While there’s nothing new about fashion editors and icons looking to the streets for styling inspiration, the idea of a designer intentionally reworking what real women are already wearing rather than forging their own path is a turn for the books.

But that’s the unique MO behind new brand Vestire – not to be confused with global online designer consignment store Vestiaire – which is writing its own rules on how a fashion label works in the ‘social’ age.

Rather than dictating or at very least reflecting current runway trends, Vestire’s designer Mana Mawlai looks to big-name fashion bloggers, street style stars and Instagrammers for key design cues. The intention: must-have fashion that’s aspirational and affordable (prices range from $99 to $399).

Fashion and beauty influencer Elle Pendleton wearing a Vestire Resort 2019 collection dress at Fashion Week

While it’s an approach that may turn the noses of industry snobs, it certainly appears to be working in a commercial sense. Well-known local bloggers Talisa Sutton, Vydia Rishi, Fredrika Akander, Dasha Gold, Lian Galliared, Beck Wadworth, Eleanor Pendleton and Pepa Mack all chose to wear Vestire pieces to Mercedes-Benz Fashion Week Australia 2018.

The Sydney-based label is owned by Hotsprings, the same parent company that backs Rebecca Vallance, P.E Nation and Lover. Though its clothes have already enjoyed the spotlight outside Fashion Week, it will officially launch to customers on August 1 via the Vestire website, retail giant The Iconic and in David Jones stores, the latter being a highly coveted but rarely landed opportunity for any fledgeling brand.

Melbourne-based fashion blogger Fredrika Akander

“To put it bluntly, it’s a brand for women, not for mannequins,” says Melbourne-based influencer Fredrika Akander of Vestire, who’s already a fan. “I think the brand has done such a good job in producing items that are versatile without being ‘Plain Jane’.

“It is extremely wearable, low-key fashion that doesn’t require neon colours or something crazy to be seen.”

PR agency owner Georgia Zogopoulos wearing a Vestire dress outside MBFWA18

Sydney-based fashion blogger Talisa Sutton is a recent covert too. “It’s refreshing that they’re looking at day to day style in real life, as opposed to the runways, for inspiration,” she told GRAZIA. “I love that [the label’s] been influenced by creatives and digital personalities. It brings an exciting energy to the collection and you know all the pieces will be wearable and work back with a wardrobe of your favourite staples.”

Lian Galliard wearing a Vestire slip dress at MBFWA18

While it may be a novelty to in some way ‘influence’ what a fashion label produces, Sutton is philosophical. “Social media is such a big part of our lives these days… I think it’s reflective of how we are inspired, shop and experience fashion in 2018.” Shop Vestire at David Jones here.