In the era of AI, what people crave most is… humanity. That means messy. Complicated. Embracing the nuance of intersectional identity.
From their creative directors to influencers and ambassadors, the most successful brands are born from the vision of humans who inject authenticity into products and storytelling, creating the mix of relatability and aspiration that attracts us to the things we love.
And as a brand built on passion (the realest human experience there is?), EQL is here for all that realness. Let’s explore how social commerce is embracing authenticity and human identity in this strange new world.
Fendi’s latest campaign nods to the foundational human experience of finding and expressing our identities. Ambassadors Nara Smith and KATSEYE represent global cultural influences and celebrate the diversity that’s central to humanity’s beautiful complexity.
Historically risk-averse Chanel’s newest ambassador doesn’t shy away from controversy. Plus, as a male representative for a brand that doesn’t produce menswear, Lamar’s signing could speak to a blurring of the binaries and boxes that we humans have never fit neatly into.
Pharrell may be helming a quintessentially Parisian brand, but his vision pays unapologetic homage to his favorite city. The new collection is envisioned as attire for a cruise from Paris to Miami, connecting two iconic yet vastly different cultures in a line that feels true to its creative leader.
Defiance is human. That’s one takeaway from Cannes’ attempt to change its dress code just hours before this year’s kickoff. Some celebrities boldly flaunted the rules in voluminous (and absolutely fabulous) dresses, and we’re here for it tbh.
Omnichannel (IRL included). Unfiltered, raw, real life. Authentic alignment. Organic conversations. These are a handful of the trends Forbes identifies from influencer marketing in our modern era. So… human. And maybe the antidote for our collective weariness at being influenced all the time.
Since Gucci’s shift to “quiet luxury” over flamboyance also quieted fan enthusiasm, the iconic fashion house has been working to regain its footing. New creative director Demna, coming in from Balenciaga, is known for bold and complex visions that marry diverse cultural influences.
What (the right) brand ambassadors can do for culture
Visibility fades. Culture lasts. And the brands that understand this difference are the ones that build legacies. Here’s what brands need to know to get their influencer programs right — and how we can all embrace strategies that make a lasting impact.
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