Parker Thatch and Big Night launched a limited-edition collaboration on an Everywhere Tote designed for summer farmers market runs and beach weekends. To celebrate, they hosted a launch party with their communities at Big Night. I loved the interview with and on .

Marine Layer invited influencers to Formentera, a Spanish island, for a few days with the brand dressed in the brand’s summer collection. The campaign first came to life through social content shot on the island before evolving into an actual brand trip. Similar to Reformation, the itinerary feels relaxed and the content feels more authentic, with friends and siblings traveling together, from the Sisto siblings to friends like , and . The creators and friends of the brand are consistently posting on their channels with the brand reposting to their stories. The Plunge was gifted on this trip too (seen last week on Veronica Beard’s summer reading list!).

J.Crew produced a beautiful summer camp campaign and then brought it to life with an actual summer camp experience for creators, all dressed head-to-toe in J.Crew for the trip. Guests attended Camp J.Crew complete with rowing competitions, s’mores by the fire, boat rides, lakeside meals, and afternoon swims. It made me nostalgic for summers spent at the lake. Beautifully done.

Then, to reach a broader audience, the brand followed up with another large-scale influencer campaign, this time centered around the Reverie Dress in Marigold Block Print.

Hill House and Roller Rabbit launched their collaboration this week and hosted their communities at Fellini Coffee to celebrate. When I first saw the partnership, I was admittedly a little confused since the brands feel closely aligned, from their audiences to their signature prints, but the response in the comments made it clear customers were excited about the overlap. The brands seeded product ahead of launch, and Roller Rabbit featured members of its community wearing the collection as it dropped. .You can shop the collaboration on both brand’s sites.

and hosted a lunch at The Grill to celebrate Lazy Jamie’s new Ladies Who Lunch Serving Set. The perfect hostess gift, wedding registry addition, or treat-yourself purchase to elevate a wfh lunch.

Rhode hosted its first summer pop-up in Newport, Rhode Island this weekend. Judging by the comments about the lines, to no surprise, people were willing to wait for hours for a chance to shop the new Summer Collection and pick up one of the limited-edition sweatshirts. To maximize the moment, Rhode also hosted an influencer dinner, taking over a seafood shack and completely rebranding it. As always, they never miss the details. Their next pop-up will be in Dallas next week.

collaborated with LA-based brand CAMPBELL&KRAMER on a limited-edition silk collection available in four colorways. To celebrate, Hadley hosted friends in Los Angeles, all dressed in pieces from the collection, showcasing different ways to style it.

Other Things I Saw This Week: Love this content series for beauty partners from Atiya Walcott, was genius for being Knicks first beauty sponsor this year!!!, Philips Beauty hosted influencers in Amsterdam and Paris on a brand trip, mentioned this week that Airbnb is piloting ‘creator experiences’ as an opportunity for creators to connect with their communities IRL, and BOF and LTK co-hosted a private dinner in London with some of LTK’s top brand partners.

Things I’ve Been Influenced By: I finally ordered Ballerina Farm’s protein powder. I’m not sure if it’s because I just finished reading Yesteryear or because I saw recommend it…

Also! I was invited by the team at Spotless for a consultation this week. It's an acne clinic that takes both appointments and walk-ins, and I immediately thought about a few weeks before my wedding when I got a huge (most likely stress-related) pimple on my chin and spent the morning calling multiple places trying to get in for a pimple shot. Spotless offers them and can usually get you in the same day, Also heard they are opening a second location downtown soon.

Rhode is best-in-class when it comes to mailers. It’s incredible that whenever they launch a new product, you can search Rhode in TikTok and all of the top videos are featuring the latest release before it’s even available for purchase. The Summer Collection includes a highlighter in their Glazing Milk formula, Pocket Bronzers similar to their blushes, new Peptide Lip Tints, and a blush brush. The collection officially launches Tuesday at 9 a.m. PT.

On Monday, I saw a few influencers share Veronica Beard mailers filled with summer essentials highlighting their new paracord sandals, along with beach necessities like a towel and tote. June Baby, a beach read, was included, and then that same night Veronica Beard hosted a Summer Reads event in-store featuring author Lila Fein to discuss her book, The Plunge. I was surprised that book wasn’t included in the mailer to tie the two together, but I’ll take two summer reads recs!

co-hosted a lunch with Lucy Delius in LA, with jewelry at every place setting and the opportunity to try on different pieces. I love these trunk show-style events paired with a co-host model. They bring like-minded, influential people together to experience the brand and organically create beautiful content.

Kylie Cosmetics hosted a brand trip with Kylie’s friends to celebrate the launch of their new Watermelon Lip Butter. Throughout the weekend, guests received branded merch ranging from tracksuits to beach towels and content cameos from Stormi.

Michael Kors hosted an influencer trip in St. Tropez featuring beach club days, château dinners, and poolside content moments. Much of the content highlighted their bags, especially the crochet and raffia styles from their summer collection. I want to know the budget for this trip based on the talent…

Livvy Duncan launched her summer collection with Ricki Beach Club. To celebrate, they hosted an event along the West Side Highway where guests could browse and try on the collection while enjoying cocktails and an early kickoff to summer.

HART opened their new Bleecker Street store in New York and celebrated with multiple events throughout the week. From wheatpastings across the city featuring imagery from their first collaboration with , to an event with Lilly on Thursday night, a friends of the brand preview on Friday morning, and gift cards for the first 50 people in line on opening day Saturday, every touchpoint felt thoughtful. I love how intentional their team is with influencer partnerships and community events. You can read more about HART's influencer and community strategy in my interview with Hanna from their team earlier this year.

DL1961 hosted their influencer community in Amagansett, with what looked like multiple groups attending different events throughout the week. Activities included beachside massages, jewelry making with Don’t Let Disco, lunch at Amber Waves Farm, and plenty of opportunities to create content by the ocean in summer denim, sweaters, and basics.

Prada took over Hotel Chelsea for the weekend with an immersive exhibition called Satellites II. Creators were invited to opening night on Thursday to preview the exhibit while enjoying martinis and music.

Daily Drills hosted a pop-up in New York featuring limited-edition NYC-inspired designs and invited influencers to preview the space ahead of opening. To build excitement, they introduced a new giveaway or limited-edition item each day for the first people in line.

To celebrate the Farm Rio x Vicky Montanari collaboration, the brand invited its New York community to dinner on the pier followed by a boat ride around the city. Guests were dressed in pieces from the collection, showcasing different ways to style the pieces for summer.

Other Things I Saw This Week: Eckhaus Latta and Mango celebrated their collaboration in New York the night before launch with attendees dressed in the collection, announced that her swim collection with Julliet launches on 6/15, Roller Rabbit x Hill House Home launches on Tuesday 6/9, and Tory Burch hosted a pool party in LA to highlight its Summer Splash collection.

Things I’ve Been Influenced By: To motivate myself back into a workout routine, I bought a few new activewear sets. I do FORM workouts at my local YMCA and was finally influenced to buy this tank and these shorts.

NEW! Marketing Roles I’ve Seen: Avaline reached out this week to share that they’re hiring for a Social Media role. If you’re interested, see more details below and apply directly through the link.

This role is 70% making, 30% thinking about making. You’ll be the creative engine behind Avaline’s social presence - primarily on TikTok and Instagram, with supporting activity on Threads, Pinterest, Substack and Facebook. You won’t just ideate content - you’ll shoot it, edit it, post it, and analyze it. You’ll have a point of view on why each piece works, and you’ll bring that thinking to a weekly content review. You will blend our aesthetic with content that actually performs. Strategy lives inside your execution, not in a separate document. You know that a strong hook, the right sound, and a clear CTA aren’t “nice to haves” - they’re the job.

Let me know if you’re hiring for an influencer, social, or brand role. I’m always happy to share!

Byrdie Golf hosted a brand trip in Sea Island, Georgia with golf lessons, pickleball, cocktail hours, pool days, and more.

To celebrate its latest summer collection, J.Crew launched another influencer campaign, this time centered around the Lilac Block Scarf Dress. They are continuing to lean into their single hero product strategy.

Ralph Lauren invited its influencer community to its New York flagship to celebrate the Ralph Lauren Home x Cabana Magazine collaboration. One thing Ralph Lauren does so well is make guests feel like they’re stepping into the brand’s lifestyle. While the event centered around home, attendees were dressed head-to-toe in Ralph Lauren, reinforcing the brand’s world-building approach.

To celebrate the Longchamp x Jeremy Scott collaboration, Longchamp hosted a cocktail party followed by a breakfast with its influencer community the next morning. Over the past year, it feels like the brand has increasingly prioritized influencers within its broader marketing strategy.

Reformation was announced as the partner for Grow’s new collection launching tomorrow, June 1. To showcase the collection ahead of launch, Courtney and her friends headed to Sicily for a Ref in Residence trip. It was a smart way to show the pieces in real-life scenarios, demonstrating how they can be styled throughout a summer vacation. Courtney released early access to shop through her Substack! I already bought the beaded sandals and satin sandals…

Savette celebrated the brand's fifth anniversary in New York with their community.

x Eddy launched a collection with a celebration in Charleston, where guests arrived dressed in pieces from the collaboration.

