You’re only as big as your Instagram following — that’s the reality for emerging fashion labels right now as more and more of them ditch analogue traditions in order to get straight to the heart of your wardrobe.
The brands call it “direct to consumer” and depend entirely on the new wave of celebrities (influencers) to make it work.
Early adopters and masters of the art include Ganni — a Danish ready- wear label which is on its way to becoming a globally recognised label, thanks to the support of the online community — and Rixo London, which, save for endorsement from actress Sharon Horgan who wore dresses from the brand on her TV show Catastrophe, has built a whole business out of online love.
The knock-on effect of this success is a host of emerging labels which, liberated from the responsibilities traditionally faced by fashion labels (see catwalk shows and lengthy negotiations with department stores), are able to identify and communicate with their customers directly through a phone screen.
It’s a freeing development both for the brands and the customers who, in stumbling across a new hot label online, get the same gratification they once did when finding the perfect pair of vintage 501s in a charity store.
As Instagram further cements its position as a social retail site — since inviting advertising onto its feed, the social media platform is determined to deliver sales to retailers — there are also lucrative opportunities for new business. Here’s what we’re “liking”:
@RealisationPar
Cult following: 427K
The hero: The Vivienne dress, as seen on Rita Ora
Proof of this US brand’s covetability is the fact that its dresses typically sell out within a day of being sold online and, unprecedentedly, have be known to sell for more on resale sites. Realisation Par specialises in individual items and operates outside the standard season. The label, which is difficult to track down in the UK, enjoys a major celebrity following — see model Kaia Gerber and actress Margot Robbie.
@ThisisAeyde
Cult following: 37.6K
The hero: The Moa flat
A true contemporary footwear brand, Aeyde is digital first, meaning the bulk of its business takes place on its website and more recently at net-a-porter.com. Instagram, then, has been crucial to its rise, with its lo-fi aesthetic receiving high praise from those pining for Phoebe Philo’s Celine. A collaboration with style plate Lucy Williams stands as proof.
@Galleria_Armadoro
Cult following: 29.7k
The hero: The turquoise gold vermeil collection
You’ve heard of “shop the look” but shopping the ear of your favourite influencer may be news to you. This is where Galleria Armadoro’s genius lies. The Greek brand’s USP is well-priced jewellery that’s perfect for stacking/layering/etc. Kristen Stewart is a fan.
@Danselente_official
Cult following: 66.2k
The hero: The Johnny bucket bag
Danse Lente, “slow dance” in French, is a London-based accessories brand which is emerging as a handbag super-force.
Its iconic bucket bag rivals Holly Willoughby’s blow dry where Insta airtime is concerned. Fans include Camila Coelho, an influencer with seven million best (online) buds.
