Insta Brands to Know: Satirical Sloganism

For founder Madison Sinclair, Texas-based brand BugGirl200 began as a joke, but it has since found its niche among youth demographics who are (somewhat ironically) obsessed with celebrities and pop culture. The homemade feel of its designs is part of the unserious slapdash appeal, while the slogans and graphics lean towards a more playful and wholesome nature – often referring to celebrities as the wearer’s husband, mother, or girlfriend and pledging their allegiance to them.

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British designer Maxine Beiny taps into two of Gen Z’s favourite trends: ironic slogans and a good Y2K throwback. Recognisably 90s and 00s silhouettes, including tube tops, halternecks and velour trousers, bear snappy phrases embellished with on-trend McBling-era diamantés – meaning these pieces are not just attention-grabbing statements, but also bona fide trendy designs. The brand has an elevated, dressed-up edge that sets it apart from many of its more casual contemporaries. Celebrity fans include musician Dua Lipa and TV presenter Amelia Dimoldenberg (both UK).

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Playing into – and at the same time making fun of – the fraught and polarised ideals of masculinity in young people, Canadian brand Haunted Starbucks is all about being both divisive and statement-making. With references ranging from Minions to controversial podcast host Joe Rogan, it’s not clear if the brand wants its subjects to be in on the joke or not – and that may be the point. 

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With a heavy emphasis on nihilistic imagery and references to Catholicism, US label Praying plays into Gen Z’s dark sense of humour and disillusionment with ‘the system’. Phrases like “God’s Favourite” and “Father Figure” adorn everything from tees and tracksuits to sweetheart-neckline dresses and corset tops, while 00s pop culture moments remain a key visual theme. The brand is perhaps most notorious for its collaboration with Adidas that featured American TikTok darling Addison Rae in a bikini that had the words “Father”, “Son” and “Holy Spirit” printed on it.

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Founded by friends Alex Holmes and Riana Butler, US brand Uncle Inc has carved out a niche reputation for creating offbeat, borderline nonsensical graphic tees, such as “In My Fisherman Era” and “So Much Mice, So Little Time”. Font choices range from purposely messy handwriting to nostalgic word art, while freehand-style illustrations add to the DIY feel. Take cues by not trying too hard to be funny or relatable, and lead with Gen Z’s signature absurdist, unconventional humour instead.

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