Instagram is a platform that spotlights the new, where celebrities and influencers act as a kind of millennial shepherd, herding their following towards emerging, under-the-radar brands.
Trusty fashion indexing site Lyst has scoured Instagram over the year to monitor spikes in searches, likes, mentions and tags, and have ranked the most popular brands on the platform. These are the results.
Stine Goya, the namesake brand of the Danish designer, is the latest star of the Scandi scene, and the antithesis of the paired-down neutrals of its native brothers. Think startling pinks, powder blues and sprinklings of crystals. Bold, feminine and playful.
Browse the website here
Founded by Jeanne Demas in 2016, and with Parisian sophistication at its heart, Rouje Paris has fast become the latest 'French Girl' aligned brand to set the fashion industry alight. And with a newly-launched beauty line, it's no longer constrained to clothing, but lifestyle in general.
Between the months of July and December, there were 9,000 searches per week for Rouje Paris' Gabin Dress.
Browse the website here
With a LA aesthetic, affordable brand Faithfull saw searches for its designs surge by 12% over the year. Expect flowing, lightweight dresses, nautical stripes and off-the-shoulder tops.
Browse the website here
Both relaxed and sophisticated at once, Budapest-based brand Nanushka's denim jumpsuits and dresses have become an influencer-favourite for good reason.
Designed with the nomadic woman in mind – because founder Sandra Sandor knows we don't stay in one place for long – there's everything from super-soft tees and wide leg trousers to day-to-night dresses.
Browse the website here
A ready-to-wear and bag brand with bite. Founded in 2015 by the former fashion director at Reformation, Staud is an LA label that has had some serious Instagram success, mostly due to its Moreau bucket bag and boxy, partially-transparent Shirley bag.
Browse the website here
Ganni will give you a shock to the system if you thought Danish style was all about mid-century angles, neutrals and minimalism. With whimsical, folksy prints, beautiful colour and a bit of quirk, Ganni has gained on the fashion pack this year.
Browse the website here
After the 'Naomi' skirt as much as broke the internet this summer, no one could ignore the stratospheric rise of Australian brand Réalisation Par.
Co-founded by Alexandra Spencer (pictured) of the achingly cool @4thandbleeker and Teale Talbot, it's the fashion sets go-to uniform for seasons to come.
Browse the website here
Italian designers Gilda Ambrosio and Giorgia Tordini came together to form Attico, a brand boasting decadent designs that are made to be flaunted.
Think silken skirts and bags stitched with dragon embroidery and violent flashes of sequin. The new-gen party girl's favourite dress.
Browse the (stunning) website here
Founded by Yael Aflalo in 2009, cultish LA brand Reformation operates under the strap-line 'we make killer clothes that don't kill the environment' and has been a huge success in America, with three stores now in LA, Soho and New York's Lower East Side.
It's the leader that pens the way for all the other Cali-cool-girl brands to make their own rise to the top, and what's more, it delivers to the UK.
Browse the website here
'Look beyond the sneakers, look how they are made', says ultra-cool, ultra-ethical shoe brand Veja. Made with classic minimalist sneaker design in mind, we want these sustainable kicks. Fitting in seamlessly amongst the Guccis and Nikes of the world at Dover Street Market, you can also find them at Selfridges, Matches and Net-A-Porter.
Fashionable feet with a clean ecological footprint.
Browse the website here
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