Fashion Designer Sara Whitby on Her Favorite Independent Designers + Her Favorite Finds
FEATURED CURATOR
Few things are as exciting as finding a new designer or fashion brand you absolutely love. In recent years, mainstream labels have moved out of the spotlight for independent brands that offer unique, high-quality pieces that are made with transparency and care. Many of these independent brands prioritize ethical sourcing, fair labor practices, and eco-friendly materials, making them a popular choice for conscientious shoppers. And let’s not forget their standout designs – these brands aren’t afraid to take risks and push boundaries, resulting in collections that are as fresh and exciting as they are conscious.
To help you uncover some of the best independent designers and unique finds, the founder of Selle Boutique in London Sara Whitby shares her favorite independent brands, what to look for when selecting emerging designers, and the latest finds she’s been loving.
Meet The Curator
Meet Sara, a Fashion Designer with a passion for sustainability.
SARA WHITBY
FOUNDER, SELLE BOUTIQUE
Sara’s love for fashion blossomed during her time at École de la Chambre Syndicale de la Couture Parisienne, a Fashion school in Paris where she honed her skills in garment-making. After creating her first fashion line, Sara opened Selle Boutique in London, a boutique that showcases the work of independent designers.
Here, the Paris native shares what she looks for in emerging independent designers, her recommended emerging designers to have on your radar, and a few of her favorite things, from Parisian tea to an organic lip stain she’s currently loving.
Curated Collection: Emerging Independent Designers
When Sara Whitby is on the search for emerging designers for her boutique in London, she looks for designers with a focus on premium craftsmanship, innovative design, and a sustainable ethos. She discovers emerging designers at fashion markets for independent designers, fashion shows, and even the occasional discovery on Instagram. Sara favors independent labels and collections that tell a story and brings a sense of art into the world of fashion. This can be through meticulous craftsmanship, creative design, or simply garments that draw inspiration from the world around them.
Flattered
$250
“I love that Flattered shoes are handmade in Spain by local craftsmen keeping sustainability in mind. I personally own these loafers for Spring and they’ve been a best seller in the store.”
Khaite
$$$
“I’ve been following the NYC-based Khaite for a while now and the label continues to push the boundaries in luxury fashion while making timeless garments that are unique in their own way. ”
Elina Linardaki
Starting at $250
“I discovered Elina Linardaki from a friend, and have been obsessed ever since. It’s a mother-daughter business that designs ornate handcrafted sandals that are made to order. Every season is a limited collection.”
ADAY
$$
“I’ve been on the hunt for sustainable fashion brands and I love eco-friendly and timeless pieces from ADAY. I’ve been building a capsule wardrobe and have added a lot of staples from ADAY.”
The Art of Finding Emerging Independent Designers
Where do you mainly find independent designers?
I love when there’s a little serendipity in how I come across a new brand or designer. I have a lot of friends who are immersed in the fashion world so oftentimes I’ll learn of a new designer from simply complimenting someone I know on a piece they are wearing. I also frequent fashion markets where independent designers are selling their garments. I especially love to check out these markets when I visit a new city. I recently visited New York City and stopped by the Artist and Fleas market in Chelsea and discovered some really interesting jewelry designers that I plan to feature in my boutique. Social media can also be a great way to discover new collections and designers.
What do you look for in an independent designer or label?
I love finding new designers that have a story to tell with their collections and are pushing the boundaries of fashion. I also look for designers and new brands that are making sustainably a priority in their production process. I’ve been really excited about the shift in fashion towards using deadstock fabrics in new collections. Aside from the sustainability factor, there’s something really beautiful about taking something with history and transforming it into a completely new garment with a completely new story to tell.
How do you recommend people find designers and independent labels that reflect their personal style?
While I always keep a pulse on trends, I always stress the importance of defining your personal style and creating a wardrobe that feels uniquely you. I also think it can sometimes be difficult to discover your own personal style that makes you feel confident. It took me many years to realize I love vintage-inspired pieces with modern silhouettes. It’s all just really trial and error.
To find designers that reflect your personal style, I would start by first asking yourself what silhouettes you feel most confident in, what colors you think complement you best, and whose style you admire. I’m constantly getting inspiration from others and then making it my own. Once you’ve answered these questions, I would start shopping independent boutiques and begin trying clothing that fits this profile. Once you find a piece you love, take note of the brand and begin exploring its other collections. The most important thing to remember is that fashion is all bout discovery and fun, not fitting in and following trends.
Favorite Finds
When she’s not busy seeking emerging independent designers, Sara loves redecorating her London flat, exploring the boutiques in Shoreditch, and unwinding with a hot cup of tea. From loose-leaf tea that perks up her day to a stunning fringe lamp she’s been eyeing for her office, Sara Whitby shares her favorite finds and what she’s currently coveting.
Mariage Frères
$32
“I drank this tea a lot when I was in Fashion school in Paris. All of their loose-leaf teas are full of flavor, but I particularly love this smooth black tea in place of coffee some mornings.”
Fringe Lamp
$162
“I’m redecorating my library that doubles as an office and I’m on the hunt for a fringe lamp. I’m currently loving art deco-inspired home decor and this handcrafted lamp fits the bill.”
Repetto
$410
“While I don’t really follow trends, I am loving that ballerina flats are having a moment. Repetto is a French brand originally known for making pointe shoes which I love. These are a true classic.”
Axiology
$38
“I am all about beauty that multi-tasks so I love that these lip tints can also be used as blush. I love that the packaging is zero-waste and that these are handcrafted from all-natural ingredients.”
The Little Things
Book I Can’t Put Down:
100 Years of Solitude by Gabriel García Márquez
Current Soundtrack:
Chaise Longue by Wet Leg
Ritual That Keeps Me Grounded:
I meditate every morning or try to go for at least a 20-minute morning walk.
Words I Live By:
Surround yourself with people and things that nourish the soul.
