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Brand To Know: I.AM.GIA.

It's the seen-everywhere brand favoured by the likes of Kaia Gerber, Emily Ratajowski and Bella Hadid that you've never technically heard of – until now.

You may have never heard of the name Alana Pallister, but there’s a really high chance that you’ve come across one of her designs before. Scroll through Instagram on any given day and you’re bound to run into her brand, I.AM.GIA. With regular customers like Bella Hadid, Kaia Gerber and Emily Ratajkowski, Pallister already has all she needs for Instagram gold.

The backstory behind I.AM.GIA. doesn’t trail to far from the the idea of an It girl. Pallister was inspired by the power of social media and started looking for ideas on the same topic. The designer loved the film Gia, which follows the rise of Gia Carangi, one of America’s first supermodels. The brand started first with four capsules inspired by Carangi, then quickly evolved to something more universal. “The concept behind Gia was to create a character that every woman could embody and feel empowered by,”she told Glamour. That also meant keeping her prices affordable.

The amount of recognition that I.AM.GIA earned in less than a year – they launched in May 2017 – is actually insane. A huge turning point for the brand was when she received a direct message from Bella Hadid’s stylist to send over a couple of pieces for Paris Fashion Week. Since then, Candice Swanepoel, Romee Strijd and Madison Beer have also connected with the brand through social media and Pallister’s name is no longer a stranger in the fashion industry.

Badass, strong and independent are some of the words that are used to describe the style of the brand. Think reimagined cargo pants or a black PVC bodysuit or checks that look part preppy, part don’t-mess-with-me. For now, I.AM.GIA. is available over at their website, or on Dollskill and Urban Outfitters.

What To Read Next: Move Over Millennial Pink, You’re Being Taken Over By Purple, If You Can’t Get Your Hands On Vintage, Consider These Lookalikes Instead and 3 Eyewear Brands To Know That Are (Already) Taking Over Instagram | Cover Image: Natalyn Chan

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