These independent luxury labels have a devoted following that includes Kim Kardashian, LeBron James, Rihanna and Timothée Chalamet
The elusive label is one of many under-the-radar brands that predate #iykyk (“if you know, you know”), with cultlike followings practically since the day they were founded. These insider favourites couldn’t be more different from the glitzy names owned by luxury conglomerates that spend millions on advertising, fashion shows and celebrity endorsements – and therein lies their allure.
“These cult brands have a very distinctive DNA, a real level of exclusivity and customers who are emotionally invested. They can [range from] luxury – which is all about the craftsmanship – to being super disruptive, anti-establishment and anti-mainstream, which has more of a niche appeal,” explains Elizabeth von der Goltz, a luxury fashion and e-commerce executive and strategic adviser.
These independent companies operate very differently from your traditional fashion brand. Most of them keep a relatively low public profile, and determine their own sales calendars and drops. Many eschew typical fashion seasons altogether. Their price point can vary across the spectrum from luxury to more accessible, but one characteristic they all share is an aura of scarcity and exclusivity.
