A clever combination of influencer outreach, aesthetic curation and flash sales have fast-tracked these brands to Insta-fame
Instagram has become the ultimate showcase for high-end and high-street labels alike. Instead of jostling for your attention in a crowded department store, on Instagram, brands can grab your attention quickly with eye-catching photos. Plus, they can curate the look and feel of their space totally, and they don’t have to compete with bigger brands for attention. They can completely own their page, and if they capture trends at the right moment, they have the power to blow up much more quickly than they would do offline. Among the swathes of stores and labels vying for your attention are a sizeable number of brands who are getting their Instagram content absolutely right. Their curation, captions and commerce are on point, and we can’t wait to see what they do next.
1. Faithfull The Brand
Lovers of all things floaty and whimsical, Faithfull The Brand’s feed will have you wishing for a permanent summer. They’ve perfectly tapped into the flower-girl movement, with breezy maxi-dresses, cute ditsy prints and some seriously sweet sweetheart necklines. Perfect for bringing a bit of boho charm to the city. They’ve got a 636k strong following and their looks are worn by lots of models and fashion creators the world over. Tipped to be the next Realisation Par…
Founded by creator Jeanne Damas, Rouje has been a slow-burner on Instagram that’s turning into a smash hit. Parisian It Girl Damas designs everything herself, with sundresses, cute cardigans and silk fabrics all featuring heavily. It’s a very tactile, elegant range with shapes to flatter a city-slicking vibe. The brand has also made a foray into beauty with lipsticks and nail polishes, but it’s the wardrobe offerings that have their 645k followers most hooked.
3. Fleur Du Mal
Fleur Du Mal are well known for their lingerie offerings, but their recent foray into womenswear has given them a whole new audience. From elegant pajama-style separates to slip dresses and printed blouses, the brand is so much more than smalls now. They have options for layering and for statement pieces, with plenty of silk, satin and lace to add a playful touch. With 150k followers, the brand are still somewhat under the radar on Instagram, but their ready-to-wear offerings are just begging for a space on your feed.
4. Honna London
Sleepwear has never been so chic. Founded by editor Barbara McMillan, Honna London make PJs so good you’ll want to wear them out of the house – and you probably actually will! Reinventing some classic sleepwear shapes into daytime separates as well as offering some very “room service please” nighttime options, this brand is seriously under the radar with under 5k followers. We expect to see big things from them soon, so follow now for a front row seat on all their happenings.
5. Florence Bridge
London-based brand Florence Bridge is all about sustainable style. Stocked in Wolf & Badger and Harvey Nichols, they make all things beautiful for your wardrobe and your home. Think bold printed shirts, floaty skirts and a whole lot of texture with faux fur and satin. It’s feminine but still rock’n’roll, with pieces for going out out as well as for important work meetings. Playful, fun and chic, it doesn’t get much more London than Florence Bridge. With 12.7k followers, they’re well-positioned to be the next Molly Goddard.