In a world where everyone’s wearing the same logo tees and It-bags, there’s something quietly powerful about discovering a fashion brand no one’s heard of yet. The kind of label that doesn’t scream for attention, but gets it anyway, thanks to impeccable tailoring, thoughtful design, and that hard-to-define cool factor.
Whether it’s a Paris-based designer crafting sculptural silhouettes or a hidden gem from Australia with the perfect off-duty pieces, these under-the-radar names are where the real fashion insiders are shopping.
Sifting through our socials across ready-to-wear, accessories and jewellery, GRAZIA brings you some under-the-rader brands you need to know about (if you don’t already).
Ready-to-Wear
Damson Madder
This label started with the mantra that design is more considered and responsible, but is still exciting. From this, Damson Madder was born. A brand whose products are entirely sustainable, working solely with recycled and organic fabric, with all pieces designed to be loved and worn. Damson Madder encapsulates the idea of ‘dopamine dressing’ and creating a wardrobe you love.
Arakii
If you’re chronically online, then you’ll perhaps have come across Arakii on your FYP. The new wardrobe essential brand, redefining staples to be unexpected and a statement of their own. Creating pieces which resonate and reflect your own personality and style, reshaping the contemporary wardrobe by changing key details. From oversized collars or exaggerated sleeves, the pieces are quick to reinvent a wardrobe.
Henne
Founded in 2019, Australian label Henne offers an effortless essentials wardrobe. Focusing on mindful designs which are both timeless and wearable around the world. Henne offers a curated wardrobe which is versatile and minimal, to be wearable within anyone’s existing wardrobe. Henne is the brand for premium essentials and offers understated sophistication.
Dzo
DZO (Dee-zee-oh) is a Melbourne-based brand which offers a one-of-a-kind custom and pre-order service. Instead of producing just ready-to-wear collections, they offer the ability to design specifically to the customer’s needs and desires. Prioritising the customer in an industry in which the customer’s voice and gets lost in the noise. DZO is a sign of the new, slow-fashion era. Which focuses on designs which reflect your personal style.
Zwingenberg
ZWINGENBERG has broken away from the traditional luxury structure, rejecting seasonality and trend cycles. Believing all fashion is timeless, the key is functionality, as all fashion should be a reflection of one’s personality. The brand plays with contrast, being timeless yet innovative, bold yet understated. The brand continues to reject traditional methods, producing solely in dead stock material, creating an entirely circular design process. Building a brand which is undeniably unique and provides a bold alternative to traditional fashion labels.
Badibanga official
Designer Oscar Badibanga launched his own UAE-based eponymous label, Badibanga, last year. Playing with manipulation of structural silhouettes from trenches to military jackets, all pieces are designed to be versatile and elevate your wardrobe. Badibanga is for anyone and aims to be a reflection of the world around us by highlighting the imperfections and the beauty which they hold.
The Room Antwerp
Like the story of the brand’s name The Room Antwerp is what you want it to be. The Room is a curation of undiscovered brands and in-house designs, releasing on a weekly drop and restock basis. Unlike other brands, you can subscribe to gain exclusive access, unreleased pieces and offers. The Room is not only a brand in itself, but a platform to discover up-and-coming labels before they are known the globe-over.
Aje
Aje is a contemporary Australian fashion house founded in 2008 by Adrian Norris and Edwina Forest. The brand has helped shape the quintessential Australian coastal urban style, with its designs focusing on effortless staples and statement occasion pieces. As seen on the Australian Fashion Week runway for its Resort ’26 collection, Aje plays with structure and volume, balancing toughness with femininity. It’s evident the Australian brand is having a growing presence in the region, particularly as it’s now available on Ounass.
Bite Studio
This niche Nordic label is dedicated to preserving our natural resources. With its designs based on minimal elegance and timeless staples, Bite’s collections aim to enhance the expression of one’s femininity. The brand’s slow design model is at the core of its work, with all pieces designed in natural and organic materials. Bite is truly an ode to the natural beauty of both women and the planet. This minimal label is also available on Ounass.
