These Are the 50 Digitally Native Brands You’ll See Everywhere in 2019

At first blush, it may seem like fashion and technology have a cozy relationship. New designers are building their brands almost entirely on Instagram, and for many of us, e-commerce has fully replaced brick-and-mortar shopping. We experience entire fashion shows via live-stream; we juggle emails, Slacks, and texts 24 hours a day; and we really can’t be separated from our phones. In reality, though, there’s actually a great distance between the worlds of fashion and tech—so great, in fact, that both sides are missing out on what the other has to offer. Timo Weiland, who formerly designed his namesake label with Donna Kang and Alan Eckstein (they now run a creative consultancy group together), came to that realization with his friend Noah Gellman, a venture-capital and startup veteran. “We noticed a large gap had appeared between the fashion retail industry and the global Silicon Valley,” Gellman says. “Despite the availability of amazing new technologies and novel business models, we could not understand why the fashion industry wasn’t adopting these innovations or adapting their businesses.”

One reason may be that “tech people” and “fashion people” practically speak different languages. Their worlds are vastly different: Tech is (at least traditionally) objective and straightforward, whereas fashion is subjective, artistic, and emotional. Trying to meet in the middle can feel next to impossible, but Weiland and Gellman knew there was a way to fix this. Their solution is The Lead, which Gellman describes as “the bridge” between the fashion and technology communities. Through The Lead, he and Weiland are producing a quarterly publication; hosting industry events for fashion, tech, and retail leaders; and planning major summits to bring together influential brands, next-generation technology companies, and more of the people who work in those worlds. “We want to know what and how the other is thinking,” Gellman says.

The Lead’s first-ever summit in June focused on the “Defiant 25,” a group of leaders and risk takers whom The Lead identified as individuals who had successfully used technology to transform their businesses. That group included David Lauren, vice chairman and chief innovation officer at Ralph Lauren; Angela Ahrendts, senior vice president of retail at Apple; Gregory Boutte, chief client and digital officer at Kering (Gucci); and Yael Aflalo, founder and CEO of Reformation, among many others.

The Lead’s next big summit is already coming up on October 24, and Weiland and Gellman are shifting the focus to the brands that are moving the needle—50 of them, to be exact. “Very simply, the goal of this summit is to reveal what’s next [in fashion and technology] and to help this community get ahead of it,” Gellman says. “Researching companies for this list took several months. Our analysts focused on private companies and their execution across innovation, commercialization, media buzz, competition, team, market opportunity, and investor value creation.”

In other words, these companies are multifaceted; they aren’t 100 percent fashion, nor are they 100 percent technology. They’re a cunning mix of the two—and, unsurprisingly, most of them are direct-to-consumer. That doesn’t mean they have the same “D2C” formula, though: Consider M.Gemi, which launched in 2015 and is among the few shoe brands on The Lead’s list. “M.Gemi has always been designed as a lifestyle collection, [which is] a different approach from many direct-to-consumer brands that tend to focus on a single construction,” explains Cheryl Kaplan, M.Gemi’s cofounder and president. “We work with over a dozen family-owned specialty workshops in Italy to drop new shoes every Monday, and because of this unique supply chain, we can respond to customer demand in real time [and] re-stock sellout styles in as little as 30 days.”

For cashmere label Naadam, which recently opened a store in New York, “innovation has meant doing things differently since day one,” says cofounder and CEO Matthew Scanlan. “There has never been a brand like Naadam that uses real economic sustainability to reconstruct supply chain behaviors and relationships to change the product value for consumers. We use transparency to improve our cashmere’s quality and prices, forcing consumers to relate sustainability with [those qualities].”

For Outdoor Voices founder Tyler Haney, it all started with a simple idea: that working out (and buying clothes for it) should be fun. “We’re creating the rules to our own game by building a community of recreationists who believe in #DoingThings—activity for the fun of it, rather than the pressure to perform. We value being human, not superhuman, and to be recognized by The Lead means we’re resonating with a group of people who are active participants in growing our mission: getting more people moving because endorphins make you happy.”

