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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Halter Dress

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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 thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, 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 SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.