First Bella Hadid, Now Kaia Gerber Is Stockpiling This New Affordable Fashion Label

As swiftly as she has become one of the industry’s most in-demand models, Kaia Gerber has reached the top of the celebrity street style game. Her effortless fashion sense is no doubt thanks in part to her genes (she is Cindy Crawford’s daughter, after all), but another secret of hers appears to be an up-and-coming Australian contemporary label called I Am Gia. Gerber has helped put the brand on the map in recent months, and worn the line on at least four separate occasions in the last week alone. (Though considering everything is priced under $150, who’s counting?)

It’s a savvy shopping habit shared by Bella Hadid, who has also been test-driving the pieces as of late: While at the Couture shows in Paris this past summer, Hadid worked the brand’s extra-roomy khakis strung with a wallet chain-inspired detail, and soon thereafter followed up with a second prep-meets-punk move that took the form of a plaid crop top and a shredded denim mini. As for Gerber, she has been favoring similar slouchy trousers in a range of finishes including plaid, contrast-stitch denim, and fluorescent orange camouflage. The grunge-inspired look pairs well with her go-to R13 combat boots, and she tends to keep the oversized proportions in check with a well-placed belt or a cinched ankle hem.

One question remains, though: Who, exactly, is Gia? The mystery lies at the heart of the label’s appeal, and is emphasized in the cheeky slogans like “Can You Keep a Secret?” and “Wouldn’t You Like to Know?” that punctuate the strategically sparse website. For the moment, “Gia,” whomever he or she may be, remains anonymous, but one thing is certain: The name is well worth keeping tabs on.