Elle Ferguson, Elle Effect
You don't even need to see Elle Ferguson's face to recognise her, all you need is the iconic blonde tresses and enviable year-round tan to know exactly who you're looking at. For years, Ferguson was asked time and time again how she achieved her daily glow - which led to the creation of Elle Effect, a self-tanner that has already built a cult following (including the likes of the Kardashian sisters). The best part: the tan smells of Californian roses. The range has also grown to include The Wash and The Exfoliating Kit. An InStyle editor even gave this tan a try to tell you all about it - which you can read here.
Brooke Testoni, Rylan
As if styling, writing and producing wasn't enough, Brooke Testoni added designer to her impressive resume. The Sydney-based fashion influencer debuted handbag (and now jewellery) label Rylan in 2017, which serves up the kind of effortlessly cool style Testoni has become known for. With a preference for modern classics—think vintage denim, elegant shirting, a great blazer and statement earrings—Testoni has parlayed her covetable aesthetic into chic designs for the brand.
Alexandra Spencer, Réalisation Par
Cool-girl label Réalisation Par has amassed a following that rivals some of the hottest players in the digital fashion game. The Australian fashion label was launched in 2015 by two girl-next-door Aussies, Alexandra Spencer and Teale Talbot, with their well-formed printed dresses and nostalgic designs quickly reaching Insta fame. The designs are regularly worn on the likes of Kaia Gerber, Kendall Jenner, Hailey Bieber and Emily Ratajkowski.
Sara Crampton, The UNDONE
When Sara Campton of successful blog Harper & Harley announced her venture into e-commerce in 2016, I'm sure we weren't the only ones kneeling to the fashion gods. Crampton, renowned for her minimalist fashion and beauty, now curates an entire online store with classic pieces focusing on premium wardrobe essentials, elevated basics and succinct trend pieces. Basically, a one-stop-shop for all your modern capsule wardrobe needs.
Natasha Oakley, Monday Swimwear
Launched off the back of Tash and business partner Devin Brugman's blog A Bikini A Day, the two swimwear connoisseurs created Monday Swimwear. Acting as inspiration to millions of women across the world, Natasha and Devin created the now cult swim label as a continuation of their goal to instil confidence within their female audience. Their pieces, as well as being bold and colourful, are also renowned for their fit - especially their offerings to women with curves.
Aimee Song, Song Of Style
Designer, influencer and New York Times best-selling author Aimee Song launched her first foray into apparel last year, which went on to dizzying success. The newest range ventures into shoes, featuring a seven-piece collection available exclusively at Revolve and Song of Style, which includes everything from minimalist-approved wedges and flat sandals to cow-print mules and statement heels.
Thora Valdimars & Jeanette Madsen, ROTATE Birger Christensen
Danish brand Birger Christensen partnered with stylists Thora Valdimars and Jeanette Madsen to create ROTATE Birger Christensen, which has since become one of the world's most recognisable labels. The opposite of what we've come to know about Scandi-style (clean, minimalist in neutral colours), ROTATE's offers 80s-inspired party dresses, with no shortage of bold and colourful prints. Honourable mentions to it's embroidered blazer dress, which sold out in days of its release.
Marianna Hewitt & Lauren Gores, Summer Fridays
Now you've definitely seen this blue bottle on your Insta feed. Marianna Hewitt and Lauren Gores founded Summer Fridays when they were sick of trying countless products without the results they were looking for. The first drop sold out in three weeks and became instantly recognisable thanks to its chic packaging. The first three products were masks, and they recently debuted their first serum. The Jet Lag Mask is an in-flight essential (and beyond) - a rich, creamy mask to combat dullness and dryness with ceramides, vitamins, antioxidants, and anti-inflammatory ingredients.
Pip Edwards, P.E. Nation
When P.E. Nation took its iconic warehouse sale online this year - the entire site crashed before the sale could even start. If that doesn't prove the influence of the cult athleisure brand, we don't know what would. Pip Edwards and Claire Tregoning founded P.E. with a vision to create luxury streetwear for the modern woman - all with the edgy, cool aesthetic they've now become known for. From practical sportswear to everyday basics, the label has quickly reached cult status.