What’s Next for Cult Fashion Items on Instagram as the Platform Becomes More Shoppable

Choosy hopes to create styles on the fly as trends emerge

The Cult Gaia “Ark” bag debuted in 2013, and became incredibly popular through Instagram. Cult Gaia

There was once a time when scrolling through an Instagram feed full of influencers was the equivalent of people watching in a fashion-forward district. Global fashion search platform Lyst even found that a particular “Instagram style” existed, when it published a “Year in Fashion” report last year that tracked more than 100 million searches on its site. Under a section devoted to “Instagram fashion” were the items that every fashion influencer seemed to own in 2017: the Gucci logo T-shirt, the Cult Gaia “Ark” bag, and the RE/DONE patchwork jeans, just to name a few.

Jessica Sulima is an editorial intern at Adweek. She studies English at the University of Pennsylvania.