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As fashionistas we all want to have the most unique outfits. There’s nothing worse than meeting someone who has the same top as you or even worse, is actually in that moment wearing the same dress! What a fashion catastrophe! With big name conglomerates like ASOS and Fashion Nova providing cheap designer-esque pieces at low prices and fast shipping too, it’s no wonder so many fashion lovers flock towards the same place especially for online shopping. The problem is that this only increases the chance of everyone wearing the same thing, even if it’s just in different colours. Of course we respect brand loyalty but it’s also good to check out some lesser known brands, the hidden gems of the online fashion industry in order to broaden your fashion style and see what other brands have to offer. Here’s our pick of the most underrated online fashion brands you probably haven’t heard of and exactly why it’s time they were on your radar. 

Lavish Alice

Image Via : Lavish Alice

Lavish Alice is an international brand that focuses on minimal extravagance. It’s the secret of the A List celebs including Kendall Jenner, Gigi Hadid, Eva Longoria and even Ashley Graham. Mixing the speed of production of high street brands with the craftsmanship and design details of luxury fashion, Lavish Alice is feminine and modern with a slight edge. With very reasonable prices that aren’t so low you start to question quality or ethical practices, it would be a shame for any fashionista not to be up to speed with Lavish Alice’s amazing ready to wear collections. Carrying a full range of dresses, skirts, tops, pants, jumpsuits, knitwear, outerwear, bodysuits and lingerie, you’re sure to want to put every piece of theirs in your online shopping cart. Some of our favourite design details they use throughout their collections include asymmetric styles, cape sleeves, ruffles and clever rushing. But the star of their show has got to be the way they work tuxedo styles in every garment imaginable. If you love a tailored, tuxedo styled look, check out Lavish Alice’s tuxedo wrap dresses, one shoulder tuxedo blazers and their tuxedo style shirt rompers to give your closet a tailored inspired overhaul. 

Images Via : Lavish Alice

To help you with styling, Lavish Alice also creates “editions” which pull together pieces that can be mixed and matched and are collected together through a shared color palette and style. They often have sales too, perfect for any bargain hunters out there but be aware, you better get in early as the most popular sizes sell out quick. Their prices on average range from ￡80 GBP for a statement dress, ￡130 GBP for Winter wool coats and ￡50 GBP for shirts and blouses. During the sales, many of their pieces are marked down to half price too! 

Lavish Alice definitely focuses on elegant, timeless solid colors for most of their collections, meaning you can get a lot of wear out of their pieces for seasons to come. Fear not print lovers though, in each collection there’s often a trending print of the moment and of course a timeless stripe. Further more, Lavish Alice also works in partnership with Klarna, meaning without fees or interest you can buy now and pay up to 30 days later, ideal for those that hate to see their hard earned cash go out of their bank account, only for it to go back in again for any returns. 

The Reformation 

Image Via : The Reformation

The Reformation focuses on sustainable fabrics and impeccable fit for all body types. While a standard garment can take 12-18 months to produce from the initial sketch, many of The Reformations pieces are sketched and produced with one month, ensuring they’re designing and bringing to market quick enough to keep up with what women want to wear right now. They spend hours fitting garments on various body types  and sort their products into their main range perfect for women with a height of 5’6 to 5’11, a petite range ideal for women under 5’2 and an extended size collection that goes up to size 22. They also cater for fuller busts too when it comes to their lingerie, offering cup sizes up to DD. 

The Reformation is an apt name for their brand, as they endeavour to reform the way we use and waste fabric and their contribution to the environment. Their strict criteria for fibres used in their collection is split up into five categories; If the garment is awarded a category A, this stands for Allstars, meaning the garment is made from natural fibres, usually plant based that are rapidly renewable. A category B garment stands for Better Than Most, meaning the garment is made up of mostly natural or recycled fibres. Category C stands for Could Be Better, these garments use better alternatives to the average fibres but aren’t that innovative. Category D, means Don’t Use Unless Certified, the fibres used in these garments often come with issues unless properly certified such as organic cotton. Finally, category E stands for Eww - never, meaning they really prefer not to use these fibers due to their environmental impact but are very occasionally used when construction or performance calls for them. The Reformation aims to use less than 10% of these category E fibers and to have 75% of their garments created from category A and B fibers so you can shop safe in the knowledge the brand you’re buying from is doing their best to be sustainable and ethical. 

Images Via : The Reformation

Known best for their exquisite maxi dresses with open backs, spaghetti straps or plunging necklines, if you’re looking for an evening dress made from quality fabrics, The Reformation is where it’s at. The rest of their ready to wear collection is made up of pants, jeans, jumpsuits, body suits, swimwear, lingerie and a whole section dedicated to wedding wear as well as their newly launched footwear collection. An average dress will set you back between $98 and $250 USD with their higher priced items ranging around the $500 USD mark for bridal pieces. Don’t miss out on their accessories collection too which features a highly cultivated collection of on trend bags, jewellery, hats and sunglasses. 

Rue 107 

Image Via: Rue107

Rue 107 is the curvy girls dream, a place where skinny Minnie’s and Curvy Cathy’s can both ship under one roof. The designer behind the brand is Haitian and the brand itself is New York based meaning it pulls these two polar opposite styles of places into one. Ranging from sizes Small to 4XL, there’s a size that fits almost everyone and through very clever use of stretch fabric, every piece hugs the feminine figure, showing off our beautiful curves. 

Images Via : Rue107

At Rue 107, you’ll find swimwear, dresses, jumpsuits, pants, tops and bodysuits in unique prints and silhouettes. An average dress costs around $80 USD while tops come in around $50 USD and swimsuits at $60 USD. They’re a much smaller operation compared to the others on our list and so their collections reflect that but what they do, they do well. Come for the fashion, stay for the fashion, Rue 107 is not to be missed if you’re looking for something your friends aren’t likely to have ever seen before!