A talk with Louise Daniel.
With editors and buyers losing seats at runways to social media influencers, is there animosity brewing between them?
On February 29th for the 12th episode of A Cuppa Fashion, Marieta sat down with her friend and Rain Magazine editor Louise Daniel to discuss the relationship between the fashion industry and influencers.
Today's tea is scorching hot so grab the nicest mug you have! Auto-Generated Transcript: 1
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Welcome to A Cuppa Fashion, the podcast where we spill the tea on 20-something style.
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Hope you have your cups ready because today we're spilling the tea on the relationship
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between influencers and the fashion industry.
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Today's guest is my friend, Mary Louise Daniel.
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Louise is the editor of Rain magazine.
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She is also a freelance photographer and a stylist and an icon.
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She was just in Milan for fashion week so she's joining us with fresh insights.
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Louise, do you want to tell the podcast a little bit about yourself?
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Hello everyone, I hope this podcast is reaching you with good vibes and good energy.
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So yeah, it's currently fashion week which is chaotic but we love it.
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So as you brilliantly introduced me, I'm an editor of Rain magazine and I also contribute
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for like other magazines like Hunger and L'Officiel.
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But I mostly do freelance work, may that be like doing campaigns for brands or like photographing
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the influencers, celebrities or doing their styling, it's a little bit of everything.
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I would say it's difficult to kind of introduce myself sometimes in this industry.
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I feel like it's also very reflective about how there's so many like jobs popping out now
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that are non-existent 10 years ago.
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And even like the state of how fashion shows are right now, it's incredibly like different
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from 2007, 2008, you know?
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And it was open years old exactly and we were like young ins but it's and also like this
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influencer topic that we're gonna talk about that's also something that's a fairly new
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I would say in the industry, it's still in its like baby phase I would even say but yeah,
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I'm not gonna spoil anything but I think we can move on, yeah.
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Okay, lovely, thank you so much for the introduction.
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Yeah, like Louise just mentioned she does a lot of freelance work so she gets to interact
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with a lot of influencers and celebrities, actual celebrities and models and whatnot
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at fashion shows, backstage and next to the runway.
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So she has a lot of insight and for today we're just gonna talk about how the industry
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views influencers and how it's been going on for a few years.
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Honey, I'm ready.
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At this point, for a few years at this point and how the sentiment has shifted a little
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bit.
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And I'm just gonna dive into that and my first question just because you're fresh from
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Milan.
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Literally just had a show an hour before this.
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I just wanna ask, like how do you perceive the current role of social media and influencers
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in the fashion industry especially considering your experience working at magazines?
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How do you think they view it?
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Oh, where do we begin honey?
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Okay, so first and foremost I guess I wanna approach this from like a magazine or like from
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a press perspective.
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Like obviously like we have these influencers attending like these shows, I mean for marketing
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sake essentially.
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But even the way that magazines or even press coverages are like operating now, like things
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are kind of being churned out in real time.
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Like you would see like editors of days, like with their stabilizers and like little camera
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lights just like taking videos of everything because whoever can like put things out in social
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media right away covering it real time.
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Yeah, more traction.
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Oh, it's more traction and people see it right away and of course like the thing that people
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video, it's sometimes it's not even about the clothes, like it's about the attendees.
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Like who is this major influencer coming in?
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Like they're usually part of like that first Instagram reel that you see about a show
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like seconds even after like the show is finished.
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Like it's usually, these are the clickbait part of it.
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But of course that depends on the kind of Instagram.
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I mean like kind of a page or kind of publication that you're running.
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Obviously like Vogue and everything, we have a wide range of resources and like team and
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then they get to churn out things right away and focus on both the quality of the clothes,
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interviews and then like the people too.
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But then there are also niche magazines that are more focused on like what are the clothes
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actually speaking.
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Like it really depends on the direction of the magazine that you're going for.
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But usually like if you get to capture the Korean celebrity or like that newest TikTok influencer
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and that usually gets most of like the clicks, the views, which the viral moments.
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So that's like where fashion is at right now.
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Actually like I had a conversation with a friend about this 30 minutes ago because so many
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people like kind of want to sneak in to see these influencers, see these celebrities who
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are posting, oh I'm at the show, blah, blah, blah.
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And now it's like so difficult to kind of even get into these shows because these influencers
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would get better seats than editors.
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They would even get better views in like that.
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They being worshiped at these shows sometimes and really the sad reality is majority of them,
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okay we're getting into the teeth.
