It’s not clear who or what decides which brands will be the most talked about of the year. Really, it comes down to a heady (and often random) mix of things like instant catwalk buzz; influencer, celeb or fashion-girl backing; award nods and impressive designs. Nailing one of these can lead to a murmuring under the surface, but nail all of them (which often happens in a domino effect) and you’ve got yourself an officially ‘buzzy’ brand.
It's important to note: a buzzy label is not necessarily always new, or a high-end designer that has the cash to get its products seen. It can be either of those, but it can also involve a lesser-known high street brand coming to the fore, or a resurgence of a previously overlooked label that needed time to grow into its identity. Look at Totême for example, which launched back in 2014 and hit peak ‘buzzy’ status in 2021.
What we mean to say is ‘buzz’ ebbs and flows in the fashion world, and it’s down to a cocktail of talent and luck who ends up with the crown(s). One thing’s for certain, though, the following 7 brands have claimed the title for 2022. From Nensi Dojaka’s ‘naked’ dresses to Connor Ives’ upcycled, breakout designs and Peter Do’s debut catwalk collection which spiked the brand's page views on Lyst by 376% in 24 hours.
Keep scrolling, then, to see and shop all the buzziest brands the fashion crowd will want to be wearing in 2022…
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