Open Tabs #30
Week of 5/12: Influencer Happenings across the Internet
Airbnb partnered with influencers to relaunch their ‘Experiences’ by hosting a curated brand trip featuring activities available through the app. In addition, they collaborated with macro influencers to highlight the revamped offerings just in time for summer travels.
Tory Burch opened their new store on Rodeo Drive with a party at the store followed by dinner at Mr. Chow. The party was a mix of celebrities and LA influencers (Marianna Hewitt, Sara Walker, Meeka, Gabriella Gofis, Salem Mitchell, Megan Adelaide, Ally Wong, Cierra O’Day, Stephanie Arant, Laurel Pantin).
Cuup partnered with stylist, Dani Michelle to co-host a lunch in LA with their influencer community to celebrate their new cotton and pointelle collection. Partnering with a stylist was a smart move as Dani dresses all kinds of people and really gets how important the right fit is, starting with great undergarments.
Two influencer led brands had popups in New York this weekend:
FORM, the digital fitness and wellness platform, co-founded by Sami Clarke and Sami Spalter hosted in-person workout classes led by all the trainers on the platform, a fuel smoothie bar in partnership with Promix, a section to shop their workout apparel and a live recording of their podcast, Transform.
Parke, the denim and everyday basics brand founded by Chelsea Parke, hosted a shopping popup in Soho with an embroidery, charm and matcha station. The Gen Z girlies love the PARKE sweatshirts.
Coco Schiffer x WAYF launched at Nordstrom. Ahead of the launch, Coco gifted her influencer friends different items from the line. I loved the way she used the content in her stories on launch day:
Speaking of Nordstrom, they are working with influencers to nail down the under $100 messaging for summer + vacation dressing.
Saie () is one of the few beauty brands still putting thought into fun, creative mailers for product launches that influencers actually want to post. This week, my feed was full of their oversized Dew Blush packages.
Brand collab launch events:
Crown Affair x D.S. & Durga
& Other Stories x ROKSANDA
Aerie hosted a brunch at Sadelle’s with their influencer partners. Everyone was dressed head to toe in Aerie - linking their outfits as they posted throughout the event.
Sephora hosted a ‘Sephora Beach Club’ in Miami with mid-tier and macro beauty + lifestyle partners. Everything was branded from the servers outfits to the pool floaties.
Other things I saw this week: UNIQLO hosted an influencer event with Roger Federer (can you imagine being sent this invite?!), loved Paige’s partnership with
for their Charleston store opening, Sophie Cohen hosted an event at the Rixo Soho store with her mom, and Merit seeded their new tinted SPF to influencers pre-launch.Things I’ve been influenced by this week: I finally got to wear the
platforms to a wedding. And they are actually very comfortable for 6+ hours on your feet!!
The FORM popup sounds like such a full-circle moment — love when digital-first brands find ways to connect IRL in a way that still feels true to their audience.
Ah, I made the list! Ha. That was one of my favorite partnerships to work on--so organic and FUN to film! Thanks for keeping us current on what's going on!