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The I.AM.GIA fashion show setting

A model walks the runway during the I.AM.GIA show at Mercedes-Benz Fashion Week Australia Resort 19 Collections at Carriageworks on May 16, 2018, in Sydney, Australia. (Photo: Getty Images)

Shop the affordable fashion label Bella Hadid and Kaia Gerber both love

If you have an Instagram account, Australian clothing brand I.AM.GIA has likely popped up on your feed (or Explore page) more often than not. Worn and loved by all your favorite Instagram “it” girls — think Bella Hadid, Emily Ratajkowski, and Kaia Gerber — this brand has successfully achieved a cult following in a mere year thanks to its cool-girl, edgy streetwear aesthetic. And now it can add a fashion week runway debut to its books.

I.AM.GIA made its first runway appearance on Wednesday at Mercedes-Benz Fashion Week Australia. Hosted at Carriage Works in Sydney, the venue was dimmed with red lights that perfectly complemented the ‘90s inspired collection and bold makeup by ModelCo cosmetics. It comes as no surprise that I.AM.GIA reached this latest milestone, since the brand quickly catapulted into the limelight from the beginning.

Barely four weeks into its May 2017 launch, co-founder Alana Pallister shared with InStyle that Bella Hadid’s stylist, Elizabeth Sulcer, slid into their DMs to pull pieces for Paris Fashion Week, and the rest is history. 

Pallister was inspired by social media and hype around Instagram “it” girls and felt that brands weren’t engaging with that concept. So, she decided to create a character that embodied her, and supermodel Gia Carangi came to mind as a source of inspiration. “’Gia’ is my all-time favorite movie. I love her character and how she rose to fame so quickly. She was an overnight sensation,” Pallister told Forbes.

Now, a year later, I.AM.GIA proves that you can’t underestimate the power of social media and that high-quality products at a low cost are indeed possible and have never looked better. Every piece on the site is under $200, with most under $100. We scouted our favorite pants, crop tops, outerwear, and hoodies that Instagram can’t get enough of. Thank us later. 

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