The “Takeout Bag” from Pop & Suki’s Summer 2018 collection became an instant bestseller weeks after its launch.

Forget “digital natives” — Pop & Suki represents a wave of born-on-Instagram brands cashing in on one lucrative social media platform to drive millions of dollars of revenue. Launched in November 2016 by co-founders Poppy Jamie, Suki Waterhouse and Leo Seigal, the brand is built on the spirit of Poppy and Suki’s shared friendship and has been worn by the likes of Lady Gaga and Emma Stone.

“We felt that other big accessories players like Coach, Michael Kors and Tory Burch were not really speaking to our generation, despite being hugely successful,” says Seigal of Pop & Suki’s focus on cultivating a millennial brand. “We bridge the gap between real fashion accessories and minimal, functional accessories that work for everyone.”

Pop & Suki’s customizable leather accessories range from $150-300, and include card cases, makeup bags, notebooks and the bestselling camera bag.

The brand’s Instagram account boasts an unparalleled ratio: @popandsuki is followed by 170,000 users, but only follows two: Poppy and Suki. Seigal, the company’s CEO, is the only person with access to the expertly curated platform. “Some treat Instagram as one aspect of marketing, but I treat it as the leading aspect, even ahead of our website,” he says. “It’s first touchpoint to convert…