Direct-to-consumer brands – or fashion labels with cult followings as we like to call them – have taken over the online shopping stratosphere over the past few years. A number of them are niche collectives, with a strong focus on sustainability, slow-fashion, ethical manufacturing as well as a penchant for one-of-a-kind, unique pieces. Labels like these usually amass followers with mirroring beliefs – which also sets up an alternative shopping experience. Some sell on social media platforms and eventually move onto the more established basis of an online store. Well, what’s next?
E-tailer Net-a-Porter has most recently launched capsules with seven brands that were previously direct-to-consumer, and all with pre-established, loyal followings. The edit features primarily niche labels such as under-the-radar French label Maison Cleo, LA-based vintage label Doen, Californian favourite Line By K and minimalist boutique Frankie Shop. Reformation, which is currently one of the launch’s larger labels, also qualifies with a dedicated fanbase that has taken it from its beginnings to where it is today.
Net-a-Porter features exclusive designs from each label. Browse some of the edit above for a selection of timeless, elegant pieces to summery, eclectic separates – all with an alternative edge.
Main image: Instagram (@maisoncleo)