He launched the brand in 2012, but it's only been in the last couple of years that Virgil Abloh's streetwear label, Off-White, has made serious waves on the fashion circuit.
From his Princess Diana tribute collection in 2017 to his bespoke ensemble for Serena Williams at the US Open, Abloh (below) has an innate ability to tap into current affairs and cultural zeitgeist at the perfect moment, catapulting his brand into public consciousness.
His show during Paris Fashion Week was one of the most talked-about this season, with epic pieces adorning the model likes of Bella Hadid and Kendall Jenner - who opened the show together - with Cara Delevingne watching from the front row.
It also, of course, helps that he has friends who love his clothes, with Kim Kardashian, Naomi Campbell and Rihanna wearing them regularly through choice as they go about their daily lives providing endless street style gold.
All of the nominees for the 2018 Fashion Awards have just been revealed
Culminating in a stellar few days this week, the designer has been nominated for 'Brand of the Year' - one of the most highly-anticipated categories - at the Fashion Awards, and named 'the hottest fashion brand on the planet' by global fashion search platform, .
Over the last year, the cult streetwear label has risen 33 places in the Index, surpassing Gucci and Balenciaga at the top of the table for the first time.
Fashion's best kept secret isn't so secret any more...
Scroll down to see some of our favourite looks from the spring/summer 2019 showcase.