&Upper Mid
& Other Stories
A women-focused fashion and accessories brand with contemporary, design-led and expressive styling.
Brand directory
Reviewed brands
A growing reviewed collection of brand positioning, product categories, aesthetic signals and source-backed notes.
AMid
Abercrombie & Fitch
A global apparel and accessories brand describing its current aesthetic as effortless and elevated, with clothing intended to move between work, social and weekend settings.
AMid Upper
Adanola
A women-focused activewear and lifestyle brand whose current first-party mission is high-quality, durable activewear and wardrobe essentials designed for working out, hanging out and everyday life.
AMid
Adore Me
A women-focused intimates and lifestyle brand built around bras, lingerie, sleep and lounge, swim and related essentials, with current first-party positioning emphasizing fit, style, personality and broad size access.
AMid
Aerie
A women-focused lifestyle brand spanning bras, underwear, loungewear, swim, everyday clothing and OFFLINE activewear, with a long-running #AerieREAL identity centered on unretouched representation, body confidence and comfort.
ALuxury
Agent Provocateur
A British luxury lingerie brand founded in 1994 whose current first-party identity centers on daring, colorful and irreverent design across bras, lingerie, nightwear and statement intimate pieces sold online and through boutiques.
APremium
Alo Yoga
A yoga-rooted activewear and wellness brand built around mindful movement, studio-to-street dressing and a strong fashion-forward lifestyle identity.
AMid
American Eagle
A youth-culture apparel brand whose current first-party identity is grounded in denim, casual outfitting, self-expression and community across women’s and men’s clothing.
AMid Upper
Ann Taylor
A women-focused apparel brand with a current catalog built around work, weekend and social dressing, including tailored suits, pants, dresses and polished professional wardrobe pieces.
AUpper Mid
Anthropologie
A global lifestyle brand spanning apparel, accessories, home, beauty and more, with creativity, artistry and immersive retail central to its identity.
AUpper Mid
Aritzia
A design house and retailer built around its own labels, with a strong emphasis on good design, quality materials, fit, tailoring and repeat-wear wardrobe pieces.
AUpper Mid
ARKET
A modern Nordic design and lifestyle destination spanning women, men, children and home with an emphasis on quality, beauty, craftsmanship and considered everyday design.
APremium
Athleta
A women-first performance brand designed around movement and a full active lifestyle, combining technical intent with versatile apparel for everyday use.
BPremium
ba&sh
A women’s fashion brand founded by Barbara Boccara and Sharon Krief, describing its style as distinctly Parisian and combining freedom of expression with easy, joyful elegance across dresses, denim and accessories.
BUpper Mid
Banana Republic
A global lifestyle brand translating its travel-outfitter heritage into modern classics, premium fabrics, effortless silhouettes and polished pieces designed to move from work to weekend.
BPremium
Bassike
An Australian fashion brand combining design-led collections, tailored silhouettes, natural fabrications and wardrobe essentials, with organic cotton jersey remaining a signature part of the offer.
BMid Upper
Ben Sherman
A British menswear brand launched in 1963 around distinctive shirts influenced by American Ivy style and adopted by mod and later music subcultures, with current collections spanning polos, knitwear, outerwear and smart-casual clothing.
BPremium
Beyond Yoga
A female-founded activewear brand centered on soft, comfortable essentials designed to bend, stretch and breathe across movement and everyday moments.
BMid Upper
Bluebella
A British lingerie brand founded around accessible luxury and contemporary self-expression, with current first-party positioning focused on sensual bras, lingerie sets, nightwear and fashion-led detailing for everyday as well as occasion wear.
BMid Upper
Boden
A British clothing brand with broad womenswear and childrenswear coverage, a long-standing identity around distinctive color and print, and current collections spanning everyday, workwear, occasion, tailoring and classic wardrobe categories.
BMid
Bombas
US comfort-basics company centered on socks, underwear, tees, slippers and shoes, with a purchase-linked donation model and a current 2026 retail footprint alongside its large direct online assortment.
