Welcome back to From The Diving Board!

In this video, we use the recent controversy surrounding Matilda Djerf and Djerf Avenue as a diving board to investigate the world of influencer-led fashion brands at large.

With a rising sense of disillusionment about influencer-led fashion brands, we take a deeper look at the challenges these brands face in meeting customer expectations. Is it possible for any fashion brand to be truly ethical in an industry built on exploitation? Join me as I dive into the true cost of success as a CEO in the industry.

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business enquiries only: andersoncharli@outlook.com

timestamps:
00:00 introduction
05:29 influencer vs. celebrity brands
08:54 parasocial relationships
09:44 the halo effect
10:53 the return of the girlboss?
18:33 fashion has a diversity problem
20:58 influencer brand backlash
24:36 the myth of “ethical” fashion
29:27 how do influencer brands compare?
31:36 not your friends
32:31 what do we do with djerf pieces?
34:44 conclusion

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socials!
Instagram: [ Ссылка ]
TikTok: [ Ссылка ]

link to previous video: [ Ссылка ]

sources:
Katie Robinson's video, 'Matilda Djerf drama & the issue with brands built off influencer followings' : [ Ссылка ]
Jordan Theresa's video, 'Matilda Djerf & TikTok's Duping Culture': [ Ссылка ]

Aftonbladet, ENG SUB: Anställda larmar om "psykisk terror" på Matilda Djerfs företag [ Ссылка ]
Megan Macdonald, Influencer Matilda Djerf in hot water after label issued copyright infringement warnings against smaller creators, [ Ссылка ]
Parasocial Relationships, [[ Ссылка ] relationships are one-sided,sports teams]([ Ссылка ]))%20or%20television%20stars.
Ayesh Parera, [ Ссылка ]
Rhiannon Lucy Coslett, The decline of the girlboss? Post Pandemic, she’s more ubiquitous than ever [ Ссылка ]
Amanda Mull, The Girlboss Has Left The Building [ Ссылка ]
Tanaïs, Samhita Mukhopadhyay Knows What Comes After the Girlboss, [ Ссылка ]
Daisy Jones, Yes, The Girlboss is Dead but her Replacement Isn’t So Great Either [ Ссылка ]
Alex Abad-Santos, The death of the girlboss, [ Ссылка ]
Alexandra Mondalek, Man Repeller to Shut Down, [ Ссылка ]
Vedansha Mishra, Has fashion’s glass ceiling been cemented by men?, [ Ссылка ]
Amy Francombe, Why are so many creative directors white men?, [ Ссылка ]
Sirin Kale, “People Find Me Quite Controversial”: Molly-Mae On Motherhood And Her “Princess Diana And Charles” Level Break-Up [ Ссылка ]
Lucianne Tonti, ‘It’s the industry’s dirty secret’: why fashion’s oversupply problem is an environmental disaster’, [ Ссылка ]
The Or Foundation, [ Ссылка ]
Baptist World Aid, Ethical Fashion Report 2024 [ Ссылка ]

#djerfavenue #matildadjerf #influencerbrand #fashion #fastfashion #sustainablefashion #influencers #gracebeverley #tala #mollymae #maebe

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