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Brands are leaning in. The RealReal, H&M and Jouissance Parfums are among those to have partnered with starter pack meme accounts in the last two months, either on product placements featured within the memes, or on brand-specific starter packs. Gucci was an early adopter, embracing the format as soon as 2017 with its #TFWGucci campaign, collaborating with @YouveGotNoMale on a “Gucci starter pack” collage featuring a search bar with the question “how do I tie a bow chic like Gucci” and a text message stating “I saw Hari Nef in a Gucci snake purse and matching Gucci sandals, so I bought a Gucci snake purse and matching Gucci sandals.” “In a world where traditional ads are being skipped, brands need to earn consumer attention instead of buying it. Smart brands recognise the enormous cultural currency these accounts offer, and, instead of fighting the humour, they’re leveraging it,” says Thomas Walters, Europe CEO and co-founder of global influencer marketing agency Billion Dollar Boy.Underneath This Beautiful Huge Rack I Have A Heart Graphic Shirt
“There’s also something deeply satisfying about being able to piece together a movement or trend you’ve noticed in real life but haven’t been able to articulate.” What started as a niche internet joke has evolved into a force in fashion discourse, not only racking up high engagement but actively driving sales. By refining the essence of subcultures, fashion archetypes and cultural clichés into perfectly curated slideshows, they’re influencing what people buy, wear and talk about. While influencers curate aspirational lifestyles, these memes break them down, reducing trends into bite-sized cultural commentary that resonates across social media. Fashion memes are making the fashion industry seem more self-aware and — crucially — funny. Starter pack meme accounts in particular have made the fashion community accessible to a much bigger audience, says Eva Chen, director of fashion partnerships at Instagram. “[With starter packs], everyone can feel like they’re a part of this fashion industry subculture.” “Instagram was launched 15 years ago and in that time we’ve seen brand content evolve from being hyper-polished to brands posting looser, cheekier content,” Chen continues. “If that previous shift was about making brands more authentic, [starterpacks] are about deconstructing and making the industry more understandable.”
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