10 Top Fashion and Accessories Instagrams to follow

As social media becomes an essential part of everyday life for consumers and a crucial medium for business marketing, it becomes even more important for brands to have a strategy in place to gain and retain advocates. With that in mind, here are 10 Instagram accounts that you need to know about.


Featuring playful photography and an offbeat style, the US-based Need Supply Co first starting selling Levi’s in 1996. Having since expanded into more categories, the retailer now offers a range of highly curated independent brands, including men’s and women’s apparel, accessories and homeware. They effortlessly display how such a diverse range of products can come together under a single theme of being individual, interesting and visually consistent with the brand.


Scandi-chic NYC brand Totême was founded by Swedish couple Elin Kling and Karl Lindman. While its Instagram account has a high number of followers (28,400, at last count), Elin’s own account, @elinkling, has a phenomenal 238,000 followers. Her feed features product lookbook-style images intermixed with photos of Kling trying out outfits, selfies and beautiful, detailed close-ups of buttons and seams.


A Melbourne-based retailer that offer a highly curated range of brands from Australia and beyond. Its feed has a feeling of calm and stillness that’s in line with the product offering. Images of apparel are shot without fuss or fanfare, giving items an elevated, ‘luxe basics’ style. Even on a limited budget, brands can take lessons from its simple, pared-back photography on clear backgrounds and consistency of lighting.


Kuwaii is a Melbourne, Australia-based clothing and footwear brand. Its feed is a good example of a diverse Instagram account that flows with a focus on colour and art. And although diverse in subject matter, the feed is well curated and retains a sense of the personal; the brand’s office interiors and workshops are captured on camera, exposing the processes of making things and increasing the connection between company and consumer in doing so. And importantly, the account shows an awareness of pop culture and memes by the inclusion of lots of photos of cute cats.


Danish lifestyle retailer and contemporary fashion brand WoodWood brings together aspirational editorial, product images and real-life shots that include customers, fans and events. Its feed gives a realistic glimpse into the inner workings of the brand while conveying a sense of aspirational cool – this is not often easy to achieve, but as the brand is on its way to 100,000 followers, it’s clearly doing it very successfully indeed.


Plain-me is a menswear shop with a number of branches in Japan. Its Instagram feed consists predominantly of street-style shots with a fashion-forward yet relaxed urban aesthetic. It captures Japanese men’s fashion and an androgynous style, with a particular leaning towards workwear and denim. It also features more personal glimpses into the team and their friends, who are seen fooling around against the backdrop of urban Tokyo.


With its tagline of easy elegance, this London footwear brand mixes home decorations such as pot plants with the occasional shoe and loungewear image. As you can see in the snapshot of images above, it sets the mood for the lifestyle of the Dear Frances customer; a vibe that’s relaxed, understated and casual, but with just a touch of luxe.


This UK brand’s Instagram feed highlights its unisex offering with a strong focus on menswear. It also shows the processes that garments go through before they reach the consumer. The brand’s style is very much premium, but with a simplicity to it – and the images follow this brand ethos, from landscape photographs to detailed shots of the beautifully made, basic clothing. The whole feel has a sense of timelessness that isn’t tethered to any particular space or time.


This personal account of London fashion editor Alex Stedman has a shoppable Instagram feature and 43,700-plus followers. Her Instagram acts as an extension of her blog, The Frugality: essentially about her life, it advises on how to live sensibly but with the ability to afford luxuries – which is surely every working girl’s dream. The key to its success is that it’s highly relatable and personal, and also opens up opportunities for brands to consider working with bloggers to help publicise their products.


East London-based luxury fashion store LN-CC stocks what it calls an “evolving platform of curated ideas”, including menswear, womenswear, music and books. With 50,600-plus followers, its Instagram feed is the result of some highly polished product photography and simply styled model shots on consistent backgrounds. This clear, stylised approach could prove to be essential for multi-brand retailers looking to show off diverse product ranges.

Jacqui Ma

Jacqui Ma

Jacqui Ma is an accessories and footwear specialist who has been an influential trend forecaster since 2008. She is also the founder of Goodordering, an east London-based bag company. With more than 10+ years of experience working across product design, fashion and lifestyle, she predicts the future one trend at a time.
Jacqui Ma