BPremium
Brooks Brothers
An American heritage clothing house founded in 1818, with current first-party positioning centered on craftsmanship, classic style, dress shirts, tailoring, blazers and enduring prep-informed wardrobe staples.
CMid Upper
Calvin Klein
A New York-founded fashion and lifestyle brand whose current first-party identity centers on minimalism, sensuality and timeless wardrobe icons, with denim and designer underwear remaining core categories alongside ready-to-wear.
CPremium
Chantelle
A Paris-based lingerie brand with roots dating to 1876, currently positioning its bras and intimates around design, innovation, comfort, support and fit across a broad range of silhouettes and sizes.
CMid Upper
Chico’s
A women-focused American specialty retailer whose first-party identity emphasizes quality, comfort, versatility, artful prints and color, with a broad current assortment across tops, pants, denim, dresses and polished occasion-ready pieces.
CUpper Mid
Club Monaco
A fashion brand founded around better basics, with elevated essentials, polished separates and classics designed for comfort, versatility and everyday ease.
CUpper Mid
COS
A ready-to-wear and accessories brand with a modern, design-led and contemporary/timeless positioning.
CPremium
Cosabella
A women-led lingerie brand founded in 1983 whose current first-party identity emphasizes Italian craftsmanship, lace, comfort, fit and fashion-forward color across bras, bralettes, underwear and sleepwear.
CValue Mid
Cotton On
A global Australian fashion and lifestyle brand spanning women’s and men’s clothing, denim, swim, sweats and accessories, with first-party positioning around youthful, effortless, on-trend and affordable everyday style.
DUpper Mid
DISSH
A female-founded Australian fashion brand centered on refined silhouettes, laidback polish, natural-feeling fabrications and considered collections designed to remain useful beyond a single season.
DPremium
DÔEN
A women-run fashion brand offering collections inspired by nostalgia for coastal California, with vintage-influenced dresses, knitwear, denim and romantic wardrobe pieces across a women-focused assortment.
EPremium
EILEEN FISHER
A women’s apparel brand built from simple timeless shapes and a system-dressing approach, with current brand materials extending that idea into circular design and the full life cycle of clothing.
EUpper Mid
Everlane
A clothing brand focused on timeless products, materials and a direct-to-consumer transparency message.
EMid
Express
A multichannel fashion brand spanning women’s and men’s clothing, with current first-party assortments combining tailored workwear, denim, contemporary essentials and trend-led pieces designed to move from professional settings into social occasions.
FMid
Fabletics
An activewear and lifestyle brand founded around combining fashion with performance, proprietary fabrics and accessible pricing, with a flexible VIP membership model alongside non-member shopping and a large store network.
FPremium
FAITHFULL
A Bali-based fashion brand founded by Australian and Norwegian partners, combining considered design, vintage references and an everyday-to-vacation wardrobe shaped by Scandinavian simplicity and laid-back island influence.
FPremium
FARM Rio
A Rio de Janeiro fashion and lifestyle brand known for vivid color, nature-infused prints and expressive pieces shaped by Brazilian cultural references and a joyful approach to personal style.
FPremium
For Love & Lemons
A women-led fashion label focused on highly feminine dresses, lingerie and bridal pieces, describing its design language as ethereal, imaginative and romantic with flattering cuts and detailed craftsmanship.
FUpper Mid
FP Movement
A Free People activewear brand offering performance-ready apparel, accessories and gear designed to move from studio to street with a distinctive creative identity.
FPremium
Fred Perry
A British sportswear brand whose original 1952 tennis shirt evolved into a long-running subcultural uniform, with current first-party identity spanning polos, knitwear, track pieces and street-facing heritage sportswear.
FUpper Mid
Free People
A women-focused specialty lifestyle brand spanning apparel, shoes, accessories, activewear and beauty with a distinctive bohemian and creative-spirit identity.
