Poging GOUD - Vrij
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.
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