Chanel invited their Los Angeles community to preview the Academy Museum of Motion Pictures' landmark exhibition, Marilyn Monroe: Hollywood Icon.

DSW moved quickly on a partnership with Ciara Mille, creating a curated assortment of shoes for a “Girls’ Girls Summer.” The timing felt especially smart, landing between episodes of the Summer House reunion.

Staud celebrated its summer collection on the coast of Italy with influencer partners, from beach days in swimwear to dinners in ready-to-wear looks. The trip felt like a seamless extension of the campaign, bringing the collection to life in the exact environment it was designed for.

Other Things I Saw This Week: Livy Duncan x Ricki Beach Club announced collaboation launching on June 4th, Ivana Ramirez x FAÏA collection launches tomorrow, everyone from Alix Earle to Remi Bader to Bethenny Frankel walked the Sports Illustrated Swim Runway Show this week, Dolce Vita partnered with to host a Floral Workshop in Brooklyn, Maje x Blanca Miró launched a summer capsule and celebrated in Madrid, and Farm Rio partnered with Vicky Montanari on a Summer '26 Edit.

Things I’ve Been Influenced By: Still influenced by the paracord trend for summer and my favorite summer necklaces are officially on Shopbop!

Laura Mercier celebrated 30 years with a weekend in London, including a dinner in partnership with British Vogue, a master class with Laura Mercier herself, and the relaunch of the Secret Camouflage Complexion Perfector.

Brands popped up across Cannes this week, from Alo’s wellness yacht

to Dior Beauty’s beauty suite offering glam before red carpets and hosting lunches for creators throughout the week.

Louis Vuitton invited influencers to their Cruise show in New York, with many documenting the full experience, from receiving their looks and getting ready to attending the show itself.

Chanel invited its community to the Fifth Avenue boutique for an intimate viewing of the brand’s jewelry and watches collections.

To celebrate New Zealand brand Harris Tapper launching on Moda Operandi, the team hosted a cocktail party at Bridges in New York with guests dressed head-to-toe in theHarris Tapper.

Skincare brand Sonsie invited its New York community to volunteer with GrowNYC at a public garden in Brooklyn. I loved the branded gardening gloves, and it felt like a thoughtful follow-up activation after the recent launch of their No Particular Order journal, The Garden Within.

La Veste hosted a pop-up in Nolita and kicked things off with a party in partnership with Moda Operandi, where guests wore the brand’s signature colorful stripes. If you, like me, missed the pop-up, Moda just launched new arrivals from the brand online.

Rothy’s hosted a brunch in Madrid co-hosted by creators Lucia Cuesta and Helen Cuesta, followed by an art walk through the Thyssen Museum. Such a smart way to show how to style Rothy’s while also emphasizing the comfort of being on your feet all day.

co-hosted a lunch in LA with Rixo, inviting their West Coast influencer community for an afternoon around the collection.

teased her upcoming design collaboration by sharing content wearing different pieces from the collection, and her audience is already counting down to launch day in the comments. I imagine this will sell out QUICKLY. It looks like a mix of apparel and shoes perfect for summer.

co-hosted an event with Ann Taylor in Charleston featuring drinks, dinner, and a charm bar, with guests dressed in the brand’s summer collection. They created a Charleston Edit on their site to tie back to the event.

Free People partnered with photographer Nesrin and Volkswagen to host a group of her friends on a road trip from San Diego to Napa, documenting the different stops along the way with everyone dressed in Free People.

Other Things I Saw This Week: Last weekend Summer Fridays created their own beach club in Miami to celebrate their new SPF, today is hosting a trunk show on Moda Operandi for her new bag brand Mélisse, The Pussycat Dolls reunited for Huda Beauty’s Easy Bake Fragrance launch event, shot in the new LPA collection, Sezane hosted a popup in Newport Beach, and does anyone else feel like every brand is either hosting a popup in Nantucket or designed a collection inspired by Nantucket this summer??

Things I’ve Been Influenced By: My sisters and I were sharing our favorite face masks over the weekend - Abby loves Biodance for a sheet mask (which I second), Maggie loves this Refining Mask, and currently I love this detox mask and this calming mask that I got through my esthetician if I want something light that leaves my skin glowy.

Last week I mentioned Ralph Lauren’s incredible summer eyewear campaign, and this week I saw multiple influencers sharing content for their Polo Shirt campaign, styling classic polos layered with pieces from the broader summer collection. I love how cohesive all of the creator content feels. Even though everything was creator-shot, it still reads as one unified campaign. The rollout also spanned both Instagram and Substack, which felt very natural for the brand.

Olivia Jade launched her new makeup brand, o.piccola, seeding the Bronze + Glow Balm to influencers to showcase the product in use. Two of the three shades are already sold out. The website feels oddly similar to Rhode’s.

celebrated their Summer of Denim with their New York community, styling the summer collection on display alongside embroidery stations, Polaroid moments, fresh berries, and florals.

Jenny Bird hosted their press preview at The Chelsea Hotel with influencers and editors previewing fall, holiday, their fine collection, and summer styles that just launched this week. I love their emphasis on anklet stacks. I wore mine nonstop last summer and pulled them back out this week now that temperatures finally rose above 70 degrees in the city.

Jamie Haller also hosted their press preview at The Chelsea Hotel, showcasing apparel, shoes, and jewelry.

Glossier x 831 Stories hosted an event at 192 Books for an evening centered around scents and stories. They highlighted upcoming 831 Stories romance novels while pairing different Glossier fragrances with specific book genres through custom descriptions.

Bernadette hosted a preview of their latest collection alongside a film created for the collection. All of the creators attending were dressed in Bernadette. If you know me, you know my obsession with Bernadette. I need every single piece. Will be hunting this dress on the The Real Real one day. Currently stalking this skirt and this dress on TRR right now.

Luxury skincare brand Lenox and Sixteenth hosted a dinner in New York with their influencer community.

Larroudé x Ciao Lucia hosted a brand trip at The Pridwin Hotel on Shelter Island to celebrate their new collaboration. Influencers arrived to the hotel with pieces from the collection waiting in their rooms to wear throughout the trip. The itinerary included dinners, breakfast, tennis, and a boat day. I saw wearing the beaded sandals after the trip and now I can’t stop thinking about purchasing them! The collaboration offically launches on Monday.

Tower 28 launched a new lip plumper designed for sensitive skin. To celebrate, they hosted an event at Launderette in Williamsburg, with the laundromat-inspired location tying directly back to the campaign’s digital creative.

Alex Mill popped up in LA at Harvester International this weekend and hosted a dinner with their west coast influencer community ahead of the opening.

Dôen celebrated the opening of their Madison Avenue store at Chez Fifi with friends of the brand and their community. After the event, they shared a recap across social channels highlighting the different dresses worn throughout the evening, which felt like such a smart way to extend the event content while still keeping the focus on the collection and community.

Other Things I Saw This Week: Hannah Porter x WAYF at Nordstrom launched this week, Lilly Sisto teased a swimsuit campaign, Goop invited creators to their live podcast taping, Substack sponsored a beach trip with writers like and , Jenni Kayne celebrated their new book in Brentwood, love Aritizia’s Terry Sweatfleece campaign with Lily Chee and Ruby Lyn, Lazy Skinscience x hosted an event at Lore Bathing Club, Courtney Grow starred in content for Rosie Huntington-Whiteley’s new brand Memoire, creators like Jake Shane attended the Dior Cruise 2027 show, and loved the new Hawaiian Tropic’s campaign featuring Alix Earle.

Things I’ve Been Influenced By: Earlier this month, I kept seeing influencers talk about the new Westman Atelier lipstick. I don’t usually wear much color on my lips, but I loved how glossy and natural the Ballerina shade looked. After seeing so many posts about the Violet Grey sale, they got me. I ordered the Ballerina shade along with the Fara Homidi lip plumping oil that has been sitting open in a tab for months.

Open Tabs is going out earlier than usual today because all I want to do this weekend is be outside in the sun. If you’re in New York, I hope you can get outside too. Go on a long walk, sit in the park, grab a drink on a patio with a friend, and have a beautiful Sunday!

Fouquet’s invited influencers to their Paris hotel for a multi-night stay, capturing the experience across amenities, dining, service, and the city itself. While there were a few group meals, much of the trip felt organic, with creators choosing how to spend their time in and out of the hotel.

Mi Golondrina hosted a Cinco de Mayo party to celebrate its Summer in Blues collection and the brand’s first foray into menswear with the launch of guayaberas. They flew in Ali Sisto Daniel () and Becca Sisto, longtime supporters of the brand, and invited Dallas-based influencers to celebrate.

Dae celebrated the launch of its vanilla-scented styling cream over breakfast at L’Appartement 4F, bringing the scent to life through branded pastries, vanilla flavors, and florals by . Their styling wand is my go-to for flyaways and held my slicked-back bun through my whole wedding, so I’m a big fan!