GPremium
GANNI
A Copenhagen fashion house built around individuality, self-expression and an irreverent perspective on Scandinavian style across dresses, denim, knitwear, outerwear and accessories.
GPremium
GANT
A heritage sportswear brand founded in New Haven in 1949, with current first-party identity centered on Oxford shirts, polos/ruggers, knitwear, tailoring and timeless American sportswear shaped by Ivy League and East Coast influences.
GMid
Gap
An American apparel brand built around wardrobe foundations, casual style and denim, with current first-party positioning centered on loved essentials, individuality and pieces designed to be worn repeatedly.
GMid
Garage
A Montréal-rooted youth fashion brand spanning denim, fleece, fitted tops, activewear, swim and trend-led women’s clothing, with current catalog language centered on everyday casual looks, festival dressing and fast-moving seasonal trends.
GMid Upper
Garnet Hill
A women’s apparel and lifestyle retailer whose current first-party offer includes organic-cotton clothing, linen pieces, dresses, knitwear and relaxed wardrobe staples alongside its broader home assortment, with natural fibers and quality positioned prominently.
GUpper Mid
Girlfriend Collective
An activewear brand built around recycled performance fabrics, material transparency and streamlined essentials for training, studio use and everyday wear.
GMid
Gymshark
A UK-born training brand creating workout clothing, content and community around conditioning, with a large global digital audience and a product mission focused on helping people train toward personal goals.
HValue Mid
H&M
A broad-market fashion brand spanning trend-led clothing, basics, accessories and family categories.
HPremium
Hackett London
A British menswear brand founded from Jeremy Hackett’s interest in classic English clothing, now spanning Savile Row-informed tailoring, blazers, polos, knitwear and smart-casual separates with traditional styling adapted through modern cuts.
HPremium
Henri-Lloyd
British sailing and weatherproof-apparel company founded in Manchester in 1963, with a current range spanning offshore, coastal and inshore sailing jackets, waterproof shells, insulated outerwear, technical layers and nautical lifestyle clothing.
HMid
Hollister
A youth-focused apparel brand spanning women’s and men’s denim, hoodies, tees, dresses, swim and casual basics, with current first-party messaging centered on confidence, comfort and self-expression.
HLuxury
Honey Birdette
An Australian-founded luxury lingerie brand whose current first-party offer centers on bold bras, lingerie sets, panties, bodysuits and related intimate pieces, with theatrical styling and statement presentation central to the brand direction.
HPremium
House of CB
A London-designed womenswear label centered on event dressing, corset-informed silhouettes, glamorous dresses, ready-to-wear and bridal pieces intended for high-impact occasions.
IMid Upper
Indochino
A made-to-measure menswear company whose current first-party offer spans custom suits, tuxedos, shirts, chinos and outerwear with fabric, fit and styling choices supported online and through a large North American showroom network.
IUpper Mid
INOV8
British sports brand founded in the English Lake District in 2003, with current Run, Walk and Gym categories spanning trail footwear, waterproof shells, technical clothing, packs and accessories for high-output outdoor use.
IMid Upper
Intimissimi
An Italian intimates brand with a current first-party assortment spanning bras, lingerie, underwear, nightwear and knitwear, with silk, lace and refined feminine styling prominent across its women’s offer.
JMid Upper
J.Crew
An American apparel brand focused on modern classics, timelessness, well-made clothing and quality across womenswear, menswear and family categories.
JMid Upper
J.Jill
A women-focused American omnichannel brand built around simple versatile dressing, quality fabrics and easy fit, with current collections spanning knitwear, denim, dresses, travel/lounging pieces and work-ready clothing across Regular, Petite, Tall and Plus sizing.
JPremium
Johnny Was
A women-focused premium apparel brand with a current first-party assortment spanning dresses, tops, bottoms, outerwear, activewear and swim, using expressive color, pattern and relaxed silhouettes across a broad lifestyle wardrobe.
