by Vogue.