the relatable to luxury influencer pipeline

[@JL-ow5hp]

The irony of this is that it makes perfect sense. The relatability attracts us (lower to middle class audiences) and then the influencer gets to these luxury heights and it seems like all these relatable influencers do is promote the luxury brands. The statistics show that it’s actually the audience (lower to middle class) that are keeping most luxury stores opening. We are literally their target audience so the brands target who we watch to influence us more.

[@alyssah2839]

I don't understand why they're targeting us. My friends & I can't afford luxury products.

[@OlianaBliekiene]

The reality is: if you're rich and famous, your bags are seen as a sign of success. If you are just an ordinary worker working a 9-to-5 job, your real bag is likely to be *gtdupe*

[@bexiexz]

right

[@hansmemling2311]

@@alyssah2839 Because they aren't targeting us. we can't afford a 7000$ purse or 500$ pair of shoes. This myth that they are targeting the poor needs to stop. They target the rich and a lot of middle class people can afford like 2 or 3 pieces and will put themselves in debt sometimes to buy that stuff. A poor person however can't do any of that. What they can do is buy cheaper stuff like Lacoste, Abercrombie, McGregor etc. And sometimes put themselves into debt to do so. What a lot of people do, especially poor, is buy fakes. Something that is never mentioned in this ridiculous quiet luxury conversation. Quiet luxury is a trend and will be replaced by another just like any other trend. The people who dressed high quality non ostentatious pieces, have always done so and will continue to. The idea that this is what old money is, is based on fantasy.

[@jimin8006]

I am confused though? My family is middle class but costs have been so high we don’t have money to spend on luxury items anymore? Who is buying the products after being influenced by these influencers?

[@aria2aria2]

you’ve probably had the most level headed take on emma that didn’t feel condescending or misogynistic while also acknowledging the wealth she has. i feel some people were reducing her intelligence based on how she organizes herself. it’s strange how women have stricter responsibilities to erase their entire personality to fit someone’s idealized version of them. andrew tate rambles on, proudly flaunting his wealth, and gets idolized as a “role model” for young men. emma tries to remain humble but shares her opportunities, only needs to tweak a podcast script to make it more organized, and other women who hardly know her claim she needs to go back to school. i’m glad she took the critique by adding professionals to speak on her podcast rather than taking their unsolicited advice to heart.

[@charlichats]

thanks so much ! I agree, the misogyny on social media & in the industry is frightening …

[@rubydoo3307]

Yeah, I don't know how people have the audacity to tell someone to go to college, when they have a whole career going on. It's so disrespectful. You're right, the video gave her some grace.

[@burnt.norton]

⁠@@rubydoo3307exactly and also the elitist notion that one cannot comment on complex issues/topics unless they’ve gone to college is insane. like that excludes so many valid opinions of people who don’t have access to education lol

[@aubigney]

i was hoping someone made this exact video. this is such a great dive into this pipeline.

[@charlichats]

thank you so much!

[@dnzkmr]

you should check out tiffanyferg! she has a video titled “you’re not relatable anymore” and it is an amazing deep dive into influencer culture

[@AnaruthSchwalbe]

For a long time, as the price of Chanel increased, I no longer thought I could afford it. I think I'll be happy that I have the *gtdupe* as my travel bag that I don't have to take care of. By the way, I'm sure no one will have a hard time telling the difference. Thanks for the comparison.

[@Callista2270]

Did someone say best dressed

[@jessicam.9751]

I literally read the title of the video and thought of herrr

[@greenthinggg]

Fr this can apply to her as well but I still love her😭

[@annar2881]

I still miss her videos T.T

[@hicrhodushicsalta4382]

but she doesnt give a personal insight anymore

[@PaulaKlingelhofer]

I actually feel like in her case it kind of makes sense. Her channel always was mostly about fashion, and even though you could definitely criticize that she used to try to show an affordable and easy approach to fashion, I do think that her collaborating with luxury brands is kind of a way to professionalize and scale up what she has been doing for a long time.

[@LK-fr9wv]

another point to mention is this pipeline is only open to thin bodies! emma, moya and bestdressed ashley are all the same size, probably around a US size 2. all i can think when i see them in miu miu and dior that's been gifted to them to wear to shows or events is of course they picked you, you fit into their sample sizes! they don't invite big girls to these things!

