FASHION NEWS

Nara Smith usually posts TikToks of herself making food from scratch — from waffles to bubblegum to grilled cheese (including the butter, cheese and bread). Last week, she made a handbag. A “delicious, red Marc Jacobs tote bag”, as Smith described it in her signature disaffected monotone. The brand tapped the model and content creator to “make” a mini tote in Smith’s typical video format. The next day, the brand posted a campaign featuring Smith for its new denim chain tote bag.

The video has been viewed 13.7 million times (at the time of publishing) and generated $966,000 in media impact value (MIV) on TikTok, and $285,000 on Instagram, according to Launchmetrics, in the first 48 hours of publishing. This just surpasses Smith’s typical MIV on her own posts: $948,000 on TikTok; $277,000 on Instagram. By brand standards, the content generated an MIV 149 times that of an average Marc Jacobs influencer TikTok post; and 44 times the Instagram average.

“This campaign respects Nara’s creative format,” says brand strategist Clara Escoms. “Not many brands are able to maintain a creator’s voice while introducing their products into their narrative.” (That said, the campaign has also drawn criticism for its likeness to a TikTok posted by creator Mary Korlin-Downs back in December, in which she ‘makes’ a Marc Jacobs bag in the oven.)

Smith’s internet star has exploded this year: her TikTok followers are up 700 per cent since 9 January, and Instagram is up 670 per cent, according to influencer marketing platform Lefty. And it’s translating to serious brand heat. One “get to know me” video, in which Smith introduces herself while doing her makeup, raked in MIV for the brands featured. It generated an MIV 130 times higher than the average influencer post for Mac Cosmetics and an MIV 100 times higher than the average influencer post for Summer Fridays, according to Launchmetrics.

She’s also proven polarising. With Smith’s growth has come heightened discussion about her role in 2024’s rise of the “trad wife”, a term describing a married woman promoting traditional gender roles that relegate women to that of mother and homemaker. (Smith, 22, has three children.) On TikTok, this manifests in cooking, homemaking and family content. Online commentators, long familiar with Smith’s husband, model Lucky Blue Smith, who is Mormon, have raised concerns that Smith’s videos are vehicles for promoting Mormon values. Others say Smith is in on the joke; that her content is meant to be satire. Smith, for her part, has refrained from engaging in the discourse, save for one TikTok where she acknowledges that her religion is a “hot topic” on the internet and assures viewers she’s not a “hardcore Mormon”.

Smith plays into the “empty billboard” phenomenon (first raised in the context of Smith by TikToker Bee Better Company). The empty billboard influencers — those who stay neutral on issues and don’t share their opinions or interact much with commenters — are on the rise, says Ted Raad, founder and CEO of talent management agency Trend Management.

But Smith isn’t your typical trad wife. She’s long operated in the luxury space, cooking in looks from Chanel Pre-Fall 2024 to Rodarte Spring/Summer 2024. And brands, largely undeterred, have capitalised on her traction. Smith’s partnerships with brands including Marc Jacobs, Prada and Isabel Marant have helped to elevate her image and influence, says Lefty head of marketing Lea Mao.

The appeal is clear, as Smith helps to usher in a new era in influencer marketing.

Smith’s content is a hit because it follows a consistent, specific aesthetic while veering into the uncanny. “[It] offers a visually appealing and aspirational escape from everyday life, often evoking a sense of nostalgia that resonates with viewers,” Mao says. “Her focus on visuals and limited dialogue aligns with the increasing popularity of short-form video content.”

Exploring 90's Fashion: This documentary takes a nostalgic look back at the most iconic and outrageous fashion moments of the 1990s.

From Grunge to Glam: The film covers a wide range of styles, from grunge and streetwear to glam and haute couture.

Interviews with Fashion Icons: Featuring interviews with fashion icons, designers, and influencers of the decade, including Naomi Campbell, Cindy Crawford, and Jean Paul Gaultier.

Archival Footage: The documentary includes archival footage of runway shows, music videos, and red-carpet events that defined the era's fashion landscape.

Examining Cultural Significance: The film examines the cultural significance of 90's fashion, its impact on society, and how it continues to influence contemporary style.

Release Date: "Fresh Fashion: The Wild Style of the 1990s" is set to premiere on September 15, 2024, on Netflix.

Confirmation of Ongoing Relationship: Adidas CEO Bjørn Gulden has confirmed that Bella Hadid is still a "friend of the brand" and that she is paid according to her contract.

Apology for Controversial Ad Campaign: Gulden has apologized for the recent ad campaign featuring Hadid, which was pulled due to its connection to the 1972 Munich Olympics tragedy.

No Lawsuit: Gulden also denied rumors that Hadid was planning to sue Adidas over the campaign, stating that they had not heard anything about it.

International Fashion model Don Rasaq's recent upload trying out products from one of South Africa's biggest barbershop. 

This video is good as it enlightens locals about the Legend's Barber products which was unknown to man.

To see the video check his Instagram page. 

Controversy Surrounding Nationality: Chidimma Adetshina, a finalist in the Miss South Africa 2024 pageant, has been facing controversy and xenophobic attacks due to her Nigerian father and South African mother of Mozambican descent.

Eligibility Criteria: Despite the backlash, the Miss South Africa Organization has confirmed that Adetshina meets the eligibility criteria, which includes being a South African citizen and having a valid South African ID document or passport.

Denial of Viral Interview Audio: Adetshina has denied a viral interview audio clip featuring a man alleged to be her father, stating that the individual in question is not her father.

Support and Backlash: Adetshina has received support from some, including Pearl Thusi, while others, such as Minister Gayton McKenzie, have expressed concerns about her participation in the pageant.

Xenophobic Attacks: The controversy has sparked a wider conversation about xenophobia and Afrophobia in South Africa, with some expressing concerns about the treatment of immigrants and individuals of different ethnic backgrounds.

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