Cart Curator #64 - High fashion, goes low-fi
We explore the social trend our favourite designer brands are jumping on, an Isabel Marant inspired Add to Cart and a beaded bracelet worth how much?
Hi CC friends,
Nicole has landed in the UK, enjoying some time with family. She’s also disconnected from Instagram and other social media apps (yes, I’m better than you blah blah) - but is such a nice way to head into a holiday.
Jess has also just landed back in the UK and will attempt to secure ground passes at Wimbledon tomorrow - cross your fingers and toes for her!!
We will be reunited in a matter of days and it couldn’t come soon enough! If anyone has any chic drink spots in London (we’ve got dinner covered) let us know.
Oh - and manifest some sun over there for us while you’re at it, please.
Enjoy,
Popshop
Our favourite pop culture or industry moment of the week.
Within our careers it’s almost become impossible to use social media without a marketing lens, which is exactly where this Popshop comes from. As avid social media users we’ve always known that TikTok is where the low-fi content thrives, whilst the glossier, polished content still dominates over on Instagram - but it now seems that the luxury brands are finally cottoning on.
When luxury brands decided it was time to jump on TikTok (well, most of them - you’d be surprised that some aren’t properly utilising this channel - Chanel I’m looking at you with 0 videos on your feed…), they did what most lazy marketers did and just repurposed content from IG to TikTok. Which, as mentioned, does not cut through on an app that is essentially for entertainment.
We’ve seen a lot of mass market brands - like Ryan Air and Duolingo - lead the charge, but now the luxury brands stepping up their game and adapting similar strategies.
Marc Jacobs was first out of the gate, tapping into several iconic influencers and social personalities for a series of slightly unhinged TikTok videos, and immediately setting the tone for how heritage brands need to show up in this space.
Here are some of our favourites.
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In our opinion, the reason this strategy works so well is:
Marc Jacobs has always been a zeitgeist-y brand, and this direction feels authentic to them
The content is created in each influencer’s own style, meaning it comes off as authentic and not overly sales-y
The brand doesn’t take itself too seriously. Even when a product is mentioned, you can tell they’re not trying to sell in a pushy way, they just want to have fun and it shows
They’ve committed to it. It’s not just one post, but SO. MANY.
Even Sylvanian Drama, a TikTok OG, got involved and the Teletubbies weren’t safe from a #collab.
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The other brand stepping up is, of course, Loewe. Again, another very zeitgeist-y brand. We’d expect nothing less from J-Anderson.
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Someone gives the Social Media Managers a raise!!! This is exactly what happens when you let Gen Z do what they want.
One more thing to add - a lot of these luxury brands trying these types of content on for size are speaking to a young audience on TikTok, who can not perhaps afford their pieces (Loewe I’m looking at you!!!). BUT it shows that they know when the time comes for them to invest in their luxury piece, or dabble in the market in an “affordable” way - jewellery, shoes, make-up and so forth - they’ve already developed strong associations. Genius!
Add to Cart
What’s sitting in carts, or what’s been checked out.
Jess
ASOS DESIGN oversized t-shirt midi dress with bubble hem in white
ASOS DESIGN is quickly becoming one of my favourite brands/lines to shop as they continue to launch items that are incredibly chic, timeless and at great prices including this t-shirt midi dress. The bubble skirt/hem trend we are currently seeing can sometimes be a bit unwearable for every day given the micro mini hem length that comes with it. This ASOS DESIGN dress is an effortless style and the bubble hem adds an extra detail rather than being the entire moment. I can see this piece being very versatile in any wardrobe for work, dinner or drinks.
H&M Broderie Anglaise Detail Ruffled Blouse
Visiting Copenhagen has given me a renewed love of all things ruffled and frilled (think the Isabel Marant aesthetic). I purchased a couple of ruffled pieces from a particular Copenhagen boutique (this will be covered in an upcoming Copenhagen travel special) that I am getting a huge amount of wear out of already and this blouse from H&M gives a very similar vibe.
These blouses a great transitional pieces as they can be paired with denim (shorts, jeans or skirts) or a bottom in a similar shade and fabric with boots and some additional suede or leather accessories.
Nicole
I featured a similar Scarf Coat in a previous issue from COS, which was closer in style to the O.G Toteme.
This version from NA-KD has overtaken that on my wishlist for two reasons: it’s simpler- making it more versatile in my current wardrobe and because it’s on sale right now for $100.