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But majority of them, I think I told you this but like sometimes they don't even know
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like who the creative director is.
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It's the brand about the only care about being photographed in that time and place.
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It's just all about clout, it's churning out content, churning out things.
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And basically I was talking to like an editor of Grazia before because she's doing like
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a series about what's your unpopular opinion about like fashion.
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That was really interesting.
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And one of my friends said that in fashion shows if you want to get noticed you have to pay
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the play.
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I did not know about that.
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A few years before having to be honest.
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I was like what does that mean?
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So basically means if you want to get noticed in fashion week and you need to hire a stylist
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you need to hire a makeup artist you need to hire all of these people because facts are
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facts you guys like you don't get paid to be in these shows.
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Take unless it's your job but like these influencers are not the brands are not paying them
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like to be here.
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I mean they're not paying you $10,000 just to like be in these shows.
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You're sent invites, you send a little goodie bag but most of the time like these influencers
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if they're not sponsored by big brands they take things out of their pockets to get to
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these shows.
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You know like pay the people that actually make them look pretty to be there.
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So that's kind of their reality of the matter.
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If you want to get noticed notice in these shows like you need to like show up in crazy
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clothes because not everyone has like 4,000 euros to spend on like an outfit to come to
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these shows.
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But like I feel like that's the thing that when you're looking at it from a social media
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point of view you're like oh so they're invited there my god that's so wonderful whatever
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but you don't know like sometimes they take things out of their pockets just to like make
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it to these things because it's either if you're a VIC client whatever of like these big
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brands like they put you in hotels and something like that but they expect you to spend like
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30,000 euros or 40,000 euros on like the collection.
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It's such a sorry we're getting into so many categories but it's just that's the general
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fact of the matter like these influencers are at the forefront of where fashion is happening
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and how it's being produced essentially in social media which is the main platform now
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sadly like it's not even like the articles or like the magazine websites that you get
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like information.
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Yeah it's usually like who posts about it first but of course like influencers is such
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a broad term and it has such a delicate relationship with fashion and say because you could be
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an influencer that does for example Brenda Hashtag she's like the fashion editor of O332C
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and she's fashion editor but also she's a personality on the internet.
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Yes and then but we also have like the common influencers that are pretty and just for the
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vibe it's like a different so many combination that's exactly but yeah yeah yeah I'm so sorry
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it was just rambling on.
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That is good.
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We're here for the tea. This whole podcast is about the tea.
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That is good.
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And like you said there is different categories of influencers with my background and
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influencer marketing.
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There is let's say Emma Chamberlain who was just at the Milan fashion week and she was with Gucci
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and then this Miu Miu show and everything else and she is known as one or the faces of
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influencers who has made it in the industry.
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She started it.
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Yes.
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She started as a YouTuber and then she's grown to be the face of Lancome.
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She is a Louis Vuitton ambassador.
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She's wearing Gucci she's speaking for Gucci and she is considered a voice that people
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look up to and they listen to but there is also the factor to it that she is genuinely
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interested in fashion and before she was even famous she would just do it for herself.
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Yes so it comes from a place of genuine authenticity.
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Authenticity and genuine admiration for the industry and for the craft and whatever it goes
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into anything.
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But there is also like you said there is this other group of influencers especially.
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Not to name names but we can see them at shows and we can see them at big events
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like the Grammys and they don't even know what they're doing there.
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Exactly.
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They have no idea what's going on.
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They have no idea what the creative director is like you said who the stylist is who whatever
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and they're lost.
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Exactly.
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So I feel like when I speak to industry people a lot of them top of mind those types of people
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come to mind and they're always quick to react negatively.
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Especially since they're losing seats to influencers when it used to be the press and the
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buyers and everyone else who was all important.
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All important.
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Yeah.
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To the brand then it's success that would attend the shows.
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It's not more about clouds so I can see how it's changing but at the same time I feel
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like there was a point in time like in 2021 when Vogue was trying to find more diversity
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and digital talents to work at Vogue actually and Vogue is a classic.
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Everyone knows Vogue.
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A classic magazine like everyone knows Vogue that's like the mother of fashion magazines.
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So with Anna Wintour appointing an influencer and Australian Chinese influencer, Margaret Zhang
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is now stepping down from the position three years after.
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Only three years after.
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I think it brings up a question of is it a matter of the industry going to hate these people
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kind of growing a negative sentiment towards them or is it because some people do not have
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the talent or the skills necessary to maintain some positions.
