The Ultimate Insta-Approved, It-Girl Labels to Shop in 2025
From cult faves like Peachy Den and Miista to newcomers like Gimaguas and Handover.
The summer season is finally upon us and naturally, that means it’s time for a subtle wardrobe refresh. However, as fashion trends come and go, the it-girl uniform remains the same: quality basics, playful style and plenty of confidence. Last year, we explored what it means to be an it-girl, and now we’re looking for brands that capture that sense of effortless flair, cultivating an inclusive community of ultra-cool, creative and confident women.
This includes Spanish-based brands like Feners and Paloma Wool, rising UK labels like Peachy Den and House of Sunny and global favorites like With Jean and Miaou, each known for their own iconic products, unparalleled quality and unique designs that instill a sense of confidence and allure in all of us.
Read on to discover more about our favorite Insta-approved, it-girl labels to shop this Spring/Summer season.
By Viktorija
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By Viktorija is a New York-based label founded in 2025 by Lithuanian-born designer Viktorija Lubyte. What’s special about the brand is that each piece is lovingly hand-made in NYC with high-quality materials, a rare occurrence in today’s fashion landscape. Blending nostalgic influences with contemporary trends, the brand has already been worn by the likes of Sarah Snyder and Amelia Liana.
NIA
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NIA is a Los Angeles-based brand founded in 2019. Blending luxury-inspired silhouettes with a contemporary twist, the brand offers a slew of everyday designs along with resort-wear silhouettes and elevated pieces. Perfect for holidays, special occasions or just a weekend with friends, NIA is an easy addition to any it-girl’s wardrobe.
gimaguas
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Born in 2018, Gimaguas is a Barcelona-based label that focuses on working with artists and artisans. Directly translating to “twins,” the craft-focused label offers a range of relaxed silhouettes and technical knitwear. Known for viral silhouettes like the Infinito Top and Maxi Franca bag, it’s definitely going to become your new go-to.
handover
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Handover is another Spanish label that’s captured our hearts recently, known for its statement-making sequin boxers. Tapping into the recent striped shorts trend, Handover’s taken it one step further by injecting a sense of glitz and glamor. Along with glitzy boxers, the brand offers sequinned skirts, sheer dresses and polka print pants, aka the perfect summer wardrobe staples.
MaisxFrida
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Also based in Barcelona, MaisxFrida offers a range of timeless silhouettes with a twist. Classic long-sleeves, asymmetrical skirts and blouses are elevated with lace fabrics, lace-up detailing and double-layered mesh, paired with chunky, vintage-inspired jewelry and tonal hues. The brand also has a range of swimwear, cover-ups and accessories perfect for upcoming summer holidays.
Mode Mischief
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Mode Mischief Studios is an Australian label born from the desire to create timeless wardrobe staples with “a hint of mischief.” Favoring functional design, each piece from the brand’s newest collection is made with a full-length zip and crafted from luxurious Spanish cotton. Key styles include the brand’s Zip Minidress, plus its long and short-sleeved zip shirts.
Susmies
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Barcelona-based label Susmies was founded by Marina and Laia in 2019. Beginning as a jewelry and accessories label, the brand also offers a range of clothing including reversible skirts, scarf tops and graphic tees. Susmies cites brands like Jacquemus, Acne Studios and BIMBA Y LOLA as its inspirations, alongside its vibrant community.
Miaou
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The Los Angeles-based label Miaou was founded in 2016 by Alexa Elkaim. Known for its signature corsets, the vibrant it-girl brand eventually expanded into other categories and now offers a wide range of sleek, sexy and comfy options, with its core corset offering ever-present.
Bibliotheque Nationale
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Ukrainian label Bibliotheque Nationale takes visual inspiration from two feminine icons and their distinctive styles. Looking to influences like Sofia Coppola and her soft cinematography and Lana Del Rey’s poetic lyricism, the brand nods to its heritage in a contemporary way, merging its traditional design language with modern references. Its most recent campaign, “Lost In Translation” features dainty slip dresses, lace separates and midi dresses in soft hues of “Peach,” “Chocolate and blue.
Lucila Safdie
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London-based womenswear designer Lucila Safdie is the ultimate it-girl brand. Inspired by contemporary girlhood and femininity, the brand focuses on ultra-feminine silhouettes and cinematic visuals, often working with equally it-girly photographers and stylists. Lucila Safdie’s latest release saw a capsule collection of its cult-loved piece, the Peaches Shorts, celebrated by an Americana-inspired campaign shot in the hills of Los Angeles.
Miista
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London-based label Miista was founded in 2010 and rose to fame through its distinctive footwear offering, ranging from handmade leather boots to dainty sandals. After a few years, the brand introduced a selection of ready-to-wear and accessories and it’s since become one of the go-to labels for London’s fashion crowd.
With Jean
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With Jean was created by best friends Sami Lorking-Tanner and Evangeline Titilas in 2017, born from a desire to have nice pieces to wear with jeans. The brand is known for its sultry corsets and printed minidresses and recently debuted its first-ever pair of jeans.
Peachy Den
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UK-based brand Peachy Den was created by Isabella Weatherby back in 2019 and became famously known as a result of its signature Kernel Jumpsuit. Since then, it’s created a range of sellout pieces including the Cindy Top, Deba Dress and Mimi Cargos — worn by the likes of Olivia Dean, Maya Jama and more.
Feners
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Catalonian brand Feners is one you’ve likely come across on Instagram, known for its delicate prints, floaty dresses and reversible sets. Born from a beautiful friendship between its founders, Feners began as a footwear brand in 2017 and has since expanded into clothing and accessories.
Belle the Label
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Founded by Annabelle Noelle in 2016, Belle The Label is an Indonesian-based brand specializing in vintage-inspired swimwear, loungewear and apparel. With a focus on responsible design and craftsmanship, each of its pieces are patterned, cut, dyed, sewed and finished in Bali, Indonesia by artisans who are experts in their specific craft.
Susamusa
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UK label Susamusa began in 2020 as a Depop shop run by Asal Tehrani. Over the years, its signature designs have become known amongst celebs like Kendall Jenner and Bella Hadid and it’s flourished into a fully-fledged business. Drawing inspiration from Tehrani’s upbringing in a Persian household, the pieces are a tribute to the strong women in her life.
Paloma Wool
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Barcelona-based label Paloma Wool has seen global success in the last few years. Created by Paloma Lanna, the brand comes from a family of fashion as Lanna’s mom also had a store of her own, and now aims to create delicate pieces inspired by movement and femininity, regularly showcasing at Paris Fashion Week.
House of Sunny
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London-based label House of Sunny was created by Sunny and Camilla Williams back in 2011 as a super-small independent brand. Now, it’s had numerous pop-ups across London, collaborations with Airbnb and Chillys and has its own permanent store in East London. Famed for its ‘Take a Trip’ jackets and Hockney dresses, the brand is a mainstay within the wardrobes of it-girls everywhere.
Sisterhood the Label
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Sisterhood focuses on creating timeless pieces that last, utilizing a fusion of recycled and deadstock fabrics. The brand offers a selection of minimal basics across knitwear, swimwear and shirting, designed to be worn for both casual occasions and dressed-up evenings.
