Open Tabs #2
Week of 9/23: Influencer Happenings across the Internet
I started my week by reading Emilia Petrarca’s timeline of ‘online fashion fandom’ which evoked nostalgia for my high school days spent following fashion stylists and bloggers while dreaming of moving to New York City.
Speaking of nostalgia, Juicy Couture partnered with Athena Club on a razor and toiletry bag. It will drop online tomorrow morning. According to their Instagram broadcast channel, they tapped influencer, Ken Eurich to star in the campaign.
L’Oréal held its fashion show in Paris featuring models like Kendall Jenner and Gigi Hadid, but also surprised us with Bethenny Frankel on the runway. While her walk was giving Ramona from Season 3, Episode 7 of RHONY, it made sense for her to participate, as she often shares candid reviews of beauty brands like L’Oréal on TikTok.
Glossier’s two new fragrances are finally launching this Thursday. Last week the brand hosted a launch event for influencers, community and friends of the brand on the same day that influencers unlocked their gifted boxes.
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Influencer Marketing is even changing the power of celebrity founded brands. Blake Lively’s haircare brand, Blake Brown Beauty’s sales are down after a record selling launch at Target. Rachel Strugatz detailed the sales in Line Sheet last week calling out how celebrity brands fit into influencer culture today. Strugatz said, “Lively, however, last posted to her Instagram grid about Blake Brown on August 4, more than seven weeks ago, which is an obscenely long time to not talk about your very new brand in influencer culture, and particularly in the beauty influencer trade, where a largely undifferentiated project’s only chance at success is to draft off its founder.” Not sure if it was due to this newsletter call out, but finally 7 weeks later, Blake Lively posted about her haircare brand…featuring a product that is meant to help with frizz..while her hair was extremely frizzy and unbrushed…
Away’s previous CEO, Steph Korey Goodwin launched a new children’s brand, Charm Spring. Influencer’s kids like Tara Moni are featured in the campaign and many influencers posted about the brand on launch day.
My favorite brand, Bernadette opened a cafe in Paris to feature their latest collection. Along with press, many influencers like Alyssa Coscarelli attended and posted from the cafe while visiting for fashion week.
Since Shopbop is owned by Amazon, they leaned into Prime’s NFL connection and hosted influencers at the Giants game on Thursday night. Posts were shared on influencer’s own channels, NYGiants’s Instagram, and Shopbop’s Instagram. This was a smart partnership to cross over into new audiences, and was maybe even influenced by the Taylor Swift effect in the NFL world…
And speaking of sports x influencers, Bumble invited influencers to the New York Liberty game this week.
Paige Desorbo has mentioned her apartment many times on Summer House when discussing her long distance relationship with boyfriend, Craig. She loves the city and has made it home, which is why her partnership with CB2 this week felt so right. Even her followers applauded the partnership.
Other things I saw this week - Westman Atelier created beautiful content with influencers who attended their live event, Makeup & Friends last week, Brooklyn Beckham launched his own hot sauce brand, Cloud23 after slowly becoming a ‘cooking influencer,’ loved this Alex Mill interview in
‘s newsletter and the mention of the power of UGC, and is Cake the new Croissant for Substack sponsorships?A final note: found my new alarm thanks to Marty & Missy *coffee, coffee. dingle, dingle.*
LOVE THIS! What is Cake??