5 brands to discover Buying tips for brands you may never have heard of

In a landscape of homologation, in which even everything that is strange and different seems to us to have already been seen and in which trends encompass instagram feeds so quickly that we become addicted, finding recognisable designers with a structured aesthetic is increasingly difficult. For young talents, it is a complex challenge to maintain their stylistic integrity without being affected by external influences and market rules, without surrendering their aesthetic DNA in favour of trends that would certainly lead to quicker success. In this new monthly column, we want to bring you back the fruits of a daily coolhunting experience by presenting those brands that, among a sea of brands, make sense.

Lirika Matoshi

The Brooklyn-based designer, who moved from Denver to study at the Fashion Institute of Technology, quickly gained a cult following thanks to his plush, glass-beaded bags, constantly sold out on the e-store, trending cut-out sweaters on Ssense and a viral maximalist aesthetic on social media. She has also developed a distinctive visual vocabulary of neon colours, bold cut-outs and kidcore knitwear. His work has already attracted the attention of celebrities such as Miley Cyrus, who recently wore a beaded outfit by the designer for her Backyard Sessions performance, and Hunter Schafer, who wore the green plush bag in a recent IG photo. A brand that speaks directly to Gen Z with garments that are wearable in everyday life and at the same time unique.