Engaging with an audience in the age of #thenewnormal

Quarantine, lockdown or just playing it safe – while the world stays indoors, it comes as no surprise that fashion brands and influencers alike are finding ways to engage with their audience from the comforts of home. While luxury labels have enlisted the help of their ambassadors in hosting sessions on Instagram Live, many influencers have taken a very reflective approach on content creation, which has in turn developed into personal projects close to the heart.

Supermodel Kaia Gerber and German influencer Marie von Behrens have dived deep into novels since the start of the lockdown in the United States. The pair have also started book clubs to keep followers tuned into their latest reads. Gerber invited the stars of the new Hulu show Normal People, Daisy Edgar-Jones and Paul Mescal, to discuss the screen adaptation of Sally Rooney’s book on her Instagram Live, while von Behrens created a new account curating her favourite novels and art books.

New York-based influencer Vanessa Hong also began hosting a roster of creatives on her account, where they discuss and practice things close to their hearts, from making dumplings (with Laura Kim of Monse) to a series of yoga and meditation classes. Singapore-based influencer Yoyo Cao rounded up some of her stylish friends for talks, including Calvin Wang, Irene Kim, Tiffany Hsu and Susie Bubble.

Luxury brands such as Prada and Chanel have found new ways to engage with their followers, too. Chanel enlisted the help of house ambassadors such as Soo Joo Park and Caroline de Maigret to create playlists, and hosted Belgian songstress Angèle for a live performance on Instagram Live.

The French maison also released new episodes of “Inside Chanel” on IGTV, while Prada launched “Possible Conversations”, a series of Instagram Live talks that cover relevant, of-the-moment topics such as post-coronavirus fashion and creating a new world, with guest stars such as Olivia Wilde.

Could live-streaming videos, as with Instagram Live, be the new way forward as our world finds its way to #thenewnormal?

Traditionally, glossy luxury brands have presented a picture-perfect feed and influencers are careful to curate their content, but with shutdowns around the world and mandates to stay at home, the real-time, intimate conversation on Instagram Live feels different – in a good way.