R.I.P social media influencers, welcome back PR

Metier Sergeant all Day Cabas bag worn by Nicole Kidman in The Undoing

“There is a sense of growing ennui among influencers and brands. Celebrity is key to having those big moments that will live much longer than just an Instagram Story, as is working to place your brand in something that feels part of a cultural zeitgeist or nostalgia for millions. Beloved TV personalities from shows like ‘Dynasty,’ ‘Gossip Girl’ and ‘Sex and The City’ inspire nostalgia in generations while capturing new ones, so this intergenerational and international reach is incredibly attractive.”
Communications consultant, Alexandra Carello, WWD

This is an interesting feature in WWD describing the apparent fatigue with polished Instagram content and highlighting the shift to ‘cultural pioneers’, professional experts and social activists. It also flags the success of product placement in recent style-setting shows like Emily In Paris, The Undoing (featuring the Métier bag*, above and below) and Gossip Girl.

It’s an interesting take, although I can’t help thinking we have been charting this supposed shift away from vapid influencers for at least three years and yet it feels to me like brands are still seeing good performance from the throw-a-bag-at-100-It-girls-and-see-what-sticks formula. Here’s hoping the prediction actually comes true this time!

Metier bag worn by Nicole Kidman in The Undoing

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Metier Sergeant all Day Cabas bag worn by Nicole Kidman in The Undoing; Nicole Kidman in The Undoing
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