Influencers

Death of a looksmaxxer

Is the looksmaxxer a morality tale for our time – a sort of Hogarthian parable about everything, or at least some of the main things, that ail us as a society in 2026? After all, could there be a greater indictment of the vanity of the vainest society in history than a young man who devotes his entire waking life to improving his appearance, and not only that, documents every second on camera for a legion of adoring fans and imitators? An otherwise perfectly handsome, fortunate young man obsessing so much over his looks that he spends a portion of each day hitting his face with a small rock hammer.  The modern individual is concerned with optimizing himself without limits, without any goal beyond optimization itself There are other, darker, interpretations of looksmaxxing.

Clavicular

The rise of the Orienfluencers

The term “Orientalism” has always implied some kind of caricature of the eastern world. It was originally coined as a way of describing how the West imagines the East as its negative to shore up self-confidence and justify conquest: “The Oriental is irrational, depraved (fallen), childlike, ‘different’; thus the European is rational, virtuous, mature, “normal,’” Edward Said wrote in Orientalism. Now, reverse “the Oriental” and “the European” and you have an idea of the new Orientalism, where the enlightened East becomes the foil to a decadent, violent, barbaric West. The new Orientalists aren’t academics, policymakers or Wall Street Journal opinion columnists.

Andrew Tate

Frugal chic, the movement changing the way women shop

From our UK edition

It is, apparently, a novel concept in our age of overconsumption, that life can still be enjoyable even if you don’t have stupid money. ‘Frugal chic’ is the new lifestyle trend summed up by the 25-year-old influencer Mia McGrath, who coined and trademarked the term, as ‘living luxuriously while spending intentionally’. Frugal chic supposedly teaches young women – whose financial literacy typically lags behind young men’s – how to make their money go further with practical advice on investing and saving.

Won’t someone please think of Dubai’s influencers?

The human spirit is incredibly resilient really. Even in the depth of our concern over the Israeli-American war against Iran, the worry about what might come next, we can still find time to feel a warm and comforting sense of schadenfreude over the large number of British women with stapled-on lips who are cowering in their Dubai apartments as the Iranian shells come raining down. The name under which these women collectively labour is ‘influencer’, a term which, like ‘content creator’ is close to meaningless and both could be usefully replaced by ‘shitgibbon’ or ‘unemployable’. We laugh at their sense of entitlement, their shock that the real world has intruded upon their private Idaho You do not know these people, any of them, I suspect.

with love, meghan intentional living

With Love, Meghan is a nightmare ending to a fairytale

“Has anyone in the world ever been so tickled by the sight of lettuces?” Meghan titters to chef Alice Waters, on the final episode of her new “lifestyle television series,” With Love, Meghan. Meghan’s latest venture is an exercise in how many inspirational quotes you can simper out in five hours. She’s less duchess, more Instagram influencer. She doesn’t have the pissed-off husband half-arsedly holding the camera while she explains, in excruciating detail, how to make a balloon arch. Instead, she has a plentiful Netflix crew and reported $100 million budget.  I’m trying my hardest to find something nice to say and, well, the guests aren’t too awful and the food looks alright.

Food influencers aren’t going anywhere

From our UK edition

At Gordon Ramsay’s launch party for his new Netflix show, Being Gordon Ramsay, influencers could be found in every corner of the room. Soon after getting another ‘lemongrass cha’ and walking past Victoria Beckham, I came face-to-face with Eating With Tod, a man whose wide-eyed hand rubbing and hyperbolic cries for enormous dinners has earned him 2.3 million followers and counting – impressive however you bill it.   Next to Ramsay, near the pulled pork bao station, was Jesse Burgess, one half of Topjaw and the presenter on another one of the chef’s food programmes Knife Edge on Apple TV.

Don Lemon’s arrest will rally the #Resistance

Lemon squeezy Don Lemon, the former CNN anchor turned Substack influencer, was taken into custody by Homeland Security and FBI agents in Los Angeles last night. Lemon had previously covered an anti-ICE protest that disrupted a church service in St. Paul, Minnesota, earlier this month – though a federal judge in the state refused to approve charges against him. Another independent video journalist present at the church service, Georgia Fort, has also been arrested by federal agents, who said they were acting upon a grand-jury decision. Lemon faces two charges: conspiracy to deprive rights and FACE Act violation. For context: a number of independent and video journalists were charged following the January 6 riot at the Capitol.

don lemon

The John Lennon visa is now the OnlyFans visa

The US created the O-1B visa system in 1972 after John Lennon was nearly deported, and it became clear that there was no immigration system to attract artists to the country. Lennon couldn’t possibly imagine what the system has become now – nearly half the applicants for the O1-B in the last year are OnlyFans models, according to a report published by the nonprofit Florida Phoenix. This makes sense in the Trump 2.0 era, where the President is a game-show host, the War Secretary is a news anchor, Dr. Oz runs Medicare and the former first lady of World Wrestling Entertainment is in charge of the Department of Education. Our cinemas are empty and the average American reads negative five books a year. Bonnie Blue, there’s a luxury condo in Miami waiting for you.

