Welcome to the Nothing To Wear edit. Where each week, we delve into the topic we spoke about on the podcast, just for subscribers.

IYKYK. But, how do you know if you know…you know?

I'm always amazed when I discover a new fashion label. Only to find out it's not new, I'd just never heard of it before. 

In an industry dominated by huge chain stores and global high street brands, there's something special about unearthing fresh fashion that isn't absolutely everywhere.

That's why I asked Lucinda Pikkat to come on Nothing To Wear. Lucinda has over 15 years experience working in PR and trend forecasting, and her Tik Tok is an incredible resource for understanding what's needed to make or break a brand.

Watch: Speaking of what we wear… we also hit the streets to ask: how much thought actually goes into planning an outfit? Post continues below.

I invited Lucinda in for this week's episode to chat about the elusive cool factor of fashion brands. We discussed what 'cool' even means, how fashion labels manage to stay relevant when the current attention economy glorified 'new', and why lesser-known labels have a certain 'je ne sais quoi' about them.

Inspired by the topic, instead of sharing brands that come to my mind (because I've likely written about them before) I asked my fashionable friends to share the labels they love from Australia and around the world that aren't everywhere. 

Here's the list, including my personal pick from each brand.

Ruby.

We love: Madeleine Denim jacket, $283

My Mum Made It.

We love: Babydoll Dress, $236

In Your Twenties.

We love: Serena Dress, $209

Harvest Lane.

We love: Ornate Bangle, $145

Beaulares.

We love: Droplet Bag, $175

Viv The Label.

We love: Anna Jacquard Knit Cardigan, $290

Elka Collective.

We love: Darcy Stripe Blue Shirt, $199

Grasp.

We love: The Rosa Bag, $329

Outland Denim.

We love: Ellie High Wide Leg Jean, $279

It's A Fad.

We love: Rainbow Girlfriend Butterfly Shirt, $225

Katharina Lou.

We love: Annabel Maxi, $349

Jillian Boustred.

We love: Remy Shirt, $350

Ess Bee.

We love: Pinstripe Trousers, $230

Wynn Hamlyn.

We love: Woven Beaded Bag, $250

Arodazi.

We love: Pocket Oshi Trouser, $138

Harli + Harpa.

We love: Fob Chain Heart Charm Necklace, $29.99

Never Fully Dressed.

We love: Check Sun Jaspre Skirt $220

Feature: Supplied and @rubytakessnaps.

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