[@greyee0005]

this was a really interesting video!! personally I don't have an issue with previously "relatable" influencers getting into fashion, as long as you don't become out of touch and are still concious of who you support/work with. but ig that's easier said than done as high fashion doesn't really align with those values lol

[@charlichats]

Thank you 🩷 absolutely! it would be such a tricky line to walk

[@etherealjana]

been feeling this lately SOO much with the change and vibe in moya's videos and even instagram page 😭

[@helenfordyce414]

same! i’ve loved moya’s vids for years and related to her soooo much during the covid university experience. still love her vids but they’re def not at all relatable anymore, it also feels to me kinda like she’s selling out ?? by partnering with all the luxury and highly unethical brands. but maybe that’s an unpopular opinion. still happy for her, she seems super sweet and genuine

[@k0bb]

Can't tell you how much it makes my heart sing with pleasure to see so many amazing new super high quality content creators coming up. YT's algo finally sorted its life out!!!

[@sadmermaid]

Fr I've found so many sub 10k channels that are insane good, like this one!

[@charlichats]

Aw I’m so excited too! ❤

[@ruthnoemibendel]

Really loved how you presented the topic!! I’ve never fallen for the Emma Chamberlain charm, probably because by the time I was more into fashion than daily vlogs and also I’m 90s millennial girlie so was not the primary target audience but even tho I was not in the lore, her ascension from relatable to unrelatable is quite something, especially as a PR/communication manager! Also, wanted to say that the B Corp certification criteria are based on the current neoliberal capitalistic system meaning, the it’s quite lax and letting slip some issues here and there! The real problem is the production system the fashion industry operates on and as long as change won’t happen in that sector, the problem will remain 😭

[@charlichats]

Yes I’ve also heard B corp is barely anything to write about… so frustrating 😭 I agree! It’s definitely systemic!

[@napua1074]

I think this points to something inherent about "influencing" as a job; the way that influencers make the majority of their income is by turning themselves into advertisements for various companies. Obviously, many of these companies are of less questionable repute, but nonetheless, I think it's important for people to reflect on what that means when they enter this industry.

[@jessicam.9751]

What a great video and important analysis on luxury marketing on social media! For example, someone like bestdressed who used to champion thrifting and sustainable fashion in so many of her videos now almost only posting outfits full of luxury items most definitely has an impact on how her audience sees these brands. These brands are basically working on converting people who care about the environment and social issues into possible customers (because otherwise there is no way these people would ever see these brands in a good light). Keep up the amazing work!! Subscribed ❤

[@charlichats]

Absolutely! Aw thanks so much 🥹

[@MariusMoonbeam]

Ironically, luxury IS sustainable because of its social clout. When he said it’s sustainable by nature, I didn’t think he meant environmentally sustainable, but sustainable as in gonna be around for a long time. People are gonna keep buying it the same way they keep buying fast fashion. The industry is propped up by social media, brand recognition, and flex culture. The idea of quiet luxury is stupid because you’re still being marketed to and you’re still “flexing” if everyone is following the trend.

[@charlichats]

That’s an interesting take!

[@haute03]

Just to provide some context, Arnault said "luxury is sustainable by nature" at the Global Fashion Summit at a session addressing the fashion industry's impact on climate change. Your take is interesting, but it doesn't really speak to the message he was trying to get across. He was saying it in the context Charli is talking about, in that luxury brands are dissimilar from fast fashion because they take more time to produce higher quality items that are worn for much longer periods of time. However, we now know that that's not really the case for many of LVMH's brands.

