video essay looking at the problems that come when we conflate parasocial relationships with consumption, using Matilda Djerf & Djerf Avenue drama, Grace Beverley's Tala, Aimee Smale's Odd Muse and Molly Mae's Maebe as examples 👀

let's talk about fashion brands started by influencers and the unique issues that they face in today's social media landscape 😮‍💨

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(pls note i only work with sustainability-focused brands!!)

⏱️ TIMESTAMPS:

00:00 intro

01:46 PT1 INFLUENCER BRAND EXAMPLES 💭

02:12 Djerf Avenue / Matilda djerf

04:20 Maebe / Molly Mae

06:33 Odd Muse / Aimee Smale

07:47 Tala / Grace Beverley

09:28 PT2 SIMILARITIES 💭

09:48 fast fashion background

10:56 offering "sustainable" alternatives

12:34 quiet luxury aesthetics

14:10 having a "face" of the brand

16:25 PT3 PARASOCIAL RELATIONSHIPS ONLINE 💭

17:23 what is considered an advertisement?

17:47 legal issues with #ad disclosure

18:28 does it stop mindful consumption?

20:34 PT4 CANCEL CULTURE 💭

21:10 traditional brands' pr strategy

21:41 the influencer apology video

24:50 cult-behaviour & consumer reactions

29:24 final thoughts

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refashioned

Matilda Djerf drama & the issue with brands built off influencer followings

00:00