Latest news with #DjerfAvenue
Elle
5 days ago
- Business
- Elle
Are Influencer Brands at Risk Without Influencers?
Style Points is a column about how fashion intersects with the wider world. In 1912, the first influencer cancellation took place. (Well, unless you count Marie Antoinette's.) Lady Duff-Gordon, a socialite and designer of the line Lucile, survived the sinking of the Titanic—but was rumored to have bribed the lifeboat's crew not to save as many people so she could make it to safety. When she reached dry land, a trial ensued, with many of her Lucile-wearing stans in the audience. By those standards, today's influencer scandals—like this winter's tempest around Swedish influencer and Djerf Avenue designer Matila Djerf's alleged mistreatment of employees—pale in comparison. But that story is proof that influencers have always been around in some form, and that their role as social lightning rods is nothing new. And with so many influencers now not just promoting, but designing, brands, it's a markedly strange time for the industry. While in the past, a celebrity or model's behavior could sink an endorsement deal, what happens when the spokesperson themselves also owns the means of production, so to speak? 'Any time you put a name on a label, whether it is an influencer brand or a designer's name, you risk that individual running into reputational issues and harming the brand in some way,' says Susan Scafidi, the academic director of Fordham's Fashion Law Institute. While influencers are using their vast followings to leverage their own brands, that following is 'built on shifting sand. There is always a danger that something will happen and the whole sandcastle will crumble.' To avoid that 'key person risk,' as it's known in the business, there are a few ways to future-proof an influencer-led brand. Some investors will ask for a 'morals clause.' Says Scafidi, 'It sounds very 19th-century, but it is about reputation.' She always recommends to emerging designers that they create some sort of separation between the personal and the professional. For example, not making the name on the label their own, and maintaining separate social media accounts. At the same time, 'we want someone to follow who isn't just a generic company without a face. So we're basically dealing with a double-edged sword,' she says. 'On the one hand, a great influencer with a personal touch and appeal to followers is brilliant marketing. On the other hand, humans are fallible.' Which explains why several brands founded by influential people, like Toteme (co-founded by Elin Kling) and Anine Bing, don't lead with the image of their founder front and center. (An approach famously pioneered by Mary-Kate and Ashley Olsen at The Row.) Lia Haberman, author of the In Case You Missed It newsletter and creator economy expert, points to Emma Chamberlain and her coffee company as a sort of Gallant to some fellow influencers' Goofus: 'She's trying to establish a good product versus [it] simply being an extension of who she is and who her fandom is. She has encouraged fans to approach and consume Chamberlain Coffee, but at the same time, she has not pinned all its success on herself. She doesn't post constantly whenever there's a new product launch; it's a pared-down presence. And I think that's smart.' Muddying the waters is the fact that the definition of 'influencer' has morphed so much in recent years. Designers like Olympia Gayot and Joseph Altuzarra now command huge social media audiences, as do some editors and stylists who were previously relegated to more behind-the-scenes roles. While they're increasingly expected to 'influence' as well as design, edit, or style, with all those new eyes on them, they may face the same pitfalls as more traditional influencers. Then there's the matter of the economy. (You knew we were going to get there at some point, right?) In times of financial turbulence, says Scafidi, 'people start to blame fashion. And because fashion is close to the body and therefore closely affiliated with the person [wearing it], fashion gets blamed more than, say, real estate. We save our rancor for fashion, not for someone who has a big house, because we don't see the house, but we see the person on Instagram living an amazing life, apparently having a limitless supply of outfits. And because of that, resentment bubbles up.' (On the other hand, cancellations rarely stick these days. As Haberman says, 'If you hang in there long enough, everyone can make a comeback.') Haberman predicts that micro- and nanoinfluencers, who have the most average-Jane appeal, will rule the next few years, while mega-influencers will ride out any small scandals and be fine. But, she says, 'I do think the middle class of influencer is going to struggle. Through no fault of their own, just because of that perception that they're neither relatable nor aspirational.' It's a tough balance to master—just ask Lady Duff-Gordon.