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Although if we can't have to like if we need to share personal opinions I do think that
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Margaret is actually a very talented and I would love her to work for covers or things.
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I love her.
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Vogue China is so beautiful and putting Chinese designers like the Chinese voice in general
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in a global scale.
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I truly think she's very talented at the same time.
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I'm not the owner of Vogue China or I'm not anyone of importance in China.
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The sentiment they have is very negative towards the work being Westernized and very
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strong.
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Not being authentically Chinese and her also not being traditional journalist or editor.
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That is actually like it's so funny because I was at the Ferragamo and I think I
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told you about this.
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But I was like I was seated near Margaret Zhang and Tim Blanks and I was living.
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They both have amazing insights and they were just going back and forth and everything.
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I think before it's just it's the colored hair isn't it?
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Like these traditionalists I swear to God.
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I feel like this really boasts into how fashion I know it's a good thing that fashion is somehow
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democratized but there's also a huge sense of sensualization pronouncing that wrong in
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fashion.
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And it's really reflective about how creative directors are becoming celebrities now.
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Example, Simon Jacquemeus, like without him the brand is nothing.
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So I feel like Margaret Zhang the way she kind of brought a voice to Vogue China.
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It was like her youth perspective mostly.
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I feel like that was a very good way of kind of breaking through a very traditional industry.
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Probably these magazines take the hierarchy is just incredibly insane but also it's very
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fickle actually.
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And I feel like Margaret Zhang like leaving Vogue China.
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So many people would have like multiple opinions about this and the thing is she doesn't even
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like label herself as an influencer.
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Yeah.
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It's like the outside world telling her like oh you're an influencer because you came from
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that but she has the education for it and she has like the background actually to like
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hold the position.
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Uh-huh.
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And once again the whole I mean Condé Nast experiencing lawsuits and everything and
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trying to say it's just really reflective about how the structure is fickle in itself and
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I feel like it's less about Margaret Zhang as like her job but it's more of what's next
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for her because all of like these public statements that you see they don't really tell
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you its truth of what could possibly happen.
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Yeah.
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Absolutely.
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Absolutely.
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Yeah.
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And the Ludwig Sansa, Sansa, I'm not saying that right anyway.
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Him leaving like on Demulamister after just doing a show but now I would talk to people
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that work for him in this brand and they're like oh we're not allowed to talk about that.
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There's so many things behind the scene that we don't know that actually happened that
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lead to that position and of course because they want to make things amicable in a public's
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eye but it's just crazy like for me it's reflective about more fashion more than ever since
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the whole nature of this industry has changed in novelty but if you like now in this very
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late capitalistic society that we're living in it's even more it's hyper change now and
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it goes to show like the structures that we used to operate in it it's now being fickle
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it's not about like I mean people hate on influencers like the mainstream ones but they
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also meet them so it's kind of like like I really think like fashion is just eating itself
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you know like the Orabora symbol like I feel like it's like that the snake eating itself
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like it's just ridiculous but at the same time it's beautiful you know it's always going
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to be that kind of back and forth of a push no I totally get that and I agree and to me
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I have this one question if we have a negative sentiment towards influencers which I understand
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and sometimes agree with but there is also on the other hand the very talented group that
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is actually authentically like genuine lead something that you can look up to and get
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inspiration from yeah and maybe if you don't work in the creative industry and it's not
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a creative inspiration type of a situation just an outfit inspiration from someone let's
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say that's the fashion industry and for every day replication of what they're doing I feel
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like it from that perspective aren't influencers just what celebrities used to be in the 20th
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century I see that I have a question I cannot get rid of that question because the means like
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to popularity to fame initially was through traditional media movies, TV, trickle down,
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yeah etc and that's how you would become a person of influence, celebrity.
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Nowadays because of technology because of social media yes there is other ways around it
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than there is quicker ways to do it.
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I get the critique of making someone incredibly stupid and talentless very famous and extremely
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wealthy and influential especially if they have a young following.
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There is also from for actually talented people like Margaret she used to identify herself
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as a filmmaker and she has so many short ways.
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Yeah people don't talk about that a lot.
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Yeah so many short movies there are actually interesting and amazing and inspiring and
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you can look at her and see the actual direct or work that went into it.
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I just have that question what if as time goes on influencers the talented ones are considered
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like true celebrities what if the industry starts seeing them that way.
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Do you think that is possible or do you think it's going in the opposite direction where
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the industry is going to get rid of them?
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For me that's the thing like aspiration has always been a crucial ingredient in fashion.
