Much like millions of others, I’d be lying if I didn’t admit to spending far longer than recommended browsing my social feeds. I’m a sucker for Zuckerberg’s targeted ads and can occasionally catch myself believing that my algorithm knows me better than my own family, sad but regrettably true.
The truth is, today fashion brands are ever-changing for a highly-engaged consumer base who scroll the breadth of the internet in seconds in search of the ultimate purchase.
Products are zingier and more eye-catching, with exceptionality and difference being the quality that allows a small clothing label to stand out in a sea of competitors.
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Not to mention the idea that Instagram allows my borderline-Millennial self to plug into the zeitgeist and capture the culture of Gen-Z, for better or for worse. When discovering a new Instagram label I’m tapping into the newest pieces that nobody else has, it’s easier to find those hidden gems and uncover the next It-brand or must-buy.
It’s a shopping habit that can be fulfilled on the commute to the office, sitting at home watching television or on your coffee break.
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Not to mention the fact that browsing Instagram’s selection of small, up-and-comers nourishes that angelic part of you that wants to support small businesses and shop well. For now, I’ve whittled it down to a shortlist of the six best brands that I wish I was keeping secret…
Poster Girl
Fresh off their first London Fashion Week show, Poster Girl’s candy assortment of colourful dresses are a viral internet sensation with a cult celebrity following. Created by Francesca Capper and Natasha Somerville, who met at the renowned Central Saint Martins College of Art & Design, you’ll have spotted their designs on Kylie Jenner, Dua Lipa and Maya Jama.
Pick out the brand’s signature cut-out dresses and tops that come tightly fitted to the body. Whilst some of their range hits a much higher price point, their trademark dresses and tops start from £69. Choose Poster Girl for a sun-soaked holiday or a night out with friends. Your favourite new party dress, I promise.
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Peachy Den
Experts in comfort, Peachy Den’s collection mixes luxury loungewear (see it’s velour jumpsuits and cardigans) with practical, trend-led fashion pieces. The entirety of the collection is made in and shipped from London, with all fabrics, where possible, sustainably sourced from the UK. To further its dedication to sustainability, Peachy Den’s off-cuts are even used to make scrunchies and sold on Depop.
Loved by the coolest girls on the internet, such as Mahalia and Mia Reagan, Peachy Den’s biggest hitters include the Elle bra and matching bolero and their range of wrap-over midi skirts with a sporty edge. Plus, check out the Monica cropped cardigan that gives a serious nod to that sought after, mid-Nineties style. Trust me, Peachy Den will instantly become your weekend best friend.
What to shop:
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FRKL
The brainchild of TV presenter, podcaster and all-round Instagram star Angela Scanlon, FRKL (pronounced freckle) specialises in buildable, customisable jewellery. From it’s The One chains to the Hero Hoops, pieces come ready to be lovingly customised with gorgeous charms.
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July Child
This is where things really get exciting: find initial charms, colourful chameleon rings and a chic under-the-sea inspired range which includes my personal favourite, The Pearly Gates. The best part? You can interchange your charms all the time, so no jewellery look will ever be the same.
Wear them mis-matched to capture the brand’s bohemian feel or play it safe with a matching set.
Founded in Manchester, July Child started by curating an edit of the best vintage inspired pieces, pretty pastel rings and cutesy charm bracelets. Now, the self-proclaimed “rascals of the jewellery world” have since started their own collection filled with Y2k inspired jewels.
The delightful smile-inducing designs are a TikTok-ers dream, plus they manufacture everything in small batches to avoid waste and all the packaging is recyclable.
Since the brand’s inception in 2017 its Instagram has gained a cult following, capitalising on the trend for natty nail art and colour-pop rings. For fabulously fun fingers check out the swirly heart styles or July Child x Eyland Wavy Days collaboration, then get straight to the nail salon for a mani to match.
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Musier Paris
Instagram star Anne Laure Mais created Musier Paris in 2018. A collection filled with contemporary pieces that possess a dreamy vintage spin, it’s a favourite among Insta It-girls including Camille Charriere and Nana Agyemang.
Ankle grazing dresses with skin-baring open backs, classic French stripes and luxe silk scarves are combined to create a wardrobe filled with that Parisian je ne sais quoi.
Look out for the Lena top, with its detailed pearly straps or the Virgil knit’s wide collared chic, plus Musier’s collection of wide-legged trousers are the epitome of louche luxury. Get this cool-girl label on your radar right now!
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Fruity Booty
Fruity Booty counts our favourite fashion icons Kendall Jenner, Dua Lipa and Ariana Grande as fans of their fabulously fun approach to underwear. The entire collection, made from deadstock (left over materials) and sustainably sourced fabrics, consists of charming lingerie sets and cool-girl separates.
Inventively coined demi-wear, a clothing type that sits between underwear and outerwear, you’ll tap into this season’s lingerie-for-the-day trend with the brand’s graphic printed tees layered over matching bras.
From pretty, embroidered bras to thongs stitched with their signature cherry motif, Fruity Booty’s pieces feel fresh and unapologetically fun, because who wouldn’t want pants that come with matching gloves?
What to shop
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