LPremium
Lacoste
A global fashion-sportswear house founded from René Lacoste’s tennis innovations, with the polo, crocodile logo, knitwear and sport-inflected casual wardrobe remaining central to its current first-party identity.
LMid Upper
Levi’s
A global denim and apparel brand whose first-party history centers on inventing the blue jean in 1873 and an enduring identity around classic American style, utility, individuality and self-expression.
LMid
LOFT
A women-focused apparel brand spanning work-ready dresses, pants, knitwear, denim and casual pieces, with a current assortment built around polished but comfortable outfits that can move between office and everyday use.
LPremium
lululemon
A global athletic brand producing technical apparel, footwear and accessories for yoga, running, training and other activities, with innovation and community central to its positioning.
LMid
Lulus
A California-rooted women’s fashion brand whose current first-party identity centers on chic modern dressing for graduations, brunches, weddings and other life moments, with deep dress and occasion coverage.
MMid Upper
Madewell
A premium denim-led apparel brand for women and men, pairing classic craftsmanship with modern details, foundational pieces and an effortless everyday styling point of view.
MPremium
Maje
A Paris-founded womenswear brand created by Judith Milgrom, built around confident femininity and a polished contemporary wardrobe that currently spans dresses, tailoring, leather, knitwear and accessories.
MMid
Mango
A fashion brand with contemporary apparel, accessories and a strong polished/tailored signal.
MUpper Mid
Massimo Dutti
A fashion brand oriented toward refined, polished wardrobe pieces and tailoring.
MMid Upper
MESHKI
An Australian-founded online womenswear brand combining current trends with a more polished, elevated design language across dresses, tailoring, occasionwear and statement wardrobe pieces.
MMid
MINKPINK
A Sydney fashion brand designing its own prints, colors and silhouettes, with a youthful global identity built around bold pattern, beach-to-night versatility and expressive women’s fashion.
MValue Mid
MUJI
A Japanese lifestyle retailer spanning clothing, household goods and food, built around simplified processes, simple low-cost good-quality products and a deliberately restrained “no-brand quality goods” philosophy.
NPremium
Natori
A designer lifestyle and intimates brand whose current first-party assortment emphasizes premium bras, lingerie, underwear and sleepwear, combining support and comfort with a polished luxury presentation.
NMid Upper
NIC+ZOE
A women’s apparel brand founded from knitwear expertise and a mission to create effortless, artful design without sacrificing ease, with current collections spanning sweaters, jackets, pants, denim and polished wardrobe pieces.
NMid
Nobody's Child
A UK women’s fashion brand centered on effortless feminine style, dresses, denim and occasionwear, with B Corp certification and a stated focus on clothes designed for real life across seasons and occasions.
OMid Upper
O’Neill
US O’Neill surf and wetsuit operation whose official heritage traces Jack O’Neill’s first surf shop to 1952 and subsequent wetsuit development, with a current US catalog spanning wetsuits, boardshorts, swim and surf-lifestyle apparel.
OMid
OAK + FORT
A Vancouver-rooted fashion retailer centered on thoughtful contemporary design, neutral wardrobe pieces, approachable pricing and a modern lifestyle aesthetic across apparel and accessories.
OValue Mid
OFFLINE by Aerie
Aerie’s activewear line centered on leggings, sports bras, fleece and movement basics, presenting workout clothing as comfortable, fun to wear and designed to stay out of the way during everyday activity.
OMid Upper
Oh Polly
A UK pureplay womenswear brand built around trend-led in-house design, high-impact dresses, co-ords and occasion pieces intended to stand out in social and event settings.
OValue Mid
Old Navy
A Gap Inc. apparel brand built around accessible style for the whole family, with current first-party positioning emphasizing affordability, inclusivity, casual wardrobe breadth and denim.
OLuxury
Olivia von Halle
A London luxury sleep and loungewear brand whose current first-party identity centers on elevated nightwear and lifestyle pieces made from fine natural materials, with silk pajamas, robes and expressive prints prominent in the assortment.
