I.AM.GIA: The Maddy Perez Uniform
If one brand is synonymous with Euphoria, it’s I.AM.GIA. The Australian label became a viral sensation thanks to Maddy Perez’s iconic black cut-out “Lucid” set. This brand perfectly encapsulates Maddy’s character: bold, commanding, and unapologetically
sexy. Known for its body-conscious sets, strappy details, and Y2K-inspired designs, I.AM.GIA is the go-to for anyone looking to channel the queen bee of East Highland. Their pieces are statement-makers, designed for moments when you want all eyes on you—a philosophy Maddy lives by. The brand’s prevalence on the show cemented its status as the unofficial uniform for the confident, slightly dangerous cool girl.
KNWLS: Deconstructed & Dangerous
For a more avant-garde take on the Euphoria look, KNWLS (formerly Charlotte Knowles) delivers. This London-based label is all about deconstructed corsetry, distressed fabrics, and a vision of femininity that is both sensual and strong. Its aesthetic feels like a perfect fit for a character like Jules or anyone who views clothing as a form of armor. KNWLS pieces often feature intricate layering, sheer paneling, and a tough, almost futuristic edge that blends lingerie details with utilitarian toughness. It’s a favorite of celebrities looking to channel that Euphoria-esque vibe, offering a high-fashion interpretation of the show's complex, boundary-pushing style.
Maroske Peech: Ethereal and Eclectic
Melbourne-based Maroske Peech captures the softer, more eclectic side of the Euphoria universe, fitting perfectly with Jules Vaughn’s layered, artistic style. The brand is known for its delicate-yet-quirky pieces, like sheer butterfly tops, high-cut leotards, and unique hosiery that feel both innocent and subversive. It's the kind of clothing that tells a story, blending ballet-inspired silhouettes with an almost DIY-feeling creativity. Costume designer Heidi Bivens has used smaller, independent designers like Maroske Peech to give characters like Jules an authentic, curated wardrobe that looks like it was pieced together from unique finds, rather than pulled straight from a department store.
Miaou: Corsets and Modern Y2K
Miaou is a master of the modern corset, a staple in the Euphoria fashion lexicon. Worn by characters like Cassie and Maddy, the brand has become a go-to for structured, flattering tops and low-rise pants that scream early 2000s revival. Its pieces are fun, overtly feminine, and play with prints like cowhide and newsprint, giving them a playful edge. Miaou’s success lies in its ability to take vintage-inspired silhouettes, like the corset, and make them feel completely fresh and wearable for a new generation. This blend of nostalgic references and modern tailoring makes it a core component of the show's trendsetting aesthetic.
Nodress: Provocative & Playful
Nodress, from designer LuQi You, embodies the provocative and playful spirit that defines so much of Euphoria's fashion narrative. The brand is known for its avant-garde designs that push boundaries with bold cut-outs, unconventional materials, and a blend of edgy and luxurious aesthetics. Think lace-trimmed mini skirts, devil-horn corsets, and layered mesh tops that feel both rebellious and thoughtfully designed. Nodress pieces are for characters who aren't afraid to experiment and use their clothing to make a statement, reflecting the show’s theme of using fashion as a tool for self-discovery and expression.
Akna: The Bodycon Go-To
When Maddy made her dramatic entrance on New Year's Eve in a black bodycon dress with matching gloves, she put Akna on the map for every Euphoria fan. This brand specializes in the kind of sleek, form-fitting silhouettes that Maddy uses to assert her power and confidence. The look was so impactful it became instantly shoppable, with fans rushing to pre-order the exact dress. Akna represents the show's high-glam, night-out aesthetic, where clothing is sharp, sophisticated, and designed to make an unforgettable impression. It’s less about everyday wear and more about weaponized glamour, a key element of Maddy’s style evolution.
