The first Monday in May means something different in the age of social media than in the early 2000s.
The Superbowl of the fashion world, the Met Gala transfixes consumers each year, particularly chronically online Gen Zers who debate which celeb looks are ‘hot’ or ‘not’ from the comfort of their phones. This moment, like anything with media potential, is seized by brands and creators to bolster engagement with their audiences.
With TikTok sponsoring the Met Gala this year, parasociality was at an all-time high.
Last year, TikTokers like Addison Rae walked the carpet beside legends of their respective industries — stirring up conversations around who deserves to attend and if internet popularity is the last attainable way of achieving fame and status.
The pool of TikTokers this year shrank to a measly three, leaving Gen Z wondering whether the Met Gala is committed to the generation or if they’ve doubled back after realizing how Gen Z has traditionally reacted to the lavish display of wealth amidst unrest.
The cries of student protestors could be heard from just outside the tented carpet this year, proving the Met Gala can’t have its cake and eat it too. In an election year where the generation feels powerless, hollow attempts at relatability are being shot down.
Live platforms like Twitch and TikTok boost awareness of dynamic moments like political protests.
As Gen Z’s loneliness epidemic rages on, live streams have allowed the generation to socialize via live chats. Some have even created content by screen-capturing moments and adding commentary. This trend of group streaming is evidenced by Gen Z watching nostalgic shows like The Price Is Right on Twitch together.
The generation longs to say “They’re just like me” when looking at brands and celebrities. Last year's Met Gala surprise attendee, the cockroach, did just this. Gen Z used self-deprecating humor to joke that they were the roach arriving at the gala, while others joked it was a problematic celebrity.
Brands like Bratz and Burt’s Bees used this year’s “Garden of Time” themed fauna-laden carpet as a backdrop for social posts that anthropomorphized hero products.
@officialburtsbees why lift a finger when you have bodyguards in tuxes to do it for you #burtsbeeslipbalm #lipbalm #metgala #redcarpet ♬ original sound - Burt’s Bees
Brands were better received by Gen Z on social media than humans who can be held accountable for questionable stances. They saw positive comments on posts that featured products or mascots. By successfully creating identities for products, brands like Starface have appealed to a generation that supports companies that align with their values.
These brands have cult followings because their customers’ rely on the brand community for engagement. Brands, like the Gala itself, that have leaned on the parasocial nature of Gen Z can’t act shocked when they’re critically examined by the exact audience they’re trying to reach.
Tobey Parker is an account coordinator at The Romans New York.
This story first appeared on PRWeek U.S.
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