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These Are the Brands Instagram’s It-Girls Are Obsessed With

We did the scrolling so you won't have to. Before you begin navigating the endless conundrum that is online shopping, you might want to start with these six brands.

Too much of anything is bad. Mark Twain didn’t know it then but his philosophical adage is just as applicable to the more frivolous things in life – like fashion. The fashion industry is notorious for its relentless, breakneck pace: new labels are conceived every other day across the globe, collections sell out even before news of its release reaches you and brands make complete 360 degrees turn on their aesthetic in the blink of an eye. If you don’t work in fashion, it can all be a bit much to have a handle on.

Here’s where Instagram and it’s It girls jump in to the rescue. Experts in navigating the crowded marketplace, they curate the labels worthy of notice for the rest of us who, unfortunately, don’t do fashion for a living. To further sweeten the deal, we have done the scrolling for you to pull together a rundown of noteworthy brands approved by the cool girls of Instagram so you don’t have to. You can thank us later!

Cecilie Bahnsen  

You could think of Danish designer Cecilie Bahnsen as fashion’s fairy godmother of the moment. Bahnsen has built her design vocabulary around ethereal designs tinged with a distinct sense of whimsy and otherworldliness. Working with novel fabrics to create voluminous silhouettes, Bahnsen’s universe is a hyper-feminine playground for the girly girl. We’re looking at dainty floral printed dresses with billowing sleeves fit for the prairie girl, dainty tops and poofy midi skirts perfect for a tropical vacation or the everyday wardrobe if you live in a part of the world where it’s summer all year around.

Rosie Assoulin

If you were to walk into a room wearing Rosie Assoulin, you best be assured you’d be turning a few heads. Fearlessly bold with her punchy colour palette and oversized proportions, Assoulin tempts women to take a step outside their comfort zones. Since launching her New York-based namesake label in 2014, Assoulin has become a darling amongst some of the fashion circuit’s most stylish women – Leandra Medine counts herself as an ardent fan and amongst the brand’s set of returning front-row guests. Leaning towards the more feminine end of the spectrum, the eccentricities at Rosie Assoulin serve as a reminder to have fun with fashion. Dress to express!

Peter Do

For the ladies who feel more at home in the men’s department, you are due to count Peter Do as your holy grail. Having previously cut his teeth under Phoebe Philo and Derek Lam, Do eventually branched out on his independent venture last year. At his eponymous label, Do adds his signature touches to elevate the building blocks of a wardrobe. For instance, at Peter Do, you would find a tailored blazer rendered in an innovative fabric, an unsuspecting turtleneck with a wide cut-out at the back or a dress cut at an unexpected asymmetry. There’s an unmistakable masculine slant, too. In the words out of Tyra Banks, Do’s designs are what we would describe as staple wear but made fashion.



Founded in 2017 by designer Josh Goot and Vogue Australia’s fashion editor Christine Centenera, Wardrobe.NYC is a game changer in the fashion industry. Going against the conventional business model, the brand builds its capsule collections around four to eight wardrobe staples at each time. Their goal: fostering a sustainable consumption pattern amongst consumers. At Wardrobe.NYC, minimalism takes the forefront in both its aesthetic and ethos. Its classic, monochrome pieces are crafted to withstand fashion’s fleeting timeline and last in your wardrobe for seasons at end. Take it from us, quality wardrobe basics are hard to come by. Wardrobe.NYC is also a step in the way for those looking to sharpen their eco-consciousness. If anything, sustainability is THE trend to get behind.


Copenhagen-based Danish label Ganni traces its beginning to almost two decades ago in 2000 but it might have only been in recent years that you have caught wind of the label. Conceived by husband-and-wife duo Ditte and Nicolaj Reffstrup, the brand’s  identity remains rooted deeply in its hometown Copenhagen. There’s always something that catches the eye in a Ganni outfit – if it’s not the loud print, its a bold silhouette or a novel material. The #GanniGirl (it’s a legitimate thing, look it up) is one who has a penchant for playing mix-and-match. Clashing animal prints? A Victorian blouse with cowboy boots? A printed dress with sneakers? Nothing is ever TOO wild at Ganni.



Danish brands are having their moment in the limelight. Rotate is the third on our list hailing from the hygge-filled capital city Copenhagen. Conceived by street style maven Thora Valdimars and her partner Jeanette Friis Madsen, Rotate takes its cues from the 80’s – that means going OTT on colours, prints and silhouettes. The party-appropriate numbers from Rotate are your cheat sheet to making an entrance at a party, getting the attention of the boy or heck, just dressing up for a good time! The year-old label’s high octane dresses will put even the Christmas grinch in the mood for a party. With the holiday season right around the corner, you know where to look to put yourself on the season’s best-dressed list.

What To Read Next: A Study in Street Style: Thora Valdimars, Brand to Know: Petite Studio NYC and Beauty Wars: The Best Eyebrow Products on Our | Cover Image & Text: Kames Narayanan

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