I’ve always admired the way Ralph Lauren works with influencers, and I’m especially loving their summer campaign highlighting Polo Sport eyewear. The creative feels very true to the brand, especially with the red, blue, and yellow palette that ties back to their quintessential Polo summer aesthetic.

partnered with J. Crew on a Mother’s Day campaign featuring mothers and children dressed in new season J.Crew and Crewcuts. The brand also opened up a few first-come, first-served spots to the community.

Other Mother’s Day Campaigns I loved - for Gap, for Donni, for Sezane, for Vince.

TWP partnered with Underwater Weaving () on an event in their New York store where guests made their own flower baskets and bud vases. I’ve loved seeing Underwater Weaving continue to pop up with different brands on community-driven events like this. There’s something special about everyone leaving with something personal and handmade.

Sofie Pavitt Face is partnering with key influencers in different markets to host community brand dinners. This week, Hannah Chody hosted a dinner in Austin with her influencer friends, bringing the brand into a local community in a thoughtful way.

Hermès invited influencers to its Autumn/Winter 2026 Objects Presentation, where creators captured content highlighting their favorite pieces, from makeup brush belts to the Kelly Cargo cover.

Other Things I’ve Seen This Week: Dolce Vita is partnering with on a ticketed floral workshop at the PORTA store in Brooklyn, Anthropologie hosted Mother’s Day event in Dallas, Perelel Health Health and Maman partnered on Mother’s Day events with creators across multiple locations, ’s EV Salon and Little Spoon partnered on an event for Mother’s Day, Summer Fridays has been seeding their reformulated ShadeDrops Mineral Milk Sunscreen, and Janie and Jack and Lilly Pulitzer partnered on a collection.

Things I’ve Been Influenced By: and influenced me on this bag, and I have carried it everyday since it arrived this week.

Mother’s Day Campaigns

Tacori is highlighting their Crescent Pendants for Mother’s Day.

As mentioned last week, AERIN Beauty partnered with creators like Laurel Pantin, Grace Atwood, and The Millennial Decorator, on gift guides this season, spotlighting fragrances like Cocoa Rose and Mediterranean Honeysuckle.

Bergdorf Goodman created a beautiful video highlighting author Coco Mellers for Mother’s Day.

Kendra Scott partnered with creators for Mother’s Day.

launched her cookbook Riviera this week, with a book signing at Books Are Magic, a launch event at Bar Oliver, and multiple Substack and podcast features. Loved her interview with .

and Free People brought EV Salon on the road to Charleston with everyone dressed in Free People. Love the branded community events Erika is building and am excited to see where EV Salon shows up next!

J.Crew leaned into The Devil Wears Prada 2 promotion with cerulean cableknit sweater mailers and a giveaway tied to the movie.

co-hosted a dinner with Lucy Delius with stylists, creatives, and influencers in New York to celebrate the upcoming launch of NYX, Lucy Delius’s first black baroque pearl collection.

officially launched her collaboration with With Nothing Underneath. She created content detailing the collection on Instagram and her Substack. She hosted a small group of friends for a little getaway to celebrate the launch with everyone dressed in the collection.

Shopbop is hosting a popup in Nashville, partnering with brands on influencer events. From brunch with Coach, dinner with Hunter Bell, and a kick off party with Levi’s with their local Nashville influencer community.

Mary Beth Barone and Veronika Slowikowska star in Sonic’s new ad. brought to my attention that Sonic has been steadily investing in influencers, from their large scale Coachella activation to partnerships with comedians and creators.

Nespresso and Hotel Lobby Candle collaborated on a Nespresso Martini Candle, celebrating by transforming Nespresso’s Fifth Avenue boutique into “The Hidden Hotel,” with espresso martinis and immersive brand moments throughout the space.

TWP hosted influencers in their Los Angeles store to try on the latest styles with the TWP team.

Longchamp partnered with influencer London Boscamp on a shopping night at NorthPark Mall in Dallas.

Westman Atelier invited creators to The Surrey for facials ahead of the Met Gala with esthetician Elizabeth Grace Hand, highlighting their new Pore Refining Complex Serum.

The Daly team reached out to me last week to share that they recently launched Plenty&Co, a small group of independent agencies (Daly for consumer, Six Eastern for B2B, and Care of Chan for experiential) that come together when the work calls for more, without sacrificing specialization. I’m a fan of the work Daly and Care of Chan have done with their clients, so I wanted to hear more about how their clients are thinking about influencer marketing.

Through Care of Chan and Daly’s Mixed Media events with Substack, you’re tapping into a newer kind of influence that lives offline and on platforms beyond Instagram + TikTok. How should brands rethink what “influencer marketing” means in 2026 or how are your brands prioritizing influencer marketing this year?

Alex Daly: I think “influencer marketing” as a term is starting to feel a bit outdated. What we’re seeing (especially through things like Mixed Media) is that influence doesn’t really live in one place anymore. It’s not just Instagram or TikTok. It moves across Substacks, group chats, events, and smaller, more tightly held communities. The people who matter aren’t necessarily the ones with the biggest audiences; they’re the ones with a real point of view and actual credibility. That shows up in how they write, what they host, who they bring together, and how they engage with their audience over time.

Mixed Media has been interesting because it sits right in the middle of that. It’s not just an event, and it’s not just content—it’s a way for people to show up, connect in real life, and then carry that conversation back online.

You both work closely with brands building cultural relevance. What are the smartest brands doing right now to blend events, creators, and community in a way that actually feels organic?

Sue Chan: The most interesting brands to me right now are personality-led media brands, many of them on Substack, like , , , Recho Omondi, and Chris Black and Jason Stewart.

They’re experts with a clear point of view, and they show up consistently. Because their medium is social media, the barrier to producing content is lower, cheaper and faster, than traditional media, allowing them to stay relevant. They can maintain a steady drumbeat with ease, which is simply good marketing. Beyond that, they’ve expanded into omnichannel touchpoints, building deeper relationships with their fans through direct conversations, events, and products.

Traditional media might see them as niche, but their voices are powerful because they’re distinct. In a digital era where everything starts to feel the same, perspective is what cuts through. Taste, curation, a point of view, and real expertise will matter more than ever in the age of AI.

Other Things I’ve Seen This Week: Caroline Gilroy x Ricki Beach Club announced a swim collaboration, Susan Alexandra x Bombas collaborated and partnered on a mailer, announced that her dress collaboration with Reformation is back on May 6th in all white, Natalie Steen and Weezie Towels are partnering on a collection, American Girl Dolls x Hill House Home partnered on a collaboration, and love Saie’s ‘paparazzi’ style content.

Things I’ve Been Influenced By: All things pink from the Chan Luu taffeta pants to Celisse in Babydoll to Bernadette dresses and more.

I’ve been tracking how AERIN Beauty has been showing up with influencers this year, and especially love their Substack strategy — from a strong Valentine’s fragrance push to partnering with Oscar de la Renta during Bridal Fashion Week. For Mother’s Day, they’re showing up again online and offline with a partnership that feels very on-brand.

AERIN Beauty teamed up with andSons Chocolatiers to create a delicious limited-edition Rose Cocoa-inspired 24-piece chocolate box. They’re also hosting fragrance and chocolate pairing events across four beauty counters on May 1 and 2: New York City (Bloomingdale’s 59th Street), Los Angeles (Bloomingdale’s Century City), Chicago (Macy’s Woodfield Mall), and Dallas (Dillard’s NorthPark Center). Guests will receive a complimentary 4-piece andSons box with any AERIN Beauty fragrance purchase over $210.

I always lean towards rose notes in fragrances, so I’ll be wearing Rose Cocoa all spring. The perfume bottle is also adorned with a precious velvet bow making it the perfect Mother’s Day gift. Be on the lookout for influencer partnerships rolling out in the next week!

Other Mother’s Day Happenings this Week:

John Hardy Campaign

Louis Vuitton Gifting

Minted Campaign

OSEA Campaign

Mejuri Campaign

Many brands sponsored the premiere of The Devil Wears Prada 2 and invited influencers to attend on their behalf, including Diet Coke, Tresemmé, Tweezerman, L’Oréal Paris, and 20th Century Studios.

OneSkin launched a new tinted SPF lip balm and hosted a panel in Los Angeles on longevity and aging. Influencers were documenting the product launch and key takeaways from the panel.

Gap x Victoria Beckham announced and launched their collaboration this week and, to no surprise, most pieces sold out on launch day. I loved the teaser content from Victoria Beckham ahead of launch. They also hosted a no-phone cocktail event in New York City the evening before release. Gap’s collaborations keep getting bigger and better.

PARKE partnered with Target on a collection featuring styles similar to their iconic sweatshirts, which often sell out the same day on their own site or at retailers. If you go to a college campus, almost every girl is wearing one to class. There were comments asking why similar sweatshirts were $40 at Target versus the usual $130. A lot goes into that operationally, especially with Target’s scale with manufacturers, but it does create customer tension. Even with some negative sentiment, the collection sold out almost instantly.