Somewhat surprisingly, consignment retailers like The RealReal and Rebag made the list, too. How to take something old and make it feel so startlingly new? “We’ve removed the friction from consignment by not offering consignment,” Charles Gorra, Rebag’s CEO, explains. “Instead, we provide utmost transparency and instant gratification, both of which have brought much-needed innovation to the luxury goods marketplace. With Rebag, we put the seller first by offering a seamless end-to-end experience that yields payment [for consigned bags] in less than two business days, or within the hour at our stores. We’ve also updated our customer experience to make it even easier to buy and sell online, via our app, or in store. In just one year, we’ve been catapulted into a new, higher tier in the industry where consumers recognize Rebag as the ultimate destination for luxury handbags.”

The RealReal is a little bit different, first, because it stocks everything from secondhand bags to clothing to art to fine jewelry, but also because it offers so many ways to consign. “We make it easy with free in-home pickups, physical locations for drop-offs, and the option to send items to us,” says Julie Wainwright, The RealReal’s CEO. “We’re the only company that accepts and sells luxury pre-owned home [goods], art, apparel, fine jewelry, and watches—not to mention we are the only one that takes possession of goods. We also have a continuous supply of high-quality, beautiful products. We’re like a full-service luxury department store for pre-owned goods! Technology is the underpinning of our entire business—[it’s] what enables us to unlock a supply of $230 billion worth of luxury goods in people’s homes and service a worldwide market.”

All 50 of these brands will be represented by their designers, executives, and/or CEOs at The Lead’s summit, where they’ll participate in keynote speeches, off-the-record roundtables, panel discussions, and structured networking. “By understanding this group of rising stars, leaders across the industry can extract best practices, apply new business models, and anticipate consumer expectation,” Gellman says.

Kim Kardashian West and Kylie Jenner are Wearing Tom Ford’s Gucci—As They Should

Kim Kardashian West and Kylie Jenner have been wearing a lot of Tom Ford–era Gucci lately. This week, a coworker messaged me an image of Jenner perched on the corner of a hotel bed, all sultry and coy in a body-hugging, completely bedazzled off-the-shoulder dress. The piece was originally worn by Jacquetta Wheeler in the label’s Spring 2000 show, transforming her birdlike figure into dangerous curves. Almost 20 years later, Jenner wore it to her 21st birthday party in Las Vegas.

Jenner’s older sister is also a noted fan of the label’s ’90s and Y2K incarnations. She wore a suit and slinky black dress—worn by Kate Moss at the Spring 1997 show—in November of 2017 and crystal-slathered mules a few months later in March 2018—both pieces from Tom Ford’s tenure. And yesterday, she posted an image of herself wearing that thong: the string thing with a double-kissing-G emblem that hits smack-dab on the lower back—for lack of better words, a chic “tramp stamp.” The straps are meant to be worn hiked up around the hip bones, just as the smoky-eyed male and female models wore them on the Spring 1997 runway. So where did Mrs. Kardashian West or her stylist get it? (An archive? Poshmark?) How much was it? (They are going over and up past $1,000 on auction sites.) Did she wash it? (We’ve been down that intimate road before!) Who cares. It looked great—and seemed made for her extreme figure.

Tom Ford’s Gucci is a good choice for the Kardashian-Jenner clan. The family volleys weekly from one trend to another: monogrammed this, Yeezy that. Sometimes fashion gets too think-y and cumbersome, and yesteryear Gucci is dependable in a hot way. It’s what someone wants to wear when they are feeling liberated. Go to Vogue Runway and read the write-ups of the shows: The word sex is in every other review. It’s a mood certainly worth double-tapping, especially in this world gone mad. All of which is to say: Which of the sisters nabbed that black Tom Ford–era Gucci tube top I had been eyeing on eBay?

Happy Birthday, Selena Gomez! 6 Times She Nailed the Summer Prairie Dress Look

Selena Gomez is the official queen of the summer prairie dress. She’s as likely to go for a grocery run in a breezy floral frock as she is to elevate one on the red carpet, as she did with the dainty, lace-accented Coach dress that she wore to the 2017 Met Gala.

And Gomez knows how to work the full range of permutations that the surprisingly versatile style offers, from lightweight slips to maxis and minis.

It’s Gomez’s 26th birthday today, and if her track record is any indication, she’s probably already found the perfect prairie dress to celebrate the big day in. So, if you’re in the midst of a midsummer style slump, take a cue from Gomez and freshen up your arsenal. For leg-baring types, The Vampire’s Wife has a light pink floral version with a mini hem, or for a modern twist on the old-school silhouette, split it up à la Batsheva’s velvet-trimmed two-piece or Brock Collection’s silk-jacquard separates. From off-duty daytime staples to after-dark drama, this season offers plenty of Gomez-esque summer dresses to choose from. Shop six options inspired by the birthday girl, below.