OUpper Mid
Outdoor Voices
A recreation-focused activewear brand making technical apparel for everyday movement rather than defining exercise only through high-performance sport.
PMid
PacSun
A youth-focused lifestyle retailer built around the intersection of fashion, music, art and sport, with denim, casual apparel, streetwear and multi-brand discovery central to its offer.
PPremium
Paul Smith
A British designer brand rooted in tailoring since 1970, combining traditional suit craft and premium fabrics with color, print and an intentionally playful classic-with-a-twist design language across clothing and accessories.
PMid
Pepper
A women-founded intimates brand launched to serve small-chested women, with current first-party identity centered on small-cup bra fit, no-gap shaping and everyday foundation pieces.
PMid
Princess Polly
A trend-led women’s fashion brand with Australian roots, built around bringing current looks to everyday trendsetters through a strongly online and social-first retail model.
QValue Mid
Quince
A digital-first retailer focused on quality essentials, premium materials and lower prices through a factory-direct model that spans apparel and selected lifestyle categories.
RPremium
Ralph Lauren
A global American lifestyle house whose first-party heritage emphasizes timeless style across Polo sportswear, tailoring, knitwear, accessories and broader lifestyle collections.
RPremium
Réalisation Par
A women-founded fashion label that describes itself as creating individual pieces rather than conventional collections, with an emphasis on distinctive dresses, tops, skirts and personal styling rather than a complete seasonal wardrobe system.
RUpper Mid
Reformation
A women-focused fashion brand known for dresses, denim and contemporary wardrobe pieces alongside a highly visible sustainability program.
RPremium
Reiss
A London-rooted global fashion house describing its offer as timeless, modern attainable-luxury womenswear and menswear, with tailoring heritage, versatile wardrobes and polished day-to-occasion dressing central to the brand.
RPremium
RIXO
A London fashion brand founded from a shared love of vintage, reworking styles of the past for contemporary women with a strong identity around dresses, hand-painted prints and occasion-led dressing.
RPremium
Rouje
A Parisian womenswear brand shaped around feminine cuts, delicate dresses, menswear-inspired jackets, floral prints, vintage references and a deliberately effortless wardrobe.
SPremium
Sandro
A Paris fashion house whose first-party DNA emphasizes natural, effortless elegance, a balance of masculine and feminine codes, understatement and sophistication across women’s and men’s collections.
SUpper Mid
Sézane
A French fashion brand born online, centered on quality, fair pricing, limited overproduction and a polished wardrobe spanning knitwear, tailoring, dresses and accessories.
SMid
Showpo
An Australian online fashion brand whose current first-party identity spans feminine everyday clothing, statement dresses, contemporary occasionwear and accessible bridal, with new arrivals and fit central to the offer.
SMid Upper
Skarlett Blue
A women-designed lingerie brand founded in 2014 and built around the idea that bras can be both beautiful and functional, with current sizing spanning 28–40 and A–H across lace, t-shirt, strapless, wireless and support-led shapes.
SUpper Mid
SKIMS
A solutions-oriented apparel brand built around underwear, shapewear, loungewear and body-conscious clothing, with a strong emphasis on fit, stretch, neutral palettes and everyday base layers.
SMid Upper
Soft Surroundings
A women-focused apparel and lifestyle brand whose current first-party identity emphasizes softness, comfort, quality and artful design, with clothing spanning tops, dresses, pants, sweaters, denim and loungewear across Misses, Petites and Women’s sizing.
SMid Upper
Soma
A women-focused intimates retailer built around bras, underwear, sleep and lounge, with current first-party tools and collections emphasizing fit, softness, smoothing, support and all-day comfort.
SPremium
SPANX
A women-founded apparel brand originating in smoothing undergarments and now spanning shapewear, underwear, denim and apparel, with first-party positioning centered on comfort, visible results and confidence.
