Here's Where Celebs Like Kylie Jenner and Dua Lipa Find the Buzziest New Brands

There's nothing more exciting for a new brand than having a big-name star wear your clothes. Just one street style snap is capable of catapulting a little-known emerging designer to new heights of success. Fortunately, celebrity stylists often look to outside sources for the freshest, soon-to-be-big-deal labels, and for those who work with style-setters like Zendaya, Dua Lipa, and Cardi B, Up Next Designer appears to be one of the most trusted sources.

With a following upwards of 40,000, the Instagram account, which bills itself as "a curated space of young and innovative designers," has already helped launch a number of small brands into the collective consciousness. Kylie Jenner recently donned a shimmery beaded two-piece by LA-based designer Erika Maish while vacationing in Utah, and English singer-songwriter Jorja Smith wore a printed bodysuit and pants set by Swedish designer Jade Cropper in her latest music video, both of which were first scouted on Up Next Designer. According to the man behind the account, Albert Ayal, who also moonlights as a public relations professional, the goal was to highlight designers who may not yet be able to afford PR services.

"There are so many talented creatives out there that unfortunately never get noticed, and I want to change that," Ayal tells POPSUGAR. "I enjoy watching young designers grow in [a career] they love. I want Up Next Designer to give up-and-coming creators and small brands the recognition and exposure they deserve."

Some of Ayal's personal favorite designers featured on the account include the ethically conscious brand Fal-ash, the futuristic and experimental designer Théo Senesane, and Fatima Minana, who dressed Kendall Jenner for a recent ad campaign for the oral beauty brand Moon. Options truly abound — Up Next Designer highlights creatives who boast a range of expertise from avant-garde to patchwork and edgy takes on suiting. And let's be honest, what fashion lover doesn't want know about the next highly sought-after designer before he/she/they blow up? Here's the rundown of the brands to look out for before they hit your IG feed, courtesy of your new favorite resource.

Bed On Water

Originally founded in 2018, Bed On Water relaunched this year with a show-stopping Fashion Week presentation of its futuristic wares. Designer Shanel Campbell's inspirations include reworked vintage pieces, documentary films, and various artworks. Personally, we love a silky metallic dress with daring cutouts.

404 Studio

It's only a matter of time until 404 Studio's shimmery, colorful designs find their way into the closets of It girls everywhere. In fact, Slip Into Style's Ellie Delphine has already worn the hip Spanish brand. Helmed by Anaïs Vauxcelles, 404 Studio is a testament to the power of artful knitwear in all of its forms, including melted plastic and spray paint.

Erika Maish

Fans of retro, '70s-inspired style are sure to love Erika Maish. Beyond the epic two-piece worn by Kylie Jenner, the LA-based brand offers knitted vests, fringe skirts, and of course, more beaded options — including a collared bodysuit. "I like making what are often used as minor embellishments the center of attention," Maish tells POPSUGAR.


With tiered tulle gowns in just about every color of the rainbow, Liberian designer Melody Asherman's ethereal pieces are positively dreamy. What's more, she often references her African roots via prints, applying modern tailoring techniques to traditional handmade garments such as head wraps.


The Australian brand started out as a design school project before evolving into a full-fledged line, and it has all the components of the next celebrity obsession. Think: standout prints, statement boots, dramatic silhouettes, and overall flashiness. With vibrant colors like glittery fuchsia and metallic neon yellow, the pieces scream "va-va-voom."