Praying

Praying is rebooting Y2K nostalgia with its post-internet inspired womenswear. Founded by designers Skylar Newman and Alex Haddad, the NYC/LA-based label has drawn a dedicated fan base through its intrepid social media presence: coy captions, celebrity photoshops, and edgy styling contribute to the brand’s appeal. Utilizing fast fashion as its creative springboard, Praying is known for its oversimplified graphics, multi-placement prints, and serif fonts. Overt cultural references to Princess Diana, Brangelina, and ‘00s Nu metal unify the label’s collection of T-shirts and loungewear, while mini crop tops and tiny bikinis come adorned with religious iconography and irreverent slogans. Evocative and infused with irony, Praying brings a tongue-and-cheek spin to contemporary ready-to-wear.