Gen Z’s favourite fashion brands are the ones that photograph well, feel culturally fluent, and balance wearability with aspiration. These labels thrive on Instagram and TikTok because they deliver instantly recognisable silhouettes, repeatable outfits, and a strong sense of identity without relying on traditional luxury houses.
Scroll Instagram or TikTok long enough and a clear visual language emerges. Cropped tailoring appears again and again. Satin dresses glow at golden hour. Relaxed denim is styled with loafers, ballet flats or Sambas. Together, these details form the modern it-girl wardrobe, shaped less by runway fashion and more by influencer ecosystems, niche labels and algorithm-friendly aesthetics.
Much like the brands frequently spotlighted by platforms such as Hypebae, today’s most in-demand labels sit at the intersection of accessibility, aspiration and shareability. They feel like insider discoveries, even when everyone seems to be wearing them already.
Trend-Led It-Girl Fashion Brands to Know
House of Sunny
What is House of Sunny known for?
Bold colour, playful prints and nostalgic silhouettes.
House of Sunny has become shorthand for Gen Z optimism dressing. Crochet knits, statement trousers and dopamine colourways dominate social feeds, while the designs remain instantly recognisable without feeling repetitive. Owning a piece still feels like a personal styling win rather than a uniform.
With Jéan
Why do influencers love With Jéan dresses?
Because they’re flattering, feminine and effortless on camera.
The Australian label specialises in mini dresses and floaty co-ords that feel vintage-inspired without tipping into costume. Styled simply in natural light, With Jéan pieces consistently perform well on Instagram and TikTok.
The Frankie Shop
What makes The Frankie Shop so popular online?
Oversized tailoring that anchors trend-led outfits.
Oversized blazers, sculptural trousers and neutral palettes make The Frankie Shop a go-to for editors and influencers alike. These pieces ground viral trends with structure, polish and longevity.
Rat & Boa
Best brand for statement holiday dresses?
Rat & Boa.
Slinky satin dresses, bold prints and movement-driven silhouettes place Rat & Boa firmly in “main character energy” territory. The brand thrives in Reels, holiday edits and destination content.
Musier
What aesthetic does Musier represent?
French-girl chic with influencer-era confidence.
Founded by Anne-Laure Mais, Musier focuses on fitted knits, mini skirts and subtle sex appeal. The appeal lies in quiet confidence rather than overt trend-chasing.
Accessible Brands Influencers Still Actually Wear
Zara
Despite the rise of indie labels, Zara remains central to influencer wardrobes. Elevated basics and tailoring help bridge the gap between high street and contemporary fashion, often acting as the connective tissue between cult pieces and everyday outfits.
ASOS
ASOS thrives on breadth. Influencers use it to experiment with silhouettes, partywear and trend-led pieces before investing in higher-end alternatives.
H&M
When styled selectively, H&M’s statement trousers, knitwear and outerwear still go viral. Accessibility doesn’t automatically mean forgettable.
SHEIN
While controversial, SHEIN remains embedded in Gen Z content cycles. Its relevance is driven by speed and visual culture rather than longevity.
Contemporary & Indie Labels on the Rise
STAUD
Originally known for cult accessories, STAUD’s ready-to-wear follows the same logic: wearable, playful and instantly recognisable online.
Cult Gaia
Fashion as art object. Architectural accessories and cut-out dresses dominate resort wardrobes and editorial-style content.
Tach Clothing
The soft knits, pastel tones and delicate textures align with Gen Z’s renewed interest in femininity.
Girlfriend Collective
Activewear styled beyond the gym. Sets are paired with trench coats, ballet flats and sunglasses, blurring the line between athleisure and everyday fashion.
Dauphinette
Handmade details, floral appliqués and fairycore energy make Dauphinette a favourite among fashion insiders seeking individuality.
Feners
Reversible sets, delicate prints and floaty silhouettes appeal to influencers favouring understated luxury over fast trends.
Denim & Everyday Cool-Girl Staples
Khaite
Why is Khaite denim so popular?
Precision cuts, premium fabrics and quiet luxury appeal.
Peachy Den
Cult denim and trousers designed for real bodies have evolved into a full it-girl uniform.
Abercrombie & Fitch
A successful rebrand has reintroduced the label through clean denim, tailored trousers and refined basics.
Urban Outfitters
Functions as a cultural moodboard, shaping Gen Z fashion through curation rather than a single aesthetic.
The Accessories That Complete the It-Girl Look
Footwear
- Miista: Sculptural heels and boots that anchor minimalist outfits
- Le Monde Beryl: Ballet flats as a quiet luxury signal
- Adidas: Sambas and Gazelles styled with tailoring or feminine silhouettes
Bags & Jewellery
- DeMellier: Structured bags that complement rather than dominate
- Juju Vera: Bold metals and shell details for warmth and personality
- Déhanche: Belts that subtly elevate blazers, dresses and denim
Outerwear
- Sézane: Textured coats and knits rooted in timeless French style
- Aligne: Sharp tailoring that frames softer, trend-led pieces
Why These Brands Dominate Instagram Culture
Why do certain fashion brands perform better on Instagram?
Because they are easy to style, easy to photograph and easy to imagine yourself wearing.
These labels thrive on repetition without fatigue and familiarity without boredom. In an era where fashion discovery happens through algorithms rather than shop floors, they understand one core truth:
Clothes are no longer just worn. They’re shared.
The brands winning Gen Z loyalty are the ones designing with that reality stitched into every seam.