The way we shop for apparel is changing. Brick and mortar high street stores are losing popularity to online fashion boutiques. The driving force behind fashion trends is evolving too. Celebrities are still trendsetters but we’re following them from the squares of Instagram rather than pages of magazines.
Social media platforms such as Instagram and YouTube have made it possible for anyone to become a fashion influencer. They’ve also levelled the playing field for smaller brands without a huge marketing budget to make a name for themselves.
Want to see what’s in? Just head to Instagram and see what your favourite influencers are wearing. The chances are it came from one of these boutiques:
LA-based sustainable brand Reformation was founded in 2009 and grew quickly after it attracted a following that includes Rihanna and Taylor Swift.
The pretty floral tea dresses don’t just look good, they’re kind to the environment too. All of Reformation’s pieces are made from eco-friendly fabrics and recycled vintage clothing.
While UK fans of Reformation usually have to wait for their items to be shipped from the US, the brand launched a new collection for the UK at Browns this summer.
Price range: dresses range from £60 to £330, and tees are around £25.
Danish brand Ganni is known for its feminine wrap dresses teamed with denim and chunky boots. Founded in 2000, husband and wife team Ditte and Nicolaj Reffstrup set out to break away from the androgynous and bohemian stereotypes of Scandi fashion and bring affordable luxury to a wider audience.
The brand quickly amassed a following on Instagram, where influencers were falling over themselves to tag their photos with #GanniGirls. Ganni’s quirky and cool style has influenced street style from London to New York and beyond.
Price range: dresses range from £120 to £500, denim starts at £130, and accessories from £15.
3. Spell & The Gypsy Collective
Inspired by vintage films and the bohemian free-spirited vibe of the brand’s home in Australia’s Bryon bay, Spell & The Gypsy Collective has been going from strength to strength since its conception 10 years ago.
Since then Spell has become a favourite brand of Instagram-loving celebrities including Miley Cyrus, Sienna Miller and Chrissy Teigen, and regularly works with influencers on campaigns for new collections. Close to 100,000 people follow the brand on Instagram and retailers stocking its clothing include Free People and Shopbop.
Price range: dresses from £60 to £150, tees around £40, and accessories from £25
Italian designers and influencers Giorgia Tordini and Gilda Ambrosio founded Attico in 2016. The label became one of Instagram’s most wanted after model Rosie Huntington-Whiteley was photographed in a sparkling Attico outfit.
Attico does sequins, velvet, and all things glitzy and glamorous very well. In fact the inspiration behind the brand comes from the opulent fabrics of vintage furniture. These jewel tones and light-catching fabrics makes Attico dresses ideal for the upcoming party season.
Price range: dresses from £700 shoes from £450
5. Faithfull The Brand
Faithfull The Brand is another fashion label that’s made a name for itself on the ‘gram with currently a 470k-strong following.
Its summery print dresses and casual holiday separates are a favourite with travel bloggers and jet-setting style influencers including Julie Sarinana of Sincerely Jules, and Natasha Oakley.
All the brand’s pieces are designed and produced in Bali, Indonesia, using hand dyeing and printing techniques.
Price range: dresses range from £120 to £160, swimwear around £130
6. De La Vali
Describing its signature style as “the free spirited and bohemian essence of Ibiza summer clothing”, De La Vali mashes feminine long flowing dresses with clubwear styles for a striking look.
De La Vali’s chiffon polkadot Juliette dress became insta-famous this summer everyone from Kate Moss to Paris Hilton seemed to be choosing it as a wardrobe favourite.
The brand, which is designed and produced out of London, has now launched an exclusive capsule collection of party dresses for Selfridges and is going from strength to strength.
Price range: dresses range from £300 – £750
Rixo is a London-based label that has become a runaway success thanks to Instagram and fashion influencers. Their Georgia wrap skirt and silk leopard-print Gracie skirt were huge hits, spawning copies all over the high street.
The brand is known for its vintage-inspired pieces with hand-painted prints that are designed to be worn everywhere from the office to a wedding or at the beach. Rixo also aim to be accessible and inclusive to anyone – their clothing is designed to look as great at 60 as it does at 20.
Price range: dresses range from £165 to £455, accessories start from £18
French label MaisonCléo is designed and created by a mother and daughter team and manages to achieve a combination of perfect chic Parisian style blouses with genuine exclusivity – most of the items on the website are constantly sold out because Cléo herself hand-sews every piece.
Not only is the clothing gorgeous, but it’s also ethical. The fabrics are sourced from discarded leftovers from couture houses. The pair restock their online shop once a week and each order comes with a scrunchie – a nod to Cléo who always matches her outfit with her scrunchie.
Price range: £90 to £220
9. For Love and Lemons
LA-based For Love and Lemons mixes bedazzled lingerie with romantic and girly dresses for a look that blends femininity, confidence, and individuality.
The brand’s swimwear was a particular hit on Instagram with lingerie-like crochet and lace details, but it’s the dresses that steal the show on the #forloveandlemons tag. The brand has also been seen on the likes of Kourtney Kardashian and Vanessa Hudgens.
Price range: dresses from £160 to £250, bras from £65 to £170.
10. Réalisation Par
Réalisation Par is most famous for its silk leopard-print midi skirt that sent the Instagram community into a frenzy this summer. The £130 skirt was so popular it even had features dedicated to it in Harper’s Bazaar, Grazia, and Teen Vogue magazines.
The skirt worked due to its flattering shape and flexibility for dressing up or down – it’s appeared on Instagram grids everywhere from the beach to the office. The rest of the line is full of equally wearable pieces including floral print blouses and ruffled wrap dresses.
Price range: £110 to £200 for most dresses and separates