Between sophisticated minimalism, textile experimentation and new approaches to clothing design, a generation of new designers is redefining the contours of contemporary fashion.
A/W 25 @pamelad @deo_suveera
Far from fleeting trends, some brands are building unique worlds where clothing becomes a space for reflection, emotion, and identity. Whether they explore effortless style, whimsical femininity, color as a manifesto, or masculine sensuality, they share a common goal: to offer a profoundly personal fashion experience. Through their respective approaches, they are sketching a more intimate and therefore freer vision of luxury, resolutely focused on the future.
auralee
Auralee is a brand that unites minimalist elegance with the new buzzword among fashion enthusiasts: "effortless." Founded by Ryota Iwai in 2015, Auralee means "the lands that light up." While the name itself held no real meaning for the designer, he was drawn to its soft, melodious sound. "I didn't want a name that was too dramatic or loaded with meaning for the brand. I absolutely wouldn't have been comfortable naming it after myself. I wanted something concise and memorable." As luck would have it, Ryota has created daytime wear in colors reminiscent of morning light. By choosing high-quality raw materials, he guides the brand's values towards ethical and sustainable fashion. He works on developing original fabrics that give his creations a timeless yet unique character. The cuts are meticulously crafted, a true exercise in sophistication, and the pieces are easy to mix and match thanks to their colors, such as pale pink and mint green. Ryota Iwai simply aims to enhance the personality and tastes of each individual without the pretension of creating the latest fashion trends.
Julie Kegels
Julie Kegels is a Belgian designer who launched her brand in 2024. A year of work allowed her to prove that whimsical and feminine ready-to-wear has its place in the luxury market. She takes a playful approach to feminine archetypes, empowering each woman to express her individuality. Julie Kegels challenges conventions, notably in her latest fashion show, where she reduced jewelry and fine jewelry to simple stickers affixed to the torso. This was a way of defying the norms that have elevated jewelry to the ultimate symbol of femininity and wealth. Bold and insightful, the designer draws inspiration from her own memories. By merging the styles and elements she observes during her travels, she aims to create a community of sensitive, authentic, and sophisticated women.
Laiza for our Spring Summer 2026 collection, 'Quick Change' ©Tom delaisse
Meryll Rogge
Meryll Rogge launched her brand just six years ago, in 2020. The second Belgian designer in our selection gained her first experience at Marc Jacobs. Since then, she has won the Emerging Talent of the Year award at the Belgian Fashion Awards in 2021, the Designer of the Year title in 2024, and the ANDAM Fashion Award in 2025.
A remarkable achievement that rewards a wardrobe bursting with color, functionality, and playful use of proportion. Shunning the "been there, done that," Meryll Rogge explores new ways of wearing men's shirts, knitwear, and belts—or, should we say, belts. She transforms their function and gender through layering. The result is a completely new style: neither feminine nor masculine, neither kitsch nor elegant, neither vulgar nor overly modest. Meryll Rogge's style is complex, constantly questioning its own nature. What if it were everything and nothing at once?
SS24 in Lula japan ©armin tehrani
ashlin
The brand was founded in 2020 by Ashlynn Park. The Ashlyn look is known for being ethereal, geometric, and well-tailored. Since her impressive run at the LVMH Prize in 2022, Ashlynn Park has been establishing her highly intellectual vision of clothing. She collaborates with other creatives such as Claire Watson and Cristina Grajales. Inspired by Claire Watson's paintings, which evoke intimacy, she is committed to fostering an artistic dialogue with other artists to bring a fresh perspective each time. Ten years of experience, gained gradually, enriched by studies in Seoul and an experience with Yohji Yamamoto, are evident in the brand's DNA. The cuts are clean, almost seamless, and lightweight. This flexibility is as much stylistic as it is ethical, as her approach is thoughtful and environmentally conscious. She produces according to a "zero waste" principle, combating overproduction and overconsumption by empowering every partner she collaborates with. Ashlyn is a conscientious, sophisticated brand with a dreamlike atmosphere.
Aubero
The menswear brand Aubero evokes a warm breeze sweeping through an almost desert-like landscape, its vegetation rippling gently. Founded in 2022 by Jules Louie, a finalist for the LVMH Prize in 2024, the brand imbues its designs with a simple, effortless elegance, perfect for men seeking attitude and subtle sensuality. Desert colors complement the loose, structured looks. Jules Louie focuses his gaze on landscape photographs, drawing inspiration from every detail and form of nature. The strong contrasts between folk motifs, raw colors, and extravagantly textured fabrics create a utilitarian wardrobe built on perfectly executed minimalism. Neither opulent nor excessive, everything seems measured, because comfort is paramount.
Aubero SS26 Show — New York, NY © Dominic Tarabański
These five brands illustrate the richness and complexity of contemporary design, where each designer, with a distinct voice, establishes a dialogue between the various issues of our time. Whether it's about elevating the everyday, challenging gender archetypes, rethinking proportions, or placing ethics at the heart of the creative process, each of these offerings testifies to a desire to restore meaning to clothing. Together, they design a less spectacular but more sustainable fashion, where aesthetics are never separated from intention. A fashion that doesn't seek to impose an identity, but rather to offer a space in which everyone can recognize themselves, express themselves, and evolve.
