Ahead of a new season, editors look to the runway collections to decode and deliver the top-line trends and must-have items that are set to rule in six months' time. Whilst the runways still set much of the mood, Instagram has irreversibly added another layer to the process.
Nowadays, niche unknown brands can quickly become the most-tagged names in influential circles, unexpected items can become hits within a few moments and pieces can become sold out because of just one It girl's outfit choice. There are designers that have risen to the fore thanks to their active communities online and coveted pieces that would have once been considered "risky" for big retailers to stock are now proving to be big business. The contemporary brand sweet spot (think £300-£600) was once a fairly barren, uninspiring fashion wasteland, but it is now teeming with options and competition.
With this evolution in mind, Who What Wear UK decided to create our first Cult Collections shoot. It's the opportunity to know what's going to be hot and next on everyone's shopping lists from all of the brands booming in our social circles (and of course, it's entirely shoppable).
From Staud bags to Stand coats, Rixo dresses to Magda Butrym party tops, this is the definitive, real guide to A/W 18, modelled by two girls who are also taking over the fashion business: Anna and Sofia Kuprienko—the Ukranian musicians known as the Bloom Twins. The duo, represented by Models1, has gained the support of musicians such as Duran Duran and are an MTV favourite for their unique pop sound.
If there's one thing we know about great #OOTDs, it's that they look better with an equally fashionable friend by your side…
Photographer: Phill Taylor | Stylist: Abisoye Odugbesan | Makeup: Kate Swarbrick using Smashbox Cosmetics | Hair: Bobby Collier at Larry King | Thanks: Smashbox Studios, Antler and Models1