Designer “It Girls”
If you can’t be her, dress like her.
by JAMIE KIM ★ AUGUST 5, 2022
Everyone loves an “it girl,” From Zendaya to Emma Chamberlain, being an “it girl” is popular on every social media platform, news outlet, and most importantly, in the Fashion industry. Back in the ’90s, the Big Six swept the nation with their hotness, making everyone want to be them, be with them, or at least… dress like them. Although the supermodel era is long gone and the Big Six are all grown-ups now, being the “it girl” has stayed in season.
This phenomenon has struck a chord in the marketing side of fashion, and now every big luxury brand wants to cater to different “it girls.” Through this genius idea, they have started to define the different fashion aesthetics of 2022.
Here are some of the designer brands and their impact on “it girl” fashion this year:
Miu Miu with this internet-famous micro mini set
The launch of this collection changed “business casual” as we know it. Although the set itself costs thousands of dollars, this style of micro-mini skirts took over the internet post-release, and the countless dupes and recreations of this look turned a high fashion look into a more accessible aesthetic.
The way this set was able to spread like wildfire was due to different influencers and celebrities constantly being seen in them, such as ultimate “it girl” Hailey Bieber (pictured above).
Valentino’s new hot pink era
Earlier this year at Paris Fashion Week, Valentino unveiled a collection entirely consisting of hot pink and black clothing. This started the switch (finally) from millennial pink to hot pink, and we’re so here for it.
Pictured above is the stunning Anne Hathaway, seen in a bright, hot pink mini dress at the Valentino Haute Couture Show. This new wave of the pop of pink is giving Barbie, which is perfectly timed for 2022 while we wait for the Barbie movie.
Marc Jacobs Heaven and Hell
To dress like the ultimate cool kid, Heaven by Marc Jacobs is the line to shop. While being more affordable, this collection plays with different colors, silhouettes, and prints while still embracing the casual side of fashion. Marc Jacobs caters to a different type of crowd with this line, while still drawing in customers that follow classic “it girls” such as Bella Hadid.
Last March, Nicki Minaj slayed this Marc Jacobs campaign by featuring different pieces from Heaven’s Spring 2022 collection. As she represents originality and creativity in her career, the Heaven collection fits her persona perfectly, making this collaboration a very good marketing move on Marc Jacobs' part. Not to mention that Nicki Minaj stans will likely just buy anything she’s in.
The luxury brands listed above (and plenty more) are competing for the ultimate “it girl” audience through the way they market. While the girls are fighting, I’ll be here…waiting for the dupes.