Step aside, beauty. In 2025, fashion pieces are the #1 product that Millennial and Gen Z
consumers say they’re most likely to buy through social media.
The fashion landscape has flipped, and influencers are leading the way. Big brands are
driving more investment than ever into influencer marketing and partnerships, while a huge
diversity of influencer-made micro and challenger lines are cropping up as fast as they can
be counted.
The market for influencer fashion brands is red hot. In such a densely crowded space, what
separates the flames from the flops when it comes to launching an influencer fashion line?
There’s no better way to learn than by learning from the best. Here’s our rundown of the 8
hottest influencer fashion lines dominating TikTok and Insta this season, followed by a wrap
up of some of the key things you need to keep in mind if you want to capture some of that
fire for yourself.
Contents
- The Powerhouses of Influencer-Made Fashion Brands
- Rising Stars with Distinctive Fashion Lines
- Influencers Blending Lifestyle and Fashion
- Underground Niche Influencer Brands
- Influencer Lines Redefining Sleepwear
- Harnessing the Power of Fashion Influencers
- Key Takeaways
The Powerhouses of Influencer Fashion Lines
Skims by Kim Kardashian
Co-founded by Kim Kardashian and Jens Grede, Skims launched in 2019 and sold out its
first range in literal minutes, generating $2 million in revenue. The brand quickly expanded
into loungewear, activewear, and a men’s line, netting a $4 billion valuation just four years
later.
Now the underwear partner for the USA 2024 Olympic team, not to mention longstanding
partnerships with NBA and WNBA, Skims is dominating both culturally and commercially.
Inclusive Shapewear Reinvented
It was high time that shapewear got an attitude update. Skims emerged in response to a lack
of diverse skin shades and sizes in this product category, combining a clear market gap with
celebrity influencer backing to incredible effect.
Skims didn’t let a powerful start limit create complacency. Its continued eye for market
opportunity, not to mention pivotal influencer partnerships at key junctures, is the key to its
stratospheric rise.
Odd Muse
Odd Muse grew from a bedroom in lockdown into a £5m+ turnover womenswear brand by 2023. The company is slow fashion, but its growth rate is anything but. Originally a buyer’s
assistant at ASOS, Aimee Smale combined first-hand insight of her industry with the drive to
address market gaps with her own two hands.
While she wasn’t an influencer before launching the brand, her transparent and engaging
approach to grassroots brand-building quickly made her one – demonstrating that
influencing and brand ownership are more chicken-and-egg than one-way-street.
Elevated womenswear
Odd Muse is all about wardrobe staples that last. With flagship pieces like the ‘Ultimate
Muse Blazer’ and a range of all-season dresses, this is a go to choice for a growing
audience of women who are looking for reliable, classy pieces.
Odd Muse is deft at leveraging appropriate platforms like Pinterest, on which it saw a 32%
audience growth and through which it enjoyed a 158% ‘add to baskets’ growth between
August 2024 and January 2025.
Rising Stars with Distinctive Fashion Lines
Frankies Bikinis by Francesca Aiello
Malibu native Francesca Aiello started designing her own swimwear pieces, putting them up
on an early-Instagram page @frankiesbikinis to show friends. She launched in 2012 with the
help of her mother and quickly blew up on social media. By 2018, Frankies Bikinis was
running its first runway show in L.A.
Perfected Swimwear
Frankie’s history is studded with high-profile partnerships, from Gigi Hadid to Sydney
Sweeney and Pamela Anderson, each paired with new and innovative lines of swimwear
and activewear.
Design excellence and creativity is obviously the heart of this brand, but what really stands
them apart is their community-focused marketing, from New York pop ups to a really
positive, inclusive online community.
Djerf Avenue by Matilda Djerf
Matilda Djelf demonstrates the capacity for influencers to be a leading driver behind a
fashion brand’s development and identity. In an interview with Luxe Gen, she said: “I was
giving a lot of myself to them: my time, my ideas, my creative concepts, and my exposure… I
didn’t get to decide the things that mattered to me – for example, which factories to work with
or what countries to produce in.”
Scandinavian Style
Djerf Avenue emerged off the back of a casual travel blog, with Matilda’s rising popularity on
socials paving the way for a self-funded online fashion brand that went from zero to $34M in
annual sales in just three years.
While Djerf Avenue’s style is definitively Scandinavian, they carved out their space in the
U.S. fashion market and spread their northern European style through intelligent collabs with
other rising stars in the influencer fashion brand world like Frankies Bikinis and Emi Jay.
Influencers Blending Lifestyle and Fashion
WeWoreWhat by Danielle Bernstein
WeWoreWhat is another multimillion-dollar influencer-led fashion line that all began with a
blog in the 2010s. Bernstein launched with a line of modern overalls that offered modern fits
while maintaining the “original DNA of vintage styles”. Her identified gap in the market was a
winner, netting her over $70K in sales in her first three hours alone.
Social Star Making Sales
Bernstein credits her brand’s continued agility to its self-funded nature. She focuses the
majority of her energy on driving D2C sales for WeWoreWhat, primarily through socials;
while they do engage in brand and influencer partnerships alongside that, she’s all about
generating lasting mutual investment through long term and exclusive collaborations, rather
than fleeting sponsorships.
Song of Style by Aimee Song
Aimee was a blogger turned YouTuber, who after a decade as a fashion, lifestyle and
nutrition influencer decided to make her own way in 2019 with her ‘Song of Style’ line. In
partnership with Revolve, Song of Style continues to be one of the retailer’s strongest
performing influencer fashion brands.
Elegance Meets Everyday
Song’s focus is on pieces designed for everyday rotation in the wardrobes of everyday
people, all while being inspired by luxury styles and contemporary trends. Her debut range
featured 50 pieces that made sure to serve a complete range of sizes, and coming in at
accessible price points.
