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

video essay looking at the problems that come when we conflate parasocial relationships with consumption, using Matilda Djerf & Djerf Avenue drama, Grace Beverley's Tala, Aimee Smale's Odd Muse and Molly Mae's Maebe as examples 👀 let's talk about fashion brands started by influencers and the unique issues that they face in today's social media landscape 😮‍💨 🫶 thanks sm for watching - pls like, comment and subscribe xx 🤍 follow me on tiktok / insta / threads: katieerobinson_ 🎧 podcast: refashioned (Spotify & Apple) 💌 substack: katierobinson.substack.com 🖇 or go to my linktree: linktr.ee/Katieerobinson_ 📮 business email only - [email protected] (pls note i only work with sustainability-focused brands!!) ⏱️ TIMESTAMPS: 00:00 intro 01:46 PT1 INFLUENCER BRAND EXAMPLES 💭 02:12 Djerf Avenue / Matilda djerf 04:20 Maebe / Molly Mae 06:33 Odd Muse / Aimee Smale 07:47 Tala / Grace Beverley 09:28 PT2 SIMILARITIES 💭 09:48 fast fashion background 10:56 offering "sustainable" alternatives 12:34 quiet luxury aesthetics 14:10 having a "face" of the brand 16:25 PT3 PARASOCIAL RELATIONSHIPS ONLINE 💭 17:23 what is considered an advertisement? 17:47 legal issues with #ad disclosure 18:28 does it stop mindful consumption? 20:34 PT4 CANCEL CULTURE 💭 21:10 traditional brands' pr strategy 21:41 the influencer apology video 24:50 cult-behaviour & consumer reactions 29:24 final thoughts