Instagram-famous fashion brands loved by editors and street style influencers: Orseund Iris, By Far, Miista, Khaite, etc
Next big thing
The advent of social media has radically changed the landscape of how fashion is being consumed. These free-to-use platforms, such as Instagram, have allowed small, burgeoning brands to advertise their products and reach potential customers globally, even if the labels do not have the balloon budgets of the LVMHs and Kerings of the world.
Cult Gaia is one such example. The brand first shot to fame with its Ark bag, a design so well-loved, it has since been replicated and faked countless times. Other influential names that kickstarted (and blew up) online include Reformation, Poppy Lissiman, Everlane, and Missguided.
But because the social media realm is such a crowded marketplace easily dominated by the big dogs, we sussed out relatively indie fashion labels that deserve your love — and moolah. And who knows, they could be the next big thing to dethrone the titans.
Who they are: Khaite (pronounced “Kate”) came from the great mind of Parsons School of Design graduate Catherine Holstein. She started her business in 2016 after Barneys New York buyer, Julie Gilhart, picked up her thesis collection.
What they are known for: Their repertoire of it-bags and feminine yet sporty take on womenswear.
Greatest moment(s): Khaite went viral recently, when Katie Holmes was photographed in the brand’s cashmere cardigan and bra set, and after Instagram account @thebigbagclub blew up the Circle Large Leather Tote to hilariously enormous proportions.
Who they are: Fashion Institute of Technology graduate Lana Johnson created Orseund Iris (at the encouragement of her mother, the founder revealed to us in an exclusive interview) in 2016.
What they are known for: The cheeky tube tank with underboob emboss that went viral overnight.
Greatest moment(s): Orseund Iris boasts a stable of high profile fans such as Bella Hadid, Dani Song, and Nicole Peltz. The brand is also stocked exclusively at Net-a-Porter.
Who they are: A London-designed, Spain-handcrafted footwear label created by Laura Villasenin in 2010.
What they are known for: Shoes with unexpected silhouettes and details such as cardboard-like heels and ruched lines.
Greatest moment(s): Sienna Miller, Anne-Laure Mais, and Euphoria actress Barbie Ferreira are but some of Miista’s greatest supporters.
Who they are: Founded in 2017, MaisonCléo is the brainchild of a mother-daughter duo Nathalie (commonly known as Cléo) and Marie Dewet.
What they are known for: Handmade pieces by Cléo, a seamstress by training, using deadstock fabrics such as cotton, silks, and wool.
Greatest moment(s): Their pieces have found favour with the likes of Emily Ratajkowski and Man Repeller’s Leandra Medine.
Who they are: Art history graduate Paris Starn thought of Paris 99 in 2018 after receiving repeated requests from followers and stylists for outfits she made for herself.
What they are known for: Dresses made with gingham and adorned with scallop edges that were the subject of a plagiarism claim filed by Starn against the creative designer of South Korean girl group Red Velvet (see: “Umpah Umpah” music video).
Greatest moment(s): Paris 99 is exclusively sold at Opening Ceremony, and the label presented its first New York Fashion Week runway show at the recent spring/summer 2020 season.
Who they are: Stylist Dana Roski and model Joyce Binneboes joined forces to create the multi-label boutique Wald in 2012 and later, launched its first jewellery collection in 2018.
What they are known for: Wald Berlin draws inspiration from wanderlust and childhood nostalgia, with motifs of shells, colourful beads, and pearls present throughout their collections. Wald Berlin jewellery are handmade by a collective of women and grandmothers in Germany.
Greatest moment(s): Wald Berlin pieces have been sported by celebs and influencers including Gigi Hadid, Pandora Skyes, and Marion Cotillard. Stockist of the label include Net-a-Porter, Harvey Nichols, and Tsum.
Who they are: Formerly a designer at Reformation, Lara Pia Arrobio gave up her chance to work for Zara to start the label in 2016.
What they are known for: Feminine and stylish pieces with a touch of cool-girl sass that have become well-loved by Aimee Song, Emily Ratajkowski, and Erin Wasson.
Greatest moment(s): Besides the impressive Rolodex of fans, LPA is sold on Revolve and Zalora.
Who they are: New York-based designer Olivia Cheng started Dauphinette in 2018 after she discovered heaps of fur and coats at a vintage store while on holiday in Paris.
What they are known for: Sustainability is at the core of Dauphinette’s work — their colourful pieces are made with repurposed vintage outfits and materials. Painted designs are also done by hand.
Greatest moment(s): Saturday Night Live comedian Heidi Gardner have worn Dauphinette multiple times on the red carpet.
Who they are: Sunyuul Yie founded Yuul Yie in 2010, a South Korean footwear and bag label that manufactures in Korea with fine Italian leather.
What they are known for: Their Y-shaped trapezoid heels among other modern, sculptural designs.
Greatest moment(s): After years of being a cult label in Asia, Yuul Yie finally expanded to the rest of the world. Emma Roberts and Kaley Cuoco are supporters.
Who they are: A shoe and bag label founded by twins Valentina and Sabina Gyosheva, with their best friend Denitsa Bumbarova in 2016.
What they are known for: Square toe heels, mini bags, and other vintage-inspired pieces have gone viral among the fashionable crowd.
Greatest moment(s): By Far has been endorsed by the likes of Elsa Hosk, Bella Hadid, and American female pop rock band Haim.