Dressing for REAL LIFE

Inside the stealth brands that are helping ambitious wornen develop anew form of UNMUOKIN MH CSSINE,

- Karthleen Hou

Hailey Bieber presumably has access to every piece of designer clothing she could possibly want. Yet when given the opportunity to flex her design skills, she skipped the sequins and ball gowns and instead dreamed up double-breasted overcoats, long-sleeve tees, and pleated trousers. Her capsule collection with Wardrobe.NYC came about because even she felt like she was missing “forever go-to essentials,” as she told Net-a-Porter. It’s not just Bieber. Many in her cohort—like Kendall Jenner, Emma Chamberlain, and Kaia Gerber, as well as plenty of non-celebrities—have been drawn to wardrobe staples from contemporary, minimalist brands created in the past decade, such as Anine Bing, Toteme, The Frankie Shop, and Raey. They’re doing big business, too, with The Frankie Shop pulling in over $40 million in 2022 net sales and 100 percent year-over-year growth.