New designers launch into the fashion market, daily. There is always a murmur of an under-the-radar brand that editors, buyers or shoppers should take a look at. It is arguably one of the most exciting aspects of working in the industry, discovering a new brand, buying it, wearing it and sharing it, first. But what I have learned over the years of scouting new brands is that first doesn’t always mean better and at Vogue we love a slow burn, sharing stories of new designers in their second or third season just as much as their first. That is arguably when they need the most support and often when their design DNA, vision and product development truly start to take shape. Ossou, now three seasons into their launch, is the perfect example of a new brand that’s only getting better with time.
I was first introduced to Ossou by CEO Joey Laurenti, an industry veteran with a keen eye for new talent and a longtime acquaintance in 2025. He told me he was teaming up with founder Nina Kholsa (also the founder of Fforme), and creative director Talia Shuvalov to work on a new denim label. My initial thought before seeing any product: Denim is not an easy category to launch. It’s made up of a small community of brands and driven by customer loyalty. Getting consumers to switch denim brands is a bit like moving house—rewarding on the other side, but challenging to get there. But, after previewing the collection via sketches, I was instantly invested and in large part thanks to (drumroll, please), the button hardware. A stickler for details, it made the denim feel elevated, special, and almost like tailoring. I knew then that Ossou wasn’t going to be just another denim brand; the team behind it had big ambitions to expand into newer categories and move it towards being a comprehensive wardrobing brand. Fast forward to now and that couldn’t be truer: Ossou celebrates the essential but also the trend-relevant, and in the latest collection you’ll find of course, denim, shirting, knitwear, and a slew of excellent jackets all with a signature design DNA that consistently adds an unexpected element to everyday styles.
Having been living and basking in the compliments I’ve received on my Drift jeans, I wanted to experience the brand beyond the denim, so I headed into their SoHo showroom to try on the new collection. For anyone new to Ossou—a label you’ll certainly enjoy if you love shopping Jil Sander, Issey Miyake & Róhe for their similar design depth and use of color—these are the five styles I’d suggest investing in.