While the high street undeniably still holds a dear place in our hearts, thanks to the speed, efficiency and simplicity - and, let's face it, lack of other humans walking 0.2mph mere millimetres in front of you - the rise in online shopping is no surprise.
And one of the most popular ways to shop right now is on Instagram, whether that be through its recently-launched direct shopping feature or indirectly through the relentless impact of #inspo.
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Here are the 14 little-known brands you'll spot on your scrolls this year that you should sit up and listen to (shop from)...
Why we love: It seems everyone got this ring for Christmas, and now we can't help but feel naked without one. Priced incredibly reasonably - this 8ct gold plated ring is £65, for example - it won't be long before we're all decked out in Daphine.
2. Cecilie Bahnsen
Why we love: Based in Copenhagen and launched in 2014, Cecilie Bahnsen is known (and loved) for its contemporary, sculptural silhouettes. We can't get enough of the subtle feminine detailing on every piece.
3. Rotate Birger Christensen
Why we love: Launched by stylist-turned-influencer power pair Jeanette Madsen and Thora Valdimars in 2018, Rotate is another Copenhagen-based label we're predicting huge things for. Offering up the very anthesis to cult basics, these are party pieces with a serious pop.
4. Fruity Booty
Why we love: Dedicated to making underwear shopping less daunting, Minna Bunting and Hattie Tennant launched Fruity Booty in 2017. Creating elegant, flattering pieces predominantly from deadstock fabric means that once pieces sell out they're not reproduced. Who doesn't love a limited-edition lingerie?
Why we love: Those with an eager eye may have already noticed this label littering Instagram recently, with several of our favourite influencers donning the brand's feather-trimmed PJs over Christmas for those extra AF festive feels. But it's their summer linen dresses that are about to take over, mark our words.
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Why we love: They may not be new (founded in 2002), but Swedish fashion brand Weekday's star is rising. Splattered across our feed recently, it's their denim staples and athleisure-inspired basics that get our vote.
7. Saks Potts
Why we love: Launched in 2014, the Copenhagen-based outerwear brand - headed up by best friends Cathrine Saks and Barbara Potts - have amassed a cult following. And with the likes of Kendall Jenner, Selena Gomez, Cardi B, Alexa Chung and even North West (yes, the five-year-old) having donned their Insta-friendly pieces in the last couple of months, it's no surprise that Saks Potts is having a moment.
8. Iden Denim
Why we love: A sustainable, conscious, forward-thinking denim label with premium designs and a purse-friendly price-point, Iden is very much a brand that the culturally-aware millennial can get on board with. The even better news? They're devoted to a good fit.
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9. Dancing Leopard
Why we love: Good value, fun, easy-to-wear pieces are three of the key pillars that have secured this online brand its recent success. Loved by women who want to dress individually without straying too far from their comfort zones, there's a smorgasbord of pieces to suit whatever the occasion.
Why we love: Launched in 2017, Swedish lifestyle label Arket is another brand beneath the giant H&M umbrella. Focussing on simple, timeless, functional designs made from quality materials, it is a haven for those with a Scandi sense of style.
Why we love: Despite being just over a year old, 16Arlington has already amassed an impressive following. With Lady Gaga, Rosie Huntington-Whiteley and J.Lo huge fans already - as well as some of the world's best dressed editors and influencers - they're a party season favourite that we still dream of wearing come January.
Why we love: A Polish label that launched in the late 90s, Reserved didn't make it over to the UK until 2017. First-introduced to the British customer by face - and huge fan - of the brand, Kate Moss, it's a high street store with high fashion clientele.
Why we love: Created from a desire to experiment with colour and shape, Australian brand Valet is the dream accessory brand for anyone who likes to play with their look. With bright colours, endless embellishment and interesting shapes, it's an Instagrammers dream. And, let's face it, we can't get enough of hair clips right now.
14. Bec + Bridge
Why we love: Set up by Aussie duo Becky Cooper and Bridget Yorston, Bec + Bridge are building serious momentum thanks to their playful take on party dressing and classic, modern separates. And while their pieces may be skewed towards a warmer climate, the simplicity and elegance of their designs render them easy to layer.
So now you've got your new brands to watch, here are the top trends to keep up with in 2019...