Our Insta-edit dives headfirst into the world of online shopping, where influencers, “It”-girls and ultra-engaged customer bases are redefining the rules of fashion retail and e-commerce. Here, we highlight the biggest digital age fashion labels that found success on social media, filling a gap in the market for effortless ready-to-wear designs and setting new standards for direct-to-consumer marketing. These majority female-owned and operated brands address what real women want to wear today — effortless designs that flatter and celebrate the female figure — delivered at accessible price points with the ease of international shipping.

House of Sunny


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The sustainable east London brand House of Sunny has been cultivating a holistic and loyal community since 2011, seeing a recent rise to fame through celebrity fans including Bella Hadid and Kendall Jenner. The studio produces a twice-yearly collection of around 40 ready-t0-wear pieces, created in limited batches. While the process was intended to create a sustainable production line, it makes the limited products that much more desirable. The brand’s AW20 Hockney dress was coined by British Vogue as the cult dress of Summer 2020, which is now on its fourth drop after selling out three times.

Rat & Boa


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That perfect slip dress that you have seen dominating your feed may just have come from cult-famous Instagram brand Rat & Boa. Founded by Valentina Muntoni and Stephanie Cara Bennett, the brand is best known for its refined silk, slip dresses that offer a timeless appeal, flaunted on the likes of Kaia Gerber, Kylie Jenner and Adwoa Aboah.

Susan Alexandra


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Susan Alexandra Korn creates accessories that speak to the inner child. Every item is handmade by Korn and her small team, with the most popular bag, the box-shaped Merry, made from approximately 1,500 beads carefully strung together. The bags come in a variety of vivid colourways, some with playful fruit prints, some spotted, others striped, but all evoking a sense of childish joy.

Zazi Vintage


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Zazi Vintage is a celebration of culture and colour, with one-of-a-kind pieces that empower both the wearer and the team behind its construction. Founder Jeanne de Kroon strives to create pieces with soul and personality, the coats and dresses made from high-quality vintage textiles, sourced from areas such as Uzbekistan and Tadschikistan. Zazi Vintage’s latest collection of coats are handmade by a partner family in Afghanistan, where vintage Suzani textiles are handpicked and constructed into thick, luxurious outerwear pieces lined with upcycled sheepskin. Zazi Vintage works to give back to the communities responsible for constructing each piece in order to support the livelihoods of women and artisans in rural and developing countries.

Tank Air


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Bangkok-born Claire Robertson-Macleod saw a need for elevated, high-quality closet essentials that wouldn’t break the bank. And thus, Tank Air was born. The ethical and sustainable brand creates intentional pieces that have been sampled and resampled until the fit and proportion is just right. The resulting edit of clothing was received to worldwide acclaim: Japanese actress and model Kiko Mizuhara was pictured wearing the Silk Ruched Top, while supermodel Bella Hadid snapped a mirror selfie for Instagram wearing the Hand Painted Sheer Silk Dress. Most recently, TikTok stars Charli and Dixie D’Amelio were photographed for the cover of Highsnobiety wearing white and green iterations of one of Robertson-Macleod’s most popular creations, the Romeo Bodysuit.

Paloma Wool


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Initially created as a project that spans graphic design, art and photography, Paloma Wool creates inimitable apparel that speaks to the art of getting dressed. The pieces are locally produced and are often designed in collaboration with artists, for a shifting edit of clothing that frequently incorporates unique, photographic prints on timeless yet relaxed silhouettes. The unorthodox label refers to itself as an “online creative platform,” keen to create artistic pieces of the moment, with a recent collection of  comforting, quarantine-appropriate pieces that Kaia Gerber was seen wearing on her book club live stream.

With Jéan


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Launched in 2017, With Jéan is an Australian-based label that rose to Instagram stardom with the intent to create the most perfect denim. The duo behind the brand, Evangeline Titilas and Sami Lorking-Tanner, have since expanded their line to include easygoing dresses and matching sets with an aesthetic that merges Parisian chic with the attire of relaxed, Australian summers. With Jéan has been worn by the likes of Lily-Rose Depp, Bella Hadid, Elsa Hosk and Emily Ratajkowski but, most recently, you have likely seen the brand’s Andy dress in a sunset orange or a muted sage whilst scrolling through your Instagram feed.



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Sleeper is the hit sleepwear line that gives elegant and chic nightwear a wearable, day-to-day twist. The Ukranian brand was founded in Kyiv in 2014 by two former fashion magazine editors, Kate Zubarieva and Asia Varetsa, who have described their line as “walking sleepwear.” The loungewear-to-daywear pieces are easily recognisable for their pastel linens, statement sleeves, and silk slips – feather-trimmed for added flair.

Rèalisation Par


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?Dreamgirl @devonleecarlson photographed by @thistlebrown wearing the NEW Capulet Karma dress?

