Over the past six months, we've spotted Bella Hadid, Kylie Jenner and Kaia Gerber sporting I Am Gia on numerous occasions, but it turns out that everyone from Selena Gomez to Emily Ratajkowski to Vanessa Hudgens have also given the low-key label their incredibly influential tick of approval.
Up-and-coming model, Kaia Gerber (daughter of Cindy Crawford) wore pieces from the current collection four times in one week, with Kylie Jenner wearing it to post her first photo, post-pregnancy rumours, as well as to sister Khloe's baby shower - posting a photo of both her and best friend Jordyn Woods in the Finley Top ($60) and Winona 2.0 pants ($90).
Though I Am Gia's website does little to explain how it burst onto the scene, giving a cheeky "You'll never know" answer on the website's About page, we're betting it won't be long before we know - and see - a lot more. Don't they know it's impossible to keep a secret when the Kardashian-Jenners are involved?
Oh, and the best part? Everything is priced under $150.
Scroll to see how your fave celebrities are wearing the mysterious Melbourne brand.