The Instagram Edit at Selfridges: 8 Instagram-first brands you need to know about

Selfridges are holding a special pop-up event in store and online, showcasing brilliant Instagram-built brands that offer truly unique gifts.

The Instagram Edit

Instagram is an amazing buisness tool, allowing small independent brands a platform to reach millions of customers.

Many buisnesses are Instagram born, and have since gone on to grow into mainstream brands, all thanks to shear power and reach of the social media platform.

This Christmas, Selfridges are integrating the digital retail experience into their flagship London store. You can shop 'The Instagram Edit', a carefully curated selection of fashion, jewellery, beauty and homeware brands, at Selfridges' London store (and if you can't make it to London, online too) from 5-15th December.

The pop-up features labels such as The Frankie Shop, Kim Shui, along with emerging British brands, Ammé London and Tandem Skincare.

The Instagram Edit

Eva Chen, Fashion Director at Instagram says, “Brands have been a key part of the Instagram community since our launch—Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90% of people follow a brand or business. The Instagram Edit @TheOfficialSelfridges brings to life some of these beloved brands that were built on Instagram in an iconic setting, just in time for Christmas.”

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More and more people are looking to Instagram to discover and learn more about the things they care about. 130 million people a month now tap on the shopping tags to find out more about a product on Instagram. It has never been easier to connect with your favourite brand, whether that’s well known fashion designer or a small local business.

The Instagram Edit

Shop the brands from The Intragram Edit


Tandem skincare offer organic staples, created to help streamline your skin routine, while still targeting skin concerns. Their formulas combine the most skin-beneficial natural and organic ingredients.

The Instagram Edit

SHOP NOW:Tandem Skincare, from £16-£25

Ammé London

Ammé is a trend-led, ethical, handmade jewellery company based in London. Founder, Emma, has a passion for creating uniquely individual pieces with a contemporary edge. All metal is sourced and made in the UK. Exclusive to Selfridges is their gold textured locket, the perfect Christmas gift.

The Instagram Edit

SHOP NOW:Locket Necklace, £100, Ammé London

The Frankie Shop

New York based fashion label, The Frankie Shop, offers minimal pieces that will effortlessly slot into your capsule wardrobe. Their wide-leg faux leather jumpsuit is a staple for the winter season, dress down with trainers or add heels and a fancy clutch for a night on the town.

The Instagram Edit

SHOP NOW:Wide-leg Faux Leather Jumpsuit, £200, sizes xs-l, The Frankie Shop


Independently owned, emerging designer label, One DNA, offers gender-neutral clothing made in New York. Inclusivity is at the core of their designs, creating clothing for body types and not gender identity.

The Instagram Edit

The Instagram Edit

Kim Shui

Named in Forbes’ 30 under 30 list, New York’s Kim Shui offers a colourful and quirky aesthetic that is very popular amongst celebrities.

The Instagram Edit

SHOP NOW:Tie-dye Velvet Mini Dress, £245, sizes xs-l, Kim Shui


Experience ethically sourced, pure 24 karat gold and platinum jewellery. Sold by gram weight, Menē pieces marry enduring value and timeless design.

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Investment in a piece from Menē and you'll even be able to track its real-time value on an online dashboard. We love their geometric designs and chunky cable chains.

The Instagram Edit

SHOP NOW:Triangle Stud Earrings, £250, Mene

Atelier Stella

Brighton-based brand, Aterlier Stella creates unique stoneware ceramics with a fun and distinct sense of character. Founder, Stella Baggott hand crafts all her ceramics in the UK.

The Instagram Edit

SHOP NOW:Tubby Tripod Stoneware Clay Planter, 19cm, £80, Atelier Stella


The Instagram Edit

SHOP NOW:Rainbow Toasted-clay Candle Holder 12cm, £40, Atelier Stella

Hopscotch London

Hopscotch London is a beautiful lifestyle brand, curated and handmade in their London studio. They offer minimally designed vegan soy candles and all natural beauty products. The independent business takes pride in using no mass production, each product is formulated and produced by hand in small batches.

The Instagram Edit

SHOP NOW:Hopscotch London, £10-£25

If you can't make it to the pop-up, everything from the Instagram Edit is shoppable via the @theofficialselfridges Instagram and their website. Buy yourself or a loved one a unique and special gift this Christmas.

Happy shopping!

Emma White is a freelance fashion and lifestyle writer. She has worked in the publishing industry since she graduated with an English Literature degree from the University of Southampton in 2018. Combining her love of writing and fashion, she started working as part of the fashion team at woman&home in early 2019.

Emma writes about a broad range of fashion topics, from trending seasonal styles, to sustainable fashion, how to get designer looks for less on the high street and timeless wardrobe classics. When she isn’t writing she is probably shopping, looking for the latest piece to update her wardrobe.