You probably remember a time where every celebrity and their brother, auntie or great-niece started designing their own fashion collection. Most, bar a few memorable efforts (yes, we're talking about Kate Moss at Topshop) were a bit rubbish, but that's because the stars in question weren't necessarily fashion experts in their own right. Skip forward a generation, though, and there's now a flurry of style influencers who are setting up shop, creating their own ranges and knocking it out of the ballpark.
These are the girls who know the market inside and out. Given that they spend their days focusing on what looks good, what photographs well and what goes with what, who better to start filling some gaps in our wardrobes? Some brands have been so successful that you probably don't even know there's a blogger or influencer behind them. So as more of our favourite outfit makers and trend shapers set out on this fashion adventure, we thought we'd take some time to present you with the best creations coming out of this growing shopping sector. Go through the gallery to see our favourite It-girl brands.
Original Scandi cool girl Elin Kling set up New York–based Totême in 2014 alongside her partner, Karl Lindman. It is, as you would expect, a hotbed of hot, hot minimalism. You'll find luxe versions of wardrobe staples with minute attention to detail paid upon each. Elin hasn't actually been blogging for years now, but we'll forgive her when she's producing collections that are this chic.
Gilda and Giorgia Tordini are a core part of the Milanese fashion gang we love keeping tabs on. The pair just launched their own boudoir-inspired label, Attico. It centres around the kind of slip dresses and robes you can see the girls so expertly modelling here—and companies like Net-a-Porter and MatchesFashion.com have bought into it. It's currently selling like hotcakes, so, you know, act quick.
French It girl and model Jeanne Damas has been enjoying success this summer upon launching her own brand, Rouje. The hashtag #lesfillesenrouje has been filling up our Instagram feeds, and we've noticed certain pieces are constantly on reorder. The edit? Sassy little blouses, flirty tea dresses, micro-miniskirts to make demure types blush, excellent jackets, cute denim—need we go on?
Leandra Medine's shoe line is named after her site, Man Repeller, and it lives up to the wonderfully offbeat styling she and her team are so known for. MR by Man Repeller is the kind of brand where you can find rainbow-striped mega-platforms, pink plastic mules and cherry-embroidered slingbacks. Shop some discounted styles over on The Outnet.
Although Camille Charrière and Monica Ainley didn't set up the suiting brand Admise Paris, they have released a really comprehensive collaboration with the designer. Their #fashionnofilter range is named after the friends' podcast and is all but sold out, bar a few of this burgundy velvet jacket. Knowing this success, could a repeat order be on the cards? We hope so.
Ada Kokosar is a stylist and consultant who has just released a highly Instagrammable range of shoes under a separate line with Cesare Paciotti called Paciotti by Midnight. It's all about satin ruffles, diamanté trims and polka-dot mesh—our dream party shoes, basically. Shop the range at MatchesFashion.com.
Shea Marie of Peace Love Shea is a pro at sharing pictures of herself in swimwear, so it makes perfect sense that she'd create a super-successful swim line of her own—trend hitting, flattering and full of the kind of prints and details that look so damn good in a picture, Same Swim is on every other influencer's list too.
This piece was published at an earlier time and has since been updated.