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Celebrities back in the day aristocrats even back in the day like they are the taste makers
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of the industry and it just trickles down to like the masses were like the common people.
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We got this so good common people but for me it's not about the way I tackle about like
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this the influencers in general like it's a very complex situation in fashion because when
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people say like I want to completely get rid of them but it's like honey you can't completely
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get rid of people that are literally like telling stories about fashion essentially because
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that's how it is like it's just I feel like I see influencers more of like as a metaphor
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for how fashion is progressing as of today.
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Influencers are especially with technology like you said things are just being churned out
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right away like it's easy but it's more of like we don't necessarily it's not it's not
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about the concept of influencers but the quality of influencers that you have on hand because
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we talked about it like they're different facets of being an influencer it's not just one
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thing and I feel like the industry needs more authentic influencers it's not about canceling
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the concept of influencers in general because some celebrities are becoming influencers
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like them doing influencer work now diving on TikTok it's a very interconnected and complex
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part now of modern fashion and for me it's like about like filtering like who are actually
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the taste makers for like the decision makers of the industry now and like who are actually
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saying these trends like it's not about like oh let's get rid of them completely once
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again it's just so what's the next step these are now the people that are talking about
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these things that are putting things out there and now we talked about the fashion being
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more democratized some people that don't know anything about fashion are now talking about
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fashion or like they know a little bit about fashion now even if they're outside of the
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industry but it goes to show we need to keep pushing the boundaries now how can we move
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forward given like this is now our new carriers or of information in fashion it's just crazy
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because we also have influencers like iDeserveCutour I know him by the way he's such an angel
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he makes fashion digestible for people or fun for people to understand and then also this
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other French commentator Leaz so fun like he makes collections more entertaining for people
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to actually understand so it's kind of just like the industry is going in a direction that's
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like not in a linear perspective but more like multi-directional which is incredibly hard
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for people that are stuck in this traditionalist mindset about fashion that all like these
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influencers are you know like a binary perspective about fashion like influencers about editors
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are good but editors can be shitty too like it's you know what I mean yeah it's for me it's
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about finding the right quality of influencers that you want to put in these spaces and sadly
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this is honestly the fault of like PR people isn't it they just invite people without filtering
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out who can actually offer them like the right values yeah or the right value uh-huh because
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they would invite this influencer just because they have a lot of followers but some of those
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followers are also fake honestly when you do these shows and stuff it's not like you can
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just do like a fashion show here and then expect it to go well you need the business perspective
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of it all these PR companies the marketing companies to tell you like to get you the contacts
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that you need I don't know how to explain it but it's not as easy as like oh I want these
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influencers here right now you need a good filtering system that is this influencer really good
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for my brand or not you know yeah absolutely especially if you invite influencers you are
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showed and they have a large following but the majority of the following is young teenagers
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who I have absolutely no idea how the industry works and cannot even bring value to the industry
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because this is a game of capitalism and we live in a day and age right if it's not
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making money these are big businesses if it's not making money if it's not bringing us revenue
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and then profit then at some point becomes useless I feel like that's also synonymous to how
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like we view these emerging designers that are fighting tooth and nail to like show and
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pair is for example yes but the reality of the matter is you need budget to like execute
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these shows to hire a PR company to hire an events company to do all of this for you I feel
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like there is a good example of it maybe not reflected in the numbers yet but new you was the
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brand of the year last year and I believe it's all thanks to their marketing strategy and
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the PR strategy that they had in place besides changing the collection to fit like this young
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girl yeah that's sophisticated but sexy she's sensual this half of an aesthetic they also
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really utilize social media to their advantage they have so many brand ambassadors that
