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“I used to post a lot on TikTok, but as my audience grew, it started feeling weird to constantly show my face online,” says James Ikin, founder of @ToteBagFanAccount. “So I switched to memes — still poking fun at my friends, colleagues and the different types of people I see around London.” Now, at 40,200 followers, the account’s sharp, hyper-specific humour resonates widely. One standout post — “Beware of the Letterboxd criterion, aesthetic feed, A24 film esoteric baddie… she is not the one” — features Sofia Coppola’s Archive coffee table book and Dr Martens Mary Jane shoes, racking up over 55,000 likes. While fashion meme creators may not see themselves as trendsetters, they can boost trends or vibes as they bubble up, and offer products that people can buy to be part of the aesthetic. “We see ourselves more as observers and reporters — we’re definitely not Sofia Richie Grainge founding quiet luxury over here,” says @TheFakeRothko. “But there is a positive feedback loop: a trend emerges, people talk about it, which makes it bigger, and that in turn fuels even more conversation.”The Best Men Still Go Skiing In Their Seventies Vintage Shirt
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.”
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