19 Viral Items That Instagram Practically Forced Me to Buy
I love TikTok as much as the next person, but for anything fashion related, Instagram will forever remain my primary source. There, if you follow the right people, you're never more than a scroll away from discovering the next viral brand, trend, or, my personal favorite, item. And unlike on TikTok, where anyone can claim to be an expert on anything, everyone on your Instagram feed's already been vetted (by you) and therefore far more trustworthy.
As someone who's been consistently obsessed with the platform since it first came out, I've spent years curating a following list that I know can provide me with guaranteed winners in the fashion department, whether its a high-end buy like Bottega Veneta's internet-famous Drop Earrings or the $98 Gap jeans that nobody can stop talking about. And since gatekeeping has never really been my thing, I'm sharing my latest viral Instagram finds so you don't have to spend hours scrolling like I do. Shop 19 of them below.
This leopard-print bikini first blew up when Laura Harrier wore it on a speedboat in Italy last year, but its popularity sky-rocketed when Hailey Bieber styled the same swimsuit in one of the shots from the launch of Rhode's latest Peptide Lip Treatment flavor. Honestly, I'm shocked it's still in stock at Revolve. Run to buy one before it's not.
Shop the viral item:
Shop the matching Praia Bikini Bottom ($70).
I tried on this skirt about a month ago at J.Crew's NYC flagship and thought it was perfect, but I had no idea just how much attention it would go on to garner. Not only did I get a thousand or so questions about it—and shock that it was from J.Crew (some don't know that the brand is a viral sensation nowadays)—but it's also booming online.
Shop the viral item:
I shouldn't have to explain the level of popularity that Adidas Sambas have found themselves at in 2023. They were big last year, yes, but their trajectory hasn't slowed down one bit. I got my first pair about two years ago, and I am now considering pair number two. Why not? They're going to be everywhere for the rest of time.
Shop the viral item:
Bottega Veneta's Drop Earrings are about as high profile as an accessory can get in the fashion world. Worn by practically every celebrity and influencer with clout, the oversize baubles are an instant outfit maker and have spawned a million or so lookalikes.
Shop the viral item:
Metallics have been at the top of every fashion person's brain of late, probably because of how often we all see them during our morning scrolls through Instagram. Especially hyped up have been these $98 Gap jeans that come in both silver and gold. Lauded for their cool look and affordable price tag, these bottoms are a must-buy for spring.
Shop the viral item:
It's been ages since a belt caught the fashion world's attention quite as much as this studded one from Khaite, which basically every Instagram influencer is looping through their jeans and trousers or styling on top of voluminous skirts and dresses.
Shop the viral item:
If you're going to test-drive the peekaboo-boxer-shorts trend, you simply must do it with these HommeGirls boxers in either plain white or blue-and-white stripes.
Shop the viral item:
After both Tory Burch and Victoria Beckham gave their stamps of approval for fishnet tights during fashion month last September, the affordable hosiery option has been blowing up on Instagram.
Shop the viral item:
The Bone Cuff, an oblong, sculptural cuff bracelet that Elsa Peretti designed for Tiffany & Co., is currently experiencing a second go at fame after years of being low-key iconic. The statement bracelet can be found on the wrists of practically every major fashion person on Instagram—and then some.
Shop the viral item:
Though this Zara blazer is most often seen alongside its matching circle skirt all over Instagram, the nipped-in, cropped top layer is just as chic on its own, as proven here by Who What Wear senior market editor Judith Jones.
Shop the viral item:
Shop the matching Wool-Blend Balloon Skirt ($119).
Hailey Bieber's been known to cause major sellouts when it comes to both her beauty products and pieces from her wardrobe. Because of that, it shouldn't surprise anyone that the cropped white tank from Éterne that she's been wearing over and over is quickly becoming internet famous.
Shop the viral item:
Not only did this cow-print By Malene Birger coat make waves during fashion month, showing up all over the calendar, but it has also had quite the presence on my Instagram feed. Somehow both loud and laid-back, the investment outerwear piece is really a best-of-both-worlds wardrobe addition.
Shop the viral item:
Low-rise maxi skirts have been on the rise for a bit now, but I have yet to discover one as alluring and viral as The Frankie Shop's Malvo option in all that time.