Calvin Klein hosted an event with VIP + influencers in LA to celebrate their new Euphoria Elixir perfumes. For a second I thought this was a collaboration with the show, Euphoria, but it is not.

Jenni Kayne now ships to Canada and celebrated by co-hosting a dinner with to celebrate with their Toronto community. This straw bag has been open in my tabs all week after seeing so many people post about it.

Greta Louise Tomé and Kate Bartlett hosted a dinner with Fresh Beauty to celebrate Fresh’s new Sugar Melt Lip Cream. Co-hosting with influencers is such a smart way to get more creators in the room while keeping the energy relaxed and fun. It also creates bonus content from attendees, increasing impressions. From the décor to the dress code, guests matched the lip balm shades in pinks, yellows, and oranges.

Coachella may be over, but brands are still out in the desert for Stagecoach Festival. From Nivea bringing ambassadors on a brand trip, to Adidas inviting influencers, to Tecovas hosting a tent for personalized boots.

’s collaboration with Dillard's officially launches Monday. To celebrate, she hosted friends in Miami with the collection on display and many people dressed in the pieces.

Karhu and hosted a floral arranging class with at Big Night on the UES. Loved the illustrated totes!

Free People Movement hosted an influencer trip in Miami for Earth Day with an outdoor-packed itinerary that highlighted the clothing in an organic way.

The talk of the week has been Brigette Pheloung’s bachelorette party sponsored by Swan Beauty — a brand many people had never heard of before, myself included. It’s a smart beauty mirror and app ($795 + $9.95/month) that reportedly covered the private jet and accommodations in St. Barts. Even the founder appeared one night. Brigette posted a sponsored reel just last week, but the scale of investment feels massive. While exact numbers are unknown, the brand is clearly winning on awareness: people are sharing the content, searches for Swan Beauty appear to be surging, Brigette hit 1M followers this weekend, and the partnership has already earned media coverage. Awareness is there — now the question is how it converts to sales.

Last week, I spoke with , Co-founder at ShopMy to hear more about Noir, their new personal shopping service. They built Noir after seeing stylists and personal shoppers already using the platform in this way, rather than just creators sharing links on socials.

I’ve recently noticed more luxury brands joining ShopMy, which made me curious how affiliate programs translate for higher-price-point brands, where purchases are typically more considered and less impulse-driven from a social post. Tiffany shared, “For brands on ShopMy at a higher price point, this will be a new market for them to tap into and move more product. We are also incorporating these into their stylist programs, giving them increased commission and educating them on the brand and backstory, as we know that also matters in recommendations.”

Her point reflects a broader industry shift, as more brands and retailers invest in stylist programs while turning to third-party platforms to help scale operations and manage performance more efficiently. It also made me wonder how these relationships could deepen over time, so I asked whether brands would eventually be able to offer top-performing curators added perks or incentives. She shared, “Not in V1, but that is our intention—to create something closer to a curator program with additional benefits and the ability to add more context to recommendations.”

Then this week, I received an email about luxury brands increasing commissions, which feels like an early signal of where this is headed. I’ll be keeping tabs on which brands continue to onboard to ShopMy and how Noir evolves from here.

Other Things I’ve Seen This Week: Burberry announced a partnership with Hunza G, Warby Parker launched Sport sunglasses featuring influencers like Victoria Paris in the campaign, announced her collaboration with Fanm Mon, Influencers attended the Save Venice Ball with Oscar de la Renta, Sezane sponsored ’s DC Guide in honor of their new permanent store, and loved this daily rituals partnership between Glossier and - hope this becomes a content series for Glossier.

Things I’ve Been Influenced By: My friend Lindsey works at Bondiboost and influenced me on the Thermal Bounce Brush! It’s so easy to use and has been a great travel tool when I don’t want to pack my Dyson (a fear of mine is breaking or losing a part of my airwrap when traveling).

partnered with Shopbop on a limited-edition collection with their LE BOP label which launched on Wednesday. Inspired by Mallory’s Los Angeles lifestyle, the collection focused on easy mix-and-match pieces made for comfort and versatility. To celebrate, they hosted a brunch in her backyard with guests dressed in the collection. This was Shopbop’s first influencer collaboration and nearly all pieces sold out on launch day!

On Friday, I also shared an interview with Mallory Goldman about how she started her career, this collaboration, and other dream partnerships.

partnered with Eddy on a collection inspired by vacationing in The Bahamas. Eddy shared that Charli was the first person they ever gifted, making the full-circle moment especially fun. They celebrated with a lunch at The Dunlin in Charleston.

Longchamp hosted influencers in Portugal for the week to preview their Summer ’26 collection. From boat rides to surf lessons, outdoor lunches, and beach days, everyone wore the collection throughout the trip. The striped sunshine-filled content made me eager for summer. I was influenced to browse the site and love this pistachio pouch for summer.

Christopher John Rogers x Old Navy launched a collection. To celebrate, they hosted a party in New York City with guests styled in the pieces, which made the collection feel even more wearable and versatile. The clothes looked especially strong for the price point.

To celebrate the launch of ’s new book, The Big Unlock, Manolo Blahnik hosted an event at their store, co-hosted by of Dorsey, with Dorsey jewels placed at every guest’s seat. The following day, Dorsey launched their newest collection.

Rails x Giadzy returned with a second limited-edition print drop, launched exclusively with Shopbop. To build awareness, they partnered with influencers with styling content and hosted a lunch in Santa Monica that blended food and fashion creators.

Lena Dunham partnered with a number of writers on Substack to promote her memoir Famesick, including , , , and even had interview her at the Boston stop of the book tour. Beyond the interviews, her team also sent mailers to creators during launch week, which I saw across Instagram and Substack Notes. The press tours for Famesick and Yesteryear have been so impressive across Substack, and I’ve been talking about both in my book club group chat as can’t-wait-to-read picks.

Moda Operandi amplified their Club Moda editorial campaign through influencers. Whether it was a ShopMy Opportunity or simply elevated commissions, it was a smart way for influencers to create their own edits from the editorial shoot and highlight the campaign their creative team produced!

Other Things I Saw This Week: We were at peak Sephora Sale content (finally ending tomorrow), Ulta Beauty World also took place, Loeffler Randall partnered with for on an in-store bridal styling event, Ulla Johnson celebrated their first fragrance with Violet Grey, Alex Mill released a second collaboration with J. Press, Emma Grede celebrated her debut book at Tory Burch’s home, Sézane hosted a party for cookbook by Lucie Franc de Ferriere, announced her partnership with With Nothing Underneath, and SET Active tapped Hannah Chody for their new resort drop.

Things I’ve Been Influenced By: I met my friend Casey for coffee in Santa Monica this week, and she was wearing a matching sweat set in navy that instantly made me want one for cool morning walks in the city. She had the elastic cinched so the pants ballooned a bit, which felt like my favorite jean silhouette but in sweatpant form.

Rhode has been teasing its pimple patches for months, and this week the brand finally sent mailers featuring the new Spotwear, Peptide Eye Prep in Banana Peel , and Peptide Lip Treatment in Caramelized Banana, all designed with Justin Bieber ahead of Coachella. The balloons were such a fun nod to the pimple-popping nature of the patches. Rhode also brought the launch to life at Coachella with a pop-up that felt very on-brand, from Rhode-wrapped Postmates deliveries to Rhode-branded tequila and the same balloon motif from the mailers reimagined as an interactive part of the space. Their branding really is unmatched. The products officially launch tomorrow at 9am PT.

Speaking of Coachella, I won’t go too deep into the way brands showed up, but I saw activations with influencers from Medicube, Revolve, 818 Tequila, GAP, Poosh, Olipop x Good Wipes, and Nike. There were also so many brands activating within larger brand experiences to create additional touchpoints, like Lioness and Levi’s at Revolve and SexyHair and LOFT at Camp Poosh.

New York Bridal Fashion Week also felt especially prominent this year, with influencers and stylists who have strong social presence playing a bigger role. Brands seemed to pick up on the opportunity to engage this community while they were already in town for the shows and expand their reach to influencers with bridal audiences, whether that means brides, wedding guests, or brides-to-be. I was able to attend a Tacori press preview featuring a curated selection of bridal pieces by Sara Nicole Vintage.

I also saw an event hosted by with AERIN and Oscar de la Renta.

Poshmark and Happy Isles hosted a multi-day shopping event at The Fifth Avenue Hotel, with Poshmark extending the experience online through a custom bridal and wedding edit. They also partnered with creators to produce content around the assortment, creating multiple touchpoints both online and IRL.

Influencers like were invited to The Masters for the practice rounds, , where digital cameras are allowed since phones are typically prohibited on the grounds. The Masters has also become a broader cultural moment for influencers who are not even attending, with many creating “Masters” edits around what they would wear to the tournament or to watch parties.

