It’s easy to look great when you’re dressed head-to-toe in designer labels. After all, the best in the business know a thing or two about the latest trends and luxury craftsmanship. But what about that extra something that adds your personal style signature? How do you elevate your designer look to the next level, adding that interesting layer that will almost always have friends asking you where you’ve been shopping?
From Vintage Finds to Cult Boutiques
In the beginning, it was vintage finds that brought that edge. I was obsessed with finding a vintage treasure that came from an unknown boutique in some corner of the world — allowing me to add a unique something to my look that no-one else had.
Today, the rise of cult boutiques has had a similar effect, creating something of a race for perfection in terms of easy luxury. Heading to a cutting-edge Scandi boutique or Japanese denim gallery while travelling has become the perfect way to add instant fashion cred to your look. I remember making a beeline for the Veja boutique inside Paris’ Galeries Lafayette so I could return home with the very latest in eco-chic Brazilian sneakers – already beloved by the international jet set.
It’s become a case of “If you know, you know” (#IYKYK), a stylish game of discovery where the prize is that certain something everyone covets, but only the travelling few can lay their hands on.
The Stories Behind the Style
Following fashion editors is one of the best ways to stay on top of the cult boutique trend. Those slouchy black crepe suit pants that fall perfectly onto your Loewe sneakers? They’re from Me+Em in London. That covetable summer basket bag that all the editors were sporting over the European summer? It’s from French It-girl Jeanne Damas’ Rouje boutique. And the Farm Rio boutiques in London have been everyone’s go-to spot for a tropical but luxurious beach frock from Brazil.
But there’s more to this than just fashion. What boutique fashion offers is also a link to a story — and often a founder — that adds something else to that item we covet. The husband-and-wife team who founded Swedish brand Toteme come across as people I could know. The Frankie Shop, with boutiques in New York and Paris, was founded by Gaelle Drevet, who wanted stylish, high-quality clothing that was both accessible and chic – so she made it.
I’m always intrigued by the stories of these founder-led businesses that turn into fashionable success stories. They’re usually on a mission to create sustainable, independent brands with a style of their own – and they seldom start with cult status as their end goal. I can bond with those values and perhaps, secretly believe that I could do the same.
Your Guide to Cult Brands
No need to overhaul your entire wardrobe – just become fine-tuned to the happenings in the world of cult boutiques. That way, your look will always be up to date – and you’ll attract attention for all the style reasons.
@polene_paris
Why it’s a cult brand: Founded in Paris in 2016, Polène quickly became an insider favourite for its architectural handbags. Structured yet organic, with clean lines and buttery leather, these bags are a staple at Paris Fashion Week and shorthand for modern Parisian chic.
IYKYK: The Numéro Un Nano, a perfectly proportioned mini bag with a sculptural fold is instantly recognisable to those in the know.
@meandem
Why it’s a cult brand: This British label has carved itself a niche as the intelligent boutique brand for those in the know. Pieces are designed to be worn multiple ways, across seasons. The brand is a favourite among the British royals and their set, as well as execs who want a look that works hard without sacrificing style.
IYKYK: The wide-leg tailored trouser in fluid crepe is the perfect modern girl basic – dressy enough for meetings but oozes relaxed style over the weekend with a T-shirt and sneakers.
@farmrio
Why it’s a cult brand: Born in Rio de Janeiro, Farm Rio is beloved for its explosion of tropical prints and joyful colour. The brand is a champion of Brazilian craftsmanship and has collaborated with Anthropologie, Adidas, and even the WWF.
IYKYK: The Toucans Garden Maxi Dress is a sweeping, sun-soaked celebration of print that will bring instant vibrancy to a neutral wardrobe.
@stinegoyastudio
Why it’s a cult brand: Stine Goya rewrote the Scandinavian style rulebook by replacing muted minimalism with bold colour, playful prints, and expressive silhouettes. Loved by artists and creatives worldwide, it has been championed by the likes of Florence Pugh and is much-photographed due to its wearable artistry.
IYKYK: The Jasmine Dress in hand-painted print is a fluid, floral one-item statement that adds unmistakable art-gallery chic to your look.
@rouje
Why it’s a cult brand: Rouje was founded by the ultimate Parisian It-girl, Jeanne Damas. The model/muse/creative director just oozes that French girl style that never grows old. She’s also an active supporter of Women’s Rights charities.
IYKYK: The cross-over Gabin Dress is released every season in various prints. It’s pretty and sexy, and even appeared in the last James Bond movie.
@toteme
Why it’s a cult brand: Fashion girls love Toteme for its brilliant coats and jackets. This is perfect elegance at its most pared down – always in the best fabric.
IYKYK: You know that scarf jacket that has been a winter must-have for two years? Toteme was the first one to make it an all-in-one. How’s that for an understated statement piece?
