It's no secret that the emergence of the digital sphere has made it easier than ever for brands to be discovered [1]. Through the power of Instagram [2], the social media #influence of Generation Z has revolutionized "content" as a marketing tool. I would know — my post-dot-com-bubble birth date means that my peers and I were essentially raised online. Our favourite celebrities were too, and now their style is more accessible than ever. Accounts like @closetofhadids [3] give insider info about how to shop exactly like the street style cool girls of today.
This new wave of fashion exposure has paved way for boutique brands [4] to gain traction at a previously unseen pace. A tag from someone with a following allows a lesser-known brand to be instantly shown to millions across the platform around the world. However, it also means that there are a TON of brands to sift through, and we don't always have the time to spend hours perusing Instagram. If you want to find outfit inspo [5] from the *it girls* of 2019, look no further. For those in the market for fashion that can't be found at the mall, here's a list of 23 brands that my generation is wearing.
With Jéan
A model staple for girly corset tops and patterned dresses, you've probably seen Aussie brand With Jéan [6] around your Insta feed. With Jéan's pieces, endorsed by Camila Morrone, are a delicate blend of romantic and urban. The tops were originally designed to be worn with jeans, hence the name. If you're looking to ascend to #frenchgirl levels of chic, With Jéan is new the go-to.
Courtyard LA
Courtyard [7]'s creative blend of the old and the new embraces the vintage-enthusiast crowd while still maintaining an air of originality. Followed by cool-girl extraordinaires Lily-Rose Depp and Rowan Blanchard, all of Courtyard's pieces are handmade in LA. While no style stars have been photographed in its clothes quite yet, it doesn't seem too far on the horizon — Gen Z is crazy into curated vintage.
Daisy
Since its launch in 2015, Australian label Daisy [8] has made appearances on the Kardashians, Cara Delevingne, and Barbie Ferreira, and it's not hard to see why. Daisy's rebellious cross between delicate Victorian bodices and badass femme fatale creates a clothing line that encompasses the ethereal, quasi-goth aesthetic like no other. While the line isn't exactly versatile, a Daisy piece doesn't shy away from the spotlight, and the brand's popularity is only on the up.
Orseund Iris
While the original claim to fame for Orseund Iris [9] was its daring tube tops, the New York-born brand is quickly becoming a household name for the influencer crowd. One look at Orseund's modern, minimalist designs and matching 'gram and it only seems natural that street style stars ranging from the Kardashian-Jenner clan to Shay Mitchell are obsessed. The label prides itself on being non-seasonal, which emphasises the artistry of design and attention to detail necessary for a boutique label.
Bamba Swim
Australian label Bamba Swim [10] channels the effortless sex appeal of the '80s aesthetic for a nostalgic yet modern vibe. Its designs are loud, cheeky, and out-there, and radiate a Sports Illustrated-era Cindy Crawford [11] type of energy for the modern gal. Bamba Swim designs have been spotted on the likes of Kaia Gerber, Olivia Culpo, and Madison Beer.
Sommer Swim
Designer Anna-Maria Sommer and team state that "the Sommer Swim [12] girl is a sophisticated rebel, who spends her time between beach clubs in Ibiza, the French Riviera, and Italy's Amalfi Coast." They're not wrong — its collections have been spotted on countless members of the jet-setting model crew. The brand's classic designs and attention to detail have caught the attention of Jasmine Tookes, Sara Sampaio, and Sofia Richie, to name a few.
Fiorucci
The iconic '70s brand Fiorucci [13] made a major comeback in 2017 with its signature angel tees, and the label's hot streak doesn't seem to be slowing down anytime soon. Founder Elio Fiorucci wanted to embrace the beauty of women's jeans, a concept that is no less topical in the "jeans and white tee" outfit formula of today. The resurrection of the label has honoured his influence and the brand's original fans like Madonna [14] and Andy Warhol while still encompassing the subtleties of the 21st century mode.
Bagatiba
Los Angeles brand Bagatiba [15] has nailed the above fast fashion but below designer price point for minimalist jewellery, and it has won the hearts of celebs like Rosie Huntington-Whiteley and Hailey Bieber. Designer Jessie Andrews wanted to craft "a middle ground between Forever 21 and Cartier," and she relies on timelessness rather than trends to inspire her vision. Her mantra has been successful in creating a brand that's as versatile as it is chic.
My Mum Made It
My Mum Made It [17] is another Australian success story embodying the new wave of fashion. With collections evoking '90s grunge with an almost galactic twist, the brand has been worn by the likes of Bella Thorne and Winnie Harlow. With insta-baddie styles like baggy tracksuits and logoed graphic tops, My Mum Made It channels vintage minimalism seamlessly and questions the form and function of the present without reducing itself to a trend dispensary.
Danielle Guizio
Now an essential for a street style night out look, Danielle Guizio [18]'s New York based studio credits "the structural designs of '80s and '90s vintage sportswear" as the starting point for her designs. The brand's pieces suggest a sweatpants and stilettos kind of look that redefines street wear in today's renaissance of the urban '90s. With clothes that belong somewhere between a club opening and a coffee date, the brand's pieces are meant to be shown off without being showy.
