SS24: NEW BRANDS TO LN-CC 

AYA MUSE

Contemporary design fused with a provocative thrill of slash cut-outs and hip-skimming waistlines; Aya Muse is adept at seamlessly challenging the status quo. Designed in the heart of Los Angeles, the label's name derives from the flawless unification of the Japanese word meaning beautiful and the Greek word for inspiration. A staple for the model-off-duty, their collection of gauzy knits, tailored utility co-ords, and sculpting dresses are nothing short of sultry seduction.

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CHLOÉ  

A blueprint for Parisian style, Chloé has cemented its timeless and spirited designs for over half a century. Today, led by newly appointed creative director Chemena Kamali, the label is about to embark on its next adventure. Her appointment comes nearly twenty years after first working for the brand, declaring, "My heart has always belonged to Chloé". With the German designer's debut presentation on the horizon, it will be a pivotal moment for the French house.

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COMME DES GARÇONS PLAY 

Launching in 2002 with its iconic heart-shaped logo designed by artist Filip Pagowski, Comme Des Garçons PLAY has arguably become the standout in the brand's empire of diffusion lines. Their continued exploration of reimagining the iconic logo reaffirms the label's avant-garde nature and has cultivated a devoted following. Free from the chains of keeping up with trends and seasonal collections, their selection of wardrobe essentials is minimal yet elevated, effortlessly executing a nonchalant luxury aesthetic.

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GREG ROSS

Powerful silhouettes, engineered washes and amplified shoulders are some of the distinctive mannerisms of Greg Ross's design language. With a firm understanding of form and function, the former YEEZY designer channels his eponymous label into redefining clothing with an innovative outlook. Drawing from the vintage aesthetic of Southern California, the LA-based brand reimagines material constructs through the utilitarian charm of raw edges, lacing, padding and knotted details.

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JEAN PAUL GAULTIER

Iconoclastic fashion house Jean Paul Gaultier has been breaking industry-led codes since 1976. Today, the brand continues to harness eccentricity as a guide, fusing bold and unconventional designs with exceptional skill and grace. Synthesising glamour and grunge, the Gaultier house reimagines classic womenswear by reshaping the ideals of femininity. Celebrated for its graphic prints, the label blends sexual fetishism with a futuristic flair, escaping the rigid paradigms of traditional design. 

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MIISTA

Designed in London and made in Spain, Miista upends the exclusionary practices of the fashion industry, censoring it with humour and curiosity. Founded in 2010 by Laura Villasenin, the footwear label (and recent RTW collections) combines a modern subversive aesthetic by juxtaposing unusual pairings with considered designs. A favourite among young Hollywood, Miista is a brand also known for its collaborations with charities and social organisations, with environmental sustainability a cause close to its heart.

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THISISNEVERTHAT

A once underground favourite now gathering global notoriety, Thisisneverthat showcases the metamorphosing world of streetwear and its dynamic cache of influences. Hailing from Seoul and steered by design trio Jongkyu Choi, Nadan Cho, and Inwook Park, this casual ready-to-wear label delivers an ever-evolving aesthetic of contemporary touches and workwear features. Renowned for its iconic partnerships with Timberland, New Balance, and Clarks Originals, the South Korean brand sets the bar high by breathing new life into signature styles.

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WESTERN HYDRODYNAMIC RESEARCH

More than just a fashion label, Western Hydrodynamic Research is a community-based organisation that provides immersive experiences and educational programs. Established in 2014 by surfer Pat Towersey, the label’s ethos is one of creativity, functionality, and sustainability. Rooted in surfing culture, WHR explores the journey of the creative process throughout its collections. Drawing parallels between the complexity of the extreme sport and the challenges that surface in design, the label maintains its laidback and adventurous spirit.

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