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you know these people love me you genuinely and they wear me you they go to me you shows and
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the whole like the entire year a TikTok was all about me you and my expertise is in TikTok
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specifically so for me it was everywhere I could see creators posting about that I can see
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you then wearing the clothes I can see them going to shows and that's how even the people
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who didn't know about me you but I think it's natural because it's it was a smaller brand it's
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not a product it's just a specific yeah it was a very specific niche so some people didn't
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even know about it now a lot of people they they don't have much knowledge about the industry
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they know me you yeah that's why it was different at the years yeah exactly it's really the
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theatrics of all honestly like because you could post like a pretty picture of yourself but
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the things that actually go viral and actually reach people are the ones that are conicote
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authentic or yes yeah I mean that's such a buzzword honestly but let's be honest like except
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if Mimi was just another pretty brand with like other resources like what made Mimi resonate
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to people because it's like the authentic content that it would turn out like example the
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iconic super mini mini skirt that they have like how is it like portrayed on social
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media who was wearing it essentially and how how are they wearing it and I feel like with how
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do we say this with brands like new Mule they have good heritage to bat them up because yeah I mean
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a lot of people knew about Mule like the past year to be honest is the things that they were
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training out weren't really like I mean they were good but like how was it communicated to people
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and who was pretty to the masses to the masses yeah honestly we have really talented brands that
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are struggling to say a float like why project Glenn decided to cancel their show in parents which
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is such a shame but why project has been going this is so sad to say bankrupt over the years because
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it's like who buys why project people that are actually into fashion who actually know his work but
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when it comes to like the masses they don't really know about why project like what is why project
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you know not everyone knows about it but it's kind of like we talked about just like a sense of
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imbalance that play with brands as well that is very reflective as well of who is who you know
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do you think it's synonymous and like equal to making money of course as a friend as a fashion
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brand there's any type of a business is very important nowadays there's always been the starving
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artist archetype which is very romanticized and I personally am a very romantic person so I get
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how it appeals to some people yes but in our day in the age it's very hard to sustain that when
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initially a van Gogh was starving and his work was not being sold while he was still alive it was a
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different situation when he died now he would be a billionaire do you think it's like I'm trying to
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reach out to influencers and work with them equal super friends going into different product categories
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to make money we all know haute couture is amazing it's the most expensive but most of the money comes
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from accessories and beauty products like fragrances and it's the belt and the bags and everything
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else that sells easily because it seems more accessible do you think this is almost the same thing
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like working with an influencer kind of makes it more accessible to the masses that can
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maybe spend money on it I mean let's be honest like the the entire essence of being an influencer
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it's a vehicle for capitalism yes like you sell product it's your face and the product you know those
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like you are a brand you know with like the the freaking product closer to their face like that's it
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like it's they are the main vehicles of like reaching these people that's why like honestly now like
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Korean influencers are more like the Asian market a lot of brands are like grabbing onto them like
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Korean celebrities because they have such a huge following and whatever they put out people buy
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right away like I want to use an example like why from the Philippines and like one of the biggest
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influencers slash celebrities out there's her name is heart evangelista and she basically have
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posted about like Saint Laurent's sonnies in her story and literally so many people went out to
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like buy those Saint Laurent's sonnies by just one single post the entire essence of an influencer
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it's very capitalistic nature but yes it's again fashion by industry it's so easy to just click like
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oh one one story one post and that could immediately translate to sales the muni biker boots for
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example out of the like literally all right this sunglasses out of the every one makes out there's all that
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the show is like the saline sonnies it's like these influencers are making things I don't want to
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use the word but like iconic for people to make them aspire like oh I want that piece too because
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said influencer said it but it also goes to show like us as consumers of fashion it's like do I just