Gwyneth Paltrow’s Army Jacket Also Has a Message

Gwyneth Paltrow might be busy getting ready for her upcoming fall nuptials to Brad Falchuk, but the actress also knows the importance of some R&R. Paltrow has been engaged to Falchuk since the start of the year—she made the announcement on the cover of goop magazine—and celebrated with friends in April in a custom oxblood Giambattista Valli Haute Couture dress.

And while Paltrow’s red carpet moments are always stellar, it was refreshing to see the star let her hair down while on the Amalfi Coast. Paltrow’s go-to uniform of head-to-toe white popped against her lush surroundings, as did her choice of outer layer: an army green jacket.

It’s a piece that has been in the news lately for other reasons. But while Melania Trump’s Zara version was emblazoned with a questionable message, Paltrow kept things subtle with a classic (but unexpected in this context) monogram on her right hip. The fitted silhouette also lent her look an elevated touch.

The simple white tee and fluid ankle-grazing trousers had an effortless, elongating effect, while coordinated Alexander McQueen sneakers fashionably grounded the look. And the Top Gun-esque accents—aviator shades and an oversize tote—were classic Paltrow, and ideal inspiration for a Fourth of July getaway.

Dressing for the Royal Wedding: How One Hollywood Costume Designer Created Her Own Look From Scratch

There’s a rolling rack in my spare room that I save for works in progress. I call her the Rack. She is my holding station for options I am mulling, impulse buys that I need to return, and random inspiration pieces for things I am itching to make. But it is a little after New Year’s, wandering into awards season, when The Rack really earns her stripes. Nomination dinners, screenings, promotional parties, guild awards, and this year, joy of joys, the triple whammy of an invitation to the Oscars, the Governors Ball, and the Vanity Fair party. We have a good time, the Rack and I.

And then in March, just as all the Hollywood madness came to a close, a rumor started to swirl around our house that the unbelievable might occur: an invitation to the wedding of HRH Prince Henry of Wales to Ms. Meghan Markle. And when the rumor became a substantiated fact, all hell broke loose, and The Rack went into full-on red alert.

Six Weeks Out

To put this invite in context, allow me to back up a little. I am a London-born costume designer, and I am married to a director named Kevin Bray. Kevin is American and we live in L.A.; Kevin was the original director on Suits, and as such was instrumental in casting Meghan as Rachel Zane—hence, the invite of all invites. I am merely the significant other on this adventure, but I am extremely proud to be riding on my husband’s magic carpet.

But what to wear? Being a Brit and a costume designer, I thought I knew a little about posh weddings, but this is a whole other level. So I have the Rack stand by while I do a little research.

The wedding will be at St. George’s Chapel, Windsor, on May 19. Civilian dress code is said to be “day dress with hat” for the ladies and “lounge suit or morning coat” for the gents. Common sense says no black or white. More asking around yields advice such as no busy prints, no bare shoulders, no heaving bosom, nothing sheer except for the sleeve, closed-toe pumps, a small bag (space is limited), and, of course, a hat. But going too big on the hat is apparently a faux pas, while paradoxically, if you go the fascinator route, more is more.

The next step is to figure out who I want to actually be on the day, because I am a costume designer, and as such, I think always in terms of character, even when designing for myself.

Five Weeks Out

If I had a social life of epic proportions, I would choose to wear Duro Olowu. Pinned to a favorite Pinterest board of mine are two Olowu suits. One is a winter suit made from delicious green bouclé with a big pouf-y skirt and tiny cropped jacket, and the other is a summer suit in a soft abstract print with a leaner silhouette. I smush the two together in my mind, and pretty soon I have a plan. In honor of a beautiful American actress marrying a dashing prince, I am leaning toward a left-of-center Grace Kelly look. If, that is, Grace Kelly looked Italian and had a penchant for pastels. And puff sleeves. So I do a horrible sketch and begin to move pieces onto the Rack for inspiration.