Malbon Golf hosted a pop-up open to the public throughout the week featuring its clothing line along with free drinks and snacks. They also hosted a VIP dinner with their community one evening.

Ginori hosted a dinner at Il Buco with its New York community, bringing together editors, creators, and designers to celebrate the Florenza collection. Speaking of brides and Ginori, their china was one of my favorite additions to my own wedding registry.

Intimissimi hosted a sunset dinner at Nobu Malibu to highlight its Ultralight Cotton collection, calling the dinner “On Cloud Nine.”

partnered with to host a private styling and shopping event at its Madison Avenue store. Still Here continues to do a great job partnering with stylists and creators on custom shopping events to grow community, highlight seasonal pieces, and drive foot traffic to its retail stores.

ILIA Beauty launched its new Sun Serum Mineral Sunscreen SPF 50 with a strong mix of paid influencer content running across creator channels for reach, while also repurposing content on its own channels to highlight product features and the shade range. They also drove around LA delivering the product to their influencer community.

Rothy’s partnered with of Strictly the Good Stuff to celebrate its exclusive styles available at Nordstrom. I loved that the content extended beyond the event itself, including a Strict List guide to favorite spots around Midtown and Uptown, including the Nordstrom flagship.

This mailer shared from Merit made me stop and screenshot. The custom engraved silver tray is such a smart gift. It feels like the kind of branded item that actually has a life beyond the launch, whether on a bedside table, vanity, or bathroom shelf, and stands out because it feels useful rather than wasteful.

’s brand YSE Beauty hosted a brand trip in Palm Beach at The Colony Hotel with a Tracy Anderson workout class, an Xtreme Glow Dewy Peptide Plumping Serum masterclass, and a bathroom fully stocked with YSE products.

Other Things I Saw This Week: Meta announced affiliate link integration for Reels, though I have already seen many creators comment that they wish it integrated directly with LTK and ShopMy links instead of their own affiliate network, styled Zara’s latest campaign, Kosas partnered with Rob Rausch to promote lip pulse, announced the launch of her collection with Shopbop’s in-house brand Le Bop, launching 4/15, Courtney LaCorte of @cheesegal launched a collection with MacKenzie-Childs, Quince continues to partner with stylists

Things I’ve Been Influenced By: All the Sephora Sale content has me interested in m.ph by Mary Phillips foundation.

I also can’t wait to read ’s new novel, Yesteryear after seeing rave reviews from and !

Crown Affair x U Beauty hosted a dinner in LA to celebrate their limited-edition, on-the-go collaboration. The event was sponsored by ShopMy, which continues to show up more IRL as a connector across brands and creators.

Ricki Beach Club x Ali Sisto Daniel launched a summer collection and celebrated with an event in Palm Beach.

Emma Chamberlain x West Elm launched a 78-piece collection spanning furniture and decor. I always think about her AD home tour, and this collection feels really reflective of the interior style she’s already shared with her audience.

KREWE Eyewear x Tecovas released a limited-edition capsule with custom colorways and Western-inspired detailing. They hosted a community event in New York City to celebrate.

Dairy Boy officially launched their sport collection, with multiple creators trying on and sharing the athleisure pieces across platforms.

Rare Beauty celebrated their new Sephora-exclusive True to Myself Natural Matte Longwear Foundation with events in both NY and LA, tapping into their existing influencer communities in each market.

REFY launched their Skin Base Tint and created a “Call Center” pop-up in LA for shade matching with their community. It was a smart way to bring people in IRL at the height of launch while also capturing content across a range of shades for their organic channels.

April Fool’s content this year felt a bit overshadowed by the Summer House breaking news, but a few brands still managed to cut through. Uber Eats moved quickly with a reactive ad featuring Carl Radke and Lindsay Hubbard.

Olipop x Goodwipes teased a ‘Peaches & Cream Flushable Wipes’ collab on April Fool’s…which actually turned into a real product launch at Walmart and on Goodwipes.com. Creators were seeded ahead of time and shared mailers across both days, blurring the line between joke and launch.

Other Things I Saw This Week: Alix Earle’s new skincare line reportedly did $5M in sales by mid-afternoon and sold out by 4pm (via Puck), Tatcha is leaning into the book club trend as they hosted an event with Seen Library and announced their own book club with Jenny Han in their Instagram broadcast channel, creators are already prepping links and content for the upcoming Sephora Spring Savings Event (launching 4/10), Laura Mercier hosted an event to celebrate their new Ultra-Blur Setting Powder, and announced her new collection with Dillard’s launching on 4/27.

Things I’ve Been Influenced by this Week: I went to a Buck Mason preview to walk through their new spring line with their Head of Womenswear, Rachel Wilder. I loved these pants, their linen tops, all of their new denim and this incredible jacket Rachel was wearing.

Miu Miu invited influencers to its Dallas store followed by a hosted dinner.

I loved InStyle’s Intern series this week featuring Halley and Jaz. They’re doing such a good job partnering with influencers, and the videos consistently make me stop scrolling and watch all the way through.

launched an 8-piece spring capsule with Few Moda, creating pieces based on hero items in her closet that are meant to be layered and worn together.

launched its Spring ’26 collection this week, and ahead of launch, influencers were already styling the looks—especially the new pink jeans, which immediately influenced me. I love how the brand builds desire by having partners casually wear and share pieces in their everyday lives, creating real anticipation before launch day.

partnered with Banana Republic on a CBK-inspired shoot that lived across organic social.

Into The Gloss hosted a dinner at Le Veau d’Or for its community the same week Glossier launched its new fragrance, Glossier You Soie. I’m sure the dinner was a blast with as a host!

The Glossier fragrance launch itself was everywhere: a gifted mailer in a clam shell case to reflect the vacation-inspired scent, events at Glossier NY and LA, a pop-up at Space NK in London, a full display at Sephoria, and a social giveaway giving fans the chance to win the influencer mailer.

Aritzia hosted a power lunch for its influencer community to highlight its Spring Collection, with a focus on spring suiting. Everyone arrived dressed head to toe in the collection, connected over lunch, and went home with fresh produce from a farmer’s market display.

eBay hosted multiple influencer events this week, including a party followed by a vintage market in partnership with Vogue.

Westman Atelier hosted a masterclass led by Gucci for its new Sun Tone Bronzing Crème, which launches Thursday, 4/2.

Chanel Beauty gifted its influencer community a beautiful kit-and-caboodle fully stocked with products. Truly the ultimate beauty mailer.

Dolce Vita partnered with ShopMy on an event for its Dallas community. Guests linked Dolce Vita sandals through ShopMy—a smart way to invest in community through an in-person moment while also driving ROI through clear deliverables on a platform influencers are already naturally using.

Dolce Vita also hosted a beautiful event in NYC with Rachel Saunders to paint ceramic tiles to celebrate the new Golden Hour collection.

Dairy Boy hosted a pop-up in Miami for its new sport line, with Gatorade as a sponsor. Mailers of the collection also went out at the same time, extending the moment beyond the event. I really want the workout tank. The collection officially launched on Thursday 4/2.

Things I’ve Been Influenced by this Week: The pink Still Here Jeans of course!

Mentioned in notes earlier this week, but continuing to see a trend of LA diners being used as event locations for brands. There’s something about the nostalgia and ease of these spaces that makes them feel both elevated and approachable for brand events. called out that hosted an event at a Max & Helen’s as well!

Reformation partnered with Canadian-based creator Tess Madalyn Gigone on a cashmere sweater available in three colorways, designed to feel like two sweaters in one without the bulk. She hosted an event with the brand at their Yorkville shop, complete with light bites and matcha.

Perelel Health hosted influencers at Spencer’s Spa for a custom massage, followed by a medical consult to determine personalized vitamin recommendations.

and Bugaboo hosted a breakfast for moms, creating space for conversation among a like-minded community and building meaningful relationships.

Jimmy Choo hosted a Pilates class in LA to highlight their summer sneakers. The class was followed by a juice bar, with all attendees sharing links to the shoes. I’ve noticed their gifting strategy has ramped up since joining ShopMy, with a stronger push toward trackable conversion moments.

Reebok popped up at Fanelli’s Cafe to celebrate their classic sneakers, calling it the “Classics Coffee Club.” It was open to the public, but they also invited influencers, some as paid partners, to share content from the pop-up—blending organic foot traffic with creator amplification.

Creed Fragrances hosted a brand trip in the UK to celebrate their Wild Vetiver fragrance, with dinners in London and a countryside day featuring croquet, chess, and outdoor afternoon tea.

YSE Beauty hosted a dinner with their New York community to celebrate their latest launch, Xtreme Glow Dewy Peptide Plumping Serum, which will officially be available on Thursday, 3/26. The co-hosted the event with Charlotte Groeneveld, tapping into a trusted voice within their community to bring the moment to life.

Tory Burch invited their influencer community to lunch to highlight their Romy bags. Everyone was dressed head-to-toe in Tory Burch’s spring collection. Hope the content extends into a newsletter.

celebrated the Spring Renggli collection with NYC brand friends over dinner, keeping it intimate and community-driven.

