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3 Jan

Underground Fashion Labels We Discovered Online

PARIS, FRANCE - SEPTEMBER 28: Model Romee Strijd wearing red flat hat, white tshirt, Fendi bag, red leather pants, white boots is seen outside Balmain during Paris Fashion Week Spring/Summer 2018 on September 28, 2017 in Paris, France. (Photo by Christian Vierig/Getty Images)

Social media has forever changed the way we shop. A quick scroll through Instagram lets us see what celebrities and models are wearing in real time, and there’s no greater thrill than stumbling across an under-the-radar brand endorsed by your favorite influencer. From Ruslan Baginskiy’s baker boy hats (beloved by Bella and Kaia) to the viral phenomenon that is I.Am.Gia, CR has rounded up 12 new and noteworthy labels we discovered via Instagram in 2017.

@orseund_iris
@orseund_iris

Orseund Iris

First came bra-burning and freeing the nipple. The latest subversive feminist statement making fashion waves is an off-the-shoulder knit featuring built-in underwire corset details. Bella Hadid, Kylie Jenner, and Nicola Peltz are fans of the signature “boob tops” and utilitarian jumpsuits designed by 25-year-old up-and-comer Alana Johnson.

@orseund_iris

PARIS, FRANCE - SEPTEMBER 28: Model Romee Strijd wearing red flat hat, white tshirt, Fendi bag, red leather pants, white boots is seen outside Balmain during Paris Fashion Week Spring/Summer 2018 on September 28, 2017 in Paris, France. (Photo by Christian Vierig/Getty Images)
PARIS, FRANCE - SEPTEMBER 28: Model Romee Strijd wearing red flat hat, white tshirt, Fendi bag, red leather pants, white boots is seen outside Balmain during Paris Fashion Week Spring/Summer 2018 on September 28, 2017 in Paris, France. (Photo by Christian Vierig/Getty Images)

I.AM.GIA

Less than a year old and already a favorite of the entire It model squad―this affordable (most pieces are under $200) Australian label quickly went viral after Kaia Gerber, Emily Ratajkowski, Romee Strijd and more were spotted out and about in its statement-making tops and sporty-sexy pants.

@i.am.gia.thelabel

@maisoncleo
@maisoncleo

Maison Cleo

One post from @emrata was all it took to spark a massive wait list for the Agnes blouse by this cult indie label run by a real French girl and her seamstress mother, who lovingly hand makes each timelessly chic item.

@maisoncleo

@ruslanbaginskiy_hats
@ruslanbaginskiy_hats

Ruslan Baginskiy

He’s the Ukranian milliner behind the baker boy caps Bella Hadid and Kaia Gerber can’t get enough of. “Everything I have, I owe to Instagram,” he told CR. “It’s the most powerful tool in our industry right now. The world is so big, but on Instagram we’re all together. [It] has given me, this unknown person from a super small town, the chance to really do something.”

@ruslanbaginskiy_hats

@Miaou
@Miaou

Miaou

Alexia Elkaim was on a quest to find the perfect fitting pants that would be universally flattering on all body types, so she launched her own denim line of curve-embracing jeans and trousers―cinched with signature grommet belts and pocket chains―that has taken off with the likes of Selena Gomez, Gigi Hadid, and Paloma Elsesser.

@Miaou

@takesh.eyewear
@takesh.eyewear

Takesh Eyewear

Over the summer, a specific pair of heart-shaped, Lolita-worthy sunglasses started popping up on cool girls from the Alrdidge sisters to Petra Collins and Carlotta Kohl. They’re created by downtown multi-hyphenate Niki Takesh, who drew inspiration from her personal collection of vintage cat-eye frames.

@takesh.eyewear

@acoldwall
@acoldwall

A-COLD WALL

Virgil Abloh, Aleali May, and all the cool hypebeasts are buzzing over this London streetwear brand by wunderkind Samuel Ross, who previously did stints at OFF-WHITE and Hood by Air, and is known for his envelope-pushing use of industrial materials.

 

@acoldwall

@rejinapyo
@rejinapyo

Rejina Pyo

The most Instagrammed dress of fashion month wasn’t by Balenciaga or Gucci, but an emerging London-based Korean designer gaining momentum for her punchy, structural clothes with real world appeal. Veronika Heilbrunner, Kate Foley, Pandora Sykes, and Jan Quammie were just a few street style stars snapped in her best-selling “Jamie” dress with a nipped-in waist, distinctive puff sleeves and a full skirt.

@rejinapyo

@walkofshamemoscow
@walkofshamemoscow

Walk of Shame

Andrey Artyomov has been a favorite of Russian fashion insiders for years now, and is finally getting the international attention he deserves. The Moscow-based designer does everything from crisp shirting to slogan-stamped snapbacks, but his slinky, KiraKira-worthy slip dresses, in particular, have caught the eye of CR stars like Caroline Vreeland.

@walkofshamemoscow

@markarian_nyc
@markarian_nyc

Markarian

Party perfect dresses are what Alexandra O’Neill does best. The rising star named her new NYC-based collection after the scientist who discovered the Markarian galaxies, and the elegant eveningwear―already worn by Emma Roberts, Ashley Graham and Carolyn Murphy―is fittingly out of this world.
@markarian_nyc

@wardrobe.nyc
@wardrobe.nyc

WARDROBE.NYC

If you’re anti-fast fashion and a fan of classic suiting, this is the new line for you. Launched in December by the inimitably chic stylist/consultant Christine Centenera and designer Josh Goot, this direct-to-consumer label offers four and eight-piece bundles of perfect essentials (the blazer, the shirt etc) for men and women.

@wardrobe.nyc

@1.61r
@1.61r

1.61®︎

Uniform. Utilitarian. Unisex. This laid-back, androgynous brand (named after the golden ratio) is basically all Freja Beha Erichsen wears when she’s off-duty―and that makes it a winner in our book.

@1.61r

Hannah Kim
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