I Used the Instagram App to Shop, and Now I'm Freaking Out Over These 28 Gems

When Instagram first came out with its shopping feature, I didn't think much of it. For a while, it remained a barely touched icon that I would only click on by accident when I was trying to search the Explore page. Eventually, the curiosity crept up in me, and I have to admit that I was too quick to judge the social media site's take on navigating the retail market. Upon clicking the little Shop icon, I was faced with a screen chock-full of products that suited my style from popular retailers like Zara and Net-a-Porter and small indie brands that I wish I had found earlier in my life.

I'm an overthinking shopper, so it usually takes me hours to sift through dozens of retailer sites and find picks that are suitable enough to make it to checkout. Instagram's shopping algorithm curates pages of fashion and beauty products from multiple brands for you based on what you're interacting with on the app, so it takes a lot of the work out of the shopping equation. I'm not sure why more people aren't talking about it, because I find myself clicking on that shopping icon a lot more often now. Below, I've rounded up the gems that I found on the app. I don't have the bandwidth to check every sartorial option under the sun, so I definitely would've missed some of these picks if it weren't for my newfound love of Instagram shopping. Once you go through my picks, you can test the feature out for yourself. 

Next, I'm Not the Biggest Hiking Girl, But These $60 Shoes Changed My Mind

Associate Fashion Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.