We're not saying we're hipsters or anything, but there's nothing quite like the thrill of unearthing a new brand that's flown relatively under the radar since its inception —especially when you discover it from the comfort of your own couch. It's exciting to find a new designer that has the potential to replace your problematic Zara habit — or, at least, to supplement it.
Because Instagram can turn a normal shopping trip or late-night scroll through social media into a race to find the next big thing before anyone else, retailers like The Frankie Shop, RE/DONE and Need Supply that were once insider gems have all but gone mainstream. Great news for them, sure, but bad news for anyone who doesn't enjoy showing up to work wearing the same track pants as multiple coworkers.
Luckily, there are always new labels and retailers still bubbling to the top and, like clockwork, the street-style set is taking notice. Read on to learn about a handful of cool-girl brands that Instagram stars are buzzing about, meaning that they're likely to blow up your feeds in the months ahead.
If there's ever been a reason to put a pause on your Zara addiction, it's Pomelo. This trend-driven retailer sources products from design studios in Bangkok and Seoul, among other Asian cities. Prices are super-accessible, but because Pomelo isn't mainstream, the chances of you stocking up on the same exact pieces as your friends or colleagues is slim.
I. AM. GiA
This Korean retailer is a trove of Insta-worthy products that nobody else has even heard of — yet. Those circle-pull boots you've been seeing around? W Concept had them three seasons ago.
Formerly Achro, Mijeong Park is a California-based brand that leans more New York City than Los Angeles with its elevated, thoughtfully designed basics. The brand's perfectly cozy, tissue-ribbed sweaters might not be an Insta-sensation, but we're betting you'll be seeing the burnt-orange robe coat everywhere this winter.
The contemporary Budapest-born line launched in 2005 first as a childrenwear brand, picking up steam throughout 2017 and since amassing nearly 70,000 Instagram followers. Not only are designer Sandra Sandor's designs carefully constructed, but they're at once unfussy and on-trend — the key to winning Instagram.
Oak + Fort
If you've spent even a nanosecond on Instagram in the past few months, you've undoubtedly come across Oak + Fort. The Canada-based retailer banks on simple silhouettes in neutral colors, all priced surprisingly within reach.
Another Canadian gem, Cuchara has quietly been making the case for edgy, maximalist accessories for years. Designer Edilou Canedo's bold hoops, heavy chains and grunge-inspired belts are proof that jewelry's delicate phase is over.
Even if you don't know Ganni by name, you'd certainly recognize the Danish brand's designs: cheeky tees, oversized coats and separates that run the gamut from chunky wool sweaters to flowy skirts are all part of Ganni's repertoire. Plus, the brand already has a dedicated, highly popular hashtag, #GanniGirls, that's a great source for daily outfit inspiration.
Zara's sister store only just launched stateside in October, but it's already working its way into our collective feeds. You can expect youthful designs in similarly trendy silhouettes — all for the same affordable prices.
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.