There's a new Australian label on the block, and it seems the Americans are one step ahead of us. Specifically, top American models and celebs who can't seem to get enough of the affordable Melbourne-based brand, I Am Gia.
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.