𝚂𝚌𝚛𝚎𝚎𝚗 જ⁀➴ 𝚂𝚑𝚊𝚛𝚎: 𝚂𝚊𝚍 𝙷𝚊𝚖𝚜𝚝𝚎𝚛𝚜 𝚊𝚗𝚍 𝙼𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐 𝙼𝚘𝚒𝚜𝚝𝚞𝚛𝚒𝚜𝚎𝚛
From our devices to yours જ⁀➴ Welcome to our new regular dispatch where we dump and (over?)analyse what we've been double-tapping week to week - let's scroll ...
MØRNING. This week, our feeds took us on a journey from juicy inner truths to the unashamedly faux. What did we learn? Read on and find out…
𝚂𝚄𝙽𝙽𝙴𝙸 𝙳𝚒𝚜𝚙𝚘𝚜𝚒𝚝𝚒𝚘𝚗
SUNNEI's show and social media fallout are killing it—again.
You may recall them making waves last season when they provided runway attendees with paddles to rate the looks as they came down the runway (it's a 10 across the board from us).
In their most recent runway presentation, they impressed once again as models walked out while recordings of their "inner thoughts" played aloud.
Takes off heels, "ahhh, much better."
"The world is on fire, and we just care about fashion?"
"Tun, Tun, Tun, Tun, slay, slay, slay."
If the hilarious sound design didn't impress enough, SUNNEI used the runway as a moment to tease their collaboration with CAMPER by having the products hidden in shoe bags, which they shared to Instagram via a co-post capturing both customer bases.
Genius, right? Then in between showtime, it's scroll time - their social media conscious art direction captivates and feels artful.
𝙵𝚊𝚞𝚡 𝚏𝚛𝚘𝚖 𝚊𝚕𝚕 𝙵𝚛𝚘𝚗𝚝𝚜
Yes, fraud is in! Well, kind of...
As mere internet users, we've been target-marketed and tailored to for a decade now. We're over things made for us on the FYP; we want to be lied to and bamboozled, to FEEL something! (More on such Meta-Fantasy here)
Brands have caught on, and how they inject the fakery comes from all angles.
WEEKDAY rooted in faux. They crafted a campaign narrative centered around how London Model and Influencer, Deba, was supposed to be in a blockbuster film but was cut at the last minute. She only found out during a livestream with her followers #embarrassing. She acted shocked, and then, days later, revealed it was a hoax.
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The ATP and Australian Open embraced fakery with a mockumentary ad suggesting that famous tennis player Andy Murray et al., are all paid actors, not tennis players. *Reading a script of screams ensue*
Then we have CeraVe, who climbed the ladder of fakery. They initiated gains on social media in 2020 by having skincare and dermatology influencers affirm their product efficacy. With credibility scattered across the internet, CeraVe followed with playful TikTok content, earning them significant awareness leading to today—a big old lie for their Super Bowl ad, claiming Michael Cera(Ve) was the mastermind behind their products, not dermatologists.
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Our notes, get in fraud, faux and fake wherever you can.
“𝚆𝚑𝚘 𝚃𝙵 𝙳𝚒𝚍 𝙸 𝙼𝚊𝚛𝚛𝚢?”, 𝚊𝚗𝚍 𝚠𝚑𝚢 𝚊𝚖 𝙸 𝚜𝚝𝚒𝚕𝚕 𝚠𝚊𝚝𝚌𝚑𝚒𝚗𝚐...
We've (auto) scrolled through it, and you've tapped through all 50 parts too. But why did we watch Reesa Teesa's 'Who TF Did I Marry?' saga?
Emily and Tyla weighed in, sharing with The Standard that "...new ways of posting... will be discovered and dictated by users on the platform." Creators rule what formats work; that's why anything from a 15 second cat video to "Companionship content — the type that feels like you're on Facetime with a friend" is sticky.
Read what else they had to say here.
𝙶𝚎𝚝 𝚝𝚑𝚎 𝚄𝚗𝚌𝚊𝚗𝚗𝚢 𝚅𝚊𝚕𝚕𝚎𝚢 𝙻𝚘𝚘𝚔
Social media is reshaping our body language, and one result of this is the adoption of animated mannerisms by teens. However, the cartoonish expressions have entered the realm of the 'Uncanny Valley'.
TikTok users have been calling out creators who fall into the Uncanny Valley look, attributing it to their perfect performances for the algorithm. This "creepy doll theory” took precedence in users' minds and FYPs recently, but last year (and like most things) MUAs were on the trend first already making looks rooted in the phenomena.
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What can we deduce from this? Well, it suggests there could be an innate human resistance to those who achieve algorithmic perfection, or perhaps it's just a matter of time until the Uncanny Valley look becomes just as popular as Clean Girl aesthetic.
𝙸’𝚖 𝙹𝚞𝚜𝚝 𝚊 𝚂𝚊𝚍 𝙷𝚊𝚖𝚜𝚝𝚎𝚛 🎀
We've all employed the "I'm just a girl!" tactic as a means to avoid situations - as we know, being a girly it's a method of survival.
But, sorry gals, we've just been exposed by a small, meek, sad little hamster who has embodied the meaning of “too-girly-to-function”, resulting in a wave of meme-ings on the tactic. Watch our take below 𝓹𝓵𝓮𝓪𝓼𝓮 🥺🎀
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That’s scroll folks!
Join us next week for more of the same, and let us know what caught your eye online as we may include it in our next edition - the series isn’t called Screen Sharing for nothing you know.
Words: Emily Chapps
Editors: Sui Donovan and Letty Cole