I.AM.GIA

BRAND AND FASHION DESIGNER ,  I

I.AM.GIA EMBODYING THE NEW “IT GIRL” FOR THE SOCIAL MEDIA FRENZIED GENERATION.

ORIGINS

I.Am.Gia is an Australian fashion clothing brand. It was founded by the sister duo, Alana Pallister and Stevie Cox in May 2017. Their whole brand was created around a person, rather than the typical approach the vice versa. Significantly, they gained a lot of recognition and rode through Instagram fame, with extreme success.

Alana Pallister and Stevie Cox

WHO IS GIA?

The story of the brand’s concept was kept secret for a long time. the concept is based on the first supermodel Gia Carangi, a woman whose meteoric rise and catastrophic fall captured and embodied the fast-living generation of the 1980s.

Gia Carangi

Uniquely, the idea behind the brand was to create Instagram’s new “It Girl”. Notably, to the founder, Gia was a perfect inspiration. As told by her,

“Gia is my all-time favourite movie. I love her character and how she rose to fame so quickly. She was an overnight sensation. We wanted to do the same thing with our GIA. We want to empower women to feel like a badass.”

RISE TO FAME

A big turning point for the brand was when they received a message from Bella Hadid‘s stylist just four weeks into the business. Her stylist requested selected pieces, on the occasion of Paris Fashion Week 2017. Over the course of a week, she wore (and was photographed in) I.AM.GIA separates. Henceforth, the brand gained a lot of recognition and soon became a must-have in everyone’s closets.

Bella Hadid at Paris Fashion Week 2017 in I.Am.Gia

The Gia gang has grown to welcome more fashion influencers and industry up-and-comers, such as Kaia Gerber, a personal favourite of Pallister’s, who went on to be one of the brand ambassadors. It’s also favoured among many other celebrities such as Dua Lipa, Demi Lovato, Emily Ratajowski, and Bella Hadid.

ACCUSATIONS.

The brand has been accused of several indiscretions, from stealing designs to unethical production. DietPrada, one of Instagram’s favourite fashion experts has called them out on multiple occasions. Notably, once for copying independent designer Daisy Daisy TV. A Sydney-based husband and wife duo that designs and produces all their products locally. Consequently, later again of sourcing its “original designs” from AliExpress.

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Bella Hadid

Caroline Daur