Internet personalities are showing up at Fashion Week, what's in it for brands?
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From Tube Girl” being the hot new talent at fashion week to quirky online personalities, such as Madeline Argy, Amelia Dimoldenberg and Tommy Cash, sitting front row - internet personalities have invaded fashion week. But what's in it for brands? Where influencers were thought to replace, or at least supplement, traditional fashion editors, it’s less clear what purpose these creators have at a fashion show. How does a luxury brand benefit from someone who has gone viral for energetic dancing?
Just a month ago, “Tube Girl” didn’t exist. Now, she’s not only on the front row at fashion week, but she’s also walking the catwalk. She now counts more than 580,000 followers on the platform and has become a point of fixation for luxury brands this fashion month, as runway shows become a playground for not just influencers but even obscure internet personalities.
From Mac Cosmetics’s “The Face Show” to walking the runway for Christian Cowan to being spotted at Balmain and Courreges, Sabrina Bahsoon (Tube Girl) plans to attend Alessandra Rich, and on Sunday, she will start working with a luxury fashion house to promote its fashion and beauty lines. She will also attend the brand’s show that day.
Bahsoon is among a new wave of quirky personalities who have quickly worked their way up the fashion week ranks after a burst of online stardom.
Twenty-three-year-old Madeline Argy, TikTok’s fast-speaking chatterbox princess has attended fashion weeks globally for the first time this season. She sat front row at Proenza Schouler and Tory Burch in New York before flying to see the Prada, Versace, Boss, and GCDS shows in Milan and Saint Laurent in Paris.
Another new fashion favourite is Amelia Dimoldenberg, the founder of the irreverent celebrity interview series Chicken Shop Date. She was also invited by Gucci to interview A-list attendees at its Ancora show in Milan and yesterday attended the Acne Studios show in Paris.
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In the new attention economy, brands are battling for the greatest number of eyeballs and looking for individuals who offer a different perspective, says Thomai Serdari, a professor of fashion and luxury marketing at NYU's Stern School of Business.
What's in it for brands? In influencer marketing today, it’s less about discovering someone new but really finding people you can create a lasting impact.
On the celebrity side, all eyes are on the Paris front rows across the spectrum with Hollywood and K-pop stars flocking to Paris Fashion Week, the city’s prefecture has asked brands to declare in advance the names of the major celebrities attending their shows in order to be better prepared for the crowds of fans.
The acquisition of Hollywood talent agency CAA by the Pinault family holding underlines the strategic importance today of celebrity marketing for fashion.
Smaller brands can do well by adopting a different approach. “For us at Mugler, the number of followers is not the only criterion when it comes to partnering with a celebrity,” says Adrian Corsin, managing director of Mugler fashion.
Elsewhere in the industry this week
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Attorney
1 年The fantastic thing is that literally anyone can become an "internet personality".... Which makes this industry more accessible and inclusive, which is important for various reasons, including the industry's well documented problems with discrimination, bias and exploitation- including supply chain issues. So this is ultimately a good thing.
Blogger
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Advanced Specialist, Brand and Communications
1 年Absolutely love seeing Amelia on the red carpet with her entertaining celebrity interviews. In today's digital age, the Internet is the primary way for the public to experience red carpet events. Kudos to the team behind this strategy; it effectively reaches a rising demographic of consumers.