Dissh
Dissh is a female-founded Australian fashion brand which is the embodiment of the laid-back Australian lifestyle. Inspired by her warm Queensland community, founder Lucy Henry-Hicks began designing elevated staples to bring style into everyday life. Dissh captured the Australian market through their minimal colour palette and natural materials. Now becoming a viral sensation, Dissh has officially arrived in the region on Ounass.
Accessories
Cala Jade
With a focus on minimalist designs Cala Jade has created a brand of hand-crafted leather goods, with the focus on functionality and timeless design. Hailing from Oslo, Norway, the brand creates pieces with fine quality leather and materials at the helm and a craft like no other.
Flabelus
Flabelus has taken the Spanish espadrilles and transformed them into a vibrant and bold staple shoe. Building on the ballet flat and Mary Jane trend, Flabelus hones Spanish artisanal design in a variety of colours and styles. The range of designs means there is something for everyone within this popular summer shoe brand, which is now available at Level Shoes.
DeMellier
A luxury brand designed to blend the old and new is DeMellier. Playing on the balance of heritage classic luxury design and reinvention, this British label is perhaps not “under the radar” per se. After all, it has become known for its designs, including The New York bag, the Miami bag and has even had the royal stamp of approval from the Princess of Wales.
Dragon Diffusion
The pioneers in the woven leather bag trend, Dragon Diffusion, have built their entire brand around hand-crafted interwoven bags. Taking inspiration from the weaving techniques across the globe, from tribal kits to bamboo Basketry, this technique has been an integral part of our society and has flourished into the brand construction leather method. Available in the region, you can currently shop Dragon Diffusion at Level Shoes.
RSVP
Paris is known for their craftsmanship and leather goods, and this isn’t solely attributed to major fashion houses. does not only include the major fashion houses. RSVP is a small Parisian leather house focusing on modern craftsmanship through the lens of French luxury minimalism. Since the brand’s beginning in 2015, it has maintained its ‘limited edition’ production with all collections only having 500 pieces, building the brand’s exclusivity and demand. The pieces are designed to be timeless due to their sleek, meticulous craftsmanship.
Jewellery
By Hamda Qubaisi
By Hamda Qubaisi is an Emirati jewellery brand that brings her Emirati heritage into contemporary designs. The designs are not only reflective of the UAE’s rich historic culture but also look to the nation’s modern architectural future. Each piece tells the story of a nation which has flourished, infusing their culture into all aspects of life, like the piece culture is not loud but is always visible and present. A subtle yet powerful statement to be worn for all important moments. Bring one closer to their roots, and with their past empowering their present.
Kayaa Jewels
Kayaa Jewels is a UAE-based jeweller which specialises in diamonds; however, unlike traditional jewellery brands, Kayaa offers accessibility, embracing the future through its use of lab-grown diamonds. The jewellery brand maintains the fine jewel quality and standard, whilst offering a personalised experience to curate a selection of pieces or design a custom piece tailored to your own aesthetic. Kayaa Jewels represents the new era of fine jewellery, which is individual and creates a balance between luxury and sustainability.
Filybijoux
If you’re into effortless chic jewellery. Simply beautiful, nothing complex about it, then Filybijoux is the brand for you. The Italian jewellery brand’s pieces are simple yet fresh as they feature new organic shapes, which in themselves tell a story.
Uncommon matters
Uncommon Matters is a brand creating unique, different and outright creative pieces, designed to allow for bold displays of self-expression. The Berlin-based brand speaks to everyone without limits, with each piece acting as a small artwork which tells a story people can resonate with.
Velvet Desert
Inspired by the desert sunsets and shimmering dunes of the Sahara, Velvet Desert pays homage to the Kuwaiti-Spanish designers’ childhood and heritage. The sister duo, Faiza and Shaima Goodarzi, have taken the skills and knowledge they learnt from their father to designing premium jewellery in the highest quality materials, playing with the manipulation of traditional shapes and the alteration of the metal and colour.
Missoma
Founded in London, Missoma has opened luxury jewellery to the wider fashion market. Building its following through word of mouth by promoting quality at an affordable price point. The brand has built itself on confidence with its pieces fitting into one’s unique style, creating jewellery which reflects personal and emotional stories. Despite its affordable price point, Missoma does not compromise on quality, with all pieces being gold-plated on sterling silver. Luckily for those of us in the Middle East, the brand is now available on Ounass.
