Don’t be fooled. I AM GIA is a label beloved by some of the most visible social media influencers today, but the thinking that goes into this brand goes way deeper. To start, ‘Gia’ isn’t even the designer’s name, but a reference to the 1998 biopic, Gia, based on the life of Gia Carangi, an enigmatic badass who was also one of the world’s first supermodels. Also, this label was only started a few months into 2017 by designer Alana Pallister, and is already everywhere on social media.