Chapter 1: What are the latest trends in AI influencers within fashion and beauty?
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Hello guys, happy Wednesday. Welcome to Stylish, the podcast for all things fashion, lifestyle, brand and beauty. My name is Rhiannon Joyce and today my co-hosts are the lovely Joanna Fleming and the wonderful Naima Fatima. Hey guys. Hi. Happy Wednesday. Happy Wednesday. Quick, quick pivot away from our run sheet because TikTok is giving us a lot to digest at the moment.
I had to bring it to the table. Acquired style. Did we see The Bachelorette? How could we not? How could you not? I have never seen so much content surrounding a bachelorette party. Say it, Hens.
Hens is so much easier.
So much easier. I have to acknowledge the bias. I've come on this microphone before and I would say I've been pretty forthcoming with my opinions about how much influencers are really commercialising their weddings. I will say a little caveat. Weddings specifically, I do feel weirdly less offended by sponsored hens parties, bachelorettes or, you know, the surrounding events.
The wedding itself, definitely a bit on the nose. But for some reason, guys... I kind of loved it.
Well, I guess The Bachelorette's just about you. So get it your bag, to be honest.
And it was like fully sponsored. And I had never heard of the brand. Oh, my God. I'm trying to remember the name of the brand. Oh, Swan Beauty. I never heard of them. Okay. I'd never heard of them. And I went on their TikTok and they don't have that many followers. It's an AI-backed business.
They have like these amazing like mirrors that you get ready in and then they recommend different products or different skin.
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Chapter 2: How did Riley J become Australia's It Girl?
And also in other TikTok influencer news out of the US, Taylor Fritz and Morgan Riddle split up.
Huge.
This has been carrying on for a few weeks, but it's official. Official. They're done. Naima and I were just talking about off mic that a creator on TikTok posted a video that Morgan then commented on to essentially confirm the fact that they had split up, even though she had posted a carousel with moving boxes and very much alluding to a breakup. It wasn't quite confirmed by her.
But I'm disappointed by this because I don't know what that means for AO Fashion next year.
Little tangent there, but I think worth it. Who wants to go first? You agree. Go on. Okay. I'm stopping in a book, bit random, and there's no relation to fashion, beauty, lifestyle or brand.
Can I interrupt you before you say that? Go for it. I bought Emma Green's book because of you. It got delivered today. I'm so excited to read it. Stop.
That makes me so happy. You'll love it. And can you please send me a little voice notes of what parts you really love?
I will. Or I could highlight the bits I like and then you can, I'll bring it in and you can have a look. Yeah, we can exchange notes. Oh, that makes me so happy.
I'm also listening to the audio book. Audiobook's really good. She's got a great voice to listen to. Okay. My book, completely unrelated. It's called Bodies of Light. And I will say it is on the heavier side of a read. Definitely delves into some more deep topics. But one thing I'm finding at the moment is I'm really trying to turn to reading as a way to switch off online.
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Chapter 3: What role does social media play in wedding culture today?
So if you're looking for something that's a bit deep, a bit heavy, set in Melbourne originally and then it bounces around a few other places. I don't want to spoil it, but it's on the must-read list for me.
May I ask a question? Go for it. You've said how you go to bed at like 8.30. What time do you start reading? Okay.
So Annabelle Lee, who is the deputy head of podcast at Shameless Media and co-host of Everybody Has a Secret and on-air producer of Shameless, Annabelle actually asked me this today and I told her, she's like, I get really sleepy when I start reading at night. So I actually read when I get home from work.
So I get into my comfies, have like a shower and then I spend half an hour reading before dinner. That's usually my weekday roster of reading. And then on Sunday, I always, always block out time on Sunday to read for like an extensive amount of time. So it might be either a couple hours or like an hour minimum.
Okay.
Yeah. But I've really got to carve it out.
This is so impressive from someone whose screen time is, I'm not even going to say what it is.
Redacted. Redacted. I'm going to make you show us your screen time after this recording.
But also it's funny because I've got two phones. So she'll trick you. Yeah. I'll trick you. No, I want to see both now. It's all right.
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Chapter 4: How does Riley's wedding reflect current bridal trends?
Tailored. Okay. Okay. But then also a little bit like 90s casual.
Okay.
So how I described it was giving librarian slash substitute teacher vibes. And I think he's going to be my winter wardrobe inspo. Ooh. So lots of ties. Cardigans, knits, caps, light wash, like rigid denim, loafers and like leather bombers.
Okay. Brand that's coming top of mind or front of mind, I should say. Whatever. They're both kind of the same thing. Emily on Dior. Yes, that vibe. Yeah. Yeah. That is the vibe. Here's a photo I prepared earlier. Thank God we have a picture. Sorry for those of you who can't see because this is an audio medium. Sorry, everyone. He's wearing straight leg, kind of like a light lock.
Levi's rigid denim. Bomber's cool. Is that brown? Yeah, like a brown leather bomber. Yeah, love.
And then a brown tie and a backwards cap with a button-off shirt.
That's giving 90s dad. Yeah.
And that is my aesthetic. I was expecting a little more modern than that, but that is very 90s.
It's kind of like Fresh Prince of Bel-Air vibes. Yeah. Cool though. Yeah.
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Chapter 5: What impact did Riley's wedding have on public interest and media coverage?
