There's a New Wave of Instagram It-Bag Brands

When it comes to cult handbags, emerging brands can become power players overnight thanks to a couple of Instagram posts. Danse Lente, Wandler, Staud and Simon Miller all produce bags that are easily identifiable and have an accessible price point of £500 or less. These are certainly an investment but an investment that is more realistic for those of us not on investment-banker salaries.

This hype around bags by smaller labels doesn't seem like it'll slow down any time soon, as there is a new wave of Instagram It-bag brands emerging in 2018. You probably aren't on a first-name basis with some of these brands just yet, but after four weeks of street style pictures in September (aka fashion month), we think you will be. These three brands are all doing something a little different, making them truly stand out on our Instagram feeds. From wicker belt bags to a dreamy zebra-printed mini shopper, keep scrolling to shop the new wave of cult bag brands.

At Net-a-Porter's A/W 18 trends presentation, Lisa Aiken, the retailer's fashion director, declared New York–based label Trademark the new Instagram It-bag brand. Its bags are all under £400 and look really luxurious, thanks to the use of croc-effect leather and vintage silhouettes. The Harriet bag below has officially stolen our hearts.

Come September, we have a feeling these animal-printed shoppers will be in every other street style picture. Hayward's founder, Marin Hopper, is the daughter of actor and director Dennis Hopper and actress and author Brooke Hayward. She writes on the Hayward site, "It was impossible for me to end up in a career that was not somehow connected with the art of making things."

Brother and sister Belinda and James Yu discovered that their grandmother created handwoven wicker baskets in China before she moved to England. This inspired them to create their own basket bags using the traditional techniques their grandmother followed.

Next up, see our guide to the key trends for A/W 18.