Haven Well Within co-hosted a dinner with at La Mercerie in NYC to kick off their spring collection. It was an intimate evening with their community. Along with dinner there was a guided sourdough focaccia workshop with the @focacciaflourist.

Other Things I Saw This Week: DedCool has been on a tour across key cities to celebrate their new Mineral Milk fragrance, La Bonne Brosse co-hosted an event with ShopMy, Chanel hosted Kathy Hilton, Sutton, and friends in a box at the Indian Wells Tournament, Merit celebrated their launch in Sephora Europe, Sézane previewed their spring collection in LA, love the partnership between Margaux ( ) and , and I’m obsessed with the cheer tryouts creative direction for Dairy Boy Sports launch.

Things I’ve Been Influenced by this Week: The Tory Burch lunch sent me down a rabbit hole of their new collection — loving the pierced mules, all the green (and more), and the fun sunglasses.

Dior Beauty flew creators to LA to celebrate their newest J’Adore fragrance at a one-night event called “Club J’Adore.” Ahead of the event, they pre-seeded the fragrance to creators who shared the scent notes and their first impressions in TikTok videos, helping build momentum before the in-person celebration.

Last week, Revolve announced their first luxury label, Revolve Los Angeles, with brand ambassador Bella Hadid. To celebrate the launch, similar to Dior Beauty, they flew creators to LA to shop the brand and celebrate together for one night. While Revolve has previously launched many private label collaborations with partners, this marks the first Revolve-designed brand without another collaborator.

Loeffler Randall and Underwater Weaving collaborated on limited-edition basket totes to match Loeffler Randall’s spring collection. They hosted a breakfast at St. Jardim with their community where everyone was dressed head-to-toe in LR, with a bag charm craft to adorn their new baskets. A thoughtful way to bring the collaboration to life while giving guests something personal to take home.

Westman Atelier invited creators and editors for a wellness morning to highlight their new HydroBalm Tinted Lipstick. Guests had individual saunas, Hunza G bathing suits to wear during the experience, and a full display of Westman Atelier products to use and take home post-shower. In the UK, they partnered with Cult Beauty to launch the product with a showroom experience where guests could try on the new lipsticks.

Caraway Home leaned into the trending butter yellow color with a new collection in that colorway and brought their community together to paint butter dishes at Happy Medium.

Pooky Lights hosted a Paint & Sip at the New York Design Center in partnership with Benjamin Moore to kick off the Women in Design event. Creators and editors were invited to paint their own Pooky lampshade using select Benjamin Moore paint colors.

Promix invited wellness and lifestyle creators to the One Hotel in Brooklyn for dinner to highlight their new Relax supplement formulated with magnesium and lemon balm extract to support restorative sleep. Apparently it was “Sleep Week” this week…

RŌZ celebrated their new Hair That Shapes You campaign starring Lily Collins with their community at LA diner Du-Pars. They hung photos of their community’s most iconic hair moments throughout the diner to align with the campaign and created custom merch for the event. A nostalgic, elevated event with intentional branding and merch you actually want to walk away with.

J.Crew partnered with creators to highlight their spring collection, focused on white denim and scarves, showcasing the different ways they would style the scarves. As the content rolled out, J.Crew also announced their vintage exclusives at the Soho store, open only for the weekend. They invited creators ahead of the public opening to preview the spring collection and explore pieces from the archives.

Boden hosted a weekend pop-up in the Soho Shopify space to highlight their spring collection. The pop-up was full of prints and stripes, with influencers invited ahead of the public opening dressed head-to-toe in bright Boden colors. Creators partnered with the brand to showcase the different styles available at the pop-up and linked to the collection for anyone not in New York to shop in person.

U Beauty launched on Sephora.com in December and finally rolled out to stores this month. To celebrate the retail partnership, they hosted a casino night in New York with martini towers and branded poker chips.

A few weeks ago, I highlighted the Summer Fridays LA event focused on their new Sunlit Vanilla fragrance. This weekend, they hosted a pop-up in Soho calling it their first-ever fragrance room. Influencers were invited ahead of the public opening to experience the space and help drive awareness to the pop-up. The fragrance officially launches on Tuesday.

Calvin Klein is finally leaning into the Love Story craze with a ’90s-focused mailer.

Other Things I Saw This Week: Bloomingdale’s and Rimowa were sponsors of the Young Fellows Ball at the Frick Museum. The Fat Mascara beauty podcast is back in partnership with People Inc. Margaux launched their new Substack, , where they will feature an interview column called Step Count, a diary of someone’s day recorded through steps (love this idea!!). Tough to believe this is real, but Buffalo Wild Wings partnered with Lindsay Hubbard to promote their new protein espresso martini (lol). And a ton of SXSW content — including an Outdoor Voices stroller event that felt like an OG OV community moment, Alex Cooper’s Unwell brand County Fair, in conversation with Yahoo, and and on a panel with Graza and Nuuly about virality on social.

Things I’ve Been Influenced by this Week: The tease of spring this week in New York had me shopping for warmer weather (even though we are already back to coats and boots). Plenty of inspiration from others — including these jellies recommended by , these pants shared, and this set I saw on stories.

hosted their influencer community for a beach day in Palm Beach to celebrate their spring capsule with Thomas Lélu. Following the boat day, they continued the celebration at the Palm Beach store with custom painting on their handbags and the capsule creative displayed throughout the space.

Speaking of Veronica Beard, they also partnered with Shopbop on a kick-off party for Shopbop’s Charleston pop-up. There were oysters, brooch customization, branded cocktails, the cast of Southern Charm, and head-to-toe VB looks. The Shopbop pop-up is open in Charleston through March 15 on King Street.

COVERGIRL partnered with Paige DeSorbo for the first time to promote the Clean Fresh Jammy Lip Sleeping Mask. When I asked the COVERGIRL team how the partnership came to life, they shared the following from Paige:

Anyone who knows me knows my nighttime routine is non-negotiable. I treat going to bed like it’s an event. Partnering with COVERGIRL on the Clean Fresh Jammy Lip Sleeping Mask just made sense because it’s the kind of extra step that actually pays off. The formula is rich and cushiony, so I wake up with lips that feel smooth, soft, and completely restored, which we love. — Paige DeSorbo

Many influencers were in Paris this week for Paris Fashion Week. While I didn’t keep tabs as closely as I did during NYFW, I kept seeing content from Polo Ralph Lauren’s preview with influencers dressed head-to-toe in Polo layers.

I also saw plenty of content from the Stella McCartney show, with GRWM moments from creators like Lilly Sisto taking their audiences along to the shows.

New tennis brand Courting partnered with Whitney Port on the brand’s debut capsule. To celebrate the launch, they hosted influencers in Palm Springs during the Indian Wells tournament.

Speaking of Indian Wells, I went to the BNP Paribas Open for the first time this past weekend. Something I continue to notice at tennis tournaments is that the moment players win, they change into a new shirt or jacket and put on their Rolex for the post-match interview. I love this addition to their contracts, making sure the watch gets airtime during the broadcast. I first noticed it during the US Open after Aryna Sabalenka played, and then saw Carlos Alcaraz do the same yesterday (also loved his yellow Nike look).

Last month Graza announced its new mayo line, and this week they partnered with Regina’s Grocery to send their creator community a lunchbox filled with the mayo and aioli line alongside a fresh sandwich.

Stetson and THE GREAT. partnered on a limited-edition collection featuring hats, boots, and apparel inspired by the spirit of the American West. To celebrate, they invited their VIP and influencer community to Marvito, an elevated honky-tonk in Hollywood. Need the blue foral cowboy boots!!

Amazon hosted an influencer trip in Sydney to highlight creators’ favorite spring and summer beauty and fashion products. Throughout the trip, influencers consistently updated their Amazon storefronts with the looks and products they were wearing and sharing in real time.

Other Things I Saw This Week: Love the Tory Stories series on Tory Burch’s ( ) Instagram featuring members of their community, ILIA Beauty kicked off a pop-up in Los Angeles to celebrate the launch of their Skin Blur Serum Concealer with their influencer community, Moda Operandi partnered with stylist Emma Jade Morrison on an edit, and Supergoop! was announced as the official sunscreen of the PGA Tour.

Things I’ve Been Influenced by this Week: Have been saving so many beach recs from for a few upcoming trips. Love this bag, this top, and this swimsuit.

Roller Rabbit celebrated their exclusive collection launching at Target on March 7 with a fully immersive NYC influencer event. The venue was wrapped in the brand’s signature prints, with the collection on display.

They’re also taking the momentum on the road, popping up in different cities to give their community early access ahead of launch. The first stop was in Dallas this weekend.

Banana Republic has been building out some really strong creator-led series. Their new Commuter Club highlights NYC creators and how they commute into the city. What they’re wearing, how they’re getting there, what they’re listening to. It’s such a realistic way to show workwear in context. Loved the recent feature of

Clothing brand, Centre Piece hosted a dinner with their New York community in partnership with Rae Harrison.