Miaou
While the LA label Miaou [19] started with a base of the perfect pant — flattering cropped flares in a variety of prints — the brand is so much more than that today, boasting celeb fans such as Selena Gomez [20] and Lady Gaga [21]. Founder Alexia Elkaim grew up in both Los Angeles and Paris and the impact of her upbringing is clearly shown through Miaou's flirty sets and dresses, which are flexible enough to fit the aesthetics of both cities. Pair these famous pants with a chill tee or a going out top and you'll never want to put anything else on — the patterns are fun and the fit is incredible.
Rat & Boa
If your favourite vintage slip and your most Bahamas-esque maxi had a love child, it would be Rat and Boa [22]. The English brand channels the eclectic style of its name, derived from a Stevie Nicks quote, into pieces that are equal parts sexy and effortless, best worn barefoot on a beach. The brand's feminine essence is reminiscent of a rogue Carrie Bradshaw, and it's no surprise it-girls like Jordyn Woods and Emily Ratajkowski are fans.
Frankies Bikinis
Frankies Bikinis [23] was born in Malibu, and the brand's luxe fabrics and skin-baring cuts radiate laid-back California chic. This brand is killing it right now, particularly in the Insta-verse and the youth culture crowd. Frankies just dropped a collab with Sofia Richie [24], and with sightings on It girls like Rihanna [25] and Shay Mitchell, the deserved hype around this LA-made brand isn't dying down anytime soon. Who knew the tie-dye trend could be so hot?
Maison Cléo
The mother daughter-duo behind Maison Cléo [26] pride themselves on producing handmade pieces with crisp tailoring and luxury fabrics. The result of the craftsmanship is a collection that radiates French-girl je n'ais se quoi and has gained the attention of trendsetters like The Man Repeller's Leandra Medine and Joey King [27]. The label's designs are quirky, refined, and charming, and make a statement while still being basic enough for the everyday.
By Far
One look at By Far [28]'s clientele and you know the brand has got it down — its shoes have been seen on everyone [29], ranging from Michelle Obama [30] to Zoë Kravitz and Alexa Chung. By Far's modernistic sandals and mini bags have proven themselves to hit that perfect middle ground between contemporary and classic, and there's no doubt that this brand has got serious staying power.
I Am Koko
Maddie Ziegler, Halsey, and Hailey Bieber have one thing in common: they all love I Am Koko [31]'s custom vintage tees. This label is definitely a bit more Generation Z than other popular Insta vintage fashion, and the vibe could be described as walking the line between the wardrobe of the 1995 movie Kids and your local Brandy Melville. Shop here if you want to look like the bad b*tch skater your mom may have warned you about.
Trois
For girls into sophisticated basics and slinky going-out tops in classic earth tones, Los Angeles-based label Trois [32] is for you. Fans like Kate Bosworth [33] and Dua Lipa can appreciate the fluid combination of "elegance, femininity, and sensuality" in its versatile dresses, which can be transitioned from the office to dinner and drinks with ease.
I.Am.Gia
Melbourne-founded label I.Am.Gia [34] has become the new standard for a brand born on social media. At a price point that's much lower than couture but higher than fast fashion, I.Am.Gia won the hearts of the model squad, Suki Waterhouse, Billie Eilish [35], and so many more 2019 fashion icons. The cult following behind the brand's baggy cargos and futuristic crop tops is proof that influencer culture has some serious pull when it comes to fashion.
Dyspnea
Your perfect festival fit is living somewhere in Aussie brand Dyspnea [36]'s website. Its ultra-sheer, embellished pieces are reminiscent of a fairy-tale Barbie, and they are SO pretty. Fans of the label, affectionately referred to as its "Pussy Posse," include Bella Thorne, Jorja Smith, and Miley Cyrus [37]. Dyspnea's edgy yet romantic pieces are only available to purchase online, and were described by the designer Jameen Zalfen as "for the go-get-it-girl who loves to dress up and who is happy to stand out."
Lykke Wullf
Danish-inspired label Lykke Wullf [38] wanted to combine "effortless California cool, Scandinavian minimalism, and a European appreciation for eccentric, unconventional beauty," and designer Jemma Swatek has done just that. The brand's Insta-worthy patterns and polished fit are ideal for any eager fashion risk taker aspiring to dip into a more modern look.
Sézane
Sézane [39] is a household name in France, but the Parisian brand is just starting to gain traction in the United States, thanks to social media. Its collections, worn by celebs like Vanessa Hudgens [40] and Lily Collins, are making sustainable fashion look authentically French and undeniably chic. Jane Birkin in the '60s + the environment = good combo. If roaming around a European city with ice cream is your desired aesthetic, Sézane has got you covered.
Frasier Sterling
The creator of jewellery line Frasier Sterling [41] wanted to make accessories that were current enough to be worn by the elite, and affordable enough to be purchased by anyone. The Jenners, Hadids, and crew are frequently spotted in the brand's customizable lettered chokers and edgy earrings, and the pieces are seriously wallet-friendly. The line dabbles in both statement and minimalist designs that can be worn layered or styled alone.
