From Online Sensation to Brick-and-Mortar: Bella McFadden’s iGirl Shop Takes NYC by Storm

Bella McFadden, a 28-year-old Canadian entrepreneur, has made waves in the fashion world by successfully transitioning her online fashion brand, iGirl, into a physical store. In 2020, McFadden made headlines as the first person to earn over $1 million in sales on Depop, a popular platform for buying used and vintage clothing among Gen Z. Now, she has opened iGirl’s first brick-and-mortar shop on the Lower East Side of New York City. The store features a mix of vintage clothing from the Y2K era and McFadden’s own designs, including corsets, charm bracelets, fishnets, and chokers.

One of McFadden’s bestselling items is the iGirl pendant, a silver heart pendant engraved with the brand’s name on the front and “Please Return to Heaven” on the back. McFadden draws inspiration from the late 90s and early 2000s mall goth era, which she says she loves. She dropped out of college in Canada in 2017 to start iGirl, a brand that combines thrift store finds with her own designs. Initially, iGirl operated as a “cyber styling service,” where customers would provide their measurements and astrology sign, and McFadden would curate custom “theme” looks for them, such as “Mall Goth” or “Teen Witch.” This service became popular, especially among people who wanted to dress vintage but had a more basic style.

McFadden’s business quickly grew, and she was soon receiving 30 orders a day for custom styling. She transformed her apartment in Winnipeg into a boutique with six racks of clothes. To cater to each customer’s measurements, she put a lot of thought and energy into the process. In 2018, McFadden started sharing shopping tips on her YouTube channel, @InternetGirl, which now has nearly 140,000 followers. Her success allowed her to move out of her parents’ home and settle in Los Angeles. By 2020, she became the first-ever seller on Depop to earn $1.26 million, with sales surging by 146% during the pandemic lockdown.

Despite her accomplishments, McFadden always had her sights set on New York City. She relocated to the East Village with the dream of opening a physical store. After years of operating online, she craved a new challenge. McFadden envisioned a “cyber styling service” where customers could still send their measurements and astrology sign, but she would curate custom “theme” looks in person. She found the perfect location for her store—a former pawn shop that she transformed into a dreamy space with a pink aesthetic and a black-and-white tiled floor.

McFadden’s brand has attracted notable fans, including Grimes, Elon Musk’s partner, and rapper Doja Cat. Opening the store has allowed McFadden to connect with her customers face-to-face, which she finds to be a whole new experience compared to the online world. Many customers have expressed their support and admiration for her work, reminiscing about following her on Depop and YouTube. The store is currently stocked with vintage logo tees from brands like Guess and Paul Frank, plaid pleated mini skirts, and various accessories like chokers, handbags, headbands, and cuffs. McFadden ensures that her inventory aligns with current trends as the fashion industry continuously evolves.

While the opening of iGirl’s physical store is a dream come true for McFadden, she emphasizes that building her business was not an overnight success. She recalls selling only 10 iGirl pendants on the first day they were launched and now having sold over 20,000. McFadden recognizes that success takes time and perseverance.

Bella McFadden’s journey from an online fashion seller on Depop to opening her own physical store showcases her entrepreneurial spirit and commitment to her brand, iGirl. Her ability to blend vintage clothing with her own designs has garnered attention and support from customers worldwide. With her new store in New York City, McFadden continues to make a name for herself in the fashion industry, catering to the evolving tastes of her customers and staying true to her unique vision.