Australian label known for its edgy, body-conscious streetwear and creating the viral “Instagram It-Girl” look.
ORIGIN
Australia
PRICE TIER
contemporary
Launched in Australia in 2017 by sister duo Alana Pallister and Stevie Cox, I.AM.GIA skyrocketed to fame by creating a persona before a product. The brand was built around a fictional muse, Gia, inspired by the rebellious energy of supermodel Gia Carangi, aiming to empower women to feel like a “badass.” This concept of an Instagram "It Girl" came to life when, just four weeks after launching, Bella Hadid wore several I.AM.GIA pieces during Paris Fashion Week, instantly catapulting the brand into the social media spotlight. Its signature look—featuring cargo pants, cut-out details, corset tops, and bold sets—quickly became synonymous with the confident, edgy style seen on celebrities like Kylie Jenner, Emily Ratajkowski, and on the hit TV show *Euphoria*.