22 Underrated Luxury Brands You May Not Know Yet

8. Sies Marjan

Founded in 2016 by Dutch designer Sander Lak, Sies Marjan quickly gained acclaim for its luminous fabrics, unexpected color combinations, and innovative silhouettes. The brand’s vibrant designs attracted a dedicated following among celebrities and fashion editors, positioning it alongside esteemed labels like The Row and Jil Sander. Despite its promising trajectory, Sies Marjan ceased operations in 2020 due to the financial impact of the COVID-19 pandemic. (businessoffashion.com)

9. Charvet

Founded in 1838, Charvet is a Parisian shirtmaker renowned for its bespoke shirts and ties, serving royalty and intellectuals alike. Its Place Vendôme boutique is legendary, with craftsmanship rivaling but less hyped than Turnbull & Asser or Brioni. Charvet offers over 6,000 fabrics for true connoisseurs. (en.wikipedia.org)

10. Shrimps

London-based Shrimps, founded in 2013 by designer Hannah Weiland, specializes in playful, faux-fur outerwear and whimsical accessories. The brand gained cult status for its cruelty-free philosophy and unique embellishments, often compared to Shrimps x Simone Rocha but with a lighter, more fun edge. Shrimps’ designs have been featured in various fashion publications, highlighting their distinctive aesthetic. (en.wikipedia.org)

11. Serapian

Founded in 1928, Serapian is a Milanese leather brand renowned for its signature Mosaico weaving technique, introduced in 1947 by Stefano Serapian. This method involves delicately handweaving strips of lamb nappa leather to create a hypnotic, geometric pattern reminiscent of Byzantine mosaics and Japanese origami.

Each piece is signed by the artisan who crafted it, underscoring the brand’s commitment to craftsmanship. Serapian’s understated elegance has long been favored by Italian aristocracy, operating under a lower profile than brands like Tod’s or Ferragamo while excelling in quality and design. (richemont.com)

12. Yuni Ahn

Yuni Ahn, former creative director for Maison Kitsuné, launched a namesake label blending clean Korean minimalism with Parisian ease. Her collections offer a refined, architectural twist on everyday staples—distinct from more commercial minimalist brands. Ahn’s design philosophy emphasizes understated elegance and meticulous craftsmanship, appealing to those seeking sophisticated yet accessible fashion. More at WWD.

13. Le Labo

Le Labo rose to cult fame for its hand-blended, bespoke fragrances—each labeled with the client’s name and mixing date. Its minimalist, apothecary approach and iconic scents like Santal 33 have influenced niche perfumery worldwide. (en.wikipedia.org)

14. La DoubleJ

La DoubleJ, founded in 2015 by JJ Martin, brings maximalist Italian prints to life across fashion and homeware. The brand fuses vintage patterns with modern silhouettes, standing apart from Gucci’s flamboyance with its sense of joy and history. La DoubleJ’s collections are characterized by vibrant colors and bold prints, reflecting a celebration of Italian craftsmanship and design. (us.ladoublej.com)

15. DeMellier

DeMellier creates elegant handbags that have quietly gained traction among celebrities and royals. The brand emphasizes ethical manufacturing and subtle branding, distinguishing itself from more logo-heavy rivals like Michael Kors. DeMellier’s designs are celebrated for their timeless appeal and commitment to quality craftsmanship. (whowhatwear.com)

16. Sutor Mantellassi

With over a century of shoemaking history, Sutor Mantellassi handcrafts fine Italian footwear. Known for Goodyear welting and unique patina work, it’s popular among style insiders who seek alternatives to Santoni or Church’s. (mantellassi.com)

17. Sophie Bille Brahe

Copenhagen-based designer Sophie Bille Brahe crafts modern, minimalist fine jewelry with a poetic Scandinavian sensibility. Inspired by her Danish heritage and the night sky, her designs often feature elements like stars, clouds, and celestial motifs. Notable pieces include pearl ear cuffs and sculptural gold designs that stand apart from traditional luxury brands. Her work has been featured in various fashion publications, highlighting her unique approach to contemporary jewelry design. (us.sophiebillebrahe.com)

18. Tecknomonster

Tecknomonster is a Milan-based luxury luggage brand specializing in carbon fiber suitcases. Touted as ‘the Rolls Royce of suitcases,’ Tecknomonster is favored by private jet travelers seeking ultralight yet robust travel gear. It’s distinctly niche compared to Rimowa or Tumi. The brand’s products are handcrafted in Italy, combining aerospace materials like carbon fiber and titanium with artisanal craftsmanship. Each piece is designed for durability and elegance, catering to discerning travelers who value both form and function.

19. Le Kasha

Le Kasha specializes in travel-ready, ultra-soft cashmere knits inspired by the 1930s. Founded in 1918, the French label became renowned for its innovative fabric made from pure Kashmir goat hair, catching the eye of Coco Chanel, who used the yarn to create her first suit collection. Chic, timeless, and comfortable, their pieces rival those of The Elder Statesman but with French nonchalance and lighter branding. (selfridges.com)

20. Aquazzura

Aquazzura, based in Florence, revolutionized luxury women’s footwear with playful-yet-polished designs and impeccable Italian craftsmanship. Founded in 2011 by Colombian designer Edgardo Osorio, the brand quickly gained acclaim for its innovative styles and comfort.

Its signature ‘Wild Thing’ sandals, featuring fringed suede and tasseled ties, and comfortable heels have carved out a niche beside established brands like Jimmy Choo. Aquazzura’s designs have been featured in various fashion publications, highlighting their unique blend of elegance and modernity. (aquazzura.com)

21. Vhernier

Founded in 1984 in Valenza, Italy, Vhernier is a fine jewelry house renowned for its sculptural designs and unconventional use of stones. The brand’s creations are characterized by architectural forms and modern aesthetics, avoiding the ornamentation typical of mainstream jewelry brands. Notable collections include Calla, Abbraccio, and Vague, each reflecting Vhernier’s commitment to contemporary elegance. (vhernier.com)

22. Cifonelli

Synonymous with Parisian bespoke tailoring, Cifonelli crafts suits for royalty and style icons, blending Italian and French styles. Its unique shoulder line is a hallmark for sartorial aficionados, positioning it apart from Savile Row legends. Founded in Rome in 1880 and established in Paris in 1926, Cifonelli’s atelier at 31 rue Marbeuf is renowned for its meticulous craftsmanship and innovative designs. (cifonelli.com)

Conclusion

Exploring lesser-known luxury brands offers a unique opportunity to discover rich heritage and innovative craftsmanship beyond mainstream labels. These brands often emphasize quality, exclusivity, and timeless design, providing compelling alternatives for discerning consumers. By delving into these under-the-radar labels, you can experience a broader spectrum of luxury that aligns with personal values and aesthetic preferences. This exploration not only enriches your understanding of luxury but also supports artisans and designers dedicated to their craft. (hbr.org)