As the city sizzles and vacation dressing looms, our editors are drawn to labels whose storytelling is as vivid as their designs.  We’re highlighting brands that infuse their collections with a clear narrative – from the cool Parisian chic of Sandro to the tropical exuberance of Farm Rio – each with a distinct voice that feels fresh, fun and perfectly seasonal.

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Sandro

Sandro, the Parisian ready-to-wear favorite, translates its “cool and chic Parisian spirit” into an easy summer wardrobe.  Its SS25 collection was envisioned as a sun-soaked getaway – think airy dresses, linen sets and playful details. Sandro’s new season line uses “fluid silhouettes, natural fabrics, and considered details” to create an “air of understated luxury”.  The brand weaves this narrative across its digital channels: campaigns shot in Cannes merge city and seaside imagery, as described on Sandro’s site – a “dreamlike narrative” where modern design meets Mediterranean ease.  This Paris-meets-beach vibe is central to Sandro’s branding, reinforced by its polished website and Instagram feed featuring both urban architecture and blue-sky escapes.

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Missoni

Missoni remains synonymous with bold knits and heritage patterns, and SS25 doubled down on its signature zigzag motif.  Creative director Filippo Grazioli described his vision as a “bold act of reduction,” paring back color so that Missoni’s iconic knit motifs could shine‍.  As Vogue notes, Grazioli “fully unleashed his inner eccentric” by exploring Missoni’s famous zigzags with avant-garde zeal.  The result is a fresh take on Missoni’s legacy: classic zigzag stripes and stripes-with-fringe appear on lightweight dresses and knit sets, now framed by a simpler palette.  This blend of heritage and modernity is Missoni’s calling card – on social media and the runway, the brand often emphasizes those instantly-recognizable patterns (a nod to the company’s title as the “Prince of Prints”).

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Pucci

Pucci lives for prints and glamour, and its SS25 “Marmo” campaign leaned into that legacy with an old-Hollywood twist.  Under Camille Miceli the collection trimmed its palette to black, white and pale pink so that details – hand-sewn shells, fringe and sequined reworkings of Pucci’s classic marble-inspired motifs – could take center stage.  The result is a glamorous-yet-playful mix of artful kitsch and sophistication. Schon Magazine praised the Marmo imagery as a “dreamlike” homage to Pucci’s 1960s heyday (even evoking a Marilyn Monroe-inspired muse) while keeping things fresh.  Pucci’s branding leans heavily on this cinematic, Mediterranean heritage: its website and Instagram are always awash with retro swirls and resort-ready vibes.  After all, founder Emilio Pucci once earned the nickname “Prince of Prints” for pioneering these vivid patterns – a title the brand still winks at in its bold, tongue-in-cheek marketing.

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Ancient Greek Sandals

Ancient Greek Sandals has quietly become a cult favorite for summer footwear by trading trend for timeless craft.  Each pair is “handmade by skilled craftsmen using traditional techniques” in Greece – even down to the signature tiny “wing” buckle that nods to the mythic messenger Hermes.  The brand’s casual-luxe sandals in leather (often braided or embossed) have a plain and durable look that goes with everything, which is why influencers from Lucy Williams to Camille Charrière have been spotted wearing them.  WhoWhatWear observes that AGS is “known for blending traditional craftsmanship with modern-day twists,” making sandals that feel more “interesting and made to a higher standard” than your average high-street pair.  Ancient Greek Sandals emphasizes this artisan story everywhere: its website proudly touts “Handmade in Greece by skilled craftsmen,” and its Instagram is full of travel snapshots and close-ups of supple tan leather.  In short, the brand’s identity is as much about island mythology and slow craft as it is about its minimalist Greek-heel silhouettes.

