Bella McFadden, a 28-year-old Canadian, made waves in 2020 when she became the first person to achieve over $1 million in sales on the Gen Z platform Depop. She recently opened her first brick-and-mortar store, iGirl, in the Lower East Side, selling vintage clothing from the Y2K era as well as her own designs like corsets, charm bracelets, fishnets, and chokers. McFadden draws inspiration from the mall goth era of the late 90s and early 2000s.
At the age of 20, McFadden dropped out of college in Canada to start iGirl, a brand that blends thrift store finds with her own creations, such as a popular silver heart pendant engraved with “iGirl” on the front and “Please Return to Heaven” on the back. Living in Winnipeg, she transformed the business into a cyber styling service where customers could receive custom “theme” looks based on their measurements and astrology sign, such as “Mall Goth” or “Teen Witch.” McFadden was handling 30 orders a day for custom styling, creating an entire boutique in her apartment.
McFadden’s popularity continued to grow when she shared shopping tips on her YouTube channel, InternetGirl, which now boasts nearly 140,000 followers. By 2018, she had saved enough money to move to Los Angeles, and in 2020 she became the first Depop seller to earn $1.26 million in sales. With her sales increasing by 146% during the pandemic lockdown, McFadden found herself working harder than ever. Her long-term goal has always been to open a store in New York City, which she finally achieved by relocating to the East Village and opening iGirl in a former pawn shop, creating a pink-themed space.
iGirl’s eclectic collection includes vintage logo tees, plaid pleated mini skirts, chokers, handbags, headbands, and cuffs, many priced under $100. McFadden says she is constantly evolving and taking current trends into account. Despite the success of her store, McFadden emphasizes that building her business was not an overnight success, with one of her key designs, the iGirl pendant, initially selling only 10 pieces but eventually surpassing 20,000 sales. Although the store opening is a dream fulfilled, McFadden stresses the importance of patience and the slow but steady growth of her business.
Grimes and Doja Cat are among the celebrities who admire McFadden, and she is keen on interacting with her customers in person at the physical store rather than just online. Many of her new customers have followed her from her early days on Depop and YouTube, showing her a new level of support. With her energetic personality and strong online presence, McFadden is excited to introduce her brand to a wider audience in a physical setting, offering her unique blend of vintage and modern fashion to customers who appreciate her distinctive style.