Daily Record
19-05-2025
- Lifestyle
- Daily Record
Primark shopper 'cried' over £18 bedding that looks just like £120 designer version
A woman has told how she 'cried' after she spotted a Primark bedding set that closely resembled one from her favourite designer brand, which would have cost her an eye-watering £120. "When I tell you I cried when I saw this bedding in Primark," Tiktokker Ffion penned as part of her TikTok's caption. Ffion highlighted her find in her video with the words: "Your sign to run to Primark for the Djerf Avenue dupe bedding," and mentioned that the Primark set is a bargain at only £18, offering shoppers a substantial saving of £102 in comparison to the designer version. Included in the £18 deal are both a duvet cover and a fitted sheet, eliminating the need for additional spending on a separate undersheet. The design features a fruit print, and it looked absolutely striking once Ffion had styled it on her bed. She then accessorised with added cushions and her Jellycat croissant plush, culminating in a bedroom display worthy of royalty, reports Bristol Live. While some commenters expressed discontent over the bedding's material blend – made up of polyester and a "minimum of 50 percent" cotton – polycotton does offer certain advantages, particularly for bedding. This fabric is a durable, economical and practical combination of polyester and cotton; polycotton resists wrinkles, shrinkage, and fading better than pure cotton does, providing ease of maintenance and longevity. This can often be preferable features for bedding materials. The blend's polyester fibres contribute strength and durability to the bedding, ensuring it remains robust and keeps its form even after repeated washes. Additionally, polycotton outpaces pure cotton in drying times, a particular advantage for laundering in damp climates or when quick reuse is necessary. Not only is polycotton generally more wallet-friendly than 100 percent cotton options, but it also offers a more lightweight feel, attracting those who prioritise both comfort and thriftiness. Although pure cotton gets plaudits for its natural softness and breathability, polycotton strikes an ideal balance between cosiness, convenience, and cost-efficiency, meeting diverse daily requirements. The packaging reads: "Product made using a minimum of 50 percent cotton from the Primark sustainable cotton programme." Intrigue regarding the bedding's tactile quality was apparent, with a TikTok comment querying, "But is it soft?" A response on the thread reassured potential buyers: "They don't feel soft in the packets (I was always put off by this) but I promise you they are when you put them on and when they're freshly washed!" The hue of the fitted sheet sparked another query: "What colour is the fitted sheet, hun?" A helpful response in the TikTok conversation revealed "blue stripes," whilst reminding viewers that other colours for fitted sheets are available at Primark for those looking for a different shade.
Scottish Sun
24-04-2025
- Entertainment
- Scottish Sun
I didn't want to spend £120 on the viral berries dressing gown but found a £20 dupe at Asda – it's the softest thing
All recommendations within this article are informed by expert editorial opinion. If you click on a link in this story we may earn affiliate revenue. BERRY GOOD I didn't want to spend £120 on the viral berries dressing gown but found a £20 dupe at Asda – it's the softest thing Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) SHOPPERS have been going wild over the viral berries dressing gown, made famous by Swedish influencer Matilda Djerf. However, one bargain hunter spotted George at Asda is selling a dupe for £100 cheaper, and said it's the 'softest thing ever.' Sign up for Scottish Sun newsletter Sign up 7 Fashion lovers have been loving this £120 berries dressing gown from Djerf Avenue Credit: 7 The pricey dressing gown was released by Swedish influencer Matilda Djerf Credit: 7 One bargain hunter found a £20 dupe at George at Asda Credit: Asda 7 They said the Asda berries dressing gown is the 'softest thing ever' Credit: tiktok/@thestyleofirayne Matilda's pricey £120 Summer Berries dressing gown is listed on her Djerf Avenue website. And thankfully the Asda version is just £20 and has been given rave reviews. TikTok user @thestyleofirayne was delighted when she spotted the cheaper version. She wrote: 'Why spend £120 on a summer berries dressing gown when you can spend just £20 at Asda. 'Good job I got this for £100 less! 