discoWe compared 18 brands similar to VRG GRL on fit, price and aesthetic — 2 cheaper and 5 more premium, led by Verge Girl and Emma Mulholland on Holiday.
If you love VRG GRL's vibrant, youthful style, you'll also appreciate brands like Verge Girl, Princess Polly, and Showpo. These brands reflect similar aesthetics, prioritizing trendy, playful clothing that captures contemporary culture. Each offers a unique take on affordable fashion that appeals to young women looking to express their style vibrantly. Explore these options if you're in search of the latest in colorful and chic attire that embodies the beach culture and youthful spirit that VRG GRL is celebrated for.
Australian direct-to-consumer womenswear label founded in 2007, selling trend-led, affordably priced clothing aimed at young women.
Why it's similar. Both brands share a focus on trendy, playful designs that cater to a youthful audience.
What changes. Effectively identical — pre-rebrand identity
Australian label from designer Emma Mulholland making colour-saturated, vacation-inspired resortwear, from crochet knits and pleated trousers to unisex organic-cotton denim.
Why it's similar. Very similar surf/skate style, playful aesthetics, and colorful palette.
Australian Gen Z fashion e-tailer selling affordable trend-led dresses, denim and going-out wear, now expanding into US physical retail.
Why it's similar. Both brands reflect a vibrant, colorful aesthetic and offer trendy styles that appeal to the younger market.
What changes. Larger scale, more US-focused marketing
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Venice Beach label by Eli Russell Linnetz reworking Southern California surf and skate staples in washed pastels, puffed nylon and distressed knits.
Why it's similar. Shared surf/skate style and colorful, playful designs.
Sydney online womenswear label founded by Jane Lu in 2010, selling trend-led, affordable dresses and going-out pieces worldwide.
Why it's similar. Like VRG GRL, Showpo specializes in trendy, affordable women’s clothing tailored for young consumers.
What changes. Less print-driven, wider size and category range
Los Angeles label making brightly colored patchwork clothing from deadstock fabric, founded by Stanford classmates Jensen Neff and Ellie Chen.
Why it's similar. Stanford classmates Jensen Neff and Ellie Chen patchwork deadstock fabric into brightly coloured pieces in Los Angeles, matching VRG GRL's trend-led palette with a waste-reduction angle.
Australian online retailer of trend-led women's occasion, party and festival wear, mixing its own label with stocked brands.
Why it's similar. Beginning Boutique shares a similar ethos of trendy and youthful designs that resonate with a vibrant demographic.
What changes. Multi-brand retailer, slightly higher price points
Melbourne womenswear label producing limited-run linen, wool and vintage-fabric pieces locally, founded in 2015 by Emma Cutri and Alice McIntosh.
Why it's similar. Shares the playful style and colorful palette focus.
URBN-owned American retail chain selling vintage-inspired apparel, BDG denim, sneakers and apartment goods to a Gen Z and millennial audience.
Colorful, size-inclusive underwear and intimates brand from New York, acquired by intimates manufacturer Ariela & Associates International in 2023.
Sydney-founded online womenswear label known for branded hoodies, sweat sets and going-out dresses driven by influencer marketing.
Tyler, The Creator's Los Angeles streetwear label, known for pastel color-blocking, cartoon graphics and the Golf le Fleur* footwear and tailoring line.
London label making colourful lingerie, swimwear and ready-to-wear in limited drops from repurposed and sustainably sourced fabrics.
Los Angeles fast-fashion label selling trend-driven, body-conscious womenswear at low prices, built on Instagram influencer marketing and celebrity collaborations.
Independent London womenswear label known for Y2K- and 90s-inspired printed mini dresses, mesh and corset tops at accessible prices.
What changes. London-based, narrower nostalgia-driven aesthetic
Swedish fast-fashion giant selling low-priced clothing, accessories and homeware across roughly 4,300 stores worldwide, plus its long-running designer collaboration series.
Australian online retailer of trend-driven party, formal and going-out dresses at accessible prices, sold direct through hellomolly.com.
Why it's similar. Another Australian online-only womenswear label, Hello Molly drops trend-led going-out dresses, playsuits and tops at VRG GRL's accessible price points via Instagram and TikTok creators.
Sydney online womenswear label selling influencer-driven party, festival and vacation dresses at accessible prices.
Why it's similar. Like VRG GRL, Peppermayo is an Australian online label selling trend-driven dresses and separates at accessible prices, adding satin slips, corset tops, swim and shoes in extended sizes.
What changes. Less in-house print development, more resort focus
Stores that stock VRG GRL and labels like it.
Nasty Gal is an online womenswear retailer selling bold party and going-out styles at fast-fashion prices, owned by the UK's Debenhams Group.
Disco ranks brand alternatives using style overlap, category overlap, price tier, fit, colour palette, and cultural context. Scores are directional, not absolute. Read the full methodology →
| # | Brand | Similarity | Best for | Price |
|---|---|---|---|---|
| 1 | Verge Girl | 88% | Contemporary | Similar |
| 2 | Emma Mulholland on Holiday | 88% | Surf / Skate | Cheaper |
| 3 | Princess Polly | 85% | Contemporary | Similar |
| 4 | ERL | 84% | Surf / Skate | More premium |
| 5 | Showpo | 83% | Contemporary | Similar |
| 6 | oddli | 82% | Deadstock colour | Similar |
| 7 | Beginning Boutique | 81% | Contemporary | Similar |
| 8 | Sister Studios | 78% | Contemporary | More premium |
| 9 | Urban Outfitters | — | More premium | |
| 10 | Parade | — | Similar | |
| 11 | White Fox | — | Cheaper | |
| 12 | Golf Wang | — | More premium | |
| 13 | Fruity Booty | — | More premium | |
| 14 | Fashion Nova | — | Similar | |
| 15 | Motel Rocks | — | Similar | |
| 16 | H&M | — | Similar | |
| 17 | Hello Molly | — | Similar | |
| 18 | peppermayo | — | Similar | |
| 19 | NastyGalRetailer | — | More premium |
The brand most similar to VRG GRL is Verge Girl, with an 88% match. It shares trendy, playful designs that appeal to a youthful audience while frequently updating its stylish collections.
Emma Mulholland on Holiday, Ripndip, and Verge Girl are great cheaper alternatives, offering styles in a budget-friendly tier, perfect for those seeking affordable playful fashion.
Verge Girl might appeal more if you're looking for variety in frequently updated collections, though VRG GRL offers a unique surf and skate aesthetic. Both have their style strengths depending on personal taste.
VRG GRL is celebrated for its carefree, Aussie-cool vibe, offering feminine silhouettes and modern-edged designs. Signature pieces include flirty dresses and vintage-inspired separates that stand out.
For more affordable brands like VRG GRL, consider Ripndip, Emma Mulholland on Holiday, and Verge Girl. All offer trendy, playful styles at a value-conscious price point.