[@FluhartyLacuesta]

Yes the color of the *gtdupe* is beautiful and it is a great decision, maybe one day they will add feet and straps. It would be nice to have a bigger bag during the colder months when we have to store gloves, beanies, scarves, etc…

[@crescentchelle]

Such a great video essay, so happy it showed up on my fy page. It has been something I’ve been thinking about a lot lately since I watch Emma and Moya on a regular basis and was also a huge fan of best dressed when she was still making KZbin videos

[@charlichats]

thank you so much! ooh yes she’s also got that similar relatability / luxury vibe

[@TheRefinedBudget]

Not to mention that these celebs dont even have to pay for these products bc theyre quite literally being gifted them. its ridiculous

[@dva5610]

Moya Mawhineyyyyyyyyyyyy

[@emiliaburgos5404]

I remember when she was still making videos in her Dublin shared apartment

[@chiaraliane]

I have absolutely no desire in purchasing luxury brands but I absolutely will consume these influencers content when its done in an entertaining and engaging way. I love Emma, love Moya, observing them almost as anthropological case studies knowing full well I will never occupy those spaces myself 😂

[@honeymoonlover1]

the mark up on luxury fashion brands is INSANEE!!, thank you for this video❤

[@jimin8006]

Something about the fact that Dior and Armani hire migrant workers and literally pay them terrible wages. like that bag that cost $56 to make but is sold for like 3k is so annoying to me. All because of their marketing they can get away with treating their workers terribly when essentially their sustainability and employment practises are the same as Shein. How come the people making the clothes aren’t getting a living wage but the influencers can buy millionaire houses?

[@4n17r4]

I used to LOVE Moya but now I cant stand her and her contect idk why... I miss the old her.

[@alissalou98]

I agree.. it doesn’t feel genuine anymore and the whole “Parisian local bougie” personality feels like it’s not her at all. I feel like she just uses her content to show off what she has / owns / gets gifted

[@dreamingofthemoon]

Samee:(( Stopped right after she graduated. I feel like being a student grounded her but now she is lost in the influencer lifestyle

[@florencechase5772]

Yeah I used to love Moyas old Dublin vlogs but in the past year I’ve barely watched her, I can tell she’s still trying to play into the relatable girl next door vibe but it just doesn’t work w the life she leads 😅also working w brands we should be boycotting / not speaking up once for Palestine or other important issues Rn

[@paulinaa9205]

Even her aesthetic changed after she moved to Paris and started working with luxury brands. I understand that people change and that's fine!! but I don't watch her videos as much anymore because the color grading is too dark and gloomy for my liking😭

[@margauxvitre5956]

This was needed thanks - perfect balance between critical thinking x not haters vibe

[@AnnaJiselle]

I agree it’s like a vote when we decide what to support regarding fashion etc. in terms of longevity, sustainability is literally key so it’s actually beneficial to pivot towards that. Just a thought

[@taylorfay]

this video is so articulate & non judgemental, I love it. I would love to see you speak on the whole concept of cancel culture and holding both celebrities and infleuncers accountable

[@sarahbrown2571]

This is such a great take on this topic!! Omg its so exhausting to watch it happen over and over again to creators I used to love, but end up not keeping up with after they've made the shift to more 'luxury' lifestyle content.

[@sophspice32]

thats exactly what i wanted to hear and you used the momentum

[@minasophie5115]

I usually don‘t comment much, but thank you so much for this Video!! This needed to be said and I hope as many people as possible see this and think about their consumer behaviour

[@charlichats]

Thank you so much!

[@xwunsch]

you're doing such a great job - so many commentary's I watch on here are rather negative towards the people they talk about but you have your own fascination and understanding for them and I love that

[@charlichats]

not the luxury bots in the comments 💀

[@JaneDavies-wi8iz]

Omg was waiting for someone to do this!! I can’t lie - these people drive me absolutely crazy :) I don’t watch them for my own good. Great take thank you for this video!! 🙏🏽

[@VivaciousLyla]

charli this is soo good!! i love how it doesn’t feel scripted, yet your points are still well-organized! ❤

[@lastingjoy]

You're really skilled in breaking down information. Thanks for sharing!

[@charlichats]

That means so much thank you ❤

[@maartjedannenberg4056]

Literally my three favorite and only influencers I follow on the cover. Anyway I love these types of topics!! So interesting, keep making these videos!

