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This shift in engagement is particularly relevant as consumers grow increasingly sceptical of curated brand partnerships. “Fashion memes also spark discussions about brands in a way that influencers often can’t. Our posts generate engagement and conversations that don’t really happen in influencer comment sections,” says @TheFakeRothko. For example, a post of the viral Alaïa netted ballet flats, with the caption “Let’s leave these in 2024”, was met with thousands of comments of people discussing whether they were oversaturated or not. While another, spoofing the ‘man in finance’ trend, debates the desirability of zip-up hoodies. As the luxury market faces a slowdown, understanding and tapping into cultural moments has become more critical to brand success than ever. Meme pages, with their ability to boil down trends and subcultures into viral content, are proving to be powerful tools for influencing consumer behaviour. “The industry’s openness to parody has become a survival mechanism — if brands can’t laugh at themselves, they risk losing relevance,” Walters explains. “Meme accounts highlight fashion’s absurdities in a way that’s both affectionate and critical, keeping brands in the cultural conversation.”Officials Seattle Seahawks Boba Fett Football Bounty Hunter Style Shirt
Brands have traditionally partnered with influencers who post #OOTD content to inspire audiences. Meme accounts take a different approach, tapping humour and cultural commentary to drive mass engagement. This is translating into product discovery and sales — and brands want a slice of the pie. “@Real_Housewives_of_Clapton [RHOC] absolutely impacts shopping habits — I’ve seen it firsthand through the UGC [user-generated content] people share or tag me in,” says the account’s creator. For example, last September, musician Dan Croll shared a carousel featuring himself sporting a New Yorker tote while eating a salami sandwich. The next slide? A meme from @Real_Housewives_of_Clapton showcasing the exact same tote, labelled “What’s in the tote?” — with salami making an appearance, too. The caption? “So delicious and predictable.” Another user joined in on the fun, posting a can of Perelló Gordal olives alongside a pair of blue Adidas Spezials, captioned simply: “Giving RHOC”, as a nod to the two items featuring regularly in their meme dumps.
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