The term "It Girl" has been part of pop culture for almost a century. Socialites, heiresses, celebrities, and influencers—many have tried, but only a few have truly captured that elusive quality. Think Audrey Hepburn, Emily Ratajkowski, Bella Hadid… What is that quality? It’s hard to define, but we all recognise it when we see it: she’s fabulous, magnetic, she’s a star. One day she’s in a magazine, a commercial, a tv show, (or even just the London Underground), the next she’s all over your feed. We’re all obsessed with her; we all want to be her—or be with her.
WHAT DOES SHE HAVE TO DO WITH BRANDING?
Some brands succeed in transitioning from simply being a product people buy to becoming something customers crave. Turning from a "nice-to-have" into an "I-can’t-live-without-it" queuing around the block status symbol. Just like an "It Girl," a brand with that magnetic pull doesn't just follow trends—she sets them.
But in today’s digital world, how does a brand achieve that coveted “It Girl” status?
It may seem like blind luck, but it almost never is, in business being in the right place at the right time isn’t an accident. Becoming the "It Girl" of your industry isn't about following every trend; it's about creating a unique voice and aesthetic that feels both aspirational and relatable, then making sure you’re in the right place at the right time. Here’s how you can tap into that allure:
Don't Just Be Her – Be With Her
It girls are queens of associating with the right people. They’re always in the right places, wearing the right outfits, and in on all the secrets. Going to the hottest parties, red carpets, interviews, concerts, and events. Being in the middle of the buzz is their speciality. To bring your brand into the public eye don’t just design an it girl dress, dress an it girl. Find the people in the spotlight and work with them. Make sure your brand is associated with the coolest people and the most exclusive events, get creative and make a statement.
Bold Design
Your brand should command attention, and the secret is good design. Artfully selected colour palettes, bold typography, unique art direction. Think of brands like Glossier and Djerf Avenue: their colours aren’t just pretty, they’re intentional. Standing out by creating a memorable ‘look’ is key. When a brand is so consistently curated that you can recognise their photo in your feed without reading the username – that’s an it girl, and we love her. In case you haven’t seen the eyeglasses brand @meller on Instagram, check them out, you’ll know what I mean. It's all about giving your brand an unmistakable signature style— every it girl has her own unique starpower.
3. Curate An Air Of Exclusivity
It’s hard to get your hands on an it girl, everyone wants a piece of her, and she’s desirable in part because she’s so unobtainable. You can manufacture a similar effect with strategic moves like creating exclusive releases, invite only events, and limited run products. The people who do manage to get their hands on your products feel special, part of an exclusive club, those who don’t want them even more desperately.
4. Fearless Storytelling That Resonates
"It Girls" aren’t afraid to be themselves, it’s part of what makes them so magnetic. Craft a brand story that resonates with your target audience on an emotional level. Whether your story is rooted in luxury, sustainability, or empowerment, make sure it’s authentic and fearless. Storytelling is what transforms a faceless corporation into something that feels truly personal and human.
Take inspiration from "It Girl" influencers who captivate us not just with their style, but with their stories. They’re relatable and aspirational all at once, offering a glimpse into their world while making you feel like you belong in it. Your brand can do the same by crafting a voice and narrative that feels both intimate and inspiring.
How to Sustain Your Brand’s “It Girl” Appeal
Achieving "It Girl" status is one thing; maintaining it is another. While some brands (and people) fade as quickly as they rise, the ones that endure have something special. They know how to evolve while staying true to their core.
The key is balancing trendiness with timelessness. Yes, it’s important to tap into current trends and cultural moments, but it’s equally essential to stay grounded in what makes your brand unique. Whether it’s your product quality, your brand story, or your customer experience, never lose sight of what sets you apart from the competition.
Becoming the “It Girl” of your industry is about cultivating an identity that people can’t get enough of. With the right blend of design, consistency, exclusivity, and fearless storytelling, your brand can create the kind of allure that keeps customers coming back for more.
Ready to make your brand unforgettable? Get in touch hello@annabelhs.com