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& Other Stories

& Other Stories (H&M Group) has carved out a niche with its artful, magazine-like branding.  The label treats each collection as a creative story: for spring 2025 it enlisted artist Petra Collins to shoot a cinematic campaign starring Adwoa Aboah, framing clothes as part of a dreamy tale of sisterhood and self-expression.  In fact, the company explicitly talks about fashion as “personal expression,” using storytelling as its guiding principle.  You can see this on & Other Stories’ website and socials, which feature editorial-style lookbooks and behind-the-scenes clips.  The result is a very “Sheerluxe”-esque vibe: think cohesive styling, cool-girl poses and artful photography.  The brand’s marketing feels more indie than high-street, often highlighting the work of in-house designers and influencers to reinforce that creative, design-conscious image.

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FARM Rio

Brazil’s FARM Rio is a burst of color and joie de vivre.  Founded in Rio de Janeiro in 1997, the label built its identity on bold tropical prints and a message of happiness.  As co-founder Kátia Barros says, the team believes in “happiness, beauty and joy in all the colours and shapes that nature brings”, and their collections — full of floral dresses, vibrant co-ords and folk-inspired motifs — reflect that sunny philosophy.  FARM Rio also wraps sustainability into its branding: every purchase plants a tree in the Amazon through a One Tree Planted partnership.  Lately the brand has even staged gallery-like pop-ups (for example, a Brazilian art-filled space at Paris’s Le Bon Marché) to strengthen its narrative of a nature-loving lifestyle.  On social media and in email campaigns, FARM Rio leans into tropical backdrops, beach vibes and a “dress in happiness” mantra – all part of selling that easy, rainbow-hued Brazilian escape.

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Éliou

éliou is a Miami-based accessories label with a handcrafted spirit.  It “fuses the traditional with the contemporary” – in the brand’s own words – blending natural materials and artisanal techniques into playful modern designs.  éliou started with hand-made jewelry and has branched into a small ready-to-wear line, but the brand ethos is consistent: organic shapes, bold beads and texture.  A collaboration with hair-accessory brand Crown Affair describes éliou as “the Miami-based jewelry brand known for its playful design and commitment to craft".  In marketing, éliou leans on that narrative by highlighting the artisanal process (every piece is one-of-a-kind) and the colorful, sun-drenched vibe of its home city.  Its Instagram is full of beachy shots of pearls and shells, and the clean-graphic website puts the quirky, hand-made pieces front and center – perfectly reflecting the label’s chic-but-handcrafted aesthetic.

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Renata.Q

Renata.Q is all about summer nostalgia in jewelry form.  Designer Renata Quaglia grew up in Brazil learning crochet from her grandmother, and she channels that heritage into each piece.  In fact, Moda Operandi notes that Quaglia’s crocheted shell necklaces were “spotted on every It girl” last season.  The necklaces are made of cotton yarn with natural seashell pendants, so every piece is unique – as the label puts it, “due to the nature of seashells, every piece will vary… no two are alike”.  This artisanal backstory is central to Renata.Q’s brand.  On the website and social media you’ll find close-ups of crochet work and beachy shells, and press coverage always highlights the handmade Brazilian craft.  It all combines to sell a romantic, bohemian summer vibe – each necklace feels like a little heirloom woven with personal history.

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Tank Air

Tank Air is a small Los Angeles label built on ’90s minimalism.  It first hit the scene with a single “viral bodysuit,” and since then has quietly added a handful of simple tanks, mini skirts and slip dresses.  The aesthetic is pure throwback: think sleek black tank dresses, ribbed midi skirts and baby tees that look straight out of the Club Kids era.  Fashion media notes that “nobody is doing a better black tank dress or mini skirt” right now.  The brand’s fans include fashion kids like Lourdes Leon and Bella Hadid, and its Instagram has a cult following.  True to its vintage ethos, Tank Air makes most things in Los Angeles with a conscious approach – though it’s worth noting (and often critiqued) that the range currently only goes up to about a US size 12.  Despite that, Tank Air’s lean, fun basics and tight branding (clean grids, aspirational styling) have made it a go-to for editors seeking laid-back cool in the summer heat.

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