[@TheHestya]

I think a part of why luxury brands are doing well with people who aren't the usual luxury brand demographic is a better understanding among the population of quality of products. The old boot comparison of people with no money ending up spending a lot of money on boots when they have to keep buying cheap ones every year because they can't afford a bigger purchase at the time vs rich people able to buy an expensive pair of boots once that last a long time. I think people that have a little bit more money than maybe they used to start looking at better brands to seek better quality items that will last because they can afford them. If not at the rate of fast fashion or other goods, then at least once in a while. If you need a new coat and have the money in your account, you are more likely to splurge on a better quality coat that you know will last you many years instead of a cheaper coat that you know will only last a year or two. I know that's what it's like for me. Would I buy LV, Prada or something like that? No. I still don't have that money. And now that I know they are not fair or sustainable anyway, my lifelong commitment not to buy their products only strengthens. But when I had to get a sewing machine, I went for a £400 one because I would end up needing a better one anyway, so I didn't buy a 'first sewing machine' that would be much more basic, but would have cost me £150. I went for the one that had all the options I was after. When I needed a new air fryer, I splurged and bought a Ninja air fryer because it is a brand known for the good quality and their products lasting a long time. Several times more expensive than an Argos air fryer? Yes, but my mums Argos one lost the knob before it was a year old and the Ninja one cooks even faster than the cheap ones, saving me a lot of time in the kitchen too. I've looked at better quality and of course sustainable, fair fashion and the prices are just astronomical. Hence I'm starting the journey of making my own. Sewing and crocheting my own clothing will be great, but has a learning curve and you need to be able to afford the starting equipment even if you go for basics alone. The capitalistic money-grabbing business model of most companies is ruining the planet and depends on the suffering of so many people I think most consumers don't even comprehend it.

[@a.laddinsane]

great video - look forward to watching your channel grow!

[@OlianaBliekiene]

I remember the diamond tray *gtdupe* almost all the bags from the jag line in the apartment. I think I watched that video 30 times. Purse collection goals

[@ivy5935]

Oh I know so many people that NEED to watch this video 😭😭

[@ritazopf3304]

Thank you for your thoughtful content! If you have more information about which brands are more or less sustainable, that would be really helpful!

[@harperscott3205]

I love your views and analysis of this topic!!

[@charlichats]

Aw thank you!!

[@MrsDaedalus_]

There is a model that is very relatable even though she was a Victoria Secrets model. Her name is Romee Stirjd. She is from the Netherlands and also lives there with her little family. Has a house and everything, but the way she lives and her house is, you would never guess that she has money. She and her husband are very down to earth and her house and the way she lives reflects that. She has a KZbin channel and occasionally vlogs and I've seldom see her flexing wealth and luxury than Emma Chamberlain has. Romee is totally different from Emma, and I find that really interesting how someone who started out as a model and ventured out to KZbin is more down to earth than someone who started out as an influencer and ventured out to fashion.

[@hansmemling2311]

Nah rich people are also easily caught by luxury trends. Now trend is quiet fashion yesterday it wasn't. I worked around the richest people, you have all sorts of people there. You have the people that only wear their favorite brands like Lacoste, Ralph Lauren or McGregor for example. Then there are those that buy the more creative high fashion pieces you find at Louisvarioma for example. Then there are those that are addicted to brands that are more glamorous or flashy like Versace, Dolce and Gabanna, etc. Then there are those that basically wear a uniform: always in a polo and shorts in the summer, a down jacket and jeans in the winter plus whatever sneaker is the hype at the moment. Those uniforms as I call them you see everywhere. Then there are those into what we call quiet luxury now but has existed since forever. And lastly those that don't care about fashion or brands and just buy whatever.

[@bexiexz]

ty for this great dive into this pipeline!

[@nelliecinderbelly]

what a wonderful analysis! i've been searching for something like this for a while.

[@annemxma]

amazing video !! can't wait to watch more of your content 🥰

[@charlichats]

thanks lovely!!

[@kittinn7957]

This video was of such exceptional quality. You are a natural yapper and explore very interesting angles. Thank you for this amazing production. Subbed.