Substack hosted a Spelling Bee with Cazzie David in honor of her new book and invited a group of LA Substack creators.

We Wore What invited influencers to a private workout class, all wearing the new Active Collection. An easy way to wear test performance fabrics.

Dermstore hosted a gifting suite ahead of their Spring Savings sale so creators could capture their favorite products before the promo window opened. They are essentially pre-building conversion content before the sale even starts.

created their own sand bar inside a gallery to celebrate their new bronzers, with the product out to test and a warm weather backdrop for content. It felt transportive without being overdone, and very on brand for a bronzer launch heading into spring.

Summer Fridays hosted their LA community at Max & Helen’s to celebrate their latest vanilla fragrance. The diner was fully branded, from the mugs to the pancakes. It leaned into the sweetness of the scent in such a cohesive way. They also seeded the fragrance to creators who have been teasing the launch, so the IRL moment met digital momentum at the same time.

Other Things I Saw This Week: Love Vicky Montanari’s Milan Fashion Week content, Aritzia x CULTURED hosted a dinner for their communities during Frieze Week in LA, Warby Parker partnered with Happy Medium for their community to Paint a Frame, ‘s brand La Maregold x Follow Suit are partnering on a collection launching March 4th, and this is what my inbox looked like this week as the influence of CBK continues thanks to Love Story:

Things I’ve Been Influenced by this Week: I’ve been influenced by the brooch trend & especially the way styles hers! Loved her latest roundup in .

HODGEPODGE

Back to Brooches

Brooches are finally getting the moment they’ve long deserved and I could not be happier…

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4 months ago · 42 likes · 5 comments · Sierra Goodhue

Daily Drills partnered with on a Paris-inspired design collaboration. The rollout felt layered: influencer seeding, organic friend support, and a newsletter where Denna shared her favorite Paris spots.

Merit partnered with ’s monthly bookclub to host a community event in NYC where everyone left with a book and a lipstick from Merit’s new Signature Lip Blush Collection.

‘s a new publishing imprint and media company, Thousand Voices, hosted an intimate dinner celebrating Laws of Love and Logic by Debra Curtis.

Hunter Bell celebrated 20 years on a boat in Palm Beach with everyone dressed in the brand. Allegra Fanjul Garcia-Velez and Alexandra Sisto Daniel co-hosted with the brand.

Last year Reformation announced Pete Davidson as the “Official Boyfriend of Reformation.” This Valentine’s Day, they pivoted — partnering with divorce lawyer Laura Wasser on a “Divorce Collection.” They gathered their community for dinner with DUMP HIM sweatshirts on every seat and plates that read WE’RE FINISHED.

Margaux ( ) hosted a pizza night with their Substack community at Fini Pizza. Everyone wore Margaux ballet flats (need the butter yellow), and each guest left with an engraved pizza cutter and embroidered apron. The small details make it. Also noting the continued crossover of pizza + shoe brands (Rothy’s last summer, Margaux this winter).

celebrated her collection with Dillard’s in NYC after teasing pieces week-over-week for the past month. The slow rollout built anticipation, and influential friends began organically sharing seeded pieces ahead of the official Monday 2/23 launch.

Kosas hosted a dinner for their LA influencer community curated by Sophie Dalah, tying concealer and lip gloss shades into the décor. They also provided goodie bags for Claudia Sulewski’s 30th birthday dinner this week.

and The TwentyFour Six designed a pair of earrings together and celebrated during brunch in Paris.

J.Crew’s latest influencer push centers around one hero piece: the Jules Neck Tie Shirt, anchoring their broader spring drop around a single item. I love the Sophie flats in violet + red trucker jacket from their spring collection.

Other Things I Saw This Week: Tropicana hosted an influencer trip in Park City with custom ski suits, Erly Skincare hosted a Galentine’s inspired dinner, Loeffler Randall released new colorways of their Devon sandal, shared a behind the scenes look at Old Navy’s first brand trip, and brought to attention that Meta is stealing creator content to sell products influencers aren’t promoting (absolutely terrifying and disgraceful on Meta!!).

Things I’ve Been Influenced by this Week: After watching the teaser rollout of Sofie Pavitt Face’s new SPF, I’m finally giving it a try. The slow-build teaser strategy absolutely worked on me.

and to host a panel with , , and . The panel was focused on style, featuring their denim. Everyone left with a coffee table book + monogrammed notebook.

Sidia launched a new fragrance, MIDAS and celebrated with friends in Brooklyn. In tandem with the event, the brand seeded the product to their creator community with posts going live at the same time.

Roller Rabbit celebrated their new Getaway Collection in Palm Beach on a boat with everyone dressed in the new collection and the boat outfitted in the prints from pillows to table settings

Meta x Atlantic Records hosted a listening party for Charli XCX’s new Wuthering Heights album over a beautiful dinner followed by a private movie screening at Fouquet’s New York.

Dermstore x PCA Skin co-hosted a dinner with Meg McLaughlin at Don Angie, even covering the restaurant in signage.

Jenny Bird partnered with Angelo of @sciuraglam to highlight their new Woven Square Collection. This is the first of a few collections to come this year tied to what JB calls the spirit of “the new nonna.” Shooting with Milanese women perfectly embodied that idea. I love the two-tone earrings!

NYFW Presentations + Events

Makeup by Mario x Chris McMillan partnered on glam appointments for creators ahead of NYFW. They smartly got ahead of the fashion week noise, inserting themselves into the getting-ready content before the show coverage even began. Teaming up with a non-competing beauty partner also allows for natural community crossover. You are tapping into each other’s audiences without diluting the brand message, which feels especially strategic during such a saturated week.

Vestiaire Collective hosted a showroom for creators and editors to pop by at the start of fashion week to pull looks.

Gwyn, Goop’s new apparel line, previewed their fall collection and invited their influencer community to try everything on. It felt intimate and relationship-driven versus overly formal.

LoveShackFancy invited their influencer community to the presentation, with partners creating content at their fittings ahead of the show.

Last week J.Crew pushed their striped rollneck everywhere. This week they announced partnerships for their Rollneck Remix with Eckhaus Latta, Collina Strada, Patrick Taylor, Tanner Fletcher, and Buci, each putting their own spin on it. To celebrate, they hosted an event highlighting all five designers and their unique takes. I’ve loved the content rollout featuring the designers and hearing more about how each design came to life. It is a smart way to extend the life of a hero product. I’m bummed the Eckhaus Latta collab is already sold out!

hosted a breakfast to celebrate Arma’s fall presentation. I’ve been thinking about those zebra pants all week.

Mytheresa hosted a cocktail party at Temple Bar with their influencer + editor community.

FRWD x Revolve x Arrae hosted a dinner at Zero Bond to celebrate the launch of Arrae inositol, now available on FRWD and Revolve. A smart way for a wellness brand to tap into the fashion scene through a key retail partner.

Rothy’s hosted their press preview at Raf’s with Laura Brown and Kristina O’Neill.

Manolo Blahnik hosted a dinner where each guest received a custom illustration as their place card. Love a personal touch!

Shopbop celebrated NYFW over dinner with their influencer partners. Everyone linked to their head to toe Shopbop looks.

YSL Beauty celebrated their popup LOVE 24/7 in Soho.

Miu Miu premiered their latest Women’s Tales short film followed by an after party at Chez Margaux. Film continues to be a powerful storytelling extension for fashion houses.

Louis Vuitton hosted a cocktail party.

Target seems to be actively shifting brand perception through partnerships at their Soho store. For fashion week, they hosted creators to highlight their beauty department. This month they are partnering with Kahlana Barfield Brown to curate her favorites and kicked off fashion week with a conversation in-store.

A.L.C. hosted a cocktail party at Grand Central Oyster Bar to kick off NYFW. All guests were dressed in A.L.C, and they used Grand Central as a content backdrop to shoot content of their community that was featured on their organic social.

LTK hosted a cocktail party for creators that looked oddly similar to ShopMy’s NYFW event in September. Photo wall, martinis, fries, Polaroids. Platforms are clearly competing for creator attention in very similar ways.

NYFW shows

Coach had book-shaped bag charms for the front row, calling it the “Front Row Book Club,” and invited BookTok influencers. A very clever niche integration that felt on brand.

Tory Burch always has a packed influencer guest list with plenty of story and in-feed content captured.

Ralph Lauren sent invites with flowers and ended the night with dinner at The Polo Bar.

Marc Jacobs continues to dress their influencer community beautifully for the show. It makes the content feel cohesive and fun.

In tandem with their show, TWP partnered with ShopMy to exclusively launch their Small Tarp Bag for 24 hours through the platform. They worked with creators like Marlien Rentmeester, Andrea’s Lookbook, Sophia Chang, and Coco Schiffer and also invited many creators to the show. Runway plus urgency plus commerce is a strong combination.

Influencers were dressed head to toe in Michael Kors, with plenty of monochromatic fur looks.

Many creators attended Khaite followed by an after party at Bemelmans Bar in partnership with Mytheresa.