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want to buy it because it's a viral do I just want to like purchase it because this influencer said
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so order it actually like it yes so and once again like this just stay afloat in fashion like
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oh my god especially autotour because I feel like autotour is just like a step up of fashion in
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general it's like art and fashion like mix together you need these people to come through for you
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mm-hmm but the thing is like that's the influencer bubble right but actually outside of that we have
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buyers v.i.c. clients who don't give a fuck about that literally like these are people from old
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quote-unquote old money people that are like royalty in different ways yeah like these are people
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that actually are outside the sphere of influencers like of course they just purchase because they
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wanted they just purchased because they've been a huge fan of the brand so influencers would
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definitely be like commercial viable way of just like churning out your products in the market and like
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getting code and code sales but it could also backfire because it's like oh example celebrities
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are like influencers that are big are in two-bellentiyaga like maybe can quiet about it they decided
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not to wear bellentiyaga anymore because of the backlash the whole system of it it's not a one-way
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like oh if I just give this to an influencer it's gonna sell right away could it work but also it
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could not work is actually yeah do you feel like with that being said celebrities don't have the
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same relevance anymore when it comes to converting to sales because there's two arguments and there
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are two sides to this because again the mumeu rise to the top last year and there are sales although
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they're not doing bad it's still not what you would expect from a friend that's the friend of the year
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to have and it's mostly thanks to the influencers that they have and the marketing shift that
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happened internally and even the celebrities that they collaborate with their young singers and
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very specific type of people that speak to younger audiences I would say maybe a bit older Genji
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mean you would be in the target audience yeah older Genji there is a generation after us that's
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already really drawn in alpha oh my god I know I know they're they're old enough to be on social media
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and post about it and I'm sometimes oh my god this children do it it's exactly social media is all they know
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yes it's it's crazy it's really crazy yeah yeah yeah but going back to my point do you think it's like
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not relevant to feature a celebrity anymore a traditional celebrity anymore if you want to speak to
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that specific target audience because I as a consumer when I see a person I look up to let's put it that
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way not look up to but I draw inspiration from yeah on social media and they're wearing a specific thing
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I do get the urge to look up what they're wearing to see what brand it is and if I can get it
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like and of course it's social media and there is formal and everything else what makes me want to get it
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yeah instantly yes I want it instantly if I see a celebrity wearing something I don't get the same
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urge I look at it as a celebrity just doing a celebrity thing yeah do you think there is a shift
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and they're not as relevant anymore and it's the influencer era I feel like for older celebrities I
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mean they would come to shows for rarely even or like you wouldn't even see them on Instagram kill you at
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Murphy for example I love him I love him he doesn't care like he just really doesn't care like he just
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does his work and everything yeah but more like the I feel like there's a hybrid celebrities that are now
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that are so they're both influencing and celebritying oh my god huge example would be like
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Kendall Jenner also very active in social media whatever she wears it kind of becomes like copying
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Kendall Kendall Jenner's outfit becoming like how to become like this blah blah blah the strawberry makeup
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trend that hey we is it will be very very be very I really she is one of those celebrities but I
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look at it I want to wear it because her looks exactly because I feel like once again this is a
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social media game like what is your presence on social media and like what kind of novelty do you
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want to create you know definitely there's a push and pull between like people that are strictly
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celebrities and strictly influencers but there's also a good in between of like celebrities that are
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influencers celebrities definitely have still have like the relevance that they have but maybe not
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as carriers of consumerism as much as like they were 10 years ago even like 15 years ago because
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celebrities are put in this higher in this platform right and influencers are kind of like
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a good in between more they're not yeah they're more approachable I can I can actually become her
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like sometimes celebrities are like so far off the bat like worship the the thing about influencers
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are that that's why they're attractive it's because like I could potentially be her yes and that's like
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the thing that brands essentially love that's why they they're still here and in shows and that's
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why they're given all of these things because like they can offer a reachable dream uh-huh but