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The brand behind that red summer dress. Réalisation Par (French for “styled by”), founded by Australian friends Alexandra Spencer and Teale Talbot in 2015, focuses on creating individual pieces that last rather than seasonal collections. The flirty, flattering print dresses are made of 100 percent silk – this season’s being the Capulet in Karma, a lilac tie-dye bias cut, cowl neck dress that has everyone from Emily Ratajkowski to Devon Lee Carter swooning over. The brand’s digital mood board has a tmblr throwback complete with curated playlists.



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Spring Blues

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Staud creates vintage-inspired classics that you can wear season after season in the good-style company of Alexa Chung and Leandra Medine. The California-based brand was founded in 2015 by Sarah Staudinger (a Reformation alum) who sought to fill a gap in the market for high-end, timeless designs at an accessible price point. Though Staud’s design approach looks beyond trends, its unwittingly been the originator of several “It”-bags including the Shirley bag and Moreau Macrame that have inspired many a knockoff. This season, we’re loving the crochet-knits and fruit prints.

Faithfull the Brand


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Weekends in Paris with @constanzesaemann and @wolfcubwolfcub ? #faithfulltravels

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Founded in Bali in 2012 by two friends, Australian Sarah-Jane Abrahams and Norwegian Helle Them-Enger, Faithfull the Brand designs for the wanderlust-seeking, jet-setting woman that’s always on (or dreaming of being on) holiday. Expect vintage market-inspired prints, flirty co-ordinates, puffy-sleeved crop tops and tie-around linens, each carefully designed, sourced and produced in Bali using handmade techniques and family-run local businesses.



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@chloechill in our tie-dye denim shirt ? #GANNIGirls

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When husband-and-wife team Ditte Reffstrup and Nicolaj Reffstrup started GANNI in 2000, they sought to create the perfect cashmere knit. Instead, they gave new meaning to Scandi fashion. “We wanted to do something different than the typical stereotypes of Scandinavian fashion, which when we started were either high-concept Scandi-style or girly-boho,” Ditte explains. “Aiming to create a third alternative, we sought after a more playful and effortless approach to design that represents how I want to dress and look. Without strict dogmas or rules, but with room for personality, contrasts and experimentation.” As such, GANNI has now evolved into the ready-to-wear giant that’s dictating the closets and street style choices of some of the most stylish women around.

Cult Gaia


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Bianca & Gia?

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From one viral Ark bag to an entire ready-to-wear lifestyle brand, Cult Gaia is the LA-based fashion label born and bred on Instagram and inspired by nature and women. Founder Jasmin Larian launched Cult Gaia in 2012 with an intent to design conversation-starter pieces, or Objets d’Art – easily recognisable designs that unite like-minded people in their aesthetic tastes. Thus came the sculptural basket bags, beaded totes and art heels, along with an expansive ready-to-wear wardrobe of monochrome pastels and romantic staples.

Lisa Says Gah 


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Established in 2014 by Lisa Bühler, Lisa Says Gah was created to share the excitement Bühler would experience every time she discovered a new piece or a fresh designer as a former fashion buyer. Spotlighting independent, female-owned brands alongside its offering of original designs, the fashion platform features a curation of vibrant pieces to delight. From psychedelic swirl trousers and chequered mini cardis to yin-yang printed accessories, Lisa Says Gah offers quirky pieces full of personality that will make you exclaim “gah!” in the best way.

Djerf Avenue


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For those who are eyeing the wardrobe of Swedish influencer Matilda Djerf, look no further than her brand Djerf Avenue. Launched in 2019, the fashion label offers non-seasonal basics that are the epitome of minimal, laid-back Scandi chic. The most coveted items by Instagram’s It-girls include the It Blazer and matching Favourite Pants, timeless staples that can create an effortless polished look for work and special occasions, while remaining versatile for everyday mix and match.

La Manso


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Even if you haven’t heard of La Manso, you’ve definitely seen their accessories on your social media feed. Since the brand’s creation in 2019, its one-of-a-kind plastic rings have adorned the fingers of A-listers such as Bella Hadid, Dua Lipa and Miley Cyrus. Inspired by her grandma’s acrylic jewellery, Barcelona-based designer Adriana Manso’s namesake brand gained swift momentum with the meteoric rise of y2k fashion in 2020 and has currently become an Instagram cult-favourite, boasting a loyal following of over 159k. The collection of iconic vibrant square rings that gathered its hype are now joined by new eclectic accessories, ranging from striking heart pendant chokers to whimsy bikini shoulder bags.



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Helmstedt is every whimsical fashion lover’s dream. Founded in 2018 by LVMH prize semi-finalist Emilie Helmstedt, the eponymous Copenhagen label was awarded the prestigious Magasin du Nord Fashion Prize the same year, and has distinguished itself through garments that marry artistic flair with modish style. Painted in dreamy pastel hues, Helmstedt’s pieces are often defined by playful abstract patterns complemented by fanciful ruffles and dainty ribbon ties, sitting in between the aesthetics of cosy cottagecore and romantic fantasy.