The cool weather is not going anywhere in Aus, so this feels like a necessary investment. I also love the way they’ve styled this for the website with the kick flare pants and heeled boots.
Do I have anywhere to wear this? No. Do I need this? Yes.
I love how ultra-feminine this cut is, and it looks like something that Fran from The Nanny would wear, which is always the inspiration.
My only relationship with the brand Atoir is through their Rozalia Russian collaborations (which we’ve covered in the past on CC), but I love how sophisticated this is, and moves the brand away from its positioning as basics (or, at least that's how I’ve seen it in the past).
One flag here is that it is 95% Polyester, which is pretty much a no-no in my books (and at that price point?!) - but aesthetically it’s still on my wishlist.
Beauty Counter
Prod of the week.
Jess
Chanel Healthy Glow Bronzing Cream
This is the second time I have mentioned this product in CC but after having to condense my routine down to a clear plastic bag of products under 100mL (thanks easyJet) I have a renewed love for this bronzer.
Along with its ability to play nice with other products, this formula works so nicely by itself. I have taken to wearing this straight over moisturiser with a tiny bit of concealer under the eyes for a minimal and sunkissed looking face. While quite a few products in my routine are interchangeable this always holds its place and I haven’t found anything that even comes close.
Nicole
OUAI St Barts Hair and Body Mist
This is European Summer in a bottle. It’s a much younger scent than the other OUAI perfumes - think Sol De Janerio and Victoria’s Secret.
The website describes it as a “luxurious tropical-scented” fragrance, but I think it’s much more like sweet cocktail mixed with salty air and coconut suncream.
If you’re heading over to Europe this summer, this is a must pack, and if you’re sticking it out in Aus then this is equally a necessary purchase. Plus, it’s nice to smell a body mist that is not Sol De Janerio.
I personally love purchasing a perfume and body wash just for holidays as a nice way to associate memories with fragrance, and as it also comes in a body wash - not seemingly available at Sephora here - but I think it would be such a nice way to elevate your holiday.
One to Try
Recent openings and discoveries.
Not a new opening by any means, but a new discovery for us at CC.
Located in Melbourne’s Carlton Florian is a chic little cafe - with a breakfast and lunch menu - that is typically packed to the rafters. I (Nic) typically make an effort to get to (and line up at…) Lune when I visit Melbourne but now they have announced a Sydney outpost, I was on the lookout for another Melbourne institution to visit when I’m next in town (October) and Florian is currently top of the list.
Lottery Win
A girl can dream.
Carolina Bucci FORTE Beads Rainbow Bracelet
I (Jess) came across this bracelet on TikTok recently and thought they were a cute stacking piece and surely they couldn’t be that pricey. Think again. These bracelets sit firmly in the lottery win category at £490 a piece. I’ll be attempting to DIY something like this soon to add some colour to my wrist for the warmer months.
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Consumables
What we can’t stop binging.
My (Jess) intro to this podcast was via snippets on TikTok that actually made me laugh out loud and share the clips with friends. Cancelled is hosted by influencers Tana Mongeau and Brooke Schofield and just sounds like listening in on the conversation of best friends complete with all the unhinged commentary on their own drama, the influencer community and just anything that is currently happening.
As someone who doesn’t love a podcast, this is just so light hearted and so funny without trying at all. If you’re looking for something new to listen to definitely give this a go!
IYKYK
Super specific recs and niche hyper-fixations.
Fishbowl Street Food Packs
If you know me (Nic) then you know I LOVE Fishbowl. I could honestly eat their OG Bowl with Salmon for lunch and dinner daily, which is essentially to say I can’t get enough of it.
I’ve recently discovered their new lunch boxes called Street Food, which come in a variety of flavours and are only $11.90 - which feels like a v v v affordable lunch in this climate right? They are essentially just rice, slaw and protein, so filling and healthy (ish I think?).
My personal favourite is the Tom Yum Chicken Box, and my other IYKYK tip is to order using the Fishbowl app (or online) so you can just waltz in and pick up and avoid the queues which are inevitable during peak lunch break hours. .
If you’re new to Cart Curator, take a read of some of our recent editions.
Cart Curator #63 - It’s Vogue’s World, We’re Just Living In It
Cart Curator #62 - We can't come out, we're sick!
Cart Curator #61 - In Collaboration with Mia Zotos
Cart Curator #60 - Just Touched Down in London Town
loved this edition