That you're putting together.
Yeah.
Good. Can't wait. Jo, what's your rec? Okay, so mine is one for the corporate girlies who are going into an office. I know we've spoken on this podcast before about how hilarious some of the office edits are for different retailers. Revolve. You get an email from Revolve and it's like a mini skirt and like a cropped shirt. Anyway, this is for actual like corporate or office wear inspo.
So this creator, her name is Noti Mofiko. She is, I think, Sydney based. She is so chic. I absolutely love her style. I honestly could see like all of her clothing items in my wardrobe. Love. So it's all brown. Well, pretty much, yeah. No, it's not all brown, but it's like very much the types of formulas I would dress in myself. So I see a lot of my own style in her, I think.
Her outfits are perfectly curated for office wear, but in a more, I would say like a casual corporate. It's not like full suit. Well, she does wear some suits. She had this really cool Scanlon Navy look on the other day. I think it was like almost a cashmere suit. top with a collar on it. She was wearing a navy tie with it as well and some high-waisted pants. She just looked phenomenal.
So I'm swapping her in. Swap her in.
I love when you find like an Instagram account and you're like, yes, I would buy everything you're wearing.
Perfect.
Great. You're doing all the work for me.
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Chapter 6: What are the characteristics of weddings featured in Vogue?
She looked around so many times. I'm surprised she didn't shout you out though. She's coming for your gig. These glasses look really cool. Kate, our producer, just pulled that up for us so that we could have a look.
Have a little visual cue there. And that price tag, very happy because the Phoebe Philo is just slightly out of my range. Guys, today we have a big episode. We're going to cover two main stories. The first being the rise of AI influences and what it means for fashion and beauty content.
We're going to be anchoring that in the recent post that we did see on Sheer Lux highlighting their four, or rolling out, I should say, their four AI influences. Then we're going to be discussing how Riley J became Australia's It Girl. Oh, great. Guys, I've never seen anyone go crazy like I did on the weekend. Or when was it? It was last week. No, Thursday. On Thursday about Riley's wedding.
So I'm really, really excited to deepen that. But we'll get into it right after a word from today's sponsor.
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Chapter 7: How do personal brands influence social media engagement?
So they added three more AI influencers. They've introduced Brooke, Gigi and Eden. So they announced it via a reel featuring the four influencers. If you didn't know already, there are now four of us here at Sheerlux Labs.
We're Sheerlux's AI avatars, each of us bringing our own perspective on fashion, beauty, travel and careers. So if you're wondering which one of us you should follow, here's a little introduction. So this reel got, it was over a thousand comments at least.
Most of them were critical, saying things like, this is incredibly sad. Nobody wants this. How can you recommend skincare products when you have no skin? Jo will have comments on that later. Great point. Clothes when you have no body, travel recommendations when you've never been anywhere. So there was a bit of discourse, to say the least. Nine months ago, they also hired an AI creative role.
So what that says to me, this is very much an area they're investing in. They have, by all accounts, doubled down on this AI strategy. What did you guys feel when you first saw this video?
I mean, I saw the reaction to Reimbot. And I remember going through all those comments at the time and being like, oh, that's not going down very well.
No, it's not. It got picked up by so much mainstream media, like the BBC. Globally, it was like a big deal.
Yeah. And then it kind of like softened off a little bit. Like there wasn't as much negativity. But then I was really surprised to see them double down, as you said before. I was not expecting that from them. I really thought it would be like a soft move away from it. And instead they've gone very hard into the AI influencer.
Yeah. Yeah. I think I had quite a visceral reaction.
I think most people do.
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Chapter 8: What lessons can be learned from Riley J's approach to content creation?
Yeah. So the consumer response has been pretty slow. Yeah. Let's talk about the visceral response, though, because everyone did go, I would get jump scared. Yeah. Like I'm being fully honest. Every time I open my Instagram page and I see any AI influencer, model or anything, I go, ah. Like it just freaks me out. And I think that's because as a consumer, I'm just not there yet. Yeah.
And I'm not seeing, you know, a lot of these people in my page. So I find it a little bit jarring. Yeah. I do want to call out that Sheilux as a business is really fucking impressive. Yes. Like they have had longstanding success. And this, you know, a lot of people think Sheilux just like kind of popped up overnight.
They didn't.
They've been around since 2017 and they were founded by Georgie Coleridge Cole. And it's completely disrupted the media landscape. So longstanding success as a business, this has all really come into fruition this year when they were actually acquired by Future PLC. And that included both Sheilux and Blush Talent Management.
So that's the PR, not the PR, that's like the personal talent agency that they have where they manage some of the staff at Sheilux, but also external talent. According to the business of fashion, the initial deal went through at 39.9 million pound, which is 53.9 USD. The value of this business is... is astronomical. I do want to acknowledge that because I think it's really important.
They're very innovative. I don't ever want to sit here and have a conversation about this business or about this business's decision, I should say, and not consider the fact that they're absolutely dominating.
Yeah. I also don't want to shit on them for trying something. No, because we know that the world is heading in the direction of AI and I think they're experimenting. And while I don't necessarily think that it's the best thing ever and I'm not really on board with AI.
Yeah, we're not there yet almost.
Yeah, I do appreciate that they're trying something new and they wanted to test the waters and see how it went and how they could use AI to their benefit.
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