Are Fashion Brands Capitalizing on Your Brainrot?

by

Are Fashion Brands Capitalizing on Your Brainrot?

As a Gen Z digital native who grew up scrolling through social media platforms and absorbing endless streams of content, I can confidently say that brainrot is both a fascinating and concerning phenomenon. Brainrot refers to the obsessive consumption of online trends and memes to the point of mental exhaustion or numbness.

I’ve spent years immersed in the world of cryptocurrencies and blockchain technology, and I can tell you that not everyone shares my excitement and understanding of terms like Rizz, Gyatt, Hawk Tuah. To the average person, these words might as well be gibberish. But for those initiated into this complex and ever-evolving field, they represent important concepts and innovations.

In simpler terms, “Brainrot,” as described by The New York Times, refers to the negative impact of consuming excessive low-value content on the internet. It’s a term used for those who are always scrolling through their social media or spending long hours online. The consequences can range from adopting the language and trends of popular platforms like TikTok to having a shortened attention span. Some individuals wear this label with pride, while others prefer to keep their internet addiction hidden. Regardless, it’s the common thread that binds together millions of users overindulging in social media.

Just as with any popular trend, fashion finds itself right in the thick of things, potentially influencing or being influenced by it – or maybe even catering to your preferences.

@marcjacobs @bellahadid039 ♬ original sound – marcjacobs

In 2024, designer labels have discovered significant success online by swapping out their polished video content for more authentic TikTok-style videos. Brands thriving on TikTok have shifted from being hesitant to adopt unique content approaches to wholeheartedly embracing them. According to Coco Mocoe, a digital media expert recognized for analyzing internet trends on the platform, “These brands have gone from being reluctant to leaning in with an open mind.”

One luxury fashion brand, Marc Jacobs, has mastered the popular social media platform TikTok. Recently, their account gained over 43 million views through unconventional content sharing. By embracing TikTok’s unique language and expressing confidence in this space, they have successfully built a strong presence.

Warning: brainrot ahead.

In simpler terms, this page includes humorous skits. Noah Millz and his alternate account “White Boy On The Beat” present “fit checks.” The Laundry Day Boys perform a funny cover of Sabrina Carpenter’s “Espresso” in Marc Jacobs’ Soho store. Amira Bappe mimics Bella Hadid’s moves for the brand’s knitwear, while DJ Mandy creates a Marc Jacobs-themed remix of Nicki Minaj’s lyrics in her kitchen. Lastly, Alex Consani entertains with amusing actions during the Marc Jacobs campaign shoot, where she seems stuck in a water tank. How are you feeling?

@hypebeast We see you @marcjacobs #MarcJacobs #TikTokFashion #FashionTok #Viral ♬ original sound – HYPEBEAST

Gen Z is drawn to the unpredictable yet calculated chaos presented by the brand, which aligns with trends and humor they’re already familiar with. Instead of merely sending products to popular creators, the label invites them to join its community and produce content that amplifies their popularity while subtly incorporating the brand. The influencers may wear Marc Jacobs clothing or shoot videos in the store, but they don’t push sales directly. By engaging with Gen Z on their terms, the brand aims to establish a connection with the next wave of consumers.

“According to Mocoe, a common error brands commit is using a loudspeaker approach on platforms to boast about their coolness. This typically manifests through scripted paid ads featuring hired talent. However, it’s the brands that patiently observe platform interactions, join relevant conversations with valuable contributions, and subtly engage with the audience that tend to achieve the most success.”

On LOEWE’s webpage, you’ll find an inspiring example of success. Under the guidance of Jonathan Anderson, this esteemed fashion brand has accumulated over 30 million views in the past month. They achieved this by skillfully incorporating current trends and popular sounds into their content, along with collaborations featuring renowned influencers and trendsetters.

@loewe Ok, but we need the phone back now please. #LOEWE #MetGala #TaylorRussell #GretaLee #JamieDornan #JoshOConnor @Dan Levy #AmbikaMod @ayo #AlisonOliver @Omar Apollo ♬ original sound – LOEWE

At the Met Gala, instead of just publishing videos of their famous guests climbing the steps like other high-end fashion brands, LOEWE encouraged its A-list attendees to participate in TikTok’s “pass the phone” challenge. While LOEWE shared professional clips of Taylor Russell, Ariana Grande, Ayo Edebiri, and others making their entrance at the museum, the brand’s entertaining, low-quality videos of its star-studded cast goofing off in a nearby hotel gained over three million more views than the standard posts. LOEWE consistently employs a digitally engaged approach.