Shop the viral item:
Unless you've literally been living under a rock over the last two weeks, it's likely that you're already all too aware of Sofia Richie's wedding and honeymoon looks. Sure, her white sets and dresses have been stellar, but it's this pair of Oscar de la Renta earrings that have made one of the biggest splashes. Yes, they're still in stock.
Shop the viral item:
Instagram loves an item that can be worn in multiple ways, so of course, this Norma Kamali one-piece swimsuit/bodysuit would blow up. The color is stunning, and Kamali's pieces are priced perfectly for the level of quality.
Shop the viral item:
Budding NYC-based brand Buci is quickly becoming a favorite on the downtown fashion scene, with its colorful skinny scarves and stark-white sets being regularly spotted on Instagram's next class of to-know names. But of all the items I've seen, the one that pops up the most is this strapless cutout dress called the Midnight Dress, which comes in various lengths and fabrics. The brand just hit Revolve, making it all the easier to shop.
Shop the viral item:
If the length on J.Crew's white pleated midi skirt isn't right for you, dare I suggest this equally viral Reformation skirt that still gives you that voluminous shape that many are seeking out right now, but with a longer length and more casual appearance?
Shop the viral item:
Onitsuka Tiger's Mexico 66 sneakers are quickly on their way to becoming 2023's Sambas, and the fact that StockX has so many pairs for sale right now at prices only just higher than retail is astounding. Every time any retailer restocks these (they're stocked at Urban Outfitters and Shopbop in case you want to keep an eye out), fans of the silhouette flock to their sites and buy every last pair up.
Shop the viral item:
If you, like everyone else, have been searching for that one pair of perfectly slouchy jeans for spring and summer, London-based creator and Who What Wear UK contributor Monikh Dale found them, leading to an almost internet-wide sellout of Citizens of Humanity's Ayla jeans. Net-a-Porter luckily still has lots of sizes available, but I doubt that'll last long.
Shop the viral item:
Next: I'm a Picky Shopper, and These Are the Fashion Items in My Amazon Cart Right Now
Eliza Huber is a New York City–based fashion editor who specializes in trend reporting, brand discovery, and celebrity style. She joined Who What Wear in 2021 after almost four years on the fashion editorial team at Refinery29, the job she took after graduating with a marketing degree from the University of Iowa. She has since launched two monthly columns, Let's Get a Room and Ways to Wear; profiled the likes of Dakota Fanning, Diane Kruger, Katie Holmes, and Sabrina Carpenter for WWW's monthly cover features; and reported on everything from the relationship between Formula One and fashion to the top trends from fashion month, season after season. Eliza now lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts @thepinnacleoffashion and @f1paddockfits, running in Central Park, and scouring eBay for '90s Prada and '80s Yves Saint Laurent.
-
10 Luxe Fall Finds I'm Lusting Over and 20 Under-$50 Finds I'm Actually Buying
My wallet is thanking me.
By Ana Escalante
-
I'm a Stylist and a Pre-Loved Fashion Company Founder—These 20 Chic Fall Pieces Have My Attention
These boho-chic finds are guaranteed to sell out.
By Jennifer Camp Forbes
-
I'm So Into Free People—These 37 New Fall Picks Are So Good
So much goodness ahead.
By Chichi Offor
-
French Fashion People Wear These Levi's Jeans That Are Only $48 During Amazon's Prime Big Deal Days
Cool, chill, and classic.
By Nikki Chwatt
-
I'm Obsessed With Cute Workout Clothes—These 35 Styles Are Bound to Sell Out on Amazon Prime Big Deal Days
Being the cutest person at the gym has never been so easy.
By Chichi Offor
-
Hurry—These Discounted Socks, Intimates, and Tights Will Sell Out During Amazon's Prime Big Deal Days
These prices are just too good.
By Chichi Offor
-
38 The Row–Inspired Amazon Finds I'm Buying Before October's Prime Day Ends Tonight
They're dangerously good.
By Eliza Huber
-
The Words "Sold" and "Out" Are Coming for These 36 Zara, H&M, and J.Crew Items
Don't hesitate.
By Eliza Huber