Underground Niche Influencer Brands
Rouje by Jeanne Damas
Who better to serve Parisian chic than a native Parisian– not to mention a fashion blogger,
Instagram creator, avid people watcher and lifelong lover of the French capital’s style.
Launching a small four-piece collection in 2016, Rouje was built for everyday life “in Paris,
on holiday, or at work”. Jeanne wanted to create clothing that she liked and would wear
daily, and this commitment authenticity resonated worldwide.
Modern Parisian Vibes
After a successful online launch in 2016, a physical store arrived in Paris in 2019, followed
by sister stores in London and New York in 2023.
Though a global brand, Rouje remains thoughtfully limited in scope. Jeanne doesn’t look to
open dozens of stores, but rather build a unified global community through influencer
campaigns and collaborations. Rouje remains firmly committed to everyday Parisian
sensibilities and keeps them at its core – a focused aesthetic that continues to draws global
demand.
Are You Am I by Rumi Neely
Rumi Neely was another frontrunner of the fashion blogging scene, gaining star status for
her 2008-launched “FashionToast” site. Her brand “Are You Am I” launched off the back of a
huge community of monthly blog readers, making a solid foundation for success that has
taken her speedily to cult status and public endorsements from a raft of celebrities.
Signature Swimwear and Lingerie
Rumi maintains that she had the natural personality for conceptualizing her own fashion
brand, with a “crazily specific” eye for detail and a dream wardrobe that we all wanted to
become a reality just as much as her.
Neely takes a deliberate attitude to design, and loves reflecting the spirit of Los Angeles
through swimwear and lingerie collections that “just overstep that boundary of what’s safe,
what people expect to see.”
Influencer Lines Redefining Sleepwear
Night Sweet Thing by Bridey Drake
Bridley Drake started out as a regular TikTok influencer, building a dedicated audience for
relatable everyday content that always had a cozy aesthetic. Her evening wind-down or
morning routine videos usually featured her in a variety of pajama sets, and she became
known for it by her community and sleepwear brands alike.
The launch of her personal brand, Night Sweet Thing, was a natural extension of that
reputation. It’s a manifestation of her personal passion for and expertise in what makes
nightwear great – she is her own ultimate customer.
Colourful Cosy Sets
Comfortable, high-quality, aesthetically pleasing – Night Sweet Thing’s collections are all
these things, but slightly more. With sets like the Mermaid Collection, the Surfer Girl
Collection and the Fruit Collection, these lines are adorable and thematic, harking back to
the comfort and fun of our childhoods while offering the quality and practicality that adults
want in their pajamas.
TALA
Grace Beverley (originally GraceFitUK) started out as an influencer at the age of 18,
alongside being a student at Oxford. After gathering a following of half a million based
around fitness, lifestyle and veganism, she decided to act on her frustrations of a lack of
quality, affordable, ethical home equipment – like resistance bands – and activewear.
After bootstrapping the business herself, the end of year one saw her with over £6m in sales
– mainly powered by organic social media clout.
Sustainable Sports and Activewear
TALA is going stronger than ever in 2025, with Grace Beverley remaining the social face of
the company – as well as its driving strategic force – is central to that success.
Blending ethics, sustainability and competitive pricing, TALA is carving out a space for
themselves for dependability and responsiveness to customer feedback – something that
consumers are responding to in a market crowded with global activewear giants.
Harnessing the Power of Fashion Influencers
Influencer fashion starts with the influencer
You can’t create a clothing line and simply stick an influencer on it before shipping out.
The success stories we’ve covered all share the same root: the originating influencer’s rich,
personal connection to fashion. It’s through passion that they’ve identified valuable markets
gaps or defined a unique niche that’s an organic extension of their personal style and
identity.
Product quality and production ethics should be rock solid
Combine fashion with socials and you get one very fast-moving market, but your design and
production process should always be careful and considered.
The swift and vocal feedback loops of socials mean any perceived misalignment between an
influencer’s trusted persona and their product’s reality can lead to significant backlash.
If you damage trust in your influencer or undermine their authenticity, you might not get a
second chance.
Standing out in a visually dominated market
Unlike beauty or health, you can’t point to practical benefits to prove your product’s worth.
Fashion is all in the eye; this visual emphasis makes platforms like Instagram and TikTok
particularly powerful, but also demands constant content innovation to stay relevant in fast-
moving trend cycles.
That innovation isn’t limited to your collections: curating new fashion identities (and therefore
communities), frontloading your influencer’s personality, and looking for trend creation
opportunities is key.
Begin Your Influencer Journey
Whether you’re a fashion brand looking to launch new collections or collaborate with the
shapers and creators of tomorrow’s clothing trends, The Goat Agency can help.
With deep expertise in influencer marketing for fashion brands, as well as extensive global
reach, we connect brands with the creatives they need to become next season’s success
story – get in touch now.
Key Takeaways
In the past audiences flocked to influencers to be guided by their taste, finding new things to
wear from someone who was like them – or represented what they aspired to be. Now users
are buying clothes created by influencers, and in increasing volume.
In fashion, proof of a product’s value largely lives in the aspirational realms of visual
transformation and personal expression. Influencers are a living, human embodiment of that:
the fusion of aesthetics and individual identity. Not only that, but consumers feel they’re
buying directly from the fashion creator (because they usually are). Every influencer fashion
line has the face, voice and authority of a trusted human figure behind it.
Influencer-made lines are exploding because buying clothes made by that influencer –
rather than just worn by them – offers a deeper way for consumers to act out their
aspirations, align themselves more closely with their favorite influencers, and buy with trust.