'It's the softest thing and lightweight enough for summer!' The long-sleeve gown comes with a tie to fasten at the waist and is described as having an 'all over fruit design.' It also has a soft ribbed fabric and two side pockets. You can pick up the Ivory Fruits Ribbed Soft Touch Dressing Gown online and in stores. It is available in sizes XS to XL. Kat Farmers new George at Asda Collection It's not the only bargain that has been praised by Asda shoppers. Easter might be over, but people are already planning for next year's celebrations thanks to Asda. The Easter range from the At Home With Stacey Solomon Collection has been slashed to half price. Danielle took to the Extreme Couponing and Bargains UK group on Facebook to share a look at the bargains she'd nabbed from the supermarket. 7 The Asda dressing gown is said to be 'lightweight' for summer Credit: tiktok/@thestyleofirayne 7 Matilda Djerf's £120 version is said to be perfect for 'after a swim in the ocean or when getting ready for a night out' Credit: instagram/matildadjerf "Asda - Stacey Solomon Easter decorations half price!" she wrote alongside the post. "Glass egg £1 each, pack of 4 Eggs £2, Easter tree £3.50, Easter table runner £1.25." People quickly flooded the comments section, with the stunning Easter tree one of the favourites among them. 7 Loads of bits from Stacey Solomon's Easter range have been reduced in Asda Credit: Facebook/@ExtremeCouponingAndBargainsUK
The Sun
24-04-2025
- Entertainment
- The Sun
I didn't want to spend £120 on the viral berries dressing gown but found a £20 dupe at Asda – it's the softest thing
SHOPPERS have been going wild over the viral berries dressing gown, made famous by Swedish influencer Matilda Djerf. However, one bargain hunter spotted George at Asda is selling a dupe for £100 cheaper, and said it's the 'softest thing ever.' 7 7 7 Matilda's pricey £120 Summer Berries dressing gown is listed on her Djerf Avenue website. And thankfully the Asda version is just £20 and has been given rave reviews. TikTok user @thestyleofirayne was delighted when she spotted the cheaper version. She wrote: 'Why spend £120 on a summer berries dressing gown when you can spend just £20 at Asda. 'Good job I got this for £100 less! 'It's the softest thing and lightweight enough for summer!' The long-sleeve gown comes with a tie to fasten at the waist and is described as having an 'all over fruit design.' It also has a soft ribbed fabric and two side pockets. You can pick up the Ivory Fruits Ribbed Soft Touch Dressing Gown online and in stores. It is available in sizes XS to XL. Kat Farmers new George at Asda Collection It's not the only bargain that has been praised by Asda shoppers. Easter might be over, but people are already planning for next year's celebrations thanks to Asda. The Easter range from the At Home With Stacey Solomon Collection has been slashed to half price. Danielle took to the Extreme Couponing and Bargains UK group on Facebook to share a look at the bargains she'd nabbed from the supermarket. 7 7 "Asda - Stacey Solomon Easter decorations half price!" she wrote alongside the post. "Glass egg £1 each, pack of 4 Eggs £2, Easter tree £3.50, Easter table runner £1.25." People quickly flooded the comments section, with the stunning Easter tree one of the favourites among them. How Asda has upped it's game By Fabulous' Fashion Director Tracey Lea Sayer Take a whizz round the aisles in Asda it is hard not to notice how good the George at Asda clothing range is at the minute. Add into the mix their recent collaboration with fashion designer Roksanda, celebrating 40 years of London Fashion Week, which is full of the designer's signature colour blocking dresses, oversized Borg fleeces and bold stripe co-ords, it is easy to see why the brand is on fire! All proceeds from the range go to The British Fashion Council to help promote young designers, so a win win! There also seems to be a return to quality in the clothing range. 'Style Stories' with fashion influencer Erica Davies is a capsule collection of Autumn must-haves which delivered not only on style, but on great pocket friendly prices starting from £7. Gorgeous quilted jackets, slogan sweats and a chocolate faux sheepskin flying jacket are among my faves. Plus, George at Asda has just been crowned with the Best Kidswear in our Fabulous Fashion awards voted for by the Fabulous readers. Click to buy enables you to shop the whole range online or you can just have a browse while you do the weekly shop. You are welcome!
