Up-and-coming model, Kaia Gerber (daughter of Cindy Crawford) has worn pieces from the current collection four times over the past week alone, with Kylie Jenner wearing it to post her first post-pregnancy rumours Instagram photo.
Though I Am Gia's website does little to explain how it burst onto the scene, giving a cheeky "You'll never know" answer on the website's about page, we're betting it won't be long before we know a lot more about the label. Don't they know it's impossible to keep a secret when the Kardashian-Jenner's are involved?
Oh, and the best part? Everything is priced under $150.
Scroll to see how your fave celebrities are wearing the mysterious Melbourne brand.
This article originally appeared on Marie Claire.