By Bee Beardsworth
Chances are if you’ve been on Instagram anytime in the last five years, you’ve seen your favourite model, celebrity or influencer wearing I.AM.GIA. Founded in 2017, the brand is the vision of internet brand mogul Alana Pallister. The Australian designer and social media personality drew inspiration for the brand identity by channeling beloved pop culture icon, 80s supermodel Gia Carangi.
Considered by many to be the first supermodel, Garangi skyrocketed to fame at the tender age of 17 with her stunning smile, tom-boy attitude and open queerness setting her apart from her polished, super-femme All American counterparts. Gia tragically died of AIDS-related complications at the age of 26, believed to be contracted through a contaminated needle as she struggled with drug use in the later stages of her career. However, her legacy lives on as a lesbian icon, widely acknowledged as one of the first female celebrities to die of AIDS and immortalised in the biographical film Gia (1998) played by a young Angelina Jolie.
I.AM.GIA was born from Pallister’s vision to build a brand based on a character - her obsession with Gia. The idea of a muse or “girl” for a brand is a common theme of high fashion design and the creation of esteemed brand collections, but arguably is rare with Instagram brands and is part of what sets GIA apart from its competitors. I remember when the brand launched and was immediately seen on everyone from Bella Hadid to the girls at the rave - the melding of streetwear, rock ‘n roll and high functionality (the clothes are just really easy to wear and good quality) meant that they immediately trancesed the “high/low” fashion barrier whilst remaining desirable.
GIA has become the consistent go-to for women wanting pieces that are both of-the-moment and timeless, easy to combine with other GIA pieces and to incorporate into your wardrobe. This Icons Summer collection reinstates GIA classics like leather pants, lingerie-themed dresses, low waists and halter necks, whilst bringing in a new set of patterns and colourways. Find the latest collections here.
"This Gia Icons Summer ‘22 Collection, was really created for the rocker-chic within you. Every collection I create with the team begins with a design brief curated around Gia herself and where in the world she is. Where she is currently travelling, which events she is at, her space, how she’s spending her time and the friends she’s surrounded with. That’s the beauty of creating for a character. With the summer upon us, Gia has big plans this year, starting with the festival circuit and endless listening parties. Gia’s life revolves around the music circuit and we like to set her up with an outfit for every event." - founder Alana Pallister