Praying reboots Y2K nostalgia with post-internet womenswear. Founded by Skylar Newman and Alex Haddad (NYC/LA), the label built a cult following via bold social media: coy captions, celebrity photoshops, and edgy styling. Using fast fashion as a creative springboard, Praying features oversimplified graphics, multi-placement prints, and serif fonts. Its tees and loungewear reference Princess Diana, Brangelina, and ‘00s Nu metal, while mini crop tops and bikinis display religious iconography and irreverent slogans. Infused with irony, the brand delivers a tongue-in-cheek take on contemporary ready-to-wear.