M.92 Fashion Brand: Dresses Quietly Taking Over Instagram

last updated 21 January 2019

One of the most brilliant things about Instagram (aside from the adorable animals) is that there are hundreds—if not thousands—of fashion brands just waiting to be discovered and added to our wardrobes. In fact, some of our favourite breakout brands from the past 12 months were stumbled across mid-scroll, making Instagram easily the most important marketing tool for any startup. Do it well and your company can skyrocket.

It was just last week we saw Emili Sindlev posing for a mirror selfie wearing a cotton floral frock boasting a billowing silhouette, extravagant sleeves and a ruffle collar—exactly the sort of thing that would stop us in our tracks. Curious, we tapped to see where her creation was from, and up popped the handle @m.92_clothing. Later that day, we saw yet another influencer, Charlotte Jacklin, wearing the same M.92 dress.

We decided to investigate further and found countless other sartorially blessed ladies had also snapped up the same trapeze dress. Not one, not two, but six influencers already have this dress. If (as the saying goes) three's a trend, then this is is akin to a cultural movement.

(Image credit: @m.92_clothing)

M.92 founder Maryam wears the dress with white kicks and a Dior saddle bag.

Curious to find out more about M.92, we sent the brand a quick direct message, which was responded to within minutes. This is what we learnt.

M.92 is a London-based fashion brand founded by two sisters in 2018 who operate their entire business model through Instagram in lieu of a website. Orders are placed through direct message, and payments are taken over PayPal. The production quantities are kept deliberately small to ensure an air of exclusivity, and the dress in question is priced at £150 (not bad for a cult-status piece by any standard).

In just a few short months, M.92 has managed to infiltrate the closets of some of Instagram's most-lauded dressers, which is no small feat. Commit the name to memory, as we're expecting big things from M.92. As we said, supplies of the dress are limited, so if you want to get your hands on one, you'll need to DM the brand tout suite. If you're digging the smock dress vibe, then you'll also want to check out our edit of the best of the rest below…

(Image credit: @charlottejacklin)

Charlotte Jacklin styles her frock with a cute hair clip and pearl-beaded bag.

(Image credit: @emilisindlev)

Emili Sindlev opts for coloured tights to accessorise the look.

(Image credit: @hannamw)

Hanna adds some gingham into the print mix.

(Image credit: @maria_bernad)

Maria Bernad wears hers with another cult piece: By Far's Ball tote.

(Image credit: @hannastefansson )

Hanna Stefansson keeps things simple with strappy mules and a low ponytail.

SHOP OTHER EXCELLENT TRAPEZE DRESSES

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Leilani Oversized Silk Dress

Love M.92's beautiful dresses? Then you're going to fall head over heels for these cult frocks…

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Maxine Eggenberger is Who What Wear UK’s Deputy Editor and has over fourteen years of experience in fashion journalism. She been creating engaging and authoritative content for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, talent interviews self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their search and keyword planning, works closely with the fashion and beauty team on strategy and continues to pen many of her own articles. Prior to Who What Wear UK, Maxine's contributed to publications including Grazia, InStyle Marie Claire, Elle and Look, amongst others.