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the FUTURE of FASHION
ELLE US
|Summer 2025
From a trio of bold, female-fronted brands to fiery slogan T-shirts and gender-upending creations, fashion's current mood is one of unabashed statement-making.
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WOMEN-LED LABELS to know
Whether they're crafting unruly officewear or ethereal gowns, these emerging brands are putting their own stamp on style.
MERUERT TOLEGEN
The Kazakh-born designer Meruert Tolegen was working as a scientific researcher when her career took a hard pivot. With no formal training in fashion, she founded her own brand, which has now been named a semifinalist for the 2025 LVMH Prize. The career change was "very accidental," Tolegen says. After giving birth to her daughter, she started an online children's store. "It was just a creative outlet for me," she says. She started to incorporate her own designs, and it wasn't long before they developed a cult following. Many of the mothers shopping for their children asked for pieces they could wear themselves, and the rest is history.
This story is from the Summer 2025 edition of ELLE US.
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