No one would believe that my secret burner Instagram account belongs to a straight woman and not some thirsty F-boy. That’s because it follows over 3,000 people—almost all influencers and baddies—just so I can quietly keep tabs on what they’re wearing without flooding my main feed with scantily-clad IG models. Say what you will about Instagram baddies, but these girls always look good.
There’s a reason they have racked up hundreds of thousands—sometimes millions—of followers. Sure, a chunk of that might be thirsty men, but the majority are other women double-tapping, saving, and screenshotting, hoping to reverse-engineer the look. Whole Instagram accounts exist for this very purpose, dedicated to tracking down exactly where your favorite influencer’s sheer bodysuit or form-fitting minidress came from.
This algorithm-friendly aesthetic is engineered for likes, comments, and thirst DMs, and while it might look expensive, the secret is most baddies shop from the same handful of pretty affordable online stores. And I did the field research so you don’t have to. From London-based labels that specialize in barely-there co-ords to fast-fashion brands built for the explore page, here’s where the internet’s hot girls get their fits, no reverse-engineering required.
White Fox Boutique
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White Fox Boutique didn’t just catch the wave of influencer-led fashion, it basically helped create it. Launched in 2013 from a Sydney living room, the brand has grown into a global fashion force with showrooms in LA and Sydney, a booming UK launch, and a cult following of millions. What started as a side hustle by co-founders Georgia and Daniel Contos has become a blueprint for success in the social media age. With hundreds of new styles dropping weekly, White Fox serves up trend-driven pieces designed to turn heads. Think: barely-there dresses, off-duty sets, and the kind of outfits that live rent-free on your explore page.
The Kript
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Arab-owned and rooted in Beirut, THE KRIPT started as a humble operation run out of a warehouse and fueled by Facebook and Instagram sales and has grown into a global label with a presence in Los Angeles and a loyal customer base across continents. With monthly drops of trend-driven pieces—corsets, cargos, body-hugging dresses, and off-duty sets—every piece is designed with content in mind.
Jaded London
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Launched in 2013 by sibling duo Grant and Jade Goulden, the brand went from underground streetwear favorite to Gen Z staple, thanks to its fast-paced drops, cult parachute pants, and an uncanny ability to tap into what’s trending before it hits your feed. Built on bold prints, baggy silhouettes, and that signature Y2K-meets-streetwear edge, Jaded London has become synonymous with content-first fashion by way of twice-monthly capsule drops, high-impact campaigns, and viral designs that feel both nostalgic and next-gen. It’s no surprise their pieces are worn by everyone from Kylie Jenner to your coolest mutual.
House of CB
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Are you even an Instagram baddie if you don’t own at least one House of CB dress? What started in 2010 as founder Conna Walker’s reselling hustle has grown into one of the most recognizable brands in influencer fashion. Built on a foundation of body-hugging bandage dresses and figure-sculpting fits that practically defined the early baddie aesthetic, these days, the brand caters to every kind of girl-core: from romantic, ruffle-trimmed “cottagecore” dresses made for garden parties and mirror selfies, to elevated separates that lean into soft glam, off-duty elegance, or full-on femme fatale.
Coucoo
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Who better to launch a brand for Instagram baddies than an Instagram baddie herself? London-based content creator Sudaba Rasoul (better known to her followers as DBZ Dutch) co-founded Coucoo with her business partner Aaliyah, and together they’ve built a label that feels like it was designed for the girls who love to dress down. Built for nights out, everyday slay, and everything in between, Coucoo leans into confident silhouettes and trend-forward details without feeling overproduced. And backed by Sudaba’s signature styling and online presence, the brand comes with instant cool-girl credibility. It’s no wonder Coucoo’s pieces are almost constantly sold-out.
Peppermayo
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The Australian online store is the fast-fashion fix for every occasion, whether it’s a party, brunch, vacay, and “I don’t know what to wear.” Since launching online, it’s become a go-to for women chasing trends, offering a rotating drop of mini dresses, bold prints, swimwear, co-ords, and polished outerwear—all at wallet-friendly prices.
Runaway the Label
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Another Australian Insta-fave, Runaway The Label is a Sydney-based fashion brand known for bold, trend-forward designs that don’t break the bank. Best recognized for its statement dresses, flattering co-ords, and vacation-ready fits, the label caters to women who want standout style for every kind of event. Everything is designed in-house by a tight-knit team, with collections dropping regularly to keep up with what’s trending now: cut-outs, asymmetric hems, vibrant prints, and silhouettes that are made to move from Instagram to real life with ease. And it’s not just womenswear anymore. The brand recently expanded into menswear, offering a capsule of elevated basics, printed shirts, and relaxed tailoring designed with the same attention to detail and trend-savvy appeal.
Oh Polly
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For those who love fashion and want to shop with a conscience, Oh Polly hits that sweet spot. Based in the UK, the brand has built a cult following for its ultra-flattering dresses, curve-hugging co-ords, and outfits that are basically made for the ‘Gram all while keeping sustainability front of mind. Every piece is designed in-house with a serious focus on fit, quality, and longevity (yes, even the barely-there ones). Instead of churning out endless collections, Oh Polly keeps things tight with smaller, more considered drops and a production model that minimizes waste. They’re also big on transparency, fair labor, and size inclusivity, so the fashion feels good in more ways than one.
Outcast Clothing
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If you’ve ever stopped mid-scroll to find out where that outfit came from, odds are it’s Outcast Clothing. The Australian brand has become a staple on Instagram feeds thanks to its bold, skin-baring designs that are made to stand out whether you’re at a festival, on vacation, or just dressing like you are. Originally known for swimwear, Outcast has since expanded into ready-to-wear, offering everything from corset tops and matching sets to mesh dresses and cut-out jumpsuits. The vibe is unapologetically confident and built for warm-weather dressing.
Fashion Nova
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No roundup of baddie-approved brands would be complete without Fashion Nova. The Los Angeles-based label helped define the Instagram aesthetic as we know it with its bodycon dresses, cut-outs, co-ords, and trend-heavy pieces that move at the same speed as your feed. The brand built its empire on accessibility, not just in price, but in sizing. Its Curve line caters to a wide range of body types, offering the same bold styles in extended sizes without watering anything down. It’s one of the few fast-fashion brands that has consistently centered size inclusivity as part of its identity, not just a marketing moment. With daily drops, a huge online presence, and viral collaborations with the likes of Cardi B and Megan Thee Stallion, it’s impossible to ignore Fashion Nova’s impact on how we dress online.
Meshki
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Launched in Sydney by two architecture students with a thing for clean lines and contouring, Meshki has become the go-to label for women who like their outfits sharp and sculpted without breaking the bank. From corseted bodysuits and razor-sharp blazers to second-skin dresses and matching sets, Meshki is sexy, while staying streamlined. Recently, the brand expanded into bridal, offering modern mini dresses, swimwear, and occasionwear for the anti-princess bride— all under $550.
I Am Gia
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If you’ve spent any time on Instagram in the past few years, you’ve definitely heard of I Am Gia. Founded in Australia in 2017 by sisters Alana Pallister and Stevie Cox, IAMGIA became the unofficial uniform for It-girls like Bella Hadid, Kylie Jenner, and Kaia Gerber, serving up statement pieces with a gritty, no-frills edge. Inspired by supermodel Gia Carangi, the ready-to-wear brand nails that hard-to-pin-down aesthetic: equal parts utility and sex appeal, with silhouettes that feel strong without trying too hard. It’s also behind one of Euphoria’s most memorable looks: Maddy’s purple two-piece set in season one, now firmly cemented in pop culture.
