I Study Brands for a Living—These 7 Are This Year’s Coolest

When I was in college, I was one of those annoying people who loved to spend entire days in the library, leaving only to fill up my reusable water bottle and make yet another Starbucks run. The act of studying, at least for subjects I actually liked, was oddly satisfying. So it shouldn’t come as too much of a surprise that now that I have a job I love, I’d want to spend hours on end researching everything there is to know about it. 

My favorite subject? Cool brands that everyone, and I mean everyone, will want to be wearing in the months ahead. And after hours of thorough analysis—involving lots of Instagram, TikTok, runway, and street style stalking—I’m fairly confident that I’ve come up with this year’s list of them. From the LVMH prize-winning designer who’s already dressed Hailey Bieber and Zendaya in her stringy dresses to the Copenhagen-based label that every influencer is wearing right now, the brands ahead define what it means to be cool in 2022. 

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