Open Tabs #28
Week of 4/28: Influencer Happenings across the Internet
Gap and DÔEN launched their second collab and hosted an event at Gap’s Time Square store ahead of the launch with theit VIP + influencer community. I saw so many posts about what people were buying in different Substack chats + Instagram stories. I love that the models chosen for the collection are from DÔEN’s community, Gap even created an Instagram series highlighting each of them.
Pantene embraced Alix Earle’s organic TikTok praise for their “expired” shampoo a few months ago, turning it into a clever collaboration. They launched a one-day exclusive “Un-expired” Collection, even incorporating her voiceover review into the campaign copy: “It’s still better than the luxury stuff, according to Alix.” Though the campaign lasted just one day, Pantene is maximizing its impact—they wiped their TikTok and Instagram feeds clean, leaving only content from the collab. Good for them, making that dollar stretch because this collab must have been $$$$$$$$
Argent x Margaux collaborated on a three-piece footwear capsule. To celebrate the launch, they hosted their communities for a dinner party at WSA. Creators like Erika Veurink , Jalil Johnson , Anna Polonsky, Sarah Clary, Cari Champion, Angelica Hicks, and Alyssa Kapito were in attendance. I couldn’t stop staring at the martini tower in all the photos.
Both Literary Sport and Salt & Stone hosted influencer events at Happier Grocery.
Literary Sport had their SS25 Collection on display from May 1-4 and a group run with gifts on May 3.
Salt & Stone celebrated the launch of their new Neroli & Basil with limited edition Basil Lemonade and a cooking class hosted by Pierce Abernathy.
Multiple brands took influencers to concerts this week:
Batiste hosted influencers at Charli xcx in New York
Levi’s hosted influencers at Beyonce in LA
This week, Serena Kerrigan announced her new book, Let’s Fucking Date AND her debut TV show, Older Hotter Wiser, on Peacock.
Last week, I mentioned Lilly Sisto x Mercule’s collaboration. It officially launched this week, and they hosted a party with Lilly’s community at Elvis Wine Bar in Noho. Other creators like The Edit by Paloma Meehan , Natalie Simkins, soco (aka sophie cohen) , Samantha Smalling ,Hally Seminara & Lauren Vreeland, Livy Duncan, Christina Grasso , Jess Graves , Elizabeth Cardinal Tamkin , Heather and Harling Ross Anton were in attendance. I bought the Aperitivo Basket bag in black and can’t wait to wear it all summer!
Mya Gelber hosted a shopping event at Reformation with her community, and BaubleBar joined with a pop-up bag charm–making station. It’s a great example of how having an influencer lead an in-store experience can drive real foot traffic and encourage people to shop in person.
Jenny Bird hosted their Summer Press Preview at the Chelsea Hotel with market editors, friends of the brand and creators like soco (aka sophie cohen) , Erika Veurink , Olivia Galli, Dev Pollon, Katie Stone , Sierra Mayhew, and Brooklynn Gallagher. They kindly invited me, and I now can’t stop talking about my anklet stack.
Other things I saw this week: Jess Graves x Chava Studio sold out their limited edition collab in a few hours, Paige DeSorbo and Hannah Berner were on Amy Poehler’s new podcast, The Millennial Decorator hosted an event at the Manolo Blahnik store in NY, Marta hosted the 12th Air Milkshake Gifting Suite with brands like Bloom, Starface, and Vacation (loved this interview on Daise Bedolla ‘s Substack), and Warby Parker hosted their Book Report series with their community featuring a Q&A between Aminatou Sow and LaTonya Yvette.
Things I’ve been influenced by this week: Someone posted about Brooke Callahan’s tie pants in the Midimalist chat & I loved the way they looked styled, so I bought them in yellow along with these Havianas in brown.
influenced … literary x
SCREAMING (!!!!!) that you are in the chat and that my style queen, Maurene, influenced you. I’m high-key obsessed with you so this is making my heart beat so fast! I love it.