18 of the Cultiest Instagram Brands We Loved Most This Year

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Dice Kayek FW18 campaign

We might not know the exact formula that guarantees something will have a cult following, but we are certainly good at recognizing it when it does. You can’t work in fashion and not notice the buzz that happens around certain brands, especially in the era of social media. Instagram, which operates primarily as a platform for sharing images and videos, has become an integral marketing arm for many brands who have strategically used it to built a narrative and intimately connect with their respective audiences.

By “Instagram brands”, we mean one of three things: We either discovered them on Instagram, we saw them all over Instagram on “It” girls and Instagram models, or we noticed they are especially adept at using the social media platform to amplify their signal. The 18 brands on the list below earned a cult following in 2018 because of how well they implemented social media to convey their message.


Maison Cleo

Small drops, tantalizing designs, and bespoke creations by one French grandmother who moonlights as a seamstress. Oh, and did we mention that they just collaborated with Opening Ceremony?


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Gorgeous Anum @desertmannequin now on @manrepeller wearing the Enrika II blouse 💘💘💘👒

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Mansur Gavriel

Flawless, trend-proof, minimal accessories and ready-to-wear that are as sleek as it gets.


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MG Shearling in Blush 💕 Made in Italy, Made with Love

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Midnight 00

Stunning footwear featuring baroque details inspired by Marie Antoinette. Hard to find, so it feels extra exclusive.



Arguably the affordable “It” bag of the year, the popularity of Staud’s clear plastic totes gave rise to a fantastic new ready-to-wear selection.


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New beaded handbags

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Feminine tailoring and affordable prices made this amazing brand one of our favorites of the year, with its ultra-flattering dresses ending up in virtual shopping carts time and time again.


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@songofstyle + ONE SHOULDER VELVET DIAMANTÉ MIDI DRESS = 💣💣💣 P/S Resort 19 now in our London Flagship Store

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An emerging favorite with built-in sustainable business practices saw much bigger distribution and broader name recognition in 2018, and our wallets and closets are all the better for it.


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@raniafawazz in Ref silk. 🎀

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Fame & Partners

An ample range of sizes, endless customization options, affordable pricing, reduced-waste business practices, and timeless styles have made this brand one of the year’s best finds.


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This color is called “Red Ochre” and it’s everything. . Pictured: The Wrap Belt Jumpsuit

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Glamorous “It” bag designs at won’t-break-the-bank prices turned this small private-label brand into a global sensation stocked at the world’s best retailers.


Orseund Iris

The brand’s cool, dramatic, Victorian-inspired designs are flattering and unique, which is why Bella Hadid and Emily Ratajkowski can’t get enough of them.


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lovely lady 🌼 @lottaliinalove

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Dice Kayek

Famous for dressing stars like Zendaya, this brand has cornered the market on sculptural silhouettes that recall the couture work of Cristobal Balenciaga, balanced with clean modern details.


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Preorder the Queen Bee Dress 🐝👑🐝 Marvellous #DiceKayek Shoes (#comingsoon) #SS2019 #trunkshow

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Danse Lente

Crisp lines, a hexagonal shape, and color-blocked exterior made this London brand’s designs so iconic that on its first day for sale on Moda Operandiit moved more units than any women’s accessories brand ever had.


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Which colour is the best for you? Visit our pop-up shop to see more colours for the Mini Phoebe🧡

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Rejina Pyo

London-based Korean designer Rejina Pyo has a distinct knack for tapping into what women want and then delivering it, at affordable price points and in such elegantly interesting styles that some people have started calling her the next Phoebe Philo.


Saks Potts

One of the brands putting Copenhagen fashion on the map is Saks Potts, whose coordinated separates and patterned puffas have “It” girls going gaga.


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A post shared by Saks Potts (@sakspotts) on



Teeny tiny “It” bags, enormous floppy sun hats, French Riviera sundresses – the Jacquemus brand has a well-defined look and it’s one everyone wants to emulate.


Cult Gaia

Cult Gaia started out with a singular, intriguing design – the wooden-slatted ‘Ark’ bag – and it never looked back. In fact, it developed its artsy-but-minimal aesthetic so fast, we could barely keep up. Now it’s one of our favorite go-tos for interesting, affordable accessories.


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The Willow Dress you love

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Dylan Lex

Dylan Lex’s maximal statement jewelry is so over-the-top outrageous that it’s hard not to fall for the glam “It” girl look the brand has cultivated so well.


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Sunday best …whichalsoincludesnopants

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Another Copenhagen export that fashion girls are obsessed with is Ganni, which regularly sells out its ultra-stylish, season-less drops.


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Knees up #fw18 @karate_katia 📷by @teget #ganniangels

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SemSem’s founder, Abeer Al Otaiba, has roots in Dubai, which is why fashion girls here love her stylish brand. Beyond the Middle East, SemSem has found a home in the closets of “It” girls like Olivia Palermo and Blake Lively.


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@oliviapalermo looking iconic in our SS19 cheetah sequin ensemble! 🐆✨ #SemSem #SemSemMoments #SemSeminAbuDhabi

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