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sometimes celebrities are just like impossible to be them so it's kind of like you know they're losing
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their relevance in that sense like that's more there but I wouldn't say like celebrities are
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completely like off the bat like we still want to know what Killian Murphy's were well recently for me
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I would yeah I would say for me if he where is nothing that's the best I'm kidding anyway
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we do love Killian Murphy is very talented yeah I have to agree I have to say I feel like relevance
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in good marketing and understanding what is relevant to your target market is very important
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because for me personally Kristen Davis doing the Jacques News invitation and speaking
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out about the show yeah that was perfect yeah because I am a huge fan of Sex and the City
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and my generation although older folks don't believe this but it's it's very popular and all
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young women that I know really love the show and love the characters and actually I look up to their
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style and what they do in their day-to-day life on the show and outside of the show there are people
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who look up to Sarasha Skaparger look up to Kristen Davis etc and I feel like choosing her because
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Charlotte York the character has such an iconic style she's the original Ralf Lauren girl she is
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the girl that I want to be I love the show I love Carrie and I would love to be a cemented as a person
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but I would love Charlotte's wardrobe and I feel like that was such a good move to have her do that
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commercial ad for Jacques News that cost so much traction on social media and it's Jacques News they
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know what they're doing on social media that's their strongest suit I would say look they have a very
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like unique relationship I would say with celebrities and celebrity such influencers because it's like
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well first and foremost you don't operate in a normal calendar essentially they do their own things
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and example like it's just for them to bring in like example Jenny Kim from like Blackpink into that
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like that's also a good example of what you mean like marrying celebrities and like do it
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celebrities doing reachable or like influencer activities which is unblock saying or Jenny Kim
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like posing with dog be like people gravitate towards influencers because there's a humanizing aspect
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to them that's why when they act all high and mighty with no brains it rubs people the wrong way
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because we're supposed to have like this kinship this relationship that's like reachable and then you
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00:35:29,360 --> 00:35:35,200
being like stupid about it it's like cognitive dissonance essentially for people so yeah I feel like
429
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that's a good it's marrying both concepts I would say and everyone loves it in the city come on I like
430
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some people are haters but most people love sex in the city we don't do it's been my obsession since
431
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I was 18 but now I gotta say like carries like dream of like moving to New York now it's impossible
432
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like that whole I will make it I will make it like no like not this of course like we all dream of
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that but like it's not as easy as like yeah of course it was before it's like now absolutely with the
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00:36:08,080 --> 00:36:15,520
nail honey yeah absolutely yeah yeah I feel like we had a very good conversation and I would just like
435
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wrap it up with a few last questions one of the questions that has to do with this topic is
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from your perspective what is it criticism you would give breads and then on the other hand
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to influencers they work with what could be done better to make it come off as a really good
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collaboration to the general public as well as people in the industry yeah yeah oh man I hate
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00:36:42,640 --> 00:36:49,920
to say this but like authenticity is like a huge I know it's such a I love that word it's like okay
440
00:36:49,920 --> 00:36:54,640
the thing is like example like my a friend of mine was talking to Elias I don't know if that's how
441
00:36:54,640 --> 00:37:00,160
you pronounce his name to be honest I guess but anyway basically like my friend washa
442
00:37:00,160 --> 00:37:06,240
zaming the msgm like soundtrack in the middle of the show and lias took a video of it it's simple
443
00:37:06,240 --> 00:37:11,680
like don't eat to do high production or anything it's like took a video of it caption it like same girl
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00:37:11,680 --> 00:37:17,280
same and tagged msgm and it's really like three four million views right now it's like it's not
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00:37:17,280 --> 00:37:22,480
easy to create these authentic like viral moments because like shazamming is so that's so human
446
00:37:22,480 --> 00:37:27,280
like I don't know what some this is it's not some people like want to you know be smart about it
447
00:37:27,280 --> 00:37:32,480
and be like oh I want to see what issues am it but like her just shazamming it out in the open
448
00:37:32,480 --> 00:37:37,520
fontanayity is definitely a huge part of it I feel like brands try to control everything too much
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00:37:37,520 --> 00:37:41,600
sometimes it's like example like Kim you need to wear this volunteer you have a look you need to
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00:37:41,600 --> 00:37:46,960
wear this but it's but it's kind of like the thing that touches people or makes your brands
451
00:37:46,960 --> 00:37:52,400
essentially successful is combining something that is unique about that influencer and what they
452
00:37:52,400 --> 00:37:59,200
have to offer to the table with what you bring to it you know like it's not just about like oh I'm
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posting the this person here like example like what do you think about the collection what do you
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00:38:05,520 --> 00:38:10,320
