When the influencer, designer, and mother of two, Julia Berolzheimer, shared her gingham Donni pants with her 1.3 million followers, she admitted to having three additional pairs sitting in her closet. Hundreds of followers responded in one of two ways: Commenting "Pants" for a link to shop her pair, or confessing to having a similar stockpile of Donni pants in their own wardrobes.

On Substacks and in doula-managed WhatsApp groups, in comments sections and in Discord fashion chats, Donni pants receive the sort of universally glowing endorsements politicians could only dream of. These made-in-LA pull-on pants—in taffeta and cotton poplin, in sunny solid colors and spring ginghams—draw testimonials from prospective buyers, prompting them to purchase at least two, if not more. This spring, Donni's taffeta, pull-on cargo pants are one of the top-selling items on ShopMy, a social shopping platform, according to data shared in Line Sheet .…