The fashion landscape continues to evolve as new independent labels emerge with distinctive identities and creative perspectives. Beyond simply producing garments, many of these brands focus on storytelling, visual experimentation, and building a strong cultural presence.
At Lique Store, our goal is to curate brands that offer something unique—whether through design language, campaign aesthetics, or the narrative they build around their collections.
In the near future, three emerging brands will soon arrive at Lique Store: 99 Clover, Preface, and Telepáti.che. Each of them brings a different creative direction while sharing a similar commitment to identity and storytelling.
99 Clover
One of the brands that has recently caught attention is 99 Clover, known for its experimental visual approach and bold campaign direction.
In their latest teaser, the brand introduced what appears to be the second iteration of their camouflage concept. Rather than relying on traditional camouflage patterns, 99 Clover develops its own interpretation, giving the motif a distinctive visual identity.
The campaign itself also stands out through its nostalgic aesthetic. Elements reminiscent of analog television and vintage broadcast visuals create a layered atmosphere that feels both retro and contemporary at the same time.
This kind of visual storytelling has become increasingly important for emerging fashion brands, allowing them to build a recognizable identity beyond the garments themselves.
Preface
Preface presents a more restrained and minimal design approach, yet the brand still maintains a clear identity through subtle details and thoughtful construction.
At first glance, many of their pieces appear simple. However, the strength of Preface lies in the small design elements that quietly define each garment. The brand emphasizes clean silhouettes and understated aesthetics, creating pieces that feel both timeless and contemporary.
Recent visual campaigns from Preface also highlight a more editorial direction. Rather than focusing solely on the product, their imagery often builds an atmosphere that places the garments within a broader narrative.
This approach allows the brand to communicate its identity in a subtle yet impactful way.
Telepáti.che
Another brand that will soon join Lique Store is Telepáti.che, a label that leans toward a more experimental visual language.
From the teasers released so far, the brand appears to place strong emphasis on imagery, styling, and character-driven presentation. The overall visual direction creates a distinctive mood that feels bold and expressive.
Rather than presenting clothing in isolation, Telepáti.che seems to build a broader narrative around its collections. This reflects a growing shift in contemporary fashion, where brand identity is shaped not only by garments, but also by the visual world surrounding them.
A New Generation of Emerging Labels
The arrival of 99 Clover, Preface, and Telepáti.che reflects how new independent labels continue to shape the direction of contemporary fashion.
As more emerging brands experiment with visual storytelling, identity, and community-driven culture, the global fashion landscape continues to expand beyond traditional fashion capitals.
With distinctive perspectives and strong visual identities, these three brands represent a new generation of labels worth watching.
Their collections will soon be available at liquestore.com.