Cool Girl Brands To Know (Because They Actually Work IRL)

Focusing on the non-negotiables: quality fabrics, ease of wear, and pieces that bring personality. Millennial approved.

A bit unexpected, perhaps — but I’m back with another styling piece.

From what I’m seeing here on Substack and across the web, the “it girl summer” has evolved into “it girl brands.” While that’s not something I’m automatically drawn to, I do like being in the know — and I suspect you do too.

As someone who lives in New York, I’m pretty much immersed in the Khaite/The Row allure and aesthetic. If you’re on social, there’s no escaping that moment in time when you decide - “well, I just need my whole closet to consist solely of these few brands.” (Alaïa is my personal weakness.)

You don't understand, this is an Alaïa.

And while I agree these brands possess a very strong IT factor, not everyone can, or wants to, build their entire wardrobe (and personality) around them. IMO, building a whole look from a single brand is a little… well, boring. One of my favorite parts of spending time online is discovering brands that help you branch out and try something new.

So here I am, mostly window-shopping. The responsible consumer in me won’t allow the purchase of hard pants (or hard anything, honestly) at this stage — with my body changing weekly. Instead, I’m leaning into personality accents and ease of wear while weaving in plenty of it-girl style/cool-girl brands along the way. (Links are not affiliated.)

Sloan cardigan coat, Peplum Top, toteme black sandal, Toast cotton belted pants, toe ring, Marlies Grace clutch

Sloan bead wrap skirt. Dying over this skirt. I think it’s super versatile. Skall Studio cable knit top, Staud thong sandal, Leather cuff, Ben-Amun necklace, Lemaire cotton canvas tote bag

Arma Suede Bomber Jacket - if you’re in the market for one - look no further. Posse dress, Chan Luu tiered earrings, Lamaire sandals, Reformation bag

Solaqua studio tunic, Christopher Esber flip flops, Jimmy Fairly sunnies, bangles, Bolola necklace, Onia swimsuit

Deiji studios pant, Valesque tote, Bearepark long sleeve (I mean, if Margot Robbie pulled a full look from them, who are we to argue?), Sylvia Toledano earrings, Alaia accent flats, Jimmy Fairly sunnies

At the end of the day, it’s really not about the “right” items or brands — it’s about how these clothes make us feel and how they fit into our daily lives and routines.

The subtle but unmistakable boost of confidence they allow — whether it’s the perfect white tee or an exquisite piece of jewelry.

Hope this piece gave you some inspo — and that you came across something new.

xx,
Ilana

P.S. While curating these looks, I came across a few more honorable mentions — I’ll be sharing them in the subscriber chat, so hop in if you’re curious.

---

Thanks for being part of The Aligned Edit. If you liked what you read, sharing your thoughts or passing it along truly helps <3

---

Continue Reading