This summer, brands are moving towards inviting 'multi-hyphenate' talents rather than traditional influencers on their brand trips. Creators including Substack writers, chefs, and photographers are now prominent in these exclusive experiences. With a focus on authenticity, brands like J Crew and Matteau are prioritizing connections with guests who embody the brand's essence, steering away from overly curated influencer experiences. As social media audiences become more critical, particularly after backlash against flashy trips, brands recognize the need for genuine storytelling over mere aesthetics in their marketing efforts.
Brands are increasingly choosing 'multi-hyphenate' talent over conventional influencers for brand trips, reflecting a shift towards individuals with cultural clout and meaningful narratives.
As consumer skepticism grows, brands now prioritize authenticity and relatability over polished, picture-perfect influencer experiences in their marketing strategies.
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