Wella, the hair sponsor for Ulla Johnson, styled a few influencers and followed their getting ready process to the show.

I saw many influencers excited about attending their first Altuzarra show. Those milestone moments always perform well.

Sandy Liang invited influencers front row and was invited backstage to capture BTS content.

I was thrilled to attend the show with Celisse as we did the manicures with fun new ribbon-inspired colors!

Cult Gaia showed at NYFW for the first time. Plenty of influencers documented getting dressed and their favorite moments from the show.

Other Things I Saw This Week: Andy Cohen x Mackage campaign, Veuve Clicquot hosted influencers like Lilly Sisto in Aspen, Susan Alexandra opened a new store on the UES, Biologique Recherche hosted a masterclass for Crème M.E.C., GANNI x Disney at Casa Magazine, Free People partnered with Old Friend Photo Booth for Valentine’s Day, Glossier hosted a Galentine’s trivia night with , Poshmark partnered with creators to sell clothing in person in NYC, announced that she is getting her own cooking show, loved NYFW series with Blacklane, Poshmark partnered with creators to sell their clothing in person in NYC, and collabed with Agolde on two pairs of jeans.

Things I’ve Been Influenced by this Week: Since moving to New York, I’ve been going to Nicole for my haircut and color. We even had a three-year blonde phase and she is the only person I would trust with that kind of transition. I have even followed her across salons. A few months ago my hair was freaking out and she treated it with the Roz Foundation Mask and recommended the Milk Hair Serum. Now my whole bathroom is basically ROZ because of her. She’s now taking new clients if you are looking for a new stylist!

Martha Stewart’s skincare brand Elm Biosciences celebrated the launch of their A3O™ Elemental Night Cream at Flamingo Estate in LA.

Crown Affair hosted their LA community for breakfast to celebrate their new Soothing Air Dry Cream.

Julia McGuire launched a collaboration with Sail to Sable, a New England based resort wear brand. She invited her influential friends to lunch to celebrate the spring launch with everyone dressed in pieces from the collection.

The Real Real launched a short film and premiered the film with their influencer community.

Love Wellness x Benefits Cosmetics partnering the month of February at Ulta Beauty. If you spend $65 on Love Wellness and Benefit and receive a co-branded gift. They hosted a co-branded workout in LA to celebrate.

Goop gathered creators for a beautiful dinner celebrating their new NAD+ peptide-rich cream — I’ve seen the word peptide more this week than ever before.

Summer Fridays has been teasing their new lip combo with their stains and liners. Along with seeding the product and partnering on paid content with influencers, they also hosted an event in LA with plenty of branding, the new lip products in serving trays and cute monogrammed cases to take the liners home.

Sofie Pavitt teased their first SPF for weeks, letting the community guess the product before officially announcing it. The brand hosted a breakfast to introduce it ahead of its Sephora launch on 2/18 and DTC on 2/19.

Old Navy hosted their first brand trip in Utah inspired by Olympic events, with snow games to highlight their athleisure and a western-themed night to showcase their jeans.

Polo Ralph Lauren invited a few of their influencer partners to Aspen to celebrate the Olympics opening ceremony. The Ralph Lauren Aspen store, stocked with Olympic merch, served as the backdrop, and each guest had their closet fully outfitted with Polo outerwear to wear around town and on the slopes.

Mother partnered with Paige Reifler on a collection for the second time. They celebrated the launch with their community at Joyface, with everyone dressed in the collection.

Rhode’s brand trip was finally here this week, and my feed was constantly filled with content from the trip. A Rhode ski lodge fully branded — from the ski lift to the café chairs to the lodge signage. It influenced me to make a hot chocolate after seeing the hot chocolate in the branded mugs.

At the same time as the trip, mailers of the new products, previously teased through their testing panel, went live. Having the packaging show up everywhere alongside the brand trip content made that beautiful mint color impossible to forget. The products officially tomorrow morning!

Last week, Chase announced their Sapphire Reserved Collective. This week, they brought members of the collective to Switzerland for what looked like an incredible, luxe weekend of skiing, cold plunges, and beautiful dinners in the Swiss Alps.

Firsthand Supply partnered with Ace Hotel Brooklyn for an influencer trip, with rooms stocked in the brand’s bath amenities. A seamless tie-in, especially after being named the hotel’s newest bath amenity partner.

With the continued crossover of sports and fashion, GQ created the GQ Bowl, partnering with a designer to present their show ahead of the Super Bowl. Last year, Bode presented. This year, Thom Browne presented with creators in the audience like Alix Earle, Ayan Broomfield, Morgan Riddle, and even Huda from Love Island.

Super Bowl Ads

• Cyrus x Frank’s Red Hot

• Alix Earle x Poppi’s

• Paige Desorbo x Kinder Bueno

• Bethenny Frankel x Grubhub

• Druski x T-Mobile

• Andy Cohen x Nerds

• Mikey Day x Eos

Other Things I Saw This Week: Shopbop hosted a trunkshow in Miami with multiple brand dinners, M.M.LaFleur hosted a dinner to celebrate their spring collection, 831 Stories partnered with Threads as their latest release was selected for Threads’ Book Club, Ulta Beauty had their biggest sale day with the launch of Rare Beauty, Williams Sonoma is partnering with influencers to showcase their registers, Krewe hosted a Mardi Gras party at their Meatpacking store (these have been my favorite sunnies), Lilly Sisto has a new series called Take Notes - an interview series centered on conversations with creatives, founders, and cultural leaders about their careers.

Things I’ve Been Influenced by this Week: shared this Gap hoodie and it has been sitting in my tabs all week. I’ve also been wearing these Rhode eye patches nonstop after watching the brand trip content, and Loeffler Randall just released a Dina Tote in zebra along with the new Mira Tote in navy that I can’t stop thinking about.

Last week I mentioned Rhode’s popup in Big Sky. This week, they followed up with influencer mailers for the creators they’re hosting on a brand trip. Excited to see all the content roll out over the next week — I spotted packages from influencers like Toni Bravo and Liv Manni

Paige DeSorbo had Martha Stewart on her Amazon Live show. I was hoping for more of Martha’s personal product recs, but it was mostly a moment to promote her home line now available on Amazon. The interview is worth the watch!

J.Crew continues to run what feels like quarterly rollneck sweater campaigns, with influencers posting on the same day in the same knit, just styled in different colors or paired with other pieces from the collection. Assuming they chose this specific sweater with the Valentine’s Day timing, partners shared content in the red, purple, and white striped rollneck sweater. It was a nod to the holiday without overtly blasting a “Valentine’s Day Shop” message. It can feel repetitive, but it works. It’s been top of mind all week, people notice and talk about it whether they love it or are annoyed, and the content is genuinely good.

As Saie continues to promote their CitySet™ Setting Spray, they hosted a community workout class at Fuzehouse with branded towels and scrunchies.

BonBon hosted an influencer dinner in Greenpoint, then surprised guests with BonBon-branded vans for a private candy shopping trip to their Williamsburg store.

Chanel partnered with creators for their Valentine’s COCO CRUSH campaign, spotlighting watches and jewelry through stories of loved ones. The cast was a mix of couples, best friends, and sisters. Everything was shot in-studio, which kept the campaign feeling consistent, playful, and fresh. I love love.

Ralph Lauren hosted influencers at the Australian Open, with guests dressed head to toe in Polo.

Similar to the US Open, brands are using these tournaments as community building opportunities, inviting creators to their boxes, popups, or simply great seats, then encouraging organic tagging. I spotted influencer content as guests of Aperol, Mecca Cosmetics, and Lacoste.

Sisley Paris partnered with to host a dinner with her friends to celebrate the launch of their new blonde hair mask.

partnered with , founder of Seen Library, to bring her community together in LA for an intimate gathering where each person unwrapped their next read. The books were wrapped with clues hinting at what was inside, and each selection tied back to the theme of “Return with Ease.”

Other Things I Saw This Week: Substack invited creators to Copenhagen Fashion Week, talent manager Max Stein, who reps so many of the best on Substack and beyond, was featured in NY Mag. Chase announced their Sapphire Reserve Collective including founders, creators, and athletes like Alison Roman, Jennifer Fisher, and Nell Diamond. Caudalie hosted a founder led dinner in NYC to celebrate 30 years, Anthropologie partnered with Sara Walker for a Galentine’s party in LA, and Valentine’s content is everywhere from pajama brands like Lake Pajamas , I love their heart set, and Hill House Home.

And something I didn’t see this week…for the past few years, it’s felt like Super Bowl commercials have been everywhere long before the game, leaving less to look forward to. This year, I’ve seen far fewer teasers, which I honestly prefer. Interested to see which influencers will be featured in commercials next weekend. The one I have seen is the Fanatics Sportsbook spot starring Kendall Jenner, which is so clever.

Things I’ve Been Influenced by this Week: shared amazing resources on how you can help people in Minnesota and beyond. I donated to the Immigrant Law Center of Minnesota.