There’s never been a more prevalent time to follow (and shop from) independent, small-scale labels. Niche fashion brands are cropping up more and more, producing coveted pieces that represent a creative aesthetic. Often specialising in a unique look, their curated brand style is able to reach (and sell to) a targeted audience via the power of the ‘gram.

And given yesterday’s announcement that Instagram is introducing e-commerce, direct-click shopping on their platform, it’s now even easier.

The best of the best of these labels achieve cult status quickly, with some having already been snapped up by powerhouses like Net-A-Porter and Matches Fashion. So, for a dash of high quality individualism through special pieces you’ll love for years to come, add these much-whispered-about labels to your new-season ensembles.

Cult Gaia

Stemming from Los Angeles, Cult Gaia’s cage-style bag has become an accessories trend all of its own. Designer Jasmin Larian uses sustainable practices to create pieces that are being snapped up by a plethora of style stars. The ‘Ark’ bag and the collapsible ‘Lileth’ bag are both cutting edge in design and surprisingly affordable  SHOP NOW

INSTAGRAM @cultgaia


Self-described as having an ‘urban vintage vibe with French flair’, this Bali-based brand creates sell-out pieces such as tie-up linen blouses, pastel hue overalls and art-deco jewellery. It’s ultimate beach-meets-fashion-girl chic. We’re bookmarking the linen shirts and sculptural earrings. SHOP NOW

INSTAGRAM @theposse

St Agni

Byron Bay’s St. Agni is a label loved for their woven accessories. Their rattan and platted leather slides epitomise the Australian lifestyle while their commitment to being a sustainable company makes them all the more covetable. SHOP HERE

INSTAGRAM @stagnistudio


Australian-born, Indonesia-based designer Innika Choo’s unique smocked fashion line has become a hotter than hot label to snap up. Her feminine maxi dresses and embroided blouses sell out just as quickly as they’re listed, with its followers desperate to immerse themselves in its whimsy je ne sais quoi. SHOP NOW

INSTAGRAM @innikachoo

Albus Lumen

Started by celebrated Australian stylist Marina Afonina, this high-end range of modern classics are all about timeless dressing and style beyond trends. Currently being worn by the who’s who of the Australian fashion sphere (read: Lara Worthington and Elsa Pataky), this label has serious style credentials. SHOP NOW

INSTAGRAM @albuslumen


A Canadian brand by two sisters, this much talked about label epitomises sartorial juxtoposition. A contrast between the hard and the soft, the masculine and the feminine, the name translates to mean ‘handsome girl’. It was the one to watch at this year’s New York fashion week. SHOP NOW

INSTAGRAM @beaufille

Matin studio

Designed and made in Sydney, this boutique cool-girl fashion label boasts minimalist basics with effortlessly wearable details. The range, including exclusive pieces, are currently stocked at uber-sophisticated Aussie fashion haunt The Undone Store. SHOP NOW

INSTAGRAM @matinstudio

Lucy Folk

The artistic adorns of Melbourne based designer Lucy Folk have been worn by everyone from Beyonce to Suki Waterhouse. Her eponymous label continues to gather a loyal following, especially with the release of her capsule range of vintage-enthused apparel. SHOP NOW

INSTAGRAM @lucy_folk