Met Gala 2021

Another year, another Met Gala. This year’s event, held on the second Monday in September rather than its usual first Monday in May, was even more hyped than ever, after 2020’s was cancelled by COVID. I’ve lost count of the number of memes I’ve seen generated by Kim Kardashian’s polarizing black Balenciaga bodystocking. I’ve also lost count of the number of emails I’ve received urging me to tell my readers how to “get the look”.

“Get The Look!” emails are part of my everyday life as a fashion writer. Usually sent by PRs repping fast fashion brands, their purpose is to convince me, and by extension the reader, that we can imitate Kim Kardashian’s / Gigi Hadid’s / Sienna Miller’s style for a fraction of the price. No matter that they were wearing priceless couture: for the princely sum of £24.99, we’re urged to believe that some fast fashion dress crafted in a sweat shop will have us looking like a dead ringer for our favourite celeb.

I’m sorry to be blunt, but in most cases, this is wishful – and unimaginative – thinking. Since most of the items being pushed bear little resemblance to the original, journalists will tend to pass. “Steal her style” is an idea that is past its sell-by date.

Rep your brand on its own merits, not on a nebulous resemblance to someone else’s.