The 10 breakthrough fashion brands of 2020 A few surprises and many confirmations among the labels that have dominated the last twelve months

If there's one thing we know for sure, it's that the year about to end was nothing but easy. In these difficult last twelve months, we have witnessed the different ways in which the fashion industry and the brands that are part of it, have been able to react and reflect the global situation. Yes, because in addition to the health emergency, fashion brands were forced to deal with issues of historical significance, such as the social and cultural fight of the Black Lives Matter movement and the increasingly central commitment to sustainability. To all this is added the search for a new, more sustainable and ethical balance between supply chains and fashion seasons, disrupted by lockdowns and digital shows, in a broader attempt to establish a more human rhythm, that might help to fight overproduction. 

nss magazine has selected below 10 brands that in 2020 stood out for their work, their choices and their collections.

 

#1 Telfar 

True, there's nothing breakthrough in the success of Jacquemus, which for years has been one of the most influential luxury brands in the world. However, this year the French Maison has proved that it knows how to use social networks better than anyone else, with challenges on Instagram that have further strengthened the already solid relationship between the brand and its community, but above all by finding a new aesthetic. It did it with that home-made campaign shot on FaceTime with Bella Hadid, that went immediately viral and then copied, starting a trend that few have been able to equal. Everything Simon Porte creates seems to be done for social virality, whether it's a show set in a wheat field, a campaign with his grandmother or one with Laetitia Casta, or with a total pink collection. In any case, Jacquemus is the brand to look at to understand what the next trend will be.