Back in the day, it took decades for a fashion brand to establish itself and find a following. Buyers wouldn’t even consider buying a piece without recognizing 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 now 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.

Germainer is the brand spearheaded by Central St. Martin’s graduate Kevin Germanier. The 24-year-old previously worked with Louis Vuitton while kick-starting his own brand. The label’s aesthetic is dressy, decorative, and glamorous. As Matchesfashion.com explains, “It’s glamorous - like a modern Ellie Saab but you can wash it in the machine.”

Another brand to watch is Summa. The brand was launched by DKNY co-founder Jane Chung back in 2016. The brand is tailored for women who appreciate attention to detail.

Last but not least, Batsheva is another label with the underground appeal. Batsheva Hay gave up her job as an lawyer to pursue a career in fashion. The brand boasts prairie dresses that have amassed a cult following among New York’s art scene>