Thanks to Instagram, "French" and "Scandi" Style Are Becoming Myths

When I visited our L.A. offices earlier this year, one of the editors there (who lives 5437 miles away from me) was wearing a Rixo dress, a Staud bucket bag and a pair of boots that I had in my suitcase back at the hotel. Cult items that are popular on Instagram, it seems, are like McDonald's Happy Meals and Starbucks frappuccinos—they are just as alluring whether you're in Paris, Philadelphia, London or Los Angeles. Globalisation in fashion is nothing new—the likes of Zara, Topshop and ASOS have all shipped internationally for some time. What has changed, however, is the speed at which trends translate internationally. Small labels that are just finding their feet can become global sensations overnight, and outfit ideas cross continents in the time it takes to publish one Instagram picture.