Behind the Screen: How Argent Built an Influencer Program Rooted in Community
Interview with Alex DiCapo Patel, Director of Community & Partnerships at Argent
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change.
Where are you based?
Williamsburg, Brooklyn, New York
How long have you been working in the influencer industry?
10 years.
Has the industry changed since you first started your career?
100%!! When I first started working with influencers, it was still a new term and a lot of brands weren’t fully bought in. Not to date myself, but this would have been 2016/2017?! My focus was celebrity dressing/product placement, specifically red carpet because I had a lot of fine jewelry clients. As I began working with a few contemporary fashion brands that weren’t seeing results through red carpet or traditional street style, I started experimenting with influencer gifting instead, and it proved to be far more impactful. I pretty quickly pivoted away from celebrity and focused entirely on influencer because it was exciting to actually see the ROI on my work (and to think where we are now with affiliate!), which was so hard to track for celebrity placement because it’s really the most “top of funnel” you can get.
So things have changed A LOT from the early days, and yet I still feel it’s very much the wild wild west when it comes to rates, engagement, and defining value. It feels like we’re seeing this shift—or rather, an expansion of the creator economy where almost anyone can be considered an influencer. I actually think that’s exciting, especially for a community like ours that has always had a broader view of who an “influencer” can be. Emily wrote a great Substack, The Year of Normie, that really captures this moment.
I love that newsletter from Emily and have referenced it to so many times this year. How long have you been at Argent now?
It’ll be three years in March! When I first joined Argent, influencer marketing wasn’t a core part of the strategy, so over the past few years I’ve had the opportunity to really build that program from the ground up. I was lucky to inherit an incredible community that the team had already been thoughtfully cultivating, and I’ve been able to grow it year over year—bringing new people into the fold through events, campaigns, content, and editorial opportunities, and intentional seeding.
We’re still very much in a grassroots phase because so much of what we do is organic, but that’s also what’s made the community feel so genuine and special. It spans industries, backgrounds, and professions well beyond fashion, which I think is something truly unique to Argent and a big part of what makes the brand resonate.
Congrats on (almost) three years! Having built the program from the ground up, how would you describe the influencer ecosystem at Argent today?
Community really sits at the center of everything we do. As I mentioned, we’re always working to bring new women into our orbit while continuing to deepen the relationships we’ve already built. Thoughtful seeding is still the foundation of our program—my goal is that when someone is getting dressed for a panel, TV appearance, conference, or any meaningful moment, they instinctively reach for an Argent suit. And to achieve that, you’re really playing the long game at times, which we’re cool with!
This past year, we also introduced ShopMy, which has been a great addition to the program. It allows those featuring the brand to earn commission while giving us clearer visibility into who’s driving impact—whether that’s conversation on social, links that convert to sales, or entirely new creators we may not have discovered otherwise.
Argent has such a unique community spanning traditional creators, founders, politicians, athletes, and beyond. How do you define influencer at Argent?
Our “influencer” is the working woman, and that work spans industries, professions, and following size. We recognize and embrace that influence isn’t defined solely by following size, and I love that our community reflects such a diverse network of women. And really, the best part is bringing all these women together and making new connections.
Obsessed with your new Water Cooler Chats on Instagram. How did that idea come about?
Ah, thank you!! It’s been a really fun concept to bring to life. TBH, just carrying the cooler around the city could be its own content series! We are always looking for creative ways to elevate the women in our community and, of course, love to lean into the “work” of it all. So meeting women at a once-sacred place for catching up during the day felt like a no-brainer for good content! While we’re chatting about pop culture, it also gives each guest a chance to share what they’re working on.
What’s your philosophy on briefing creators so the brand guidelines are clear but the content still feels authentic to the creator?
We’re not running paid campaigns at Argent, but when we have partnered in that way, I’ve always preferred to give collaborators creative control. We’re working with them for a reason, and there’s nothing worse than a brand over-directing to the point that the content feels inauthentic. If you have something that specific in mind, the brand should probably just produce it themselves.
When I was agency-side, I spent SO much time stuck in the back-and-forth between clients and talent management… a little PTSD, lol.
A lot of middle-man work in influencer, I completely get it. You’ve built such a strong community online, but you also bring people together beautifully in real life. How do those gatherings factor into your influencer and community strategy?
We really do love an event—especially if Q4 of last year was any indication! Lol. That said, I never want to host something just for the sake of it, there’s always intention behind the gathering. Events are such an important part of community building because nothing replaces the connections made IRL. The hope is that when you attend an Argent event, you meet someone new, and that connection sparks even more good from there. We truly believe in an “all boats rise” mentality and that meaningful things happen when you bring intelligent, hardworking women together.
Are there any influencers you have loved working with?
So many, I feel like it’s hard to name names?!
Who would you love to work with?
I’d love to see Jennifer Lawrence in Argent (Does that count?! Lol I know she’s a celeb…but she influences me!)
She 100% counts! Is there an Argent campaign that you’re particularly proud of?
Our #VotingSuitsYou campaign, in partnership with When We All Vote, surrounding the 2024 presidential election, was really a highlight! The initiative aimed to empower women and first-time voters to use their voices at the ballot box, and we activated a coalition of more than 300 celebrities, athletes, influencers, and grassroots leaders to do just that. Some highlights include Alicia Keys, America Ferrera, Megan Rapinoe, Julia Louis-Dreyfus, and Bill Nye. The scale, energy, and sense of shared purpose behind the campaign made it an especially meaningful effort to be part of!
I’m also a big fan of Leandra Medine Cohen ’s newsletter showing you all the ways to wear a tuxedo blazer ft. many ideas for ours :)
Any exciting partnerships or upcoming launches you are excited about this year? We’re celebrating 10 years! So there will be a lot of fun things happening in the fall, more to come there :-)
Ahh exciting! Can’t wait to follow along! Now for a few final, fun questions:
Favorite product from Argent?
Ah, I really have so many that I wear on repeat! Heroes include the Copain Blazer and Straight Leg Trouser.
Book, podcast, or music on your morning commute?
I am obsessed with Good Hang with Amy Poehler and Las Culturistas with Matt Rogers and Bowen Yang—highly recommend the Jennifer Lawrence episode as a gateway!
Being on the other side of the business with your incredible Substack, the best best, what dream brands would you love to partner with?
First, that is so so kind! I am obsessed with all the Scandi brands, and my dream would be to attend Copenhagen Fashion Week, really in any capacity. Lol
Can you also share the last item you bought based on an influencer’s post and who the influencer was?
An UNDO Hairware clip, influenced by Gabriella Gofis! I have been buying these for over a year now, but I just got a new large clip (No.4 in Olive), and they are really just the best.
You can stay in touch with Alex DiCapo Patel on Substack (one of my favorite reads) & if you aren’t already, give Argent a follow! Their belted blazer from the Citizens of Humanity collaboration is one of my favorites!
A meeting of the minds!! 👑👑 loved this, and love to see Emily’s influencer piece linked far and wide
Honored to be mentioned by you two DREAM GIRLS! 🫶🫶🫶 Grateful for your treasure trove of insights always