The Irish Sun
24-04-2025
- Entertainment
- The Irish Sun
I didn't want to spend £120 on the viral berries dressing gown but found a £20 dupe at Asda – it's the softest thing
SHOPPERS have been going wild over the viral berries dressing gown, made famous by Swedish influencer Matilda Djerf. However, one bargain hunter spotted George at Asda is selling a dupe for £100 cheaper, and said it's the 'softest thing ever.' Advertisement 7 Fashion lovers have been loving this £120 berries dressing gown from Djerf Avenue Credit: 7 The pricey dressing gown was released by Swedish influencer Matilda Djerf Credit: 7 One bargain hunter found a £20 dupe at George at Asda Credit: Asda 7 They said the Asda berries dressing gown is the 'softest thing ever' Credit: tiktok/@thestyleofirayne Matilda's pricey £120 Summer Berries dressing gown is listed on her And thankfully the TikTok user She wrote: 'Why spend £120 on a summer berries dressing gown when you can spend just £20 at Asda. Advertisement More on Asda 'Good job I got this for £100 less! 'It's the softest thing and lightweight enough for summer!' The long-sleeve gown comes with a tie to fasten at the waist and is described as having an 'all over fruit design.' It also has a soft ribbed fabric and two side pockets. Advertisement Most read in Fabulous You can pick up the Ivory Fruits Ribbed Soft Touch Dressing Gown online and in stores. It is available in sizes XS to XL. Kat Farmers new George at Asda Collection It's not the only bargain that has been praised by Asda shoppers. Easter might be over, but people are already planning for next year's celebrations thanks to Asda. Advertisement Danielle took to the 7 The Asda dressing gown is said to be 'lightweight' for summer Credit: tiktok/@thestyleofirayne 7 Matilda Djerf's £120 version is said to be perfect for 'after a swim in the ocean or when getting ready for a night out' Credit: instagram/matildadjerf Advertisement "Asda - Stacey Solomon Easter decorations half price!" she wrote alongside the post. "Glass egg £1 each, pack of 4 Eggs £2, Easter tree £3.50, Easter table runner £1.25." People quickly flooded the comments section, with the stunning Easter tree one of the favourites among them. 7 Loads of bits from Stacey Solomon's Easter range have been reduced in Asda Credit: Facebook/@ExtremeCouponingAndBargainsUK Advertisement How Asda has upped it's game By Fabulous' Fashion Director Tracey Lea Sayer Take a whizz round the aisles in Asda it is hard not to notice how good the George at Asda clothing range is at the minute. Add into the mix their recent collaboration with fashion designer Roksanda, celebrating 40 years of London Fashion Week, which is full of the designer's signature colour blocking dresses, oversized Borg fleeces and bold stripe co-ords, it is easy to see why the brand is on fire! All proceeds from the range go to The British Fashion Council to help promote young designers, so a win win! There also seems to be a return to quality in the clothing range. 'Style Stories' with fashion influencer Erica Davies is a capsule collection of Autumn must-haves which delivered not only on style, but on great pocket friendly prices starting from £7. Gorgeous quilted jackets, slogan sweats and a chocolate faux sheepskin flying jacket are among my faves. Plus, George at Asda has just been crowned with the Best Kidswear in our Fabulous Fashion awards voted for by the Fabulous readers. Click to buy enables you to shop the whole range online or you can just have a browse while you do the weekly shop. You are welcome!