have to say about it now it's kind of like you're marrying something that's substantial into something
455
00:38:10,320 --> 00:38:15,440
that's like spontaneous I don't know for making sense but like you know influencers like being able
456
00:38:15,440 --> 00:38:22,720
to create this content instantly and posting it that's a good vehicle for turning out the values of
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what a brand has to say we don't need another pair of black trousers you know what I mean like
458
00:38:27,600 --> 00:38:32,320
for me I think there's so many brands out there that just want to keep doing what they're doing and
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00:38:32,320 --> 00:38:36,960
who can get the biggest influencer who can get the biggest celebrity in these things it's more of
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00:38:36,960 --> 00:38:42,320
being able to filter out things that are actually making sense for your brand because you could be
461
00:38:42,320 --> 00:38:47,200
doing a show and inviting all of these influencers but you could be bankrupted in the end because it
462
00:38:47,200 --> 00:38:52,800
doesn't translate to sales right away or doesn't keep you afloat and make sure that these influencers
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00:38:52,800 --> 00:38:57,360
were like these personalities that you're getting actually resonate with the values of your brand is
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00:38:57,360 --> 00:39:03,440
actually know about it essentially even that's like the baseline will actually know about you and
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00:39:03,440 --> 00:39:09,840
what you're doing and and honestly like fostering good collaborations with like these influencers it's
466
00:39:09,840 --> 00:39:14,960
really great I think it's that's what's beautiful about it being able to have like an authentic
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00:39:14,960 --> 00:39:22,000
collaboration with them and not just like something that feels unnatural essentially but for
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00:39:22,000 --> 00:39:31,440
influencer it's essentially oh boy I mean just try to be smart about it like for for me this my advice
469
00:39:31,440 --> 00:39:37,280
to implement this is like actually try to like be genuine about like the thing that you're consuming
470
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or the thing that you're putting out there because so much garbage shit is literally on the internet
471
00:39:43,360 --> 00:39:51,840
about anything and for me it's like do better put out content how do you exactly have an internal
472
00:39:51,840 --> 00:39:58,880
filter like literally like be your own editor yeah like literally put out content that's actually
473
00:39:58,880 --> 00:40:03,600
informational to people you know like because this can just be information putting it out there but
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00:40:03,600 --> 00:40:10,480
if it's actionable for people that's I mean because consumerism is part of it but like to have like
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00:40:10,480 --> 00:40:15,200
values that back up what you do you're not just a pretty face like standing there say something
476
00:40:15,200 --> 00:40:20,480
about it I don't know because like let's be honest fashion is art and art moves people this is this
477
00:40:20,480 --> 00:40:25,360
could be like a vehicle for you to actually do something that matters yeah and I know that's
478
00:40:25,360 --> 00:40:30,720
fucking that could be anything literally anything in this planet speaking of a global war being
479
00:40:30,720 --> 00:40:35,440
speaking about everything that's going on but at the same time it's like just creating a space
480
00:40:35,440 --> 00:40:42,240
that people can essentially be like they are valued or they feel like they're backing up something
481
00:40:42,240 --> 00:40:49,280
that's actually valuable very very very all over the place but for me it's just like everyone should
482
00:40:49,280 --> 00:40:56,480
just do better like hello do better okay yeah that is a good answer yeah okay perfect thank you so
483
00:40:56,480 --> 00:41:02,800
much and yeah we have one question that we wrap this podcast up with and it's what your own popular
484
00:41:02,800 --> 00:41:10,000
opinion a lot of time so give me anything right here for the tea bill filling skill it's actually
485
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exhausting like oh my god like example there was this um in German influencer Leoni at the
486
00:41:18,880 --> 00:41:26,000
garabupta or kutursho she was literally being attacked by paparazzi and she was like you guys
487
00:41:26,000 --> 00:41:31,520
in the long week can we just like chill like about to like ugly cry in front of like the cameras
488
00:41:31,520 --> 00:41:36,480
in every week everyone's just grabbing her actually fashion week and like what these influencers are
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00:41:36,480 --> 00:41:42,000
doing being sent out by brands to like these places and stuff like that it may seem like glamorous
490
00:41:42,000 --> 00:41:47,040
or everything and it is wonderful like to see where fashion is happening but at the same time it's
491
00:41:47,600 --> 00:41:53,120
fucking exhausting you guys ready from one show to the next and like braving the traffic of
492
00:41:53,120 --> 00:41:58,880
Paris it's ridiculous that's why I firmly believe when you get into fashion it's important to
493
00:41:58,880 --> 00:42:03,840
look out of it look out of that bubble essentially have a life outside of that yeah no rose color
494
00:42:03,840 --> 00:42:09,520
like a rose color glasses see it for how it is like which is very exhausting i gotta say like
495
00:42:09,520 --> 00:42:14,400
i'm also part of the problem for glamorizing fashion in that sense but at the same time if you
496
00:42:14,400 --> 00:42:21,440
like people also need to see that there's a human side to it and honestly props to the influencer
497
00:42:21,440 --> 00:42:26,640
as if they if they say bad things like in the moment if they become you know if they have show
498
00:42:26,640 --> 00:42:30,880
bad attitude at that moment and people get captured it and like post it and they get canceled
499
00:42:30,880 --> 00:42:36,160
is like that like sometimes it's just they're just tired yeah they're just tired and exhausted like
500
00:42:36,160 --> 00:42:42,320
we're just human beings doing our things so i feel like that's why when you go into fashion it's
501
00:42:42,320 --> 00:42:47,760
important to have a very non-binary view about it like it's not about good fashion bad fashion like
502
00:42:47,760 --> 00:42:53,600
the diet product people of the world well yeah like who are also sponsored not to speak out exactly
503
00:42:53,600 --> 00:43:00,080
it's he and brides exactly for me on popular opinion it's ridiculous and looks look outside of that
504
00:43:00,080 --> 00:43:06,080
bubble girl because there's actually so much going on okay question is exhausting that's what the
505
00:43:06,080 --> 00:43:13,840
last minute is awesome but we love it thank you so much Louise for joining our podcast thank you
506
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thank you for your time it was a very fun and insightful conversation and thanks everyone for
507
00:43:18,720 --> 00:43:26,080
listening i hope you enjoyed this episode and yeah just enjoy your tea so enjoy your tea and i hope
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00:43:26,080 --> 00:43:31,360
you get to spill your tea in the future, bye!
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