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.
The Drift Jean Friends
Denim is at the core of what Ossou does and they do it very well. As someone who is cautious with denim (I prefer a tailored pant), Ossou has created styles that feel smart, refined, and elevated yet somehow still comfortable. I mentioned my love for the button, yes, but the fabric is the perfect weight, structured but not heavy and they have a variety of fits for all shapes and sizes. If you’re 5’2” like me, try the Drift in a high-rise crop (it’s the only pair of jeans I have never had to get taken up or in at the waist, a miracle!); if you want something more dramatic, styles like the Bend will deliver. Pair each of these styles with a small heeled boot for height and a classic t-shirt tucked in at the waist to show off the (in case I hadn’t mentioned) button detailing.
Cascading Cuff Shirting
A cuff that adds drama is a great way to push your shirting collection from classic to fashion. Ossou’s shirting is beautiful. The fabric quality is good and price point competitive considering the design details, the neutral palette for someone like me who doesn’t wear color (almost ever), and the nickel snap buttons means you can style it in multiple ways depending on how practical you want to be. The shirts do fit on the longer side but this allows for styling experimentation: Do a half tuck, a full tuck, or tie an extra one around the waist for fun.
Colored Denim
The most unexpected aspect of Ossou is their use of color in denim. Colored denim is not something I’ve ever been an advocate for, or something I’ve seen done well for some time, but their choices of yarns in neutral hues make it feel chic and interesting. I styled the brown Drift (I’ve found my style and I’m sticking with it) with a crisp cotton shirt, but in future I’ll be pairing it with a chocolate brown sweater and brown flat boots for a tonal look.
Fashion Knitwear
Plenty of brands know how to make a great cashmere sweater, but I loved the fashion take on Ossou’s knitwear for its use of color and subtle design details that made maximum impact. Two spring standouts were the Greer Tank, with back cut-out detail, and the Sloane, a ribbed cap-sleeve knit that molds to the body just so.
Anything-But-Basic Denim Jackets
A nipped-in waist, a shacket situation, or a denim barn jacket are only a few of the great can’t-find-then-anywhere else styles that make Ossou’s take on classic silhouette feel fresh and unique. Plenty of denim jackets exist in the market but finding something new, interesting, and still functional can be a challenge.
