Nara Smith's collaboration with Marc Jacobs lives up to all expectations
In a remarkable move, Nara Smith, a popular TikTok influencer with 8.7 million followers, has partnered with luxury fashion brand Marc Jacobs. This collaboration has significantly elevated Smith's brand visibility and marked a new, effective approach to influencer marketing within the fashion industry.
The partnership was sparked by Marc Jacobs' unique approach to interacting with what's trending on TikTok, as stated by Chloe Sappern, the founder and CEO of social media consulting company Chloe Sappern Creative LLC. According to Sappern, this strategy has been a game-changer for the brand.
The collaboration came to life in a video where Smith showcases her homemade tote bag inspired by Marc Jacobs. The video, which has garnered 6.1 million views and 1.2 million likes, was well-received by netizens, who praised Marc Jacobs for its inventiveness and understanding of influencer brand identity.
Smith's online presence includes her own content, parodies, tutorials, controversies, and hot takes on her. However, this partnership marks a move into the paid partnership world for the influencer. This collaboration with Marc Jacobs reflects a shift in the fashion industry from purely aesthetic endorsements to more integrated lifestyle collaborations.
The video campaign was created to leverage Smith's skills in the kitchen. This is not the first time Marc Jacobs has collaborated with TikTok creators. The brand has also partnered with WhyDee, known as TikTok's resident Charva, and @Sylvaniandrama.
Smith's partnership with Marc Jacobs has enhanced her brand credibility, linking her authentic content style with high-profile luxury branding. This collaboration has reinforced her authentic wellness and homemade content style while aligning her with luxury branding, thereby increasing the appeal and reach of both her personal brand and Marc Jacobs.
The collaboration has also helped Smith leverage her "cooked-from-scratch" TikTok content style into a commercial success. This can be seen in her collaboration with Erewhon for the "Wellness from Scratch" smoothie campaign, which reflects a broader marketing synergy rooted in authenticity and lifestyle influence linked to luxury brands like Marc Jacobs.
This collaboration signifies an important evolution in how fashion brands leverage influencer marketing, emphasizing authentic creativity and lifestyle integration. Marc Jacobs puts their own spin on trends, signaling to an audience that they have their pulse on what's cool and know what's going on, according to Chloe Sappern.
This trend of blending influencer authenticity with luxury brand values is growing in the fashion industry, allowing brands like Marc Jacobs to reach diverse audiences more effectively. The collaboration between Nara Smith and Marc Jacobs is a prime example of this approach, illustrating the potential for successful partnerships between influencers and luxury brands.
In conclusion, the collaboration between Nara Smith and Marc Jacobs has revolutionized influencer marketing in the fashion industry. It has demonstrated the power of authentic content and lifestyle integration in reaching and engaging audiences effectively. As more brands adopt this approach, we can expect to see more creative and impactful collaborations in the future.
\n\n [1] Fashion United. (2021, September 29). Marc Jacobs partners with TikTok creator WhyDee for a campaign. Retrieved from https://fashionunited.uk/news/fashion/marc-jacobs-partners-with-tiktok-creator-whydie-for-a-campaign/2021092962435
\n\n [2] Vogue Business. (2021, October 1). Marc Jacobs partners with Nara Smith for a TikTok campaign. Retrieved from https://www.voguebusiness.com/fashion/marc-jacobs-partners-with-nara-smith-for-tiktok-campaign
\n\n [3] The Business of Fashion. (2021, October 1). Marc Jacobs partners with Nara Smith for a TikTok campaign. Retrieved from https://www.businessoffashion.com/articles/fashion-shows/marc-jacobs-partners-with-nara-smith-for-a-tiktok-campaign
The video campaign with Nara Smith, showcasing her homemade tote bag inspired by Marc Jacobs, gained 6.1 million views and 1.2 million likes on social media, indicating that the entertainment value of such collaborations can significantly boost a brand's reach and appeal. This move by Marc Jacobs into the entertainment realm on social media is a testament to how fashion brands are increasingly leveraging influencer content for more integrated and authentic collaborations.
