NEW DROP

I.AM.GIA HAS LANDED, AND IT'S ONE FOR THE HOT GIRLS

By Ayis Stephen-Diver, 1 September 2025

When Y2K is done by Australian-born boutique I.AM.GIA, it'll make you forget you've been channelling 2010s grunge for the past year. It's that good. If you’ve ever wondered why it’s the hot girl’s no.1 shop of choice, or why Bella Hadid, Kaia Gerber and Em Rata have given it their stamp of approval, just look to the micro mini dresses, asymmetric maxis and anime girls on the viral Blare co-ord. The video-vixen vibes and dedication to loud 00s visuals differentiate it from other brands – and now you can shop it on ASOS. As its first UK retailer, we’re here to introduce you to the brand everyone’s talking about.

LAUNCHED: 2017

FOUNDERS: Alana and Stevie Pallister

ORIGIN: Australia

IN THREE WORDS: Hot, statement, glamorous

FUN FACT: The brand’s persona (and name) is based on 80s American model Gia Carangi.

THE BRAND TO KNOW

I.AM.GIA was brought to life just a month after Alana Pallister dreamt up the idea with her sister – the definition of getting it done. It only takes a scroll on socials to see how the brand gained its viral disruptor status. It has a huge 1.4M followers on Instagram and over 300K on TikTok. And it's the boutique of choice for all your favourite it-girls. Did you know Ariana Grande wore the brand's 'Aurora' bikini in the Thank U, Next music video? Take that exposure alongside the previously mentioned celebs, and you've got a recipe for instant success. But the real success is living up to the hype. I.AM.GIA has done that and then some – scroll for the proof.

THE STYLE TO KNOW

Model wearing 5 colours of the I.AM.GIA Blare set

No co-ord has done the rounds quite like the famous I.AM.GIA Blare set. This skin-hugging duo comes in a myriad of colours so you’re never out of options – including the ultra-viral cheetah print. So why is everyone obsessed with them? Imagine you’ve got a university lecture at 5pm and a party at 9pm – all you need is some heels to serve 00s Paris Hilton.

ASOS LOVES:
I.AM.GIA Blare co-ord in orange, £124
I.AM.GIA Blare co-ord in black and pink, £144
I.AM.GIA Blare co-ord in hot pink, £144
I.AM.GIA Blare co-ord in leopard, £144
I.AM.GIA Blare co-ord in baby pink, £144

THE SHADE TO KNOW

Black isn’t boring, it’s poetic – I.AM.GIA gets the memo. While basics are always a good idea, the brand’s black styles are anything but. Instead of traditional formal maxi dresses, the sheer Kahlo silhouette forces heads to turn and jaws to drop. Let's not even get into the cut-out corpcore of the Larisa dress, or the lacey styles fit for a romantic night in a Tuscan mansion. When you put these pieces on, life becomes that little bit dreamier.

ASOS LOVES:
I.AM.GIA Ellena 2.0 v front flared trouser co-ord in black, £105
I.AM.GIA Larisa slinky keyhole detail mini dress in black, £85
I.AM.GIA Gemma lacw halterneck ruffle asymmetric hem mini dress in black, £85
I.AM.GIA Kahlo chiffon sheer off shoulder open back maxi dress in black, £105

THE PRINT TO KNOW

Model wearing cheetah print clothes from I.AM.GIA

Pictures: ASOS

I.AM.GIA knows leopard print is that girl. The brand doesn’t shy away from using the print literally everywhere – and we salute them for it. Say goodbye to leopard print in discreet forms: lining the inside of a coat or on a scrunchie – it’s meant to be seen in all its glory. And that means leopard-print dresses, co-ords and even bikinis. Take this print with you during the colder months through to your tropical getaways.

ASOS LOVES:
I.AM.GIA Blare bandeau top co-ord in leopard, £49
I.AM.GIA Ava bikini top co-ord in leopard print, £45
I.AM.GIA Blare co-ord in leopard, £79
I.AM.GIA Blare romper playsuit in leopard, £79
I.AM.GIA Calypso bodycon mini dress in leopard and hot pink, £69