In 2018, Instagram became what magazines—and soon, websites—used to be. Log on, and it’s easy to get lost in a rabbit hole of content. The downside is, of course, all that time wasted when you could have been doing something more productive offline. But, the upside of endlessly scrolling through IG is its element of discovery, allowing you to stumble upon brands, people, and places you otherwise never would have found.
Thanks to Instagram, under-the-radar brands like Stine Goya, Staud, and Rouje have grown their business in unprecedented ways. Here to document the hype of these “Insta-brands” is Lyst, who ranked the “most-wanted” fashion labels on the social media in 2018 by averaging searches, mentions, and tags. Although these brands all possess their own nuances, it’s clear they share a general vibe—bright colors and patterns, poufy sleeves, and “French girl”-style dresses—that makes them perfect Instagram fodder.
Here are the 10 brands that dominated our feeds this year:
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Since we started VEJA in 2005, we never had a corporate Code of Conduct. We did the contrary : on field, we have been developing ourselves fair trade supply chains in Brazil, working directly with organic cotton producers, and with rubber tappers in Amazonia. We spent years in Brazilian factories, learning how to make sneakers step by step. This was and still is the goal of VEJA, to change every step of the production chain from the raw materials to the stores. Since day one, we work with Ateliers Sans Frontières for logistics. This French reintegration association handles our warehouse. Thanks to this partnership, more than 200 people found back a proper job. We met and know almost the 1 800 stores who sell VEJA all over the world because we want them to understand our project.. It’s essential for us to know personally all our partners, to go on field, share their lives, share their problems, from the farmers to the high-end stores. We developed a way of behaving more than a corporate document that nobody reads. VEJA is growing, and labels like @bcorporation push us to create all those documents, to explain how we work, and to be even clearer about issues like child labour, forced labour, work safety, wage respect and decency, animal welfare, gender equality, or sexual harassment… So, we work on gathering all our practices into one document, even if we found it very boring. Our Code of Conduct puts VEJA’s different path into words – available on our “Transparency” project page. But not matter the beautiful corporate documents we can have, it is the way we behave on the long run that matters. Only reality matters. #veja #vejaproject 📸 : @sebastien_kopp
Veja has been popular for some time, but with searches up 113% this year thanks to Meghan Markle, the eco-friendly sneaker brand has become a closet staple.
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Holiday shopping is kind of the worst. Sometimes we spend a lot of money on random gifts people might never use and, needless to say, that's pretty wasteful. This year, we’re partnering with @truebotanicals to give less shitty gifts. If you win, you’ll get prizes from @vraiandoro, @thelittlemarket, @girlfriend, and @kosascosmetics. And we’ll throw in two $500 Reformation gift cards – one for you, one for a friend. It's like $3,000 worth of stuff, so not nothing. Link in bio to enter.
Reformation began in 2009 and, thanks to its distinct visual identity and unique store experience, has become a haven for “cool girl” items— especially party dresses.
Started by two former fashion consultants, Gilda Ambrosio and Giorgia Tordini, Attico’s flashy clothing is made for people who aren’t afraid of shoulder pads or sequins.
Husband-and-wife duo Ditte Reffstrup and Nicolaj Reffstrup started Ganni in Copenhagan in 2009. The brand has blown up since then with searches up 52% year over year, thanks to its influencer strategy. Basically, everyone wants to be a #GanniGirl.
Sarah Staudinger’s brand Staud has a classic quality built into her pieces. “We wanted to create collections that were not overly trend driven that had a timeless quality and remain affordable,” she told Harper’s Bazaar. Staud bags, like the “Shirley,” are regularly sold out on the brand’s website.
Nanushka has become a destination for stylish women looking for sustainable, high-quality separates (especially in a post-Phoebe Philo Celine world). Lyst cites the brand’s denim dresses and jumpsuits as its most popular pieces.
Looking for the perfect, bell-sleeved crop top? Look no further. Faithfull The Brand is a favorite among women like Vanessa Hudgens and Candice Swanepoel.
From July to September, there were over 9,000 searches for Rouje’s “Gabin” dress. But don’t call the brand a one-trick pony. Started by French influencer Jeanne Damas, the label continues to turn out stylish silhouettes for women around the world.
10. Stine Goya
Playful graphic prints keep people coming back to Stine Goya for more. Searches for the eccentric label spiked during summer, and have steadily continued throughout the year.