SPremium
Spell
A Byron Bay-rooted fashion brand known for hand-drawn signature prints, romantic color and print combinations, limited recuts and a distinctly bohemian creative identity.
SMid Upper
Spier & Mackay
A menswear specialist whose first-party philosophy centers on fit, quality and value, with a current tailoring system spanning multiple suit silhouettes, sport coats, shirts and made-to-order options using fabrics from established mills.
SPremium
STAUD
A Los Angeles fashion label spanning dresses, ready-to-wear, handbags, shoes and accessories, with a contemporary identity built around distinctive silhouettes, color, occasion dressing and recognizable statement pieces.
SPremium
SUITSUPPLY
A global menswear tailoring specialist whose current first-party offer centers on suits, jackets, trousers, shirts and custom-made options, combining traditional craftsmanship with modern fits, Italian fabrics and in-store alterations.
SPremium
Sweaty Betty
A women-focused activewear and lifestyle brand founded in London, creating performance products for running, yoga, training and everyday movement.
TMid Upper
TALA
A women-focused activewear and lifestyle brand founded in 2019 with a stated mission to deliver consciously-made pieces across performance, fit, quality and style without a luxury-level price barrier.
TMid Upper
The Little Bra Company
A specialist bra brand founded to solve fit problems for smaller frames and busts, with current first-party positioning centered on proportionately scaled bras, gap reduction, lift and hard-to-find AA–D sizing.
TPremium
Theory
A New York fashion brand built around exceptional fit, premium fabrics, timeless essentials and modern tailoring for work and everyday urban wardrobes across women’s and men’s collections.
TMid Upper
ThirdLove
A women-focused intimates brand built around bra fit, comfort and support, with current first-party positioning centered on precise sizing, half-cup options, wear testing and a broad everyday bra assortment.
TPremium
Tommy Hilfiger
A global lifestyle brand rooted in classic American style with a modern twist, spanning women’s, men’s and kids’ sportswear, denim, accessories and footwear with a durable prep and Americana identity.
TLuxury
TOTEME
A Stockholm fashion house creating ready-to-wear, shoes, bags, accessories and jewelry with a direct design language centered on materiality, shape, graphic silhouettes and Swedish sensibilities.
TPremium
Tracksmith
An independent Boston running brand focused specifically on performance running apparel, publications and community experiences, with a stated mission around the amateur spirit and the culture of the sport.
UMid
UNIQLO
An everyday apparel brand centered on simple, practical clothing and its LifeWear concept.
UMid
Urban Outfitters
A lifestyle retailer built around self-expression, connection and creativity, with fashion and home assortments aimed strongly at young-adult culture.
VPremium
Varley
A contemporary womenswear and lifestyle brand creating timeless collections across activewear, knitwear, outerwear and everyday staples designed for how women live and move.
VMid Upper
Victoria’s Secret
A global women’s intimates brand spanning signature bras, panties, lingerie, casual sleepwear, swim, lounge and sport, with first-party positioning combining everyday comfort with fashion-led, glamorous presentation.
VPremium
Vince
A Los Angeles-rooted fashion brand describing its collections as understated luxury, with a focus on lasting materials, quiet sophistication and timeless women’s and men’s wardrobe pieces.
VPremium
Vuori
A premium performance-apparel brand inspired by the Coastal California lifestyle and the intersection of fitness, surf, sport and art.
WPremium
Wacoal
A long-established intimates brand whose current first-party positioning emphasizes bra fit, support, quality and comfort, with fit experts and size coverage extending from A through K cups.
WMid
White Fox
An Australian-founded fashion brand built around fast-moving trend apparel, statement pieces, coordinated sets and loungewear with a strongly social-first global identity.
WMid Upper
White House Black Market
A women-focused specialty retailer whose current assortment emphasizes sophisticated workwear, tailored trousers, blazers, polished dresses and versatile pieces designed to move from office settings into after-work occasions.
ZMid
Zara
A global fashion brand with broad apparel and accessories coverage and a fast-moving contemporary offer.