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

Yahoo Lifestyle

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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<p>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) </p>
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)

<p>A model walks the runway wearing a white jumpsuit 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) </p>
White jumpsuit

A model walks the runway wearing a white jumpsuit 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)

<p>A model walks the runway wearing a blue corduroy top and skirt set 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) </p>
Corduroy set

A model walks the runway wearing a blue corduroy top and skirt set 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)

<p>A model walks the runway wearing a white minidress 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) </p>
Mini dress

A model walks the runway wearing a white minidress 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)

<p>Model Bella Hadid wears the I.AM.GIA flannel Kiedis top. (Photo: Backgrid) </p>
Bella Hadid

Model Bella Hadid wears the I.AM.GIA flannel Kiedis top. (Photo: Backgrid)

<p>Bella Hadid wears the I.AM.GIA Cobain cargo pants in tan. (Photo: Backgrid) </p>
Bella Hadid

Bella Hadid wears the I.AM.GIA Cobain cargo pants in tan. (Photo: Backgrid)

<p>Bella Hadid wears the I.AM.GIA Cobain cargo pants in black. (Photo: Backgrid) </p>
Bella Hadid

Bella Hadid wears the I.AM.GIA Cobain cargo pants in black. (Photo: Backgrid)

<p>Model Emily Ratajkowski wears the I.AM.GIA Cobain pants in tan. (Photo: Backgrid) </p>
Emily Ratajkowski

Model Emily Ratajkowski wears the I.AM.GIA Cobain pants in tan. (Photo: Backgrid)

<p>Model Kaia Gerber wears the I.AM.GIA Daytona camo pants. (Photo: Backgrid) </p>
Kaia Gerber

Model Kaia Gerber wears the I.AM.GIA Daytona camo pants. (Photo: Backgrid)

<p>Polaris $45 (top)<a href="https://iamgia.com/collections/all/products/polaris-top-orange" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com</a><br> Polaris, $68 (pants)<a href="https://iamgia.com/collections/all/products/polaris-pant-orange" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com</a> </p>
I.AM.GIA

Polaris $45 (top) iamgia.com
Polaris, $68 (pants) iamgia.com

<p>Cobain Pant, $83,<a href="https://iamgia.com/collections/all/products/cobain-cargo-white" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com</a> </p>
I.AM.GIA

Cobain Pant, $83, iamgia.com

<p>Harper Short, $82, <a href="https://iamgia.com/collections/all/products/harper-short-tan" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp">iamgia.com </a> </p>
I.AM.GIA

Harper Short, $82, iamgia.com

<p>Ace Pant, $97,<a href="https://iamgia.com/collections/all/products/ace-pant" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com</a> </p>
I.AM.GIA

Ace Pant, $97, iamgia.com

<p>Brandy Jacket, $97,<a href="https://iamgia.com/collections/all/products/brandy-jacket-snakeskin" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com </a> </p>
I.AM.GIA

Brandy Jacket, $97, iamgia.com

<p>Jagger Skirt, $75, <a href="https://iamgia.com/collections/skirts-and-shorts/products/jagger-skirt-neon-green" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp">iamgia.com </a> </p>
I.AM.GIA

Jagger Skirt, $75, iamgia.com

<p>Naomi Top, $68,<a href="https://iamgia.com/collections/all/products/naomi-top-white" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com</a> </p>
I.AM.GIA

Naomi Top, $68, iamgia.com

<p>Neptune Bodysuit, $67, <a href="https://iamgia.com/collections/all/products/neptune-bodysuit-black" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp">iamgia.com</a> </p>
I.AM.GIA

Neptune Bodysuit, $67, iamgia.com

<p>Isla Crop Top, $60,<a href="https://iamgia.com/collections/all/products/isla-crop-black" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com </a> </p>
I.AM.GIA

Isla Crop Top, $60, iamgia.com

<p>Madness Sweater, $75,<a href="https://iamgia.com/collections/all/products/madness-sweater-black" rel="nofollow noopener" target="_blank" data-ylk="slk:iamgia.com" class="link rapid-noclick-resp"> iamgia.com</a> </p>
I.AM.GIA

Madness Sweater, $75, iamgia.com

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