Fast fashion is a competitive space, but some brands know exactly how to make their moment last. Our latest report on the fastest-growing fashion brands on Instagram, covering March 2024 to March 2025, shows which names aren't just riding trends but building real communities.
While luxury brands still hold strong, it was Babyboo that surprised us this year. Babyboo Fashion, founded in Australia in 2011, is an online women’s fashion retailer known for its trend-driven pieces and global shipping to over 120 countries.
The brand grew its following by 1.2 million, landing a spot in the top five. But it wasn't just about numbers. Babyboo built something brands twice its size still struggle to create: excitement, connection, and momentum. Here's how Babyboo turned scrolls into loyalty.
Selling a lifestyle, not just a look
Babyboo isn't just posting dresses and hope. Their feed is a carefully curated world; one where their audience can see the life they want to live. It's beaches, girls' trips, golden sunsets, and effortless style. Every post feels less like an ad and more like an invitation.
By focusing on how their clothes make people feel, not just how they look, Babyboo made their brand a destination, not just a store. Here’s the kind of content they routinely share:
Try-on clips and outfit reveals
Occasion-specific styling
Lip-sync & trend audio usage
Consistent collabs with micro-creators
Babyboo’s influencer strategy focuses on building long-term relationships with micro- and mid-tier creators, not just looking for quick buzz with big names. These creators might not be mega-famous, but their style, relatability, and authenticity draw attention and loyalty.
By showing up consistently across Babyboo’s feed, they help create a sense of familiarity and trust that feels genuine. Instead of relying on one-off collaborations, Babyboo invests in creators who grow with the brand, making their presence feel natural and ongoing rather than staged.
Dresses made for memories
While many brands rely on big campaign drops, Babyboo focuses on capturing the special moments that people want to remember. Their feed is filled with colorful dresses made for social gatherings, night outs, weddings, and celebrations with friends.
Each post reminds the audience that looking and feeling beautiful is part of every occasion. Instead of feeling staged, Babyboo’s content stays relevant by reflecting real settings and moments their audience can relate to.
Babyboo’s Instagram performance by the numbers
Follower growth: +1.2 million
Reach: 549 million
Engagement rate: 7.9%
Influencers engaged: 2,289
Posts featured: 3,829
Primary content type: Reels (majority of posts)
Average views per post: ~60,024
Average likes per post: ~11,265
Average comments per post: ~114
Top markets: United States, Australia, UK
The combination of steady growth and emotional branding made Babyboo one of the top names to watch.
What Babyboo is doing right
1. Selling feelings, not just fashion
Babyboo’s content is more than product shots. Each post is part of a larger story: one about summer getaways, girls' nights out, or effortless confidence. Instead of just showing clothes, they show how it feels to wear them. This kind of storytelling invites their audience to picture themselves in those moments, which makes the brand feel personal, not transactional.
2. Betting on authenticity
Rather than relying on high-profile endorsements, Babyboo works with micro-influencers who feel like friends, not unreachable icons. These creators reflect the real style and energy of the audience, making the brand feel more relatable. By choosing influencers who genuinely align with their look and values, Babyboo builds trust that one-off celebrity partnerships often fail to deliver.
3. Owning their aesthetic and knowing their audience
Babyboo knows exactly who they are speaking to: people who love wearing beautiful dresses for important moments and want to show up confidently and unapologetically. Their feed is filled with dreamy setups, celebration vibes, and styling that feels effortless but polished. Babyboo has carved out a strong aesthetic that is instantly recognizable: glam, stylish, and full of energy.
It is the kind of content that makes people want to save it, share it, and even recreate it, because it captures the feeling of wanting to look and feel unforgettable.
Final thoughts
Babyboo’s growth in 2025 comes from knowing exactly who they are and showing up in a way that feels inviting, exciting, and worth remembering. Their colorful, confident aesthetic turns simple moments into something people want to save, share, and step into.
Their success is a reminder that when a brand knows its voice and stays consistent, it naturally finds the right people.
Want to see how other rising brands are winning on Instagram?
Download our Top Fashion Brands on Instagram 2025 report for more insights, strategies, and brand stories that are reshaping the future.
