Brands blowing up on social media is par for the course these days, with Cult Gia, Rat & Boa and Staud all prime examples of what can happen if your aesthetic is Insta-friendly and you’re handy with a hashtag. Olivia Rubin is no exception, and now the London-based label is launching with a colourful bang into Etoile La Boutique, Robinsons and Harvey Nichols - Dubai.
Nailing that aesthetic we’ve seemingly all been so hungry for (think flattering, feminine wrap-dresses, sequin-sprayed separates and ombre pastels), Olivia joins a growing gang of affordable-luxe brands that have slowly crept in and taken over our hearts, minds and wardrobes – in that order. No fashion girl’s armoury is complete these days without a Rixo London or Ganni dress, and Olivia Rubin – we’re convinced – will be following suit.
“The growth is all down to social media,” the designer told Draper’s recently of her global expansion, reiterating the still-burgeoning power of Insta to make or break a label. “The majority of my sales come through from the business platform of Instagram.”
We’re earmarking everything.