During LOEWE’s Fall/Winter 2024 pre-collection campaign, Kit Connor and Enzo Vogrincic joined in on the trending phrase “I’d [do something], of course I [do another thing].” While filming LOEWE’s amusing spelling bee advertisement, Dan Levy produced a “hit or miss” video, and Aubrey Plaza garnered millions of views with her quirky behind-the-scenes antics. Greta Lee prepared for another photo session by reading oddly phrased statements from her iPhone – “Mom’s facial plastic never fades! The queen is in her sandwich year!” – perplexedly. LOEWE explained in the caption that she was “giving mother her daily encouragements.”

A Gen Z person who spends a lot of time online would be able to grasp the influence this content style could have, particularly for established fashion brands like Marc Jacobs and LOEWE. These brands have kept their digital presence quite conventional until now, with the rise of TikTok. The unexpectedness — the thought that such luxury labels would embrace Gen Z’s meme culture so boldly and head-on — is what keeps the number of views high and makes these brands even more appealing to the younger generation.

Call it vapid. Call it brilliant. Either way, it’s working.

“Jacquemus has really mastered [CGI content] in a way that hits the internet just right.”

Brainrot, in various forms, delves beyond just content driven by raw talent. For instance, some platforms specialize in producing content specifically for the perpetually online community, such as “Fort History,” which reworks famous movie and TV clips using popular internet lingo. Additionally, there are ASMR videos featuring hydraulic presses crushing assorted objects or elaborate CGI presentations of enormous tennis balls rolling through urban landscapes, which put viewers in a tranquil, almost hypnotic state (these are likely the clips you’re scrolling through before TikTok’s “Are you scrolling instead of sleeping?” alert pops up on your For You Page). Notably, fashion and beauty industries have seized opportunities for viral innovation within this realm.

Simon Porte Jacquemus, the trailblazer of surrealist marketing among fashion brands, showcases his namesake label’s innovative use of Computer-Generated Imagery (CGI). The brand brings its Bambino bags to life in captivating videos: strolling through Parisian streets and opera houses, frolicking in Lake Como, tumbling down Parisian curbsides, and dangling from tranquil apple trees. Jacquemus also conjures up clips of giant lemons raining from the skies over the French Riviera, refrigerators filled with chilly versions of their accessories, and an oversized depiction of their LE CHOUCHOU book flipping in the breeze of Versailles. Jacquemus has crafted a digital realm where fantasies flourish, championing escape – an argument can be made that this content offers a comparable level of distraction to those viral crusher videos, but with enhanced production values.

I’ve noticed that CGI content can spark strong reactions, with some people adoring it and others eager to criticize it. This love-hate relationship is what makes CGI content go viral. However, Jacquemus has truly mastered the art of using CGI in a way that resonates perfectly with internet audiences. The top comments on their CGI posts often express admiration for their marketing team, and the engagement on these posts regularly exceeds 10 million views.

 

View this post on Instagram

 

A post shared by JACQUEMUS (@jacquemus)

As someone who has worked in the fashion industry for over a decade, I’ve seen firsthand how social media has revolutionized the way brands connect with their audiences. However, I must admit that I’ve grown somewhat skeptical of the effectiveness of classic social media strategies in today’s saturated digital landscape.

Smaller brands and emerging labels, as well as larger companies aiming to capture Gen Z’s affections, prioritize creating very-online content to expand their reach. With TikTok Shop videos and constant sponsored posts becoming more common, viewers who are constantly scrolling through social media are less likely to engage with content that feels like an advertisement.

As someone who has spent countless hours scrolling through social media and binge-watching videos online, I have to admit that there’s a certain allure to the term “brainrot.” It’s a catchy phrase that captures the feeling of being so engrossed in digital content that it starts to warp your mind.

Despite brainrot continuing, the content remains. In the realm of fashion marketing, a modest dose seems effective. The choice of intake is yours.

Read More

2024-07-19 20:56