I Just Want to Be a Cool Girl This Fall, so I'm Shopping These 7 IYKYK Brands onReplica Store

The fashion world generally gets excited about fall dressing. It's a chance for fashion people to showcase their layering skills and wear every cozy sweater they own. But when it comes to actually getting dressed for fall every day, it can start to feel impossible after the initial excitement wears off. The constant layering, the sometimes-frumpy silhouettes, and the often neutral color palette make it difficult to put together outfits that still look cool day in and day out. To achieve an essence of effortlessness, my best advice is to shop for emerging brands.

The minds behind these brands are often focused less on trends and more on creativity and expression—my favorite things about fashion. Emerging brands tend to be the ones setting the trends, especially among Gen Z. As someone in that generation, I mostly shop small for pieces that make me feel like the coolest girl in New York City. I’m not a gatekeeper, so I’m happy to share with fellow aspiring cool girls around the world the “if you know, you know” brands from Nordstrom. Scroll through to discover fall-friendly, yet cool, pieces to add to your wardrobe.

Loulou de Saison

Founded by Chloé Harrouche, Loulou de Saison’s ethos is centered on empowering women with confidence through its clothing. The brand ranges from eye-catching, statement tops to everyday, high-quality basics.

Haikure

The Italian denim brand started with an ethos of purity and forward thinking in 2011. Haikure, deriving from the Japanese word haiku, focuses on connectivity to nature and simplicity. Each piece is quite timeless, with a knowledge of ever-changing trends.

Julie Kegels

Just launched in 2024, the eponymous brand is the epitome of elegance. Blending the elements of whimsy and structured tailoring, Juie Kegels has already carved a name for itself. The designer behind the brand often draws inspiration from memories and translates them through her clothing.

Lié Studio

Lié Studio was founded in Copenhagen in 2021 by sister duo Amalie and Cecilie Moosgaard. The versatile jewelry pieces are vibrant, playful, and chic all in one. If your goal is to look cool this fall, try this whimsical jewelry that can be worn every day, for any occasion.

Sandy Liang

The girls who know know that Sandy Liang is almost escaping “emerging” status into the established. For those who are on the hunt, though, the brand explores tropes of girlhood. Think bows, pink, and sometimes a subversive piece, but more often than not a very playful and wholesome take on the things young girls love.

Damson Madder

Founder Emma Hill launched Damson Madder in 2020. The brand’s ethos stands on responsible production practices and sustainability. This brand is also growing its name and becoming popular among the fashion crowd with its fun prints and unique twists on classic designs.

YanYan

Founded by former Rag Bone Director of Knitwear Phyllis Chan and designer Suzzie Chung, YanYan is the best up-and-coming knitwear brand out there. The mixed patterns, unique cuts, and intentional imperfections are the perfect ingredients for anyone who wants to look cool this fall.