9 influencer-turned-designer labels you need to know

Site: Yeong Sassall

Know your Rouje from your HVN? Yeong Sassall shares your cheat's guide to the new crop of influencer-led labels

Once upon a time, if you were a popular, paparazzi-hounded Cool Girl, you'd spend a decade turning up up to parties and dating musicians; eventually fading off into obscurity as you inched towards 40. If you were lucky to have a famous surname, you might front a few fashion campaigns, partake in a beauty collab and eventually find your calling (outside of being young, pretty and photogenic). Of course, that was all pre-Instagram.

Now, it seems any path to stardom is fair game, but that doesn't mean even the most successful and OG bloggers haven't had to regroup and rethink their digital strategy to survive in this slapdash, hot-for-five-seconds, follow-unfollow world. So what does an influencer or It-girl do? Judging by what we're seeing on Instagram, launching an online fashion label is the obvious choice.

While we use the term 'designer' fairly loosely (face it: we doubt Demna Gvsalia or Miuccia Prada are worried), what these girls may lack in high fashion credentials, they make up for in relevance and intel on what followers actually want. And hey, when you're being stocked on Net-a-Porter alongside Gucci and Saint Laurent, who's to say your label isn't as legit as the next Vetements? In an age where all you need is a few It-girl friends to lift your label from obscurity to Insta-famous, we're betting the likes of Alexa Chung, Jeanne Damas and Harley Viera-Newton are laughing all the way to the bank.

Click through the gallery above to see the 9 labels you need to know.

9 influencer-turned-designer labels you need to know (фото 1)

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