[@nanayaaadu49]

This was such a brilliant video! 😊

[@RA-wl4by]

lovedd this video been thinking about this topic for a while❤

[@CrustyUgg]

Gen z hates these young wealthy influencers but they're the ones who put them there. lol. The generation that created cancel culture can't help but hate watch those they have a deep disdain for. Hate watching, following, subbing, commenting, etc. drives the algorithm. It just makes me laugh to see and hear young people complain about the people they've helped get to the top 💀

[@yagmurozses9538]

I like the nonjudgemental take ❤

[@psychose1111]

Madeline Argy is also one of those Influencers in my Opinion

[@Carlisios]

This is what i thought also like first shes so relatable with her anxiety and stuff, but she used to date central cee?! Like woah two different opposites

[@mukakuka6291]

I wonder how Bain&Co defines a 'luxury purchase' in their research cause stating that 15yrs is the common age for the first one seems suspicious to me ngl

[@charlichats]

It is insane! my understanding was that it could include much lower priced 'entry level goods' like Dior lipgloss for example, the article can be found here! www.bain.com/about/media-center/press-releases/2022/global-luxury-goods-market-takes-2022-leap-forward-and-remains-poised--for-further-growth-despite-economic-turbulence/

[@user-yl9sq7gs2r]

I have never heard anyone say gen zed😂

[@k0bb]

Can't wait to see you on the front row 😉

[@charlichats]

Hahaha

[@purpleswag2313]

It happens on a smaller level also, creators who come up on brands like Venroy but now have pr loans from brands like Prada, it’s not authentic.

[@maryseptihet]

to be fair to Moya, she has never described herself as relatable and has always described herself as pretentious so fair enough !!

[@clandestinecoherence]

i really like emma as a person but i can’t watch her videos - it’s not her fault per se but they make me feel bad about my life and im just over putting myself through that

[@DianyzJuniior]

Combining elegance and luxury kislux

[@dermalcompass3943]

Amazing video!

[@esikazemese]

Emma took it personally, because it hit close to the truth. She is not educated, she has always rumbled about NOTHING. Which is why it makes me sad for society. The more information is available out there, the more they seek brainless stupid content.

[@jimin8006]

Agree. I think everyone should get a degree from university and also there should be a new media literacy course for our generation that is online. Whilst I learnt about being critical about sources through my humanities degree, others haven’t been taught that and they need to.

[@chelsy_lo]

Super interesting never rly thought of that before

[@lisechristensen4714]

Great video and this topic is not exactly new - teens wanting to be 'hip' and fashionable - however, I think growing up with luxury items being everyday consumerable toys ie iPhones, tablets, gaming and whatever sort of expensive and unetically made sh*t kids GET these days, lays the groundwork for wanting - and again, getting - the artifically increased priced toy that seems to be popular/trending. Millennial parents are to blame, particularly for not educating themselves with their kids' online life and prescene. With the 'end' of teen-hood (which is a fad I hope) and very young kids striving to become adults (at least the ones we see with their supposedly parent-run SoMe accounts) who are playing dress up in fashion branded clothing and having a skin care rutine (?!) and NO interference from the parents other than them gladly paying for the products - well of course the first crazy expensive handbag is bought by the 15 year old, who will never be able to afford a house anyway! We're living in a distopian time, and instead of lemmining our way to over the edge, we try to find some kind of meaning. Way too many kids aren't being taught empathy and sympathy. I think parents literally just assume kids are born with those traits. Parents who only just started opening their eyes to the harsh realities, copying their boomer parents by not wanting to take responsibility and accountability, but just buys the sh*t to make their kids sh*t up.

[@charlichats]

Interesting take!

[@thejalenfox]

Great video! Bravo!

[@fairyblushers2828]

loved the video, meticulously researched & presented. however, i feel like the title was a tad bit misleading as it only summarised half of what you touched on. perhaps you could add something about luxury brands into the video title that would be great.

[@beatrizsantos-ve9df]

you look a bit like younger bella hadid! amazing video btw❤

[@charlichats]

omg I haven’t gotten that before haha thank you xx

[@Aluenvey]

I stopped taking Luxury ( or even High Fashion in general ) seriously when they started promoting meat dresses as luxury, And now it's like all over YT, when that's not even what I mean by Dark Minimalism.

[@suhilahfanpage]

yes idk who moya is anymore

[@bexiexz]

makes perfect sense!!

[@dani-888]

great video!

