10 new brands to shop at Selfridges this season

Staud

Betty Catroux, muse to both Yves Saint Laurent and Tom Ford, serves as inspiration for all of Staud’s collections. The LA-based label was founded by Sarah Staudinger, the former fashion director at the hugely popular Reformation, and within two years has found fans in the likes of Leandra Medine and Alexa Chung and created a cult icon in the form of its PVC Shirley bag. Alongside its ever-popular handbags, the ready-to-wear line is expanding and remains the epitome of LA cool.

Staud top, £160

Dinosaur Designs

Australian brand Dinosaur Designs, founded in the 1980s, creates bold statement jewellery in metal and resin. The current trend for oversized earrings has made the brand particularly popular with stylists and influencers alike; its Orchid Flower earrings were even spotted on Emma Watson at this year’s Wimbledon tennis championships. This season, the brand’s first foray into pearl jewellery is bound to make these earrings an instant sell-out.

Dinosaur Designs earrings, £210

Ninety Percent

London label Ninety Percent is a premium fashion line that does things a little differently. The brand donates 90% of its distributed profits to charitable causes and those who make the collections happen, hence its name. Everything from the factory workers’ welfare to fair wages for producers of the jersey fabric used is considered from an ethical standpoint. The collection itself is a selection of easy-to-wear, athleisure-inspired pieces that can be styled up or down for everyday wear and beyond.

Ninety Percent sweatshirt, £95

Kitri

London based Kitri’s ethos is based on producing on-trend, fashion-forward pieces that offer top quality but don’t break the bank. The stylish midiskirts and Bardot dresses will happily take you from the office to the bar and offer elegant dressing for women of all ages. The brand’s success first came online, with one of its dresses selling out in 45 minutes and gaining a waiting list of over 800. Selfridges is the first store to sell the label in the UK and further success is undoubtedly on the cards.

Kitri skirt, £95

Rokh

Former Céline designer and Phoebe Philo protégé Rok Hwang founded Rokh in 2016. Two years later the brand was up for the prestigious LVMH Prize. The collection’s easy elegance is reminiscent of the French fashion house, but with Hwang’s own forward-thinking spin. Influenced by both Philo and the Antwerp Six, everything from the deconstructed suiting to the raw-edged jeans shows the tell-tale signs of a designer who puts that extra bit of thought into each piece.  

Rokh jeans, £420

Borgo de Nor

Wearing a dress from Borgo de Nor is certain to guarantee a good time. The floral, feminine creations are a riot of colour and are perfect for any occasion, from weddings to sunset beach parties. The London based label was created by friends Carmen Borgonovo and Joana de Noronha, whose shared fashion industry experiences span positions at Vogue, Harper’s Bazaar and Diane von Furstenberg. Seeing a gap in the market, their mission is to bring joy into women’s wardrobes all year round.

Borgo de Nor dress, £640

Silvia Tcherassi

The queen of Colombia’s burgeoning fashion scene, Silvia Tcherassi has over 25 years of experience in the fashion industry and was the first Latin American designer to be invited to show at Milan and Paris fashion weeks. The brand is now based in Miami but its collections still pay homage to the founder’s Colombian heritage. Tcherassi’s signature ruffles and exaggerated sleeves can be found on colourful mididresses and traditional trench coats alike.

Silvia Tcherassi trench coat, £1,275

Réalisation Par

Réalisation Par, which translates as Styled By, is a French label that can largely put its success down to Instagram, initially launched as an online company through the social media platform. Selfridges has become one of the first bricks-and mortar-stores to carry the brand. Silk wrap dresses and 90s-inspired silhouettes combined with an outrageously cool Parisian aesthetic have made the brand a hit around the world.

Réalisation Par dress, from £160

Nanushka

Nanushka was launched in Budapest in 2006, and in 2016, when founder Sandra Sandor’s partner Peter Baldaszti joined as CEO, the brand became the name on every fashion editor’s lips. With a show at New York Fashion Week and an international Instagram following, the label’s east-meets-west aesthetic and ethical commitments have created a loyal fanbase. The brand’s butter-soft vegan ‘leather’ is a real highlight and is set to extend across shoes and accessories soon.

Nanushka top, £290

Aganovich

Founded in 2005, Aganovich is an avant-garde label that arrives in Selfridges straight from the catwalks of Paris. Designers Brooke Taylor and Nana Aganovich focus on shapes, volume and structural elements when creating their collections and take huge inspiration from the Bauhaus movement, among others. The label is prominently featured in high-fashion editorials across the globe and each piece is certain to be a conversation starter.

Aganovich dress, £1,390