I pull together a box of feathers and ribbons and silk flowers from my personal color-coded vintage millinery collection, in part for inspiration and in part because for a second I entertain the idea of making my own hat. I cobble together a starter number, but pretty as it is, it’s not feeling right, so I let go and move on.

I also practice my curtsy . . . just in case.

Four Weeks Out

Still no physical invitation, and Kevin is convinced that someone important has looked at his Facebook page, and his political rantings have sent up a red flag. I email our contact at Kensington Palace and let her know that we are invitation-less. The ranter is mortified, but I am beyond shame: I am itching to go fabric shopping. It turns out a few of the stateside invites are taking a minute to get through the royal mail system.

I head straight to International Silks & Woolens. I’ve spent my whole career shopping for fabrics at ISW and it has never failed me. Guided by my favorite employee, Samir, I head upstairs to the vintage brocades and tweeds and find the prettiest of silk and cotton blends woven into a dreamy pastel palette. Samir informs me it is Chanel, and when I look at the price per yard, I believe him. He disappears for a minute and then returns with his boss. Beaming, they tell me that it would be their pleasure to give me the fabric as a gift to make something for the wedding, and to please pick out a lining. I don’t know if it’s me or Meghan they love, but I am truly moved. Before I hang my new treasures on the Rack, I wrap and fold myself in the Chanel, feeling its weight and drape. I couldn’t be happier.

Three Weeks Out

Time to make some decisions. On Monday I look at the Rack and mull over the inspiration pieces hanging there. I keep coming back to an Adolfo leather skirt, which looks as if Dior and Mugler had a baby, and my beloved Co denim jacket that has the perfect puff sleeve. Feeling good about using these pieces as a visual to support my sketch, I call High Society Tailors to see if they have time to whip something up for me. These guys have been in business since the 1960s and made countless suits for my shows over the years, so I know they can pull it off.

I head to my storage unit to search in my vintage fabric stash. I’m feeling the need to add a floppy bow and possibly work in a little matching clutch. A piece of rose silk velvet I scored a few years ago in New Orleans is still carefully wrapped in tissue just waiting for me to set her free. I also root through my millinery boxes and find an adorable ’50s frame covered in a pleated brocade with a bow. I feel it would be delightful reimagined in my pastel blend, so the next day I head downtown to the California Millinery Supply Company to poke around for supplies. I chat with the proprietor, Irene, while gathering vintage feathers, French tulle, and grosgrain ribbons that ultimately have nothing to do with my suit or my hat.

On Friday I head back to High Society for my muslin fitting. Goes well.

Two Weeks Out

I’m in shoe hell. I’m not great in high heels and fancy shoes, but an Italian Grace Kelly would never sacrifice style for comfort, so I step away from the wedges. I spend days scouring every department store and boutique between Silver Lake and Beverly Hills. I find the perfect pair of blush pink suede booties at Saks Fifth Avenue, but tragically they are Chanel, and it would most likely mean the end of my marriage if I came home with boots that cost more than our son’s school fees. My head tells me it’s simply not worth the deceit, but my heart is heavy. So I compromise and buy them, knowing full well they will go back.

I shop from high to low because I have seen nothing in-between. Steve Madden, Chinese Laundry, Nine West, Michael Kors: No brand is too humble. But, of course, nothing comes close to the blush booties. As the week progresses, I thoroughly abuse my Zappos VIP status, and an additional 17 pairs of low to medium heels arrive at my house. I force myself to make a short list.

Meanwhile, the social arrangements are going gangbusters. Dance parties, dinners, and drinks are in the works. Everyone will be staying at the divine Coworth Park in Ascot.

Ten Days Out

Time to laser in on the jewels. I am reintroduced to designer Sarah Hendler, who makes the most beautiful, handcrafted 18 karat gold pieces with enamel details and colored gemstones. Sarah offers to lend, and I joyously accept.

The Rack is coming together quite nicely with all the looks for the trip. There is, of course, the wedding and the shenanigans, but also three days in London and three days in New York on the way home. I long for a steamer trunk.

Nine Days Out

Shoe bummer continues. I find another couple of possibilities at Topshop in the mint family, but nothing spectacular.

Get an intense glycolic peel, and despite looking like the shriveled apple at the bottom of a fruit bowl, I shamelessly go to my follow-up fitting at High Society.

