If you’re one of those tireless fashion knights constantly scouring the Internet for the newest, chicest items, fear not—relief is here. A wave of indie boutiques, led by the coolest of the ‘cool girls’, has come to save the day (and your weary eyes). In a world torn between gatekeeping and sharing, PhotoBook embraces the latter, rounding up our favorites for your radar.

Curating exceptional pieces to elevate your closet (and lifestyle) from brands we haven’t heard of yet, but ought to, these tastemakers undoubtedly discover ‘cool’ before we even know it exists. There’s something quite ‘anti’ about these boutiques, distinguishing themselves through an emphasis on artistry, identity, and sustainability. Instead of the white-labeled e-commerce sites that we’re typically accustomed to, they opt for design-forward storefronts with a tightly curated selection.

Follow the guidebook brought to you by these tastemakers, and stay ahead of the curve in your style endeavors.

8vo Ático

Miami based 8vo Ático, translating to “8th Attic” in Spanish, is a “multi-brand closet” with a rotating selection of designer and vintage pieces. Founded by Isabella Soto in response to the typical over saturation found on e-commerce platforms, 8vo Ático’s revolving collection spotlights just eight designers at a time.

Upon entering the site, 8vo Ático’s distinct editorial vibe is immediately sensed through its dynamic photography. Soto presents each collection through her unique stylistic choices, displaying unexpected pairings that somehow work in tantalizing harmony. That neon sheer dress you’d typically never take a second look at? Not so fast. At 8vo Ático, every preconceived notion about your personal style is left at the door (or rather, the welcome page).

Soto’s taste-making serves as an instructive “how to” on elevating personal style, embodying her mission to create a space that not only encourages “playing dress up,” but also individual self-expression—giving a special shout-out to the girlies who would rather not match everyone in the room (Wilfreads). For those in Miami eager to indulge in a bit of “dress-up” firsthand, 8vo Ático offers scheduled showroom appointments.

Simonett

Simonett is another Miami based brand and online boutique on the forefront of fashion, brought to you by Simonett Pereira. Featuring in-vogue designers before they’re deemed “cool,” Simonett offers a cutting edge selection of pieces from brands like Isabella Etou, Tigra Tigra, Coperni, SIEDRÉS, and more, establishing itself as a go-to destination for discovering the designers that you should know. Simonett also carries its own namesake label, dedicated to crafting unique clothing that is affordable, well-made, and stands the test of the seasons. Remember that viral Kendall Jenner sweater sleeve from a couple years back? It was, of course, designed by Simonett.

As stated in the brand’s mission statement, Simonett is dedicated to being mindful of both modern women, people, and the planet. For a neat, eco-friendly finishing touch, the boutique invites you to send over pre-worn garments for recycling, ensuring they are repurposed rather than sitting in the landfill abyss.

Salter House

Living out your European countryside dreams? Didn’t know you needed to? Stepping into Salter House cafe and boutique, a breezy spot where gallery and consumption mingle, gives you a taste of what’s missing in your life. Founders Sandeep and Carson Salter define Salter House as a place for sustainable housewares and garments. Inside holds cottage core galore with airy clothing and artful decor, including pieces from designers such as Baserange, Cou Cou, and Plasticana (notbale for the vintage hemp wellie resurgence).

Salter House also boasts its own collection, collaborating with designers such as Hannah Kristina Metz and Loeffler Randall. As stated on the website, the Salter House Collection is made by “a small network of women in New York,” and upholds an ethical and sustainable mindset. The Salter House experience, however, culminates with its unrivaled homeware collection, featuring items such as carved Italian candles, hand painted ceramics, linens, and pewter dishware.

Images courtesy of salter.house and Romi Bachar

Tangerine

Based in Williamsburg, Brooklyn, Tangerine is the chic brain child of two designers, Amanda Lurie (Coming of Age) and Gina Esposito (Nu Swim). Described as a “carefully curated” lifestyle concept store, Tangerine features products that “evoke the feeling of summer all year long.”

Discover your next favorite piece of artisanal jewelry, homeware, clothing, or art, and if you so choose to shop in person, Tangerine is dedicated to providing the utmost comfort with a relaxed and airy space. If you ask me, I’m eyeing the fish-shaped lemon squeezer and glass nautilus belt.

The Millennial Decorator

Founded in 2020 by Julia Rabinowitsch, The Millennial Decorator is a collection of vintage designer items, meant to embody the millennial values of “vintage, sustainable, and unique.” Rabinowitsch sources vintage clothing, shoes, accessories, and decor from brands like Gucci, Dior, Cavalli, Prada, Elsa Perreti, and more. You may have already spotted notable figures like Matilda Djerf sporting items from TMD’s collection, which comes as no surprise considering that celebrity stylists Allison Bornstein and Mimi Cuttrell are among its followers.
Rabinowitsch told Shoutout LA that she initially started with just an Instagram account out of a desire to share her “love for the home and affordable products.” TMD has since expanded, creating an e-commerce website with scheduled product drops, hosting physical pop-ups, and collaborating with brands like Reformation, J.Crew, Mirror Palais, and Hailey Bieber’s Rhode.

Now that you’ve completed the indie boutique tour, feel free to peruse these shops and discover your next cherished item or wardrobe staple. While our beloved mainstream e-commerce platforms remain forever favorites, there’s something special about being guided through a thoughtfully curated selection. It facilitates the discovery of emerging brands and innovative combinations, helping reveal hidden layers of personal style.

Article by Romi Bachar, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine

Our Favorite ‘Cool Girl’ Indie Boutiques, Saving the Day