[@carolinagarcia5533]

No one , any brand produce in ethical way this days. We all been fooled

[@lexieh.7885]

I have like a weird obsession with Olivia Neill and I have no idea why. It might be because o found her channel when I was graduating highschool and went into a degree I didn’t love, and saw her achieving so much. Like I want what she has in terms of money (duh) and she seems to be blessed all around but also admire her personality so much. Is anyone else like this 😭I feel like a freak❤

[@sundaylibre]

The "I do not have much money and people can relate to me" to "I have manage to become financially successful, my lifestyle changed and people are upset because they cannot relate to me anymore and it makes them feel inadequate" pipeline. People are not going to stay stagnant just because you want someone to relate to. Of course if they’re making more money than they had when they started, their lifestyle will reflect that and you might not be able to relate anymore… that’s fine. I think a lot of criticism on this topic is simply insecurities, people do not like to see others do better than them especially if it’s someone who started "at the same level" as them.

[@Rose_Light08]

They come form middle class then they go to rich class and forget where they come form because they lose fans ro be real relatable and moment they pretty bur are they real pretty natrual one I think they need to be put in there place and wear quite luxury or all together leave the interest fame all together or be grateful for whst they have more then not be I understand why they got fame but not to spit that in our faces would be way better because to spit that in our faces is wrong brand bean created for reson to make insecurity come true because they are not only not sustainable bur quality is worst and many brands do it because they want mlre fame more I wish they given cloting away to those not have one

[@sundaylibre]

What a crazy take lol.

[@sararichardson737]

Great content. Love yr voice (and I’m a Brit).

[@malisarai6516]

Never watched an emma chamberlin or any other youtuber mentioned and im proud of myself for that because i dont want to contribute to consumerism and “high end” fashion. I prefer watching informative videos like this. Maybe if i were 5years younger i would entertain that greed

[@namelast440]

omg yes this needs to be studied

[@lj374]

I love Moya

[@unnecessary111]

Love herrr

[@dianaa8125]

The college comments are sooo annoying

[@user-yl9sq7gs2r]

I can 🇬🇧GUARANTEE LUV💂‍♀️💯💯💯

[@MoonGucciardo]

I really love your taste and style always so chic. My faves would be the MoMcoco leather backpack and the Swarovski pave diamond ring so gorg. Thank you for your recommendations.

[@sunflowerbud1097]

My.

[@katec188]

idk about you guys but i never found emma chamberlain to be relatable. she was a rich kid who grew up in san fransisco…one of the most expensive cities in the USA. she never mentioned ever working a real job or anything of the sort. that screams unrelateable to me. she’s only ever worked for herself because she has the immense privilege of wealth. she’s never had to work customer service or in the food industry because she is filthy rich. she’s a nice gal but we can all admit she had a lot of stuff just handed to her and is incredibly out of touch with what life is like for a lot of young people nowadays. personally, i know very few people who have never worked a job yet still find ways to complain about their life. just because she can do a ken burns doesn’t mean she understands the struggles of the working class lmao

[@AlexMurray-m5i]

you’re literally my comfort person i love you MoMcoco bag !

[@itss.3ryn342]

Confused as to what y’all want these influencers to do once they get rich? Like it’s not their fault once they become rich and famous so if you think being rich and famous makes someone unreliable then that’s on you.

[@AiahWagers]

My friend sold the MoMcoco and it looks like the real thing you showed. It even comes with an authenticity card that matches the serial number of each bag. But her fake was $500.

[@darcylexton]

i mean emma chmaberlain goes to the MET BALL 🥺😂 girl you are far from relatable but it’s fine

[@user-yl9sq7gs2r]

Can someone explain to me why everyone was so upset about the bears I thought they were just goth bears till I read the bdsm take but like ?? I didn’t see gags n ‘bondage’ just little spiky leather fits im so sorry if this is ignorant but ? What😅 help is that why they’re cancelled ????

[@kateaustin1357]

Super insightful video!! Thanks for sharing, subscribing 🫶🏼💕

[@charlichats]

thanks so much lovely!

[@daemonionx]

don't you worry you won't be able to afford these brands

[@OlianaBliekiene]

I think it's a bit outrageous for people to be walking around a big city with a $10,000+ designer bag on their arm, you might as well hold up a "please rob me" sign. Secondly, I really don't feel sorry for these brands, they raise their prices at least twice a year, so basically they are driving any potential customers into buying fakes *gtdupe*