And even though I love my remade ’50s chapeau (thank you for your speed and talent, Rachel Stivers), I am having anxiety that my vintage redo is maybe too . . . vintage. I reach out to a British milliner I’ve worked with in the past named Sophie Beale, who offers to send some pieces to the hotel when I land.

Eight Days Out

Pick up the finished suit and hang her at the front of the Rack. I am also quite pleased to find the waist is now a bit too big: My shedding for the wedding is paying off. I skip dinner in favor of a tequila and an epic fashion show to plan my wardrobe for the week. I also try to decide on the shoe, but then get off message and start thinking about adding in some black. I realize I need an objective eye.

Seven Days Out: Saturday

I lose my iPhone at the Grove doing preliminary returns. Not good. But stop at L.A. Rose Vintage Fashion on Melrose and, hallelujah, find the most perfect and divine sheer organza blouse with balloon sleeves and a high neck that knocks all my other contenders off the shelf into the water. I schlep my outfit and all my shoe and belt options over to my girlfriend Morgan’s house for a confab. Our girlfriend Dayna joins us, and together they veto the black. I refuse to show them the Chanel booties, as I know they will bully me into keeping them, so the vote goes to a pair of lavender d’Orsays.

Six Days Out: Sunday

Take a break. It’s all a bit much.

Five Days Out: Monday

Sarah’s jewelry arrives. It’s just too good. I land on dainty pink enamel spear earrings with a ruby post, two Ethel ball rings, and a couple of stackers. Utter joy.

Go back to ISW and get a teeny-tiny lavender grosgrain ribbon and a minuscule rhinestone buckle to make a belt. I need something to tie it all together and visually explain why I cropped the jacket so short.

Four Days Out: Tuesday

Finally ask my beloved assistant, Jonathan, to return the Chanel booties, because I just can’t do the walk of shame. I get my roots done and a manicure. I make a rookie move and try a new nail color that is deeply unsatisfying.

Rush around picking up the dry cleaning, last-minute alterations (thank you, Shirley Lipscomb), and toothpaste. Spend all night packing. I can’t believe we fly tomorrow.

Three Days Out: Wednesday

We get to the airport and I realize I’ve forgotten my brand-new Acne Studios blanket wrap I was saving for the plane. That was my fault for not saying a proper goodbye to the Rack. I might have to bring her a little something from Liberty to make up for my rudeness.

Watch the Manolo Blahnik documentary on the plane and get really uncertain about my shoes again.

Two Days Out: Thursday

Arrive at Heathrow, and very much enjoy telling the passport control officer why we are visiting. The whole country is royal-wedding crazy. Every TV channel, every paper, every radio station, every conversation and causal remark. Check in at the lovely Coworth Park. Lots of security. Quite exciting. A Mr. Porter box with pocket squares is waiting for the hubs, and Sophie Beale’s box of hats for me. I ultimately stay with the matching hat from L.A., as I can’t shake my need to be perfectly matched from head to toe. Also waiting is a package from the Palace (!) with instructions and admittance cards. The Suits gang begins to trickle in; we settle in at the bar to catch up and people-watch. The gents compare their morning coat experiences. Mine is bucking tradition and wearing a monochromatic Canali. I find out the hard way that a Don Julio on the rocks costs 35 pounds and switch to house white.

One Day Out: Friday

Pin hair and make beauty tear sheets to get ready for tomorrow. I’m lucky enough that the lovely and talented @Charlottereid is available to do my hair and makeup. Go for an hour-long walk around the grounds of the hotel to try and shake the jet lag. Break down and have a manicure at the spa and change my polish color. Dinner for 25 is rowdy and fun, with speeches and toasts and cute kids and cigars. There is, of course, a long discussion around the table about dress etiquette and who’s wearing what. Back in the room, I get everything set up for the morning. Suit, blouse, Wolford fishnets, shoes, jewels, hat, bag: It is all waiting and ready to go.

I call my son and crawl into bed around midnight. After all these weeks, tomorrow will come soon enough.

The Day:

Sunshine. Pealing church bells. Arches made of flowers. A castle. Fans. Flags. Military. A chapel. Stained glass. Radiant light. Ancestry. A choir. Spirituals. Prayers. Hymns. A Queen. Princes. A bride. Vows. A horse-drawn carriage. Family. Speeches. Friends. Joy. If you believe in love, if you believe in fairy tales, then this was truly the day of days. Harry and Meghan forever!