OnlyFans

New York Fashion Week’s shimmer feels noticeably dimmed

Crossing streets with lattes in hand, camera lights flashing, perfectly curated outfits meant to be noticed, and a crisp chill in the air means one thing: New York Fashion Week has arrived. The September Fashion Week has long stood as the pinnacle of American fashion prestige. As the leaves turn red and brown, style photographers capture eclectic ensembles in motion, A-listers march through the streets and assistants carefully place nameplates on front-row seats beside pristine runways. But this year the week’s shimmer feels noticeably dimmed. The big names still show up – Michael Kors, Calvin Klein, Tory Burch. But in recent years they’ve been eclipsed by smaller, edgier and distinctly New York-based designers.

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Essex-boy Elegy: J.D. Vance meets the Bosh man

Vice President Vance is currently receiving visitors at an 18th-century Georgian manor in the Cotswolds, an implausibly quaint patch of the English countryside. Petitioners so far have included James Orr, the Cambridge academic and right-wing activist, Robert Jenrick, likely the next leader of Britain's Tories, and Nigel Farage, likely the next UK Prime Minister. Also on the list was one Thomas Skinner, a gregarious wide boy from East London turned e-celebrity turned patriotic influencer. After a stint as a pillow and mattress merchant Skinner, 34, found fame as a contestant on the 15th series of the British version of The Apprentice.

Thomas Skinner JD Vance
brat summer memes influencers

Harris allies lean on influencers to post about campaign

Ahead of the Democratic National Convention, Vice President Kamala Harris’s allies are leaning on social media influencers to push her campaign’s message, according to a pitch deck obtained by The Spectator. The League of Conservation Voters’s Harris DNC Organic Creator Campaign is anything but organic, it turns out. “Creators need to promote and uplift Kamala Harris’s record,” they are told. Suggested visuals lean heavily into the “brat summer” meme. “This can appear as at least one of the following: Mention Kamala Harris by name — either audio or text overlay Use Presidential imagery — e.g.

Caroline Calloway wants to give you some advice

Caroline Calloway — “It” girl, Instagram phenomenon, scammer, grifter — wants to give you some advice. Except, like most things in Calloway’s world, it’s not that simple. What she actually wants is for Elizabeth Wurtzel, author of Prozac Nation (1994), to give you some advice. But there’s just one problem: Wurtzel is dead. No matter: Calloway is stepping in, updating Wurtzel’s unpublished advice guide with some of her own insights and social-media savvy. If this unbidden collaboration from beyond the grave sounds farfetched, that’s because it is. Elizabeth Wurtzel and Caroline Calloway’s Guide to Life is about as mad as you would expect from the self-published author of Scammers and no less extraordinary for it. Of collaboration, Calloway knows a fair bit.

Calloway

Andrew and Tristan Tate touch down in Florida

Andrew and Tristan Tate, social-media influencers in the infamous "manosphere," returned to Florida today after two years of judicial confinement. The Tate brothers were arrested in December 2022 on charges of rape, trafficking of minors and money laundering. Although they have never been formally convicted, the brothers have been in legal limbo in Romania while the investigation is underway. They have only just received permission to visit their home country, the United States, but they are still under judicial controls, meaning they must return to Romania when summoned. Andrew and Tristan were both former professional kickboxers who began gaining notoriety by voicing controversial opinions online.

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The Mar-a-Lago face-off

In all the post election danger-to-democracy commentary, one unexpected new peril has emerged: the “nationwide surge of Mar-a-Lago face." Best exemplified by demented far-right activist Laura Loomer and former Fox News host-slash-former Donald Trump Jr. squeeze Kimberly Guilfoyle, Mar-a-Lago face is a cosmetic look characterized by immense volumes of cheek filler, heavy eye shadow and enough Botox to petrify the face. The male version could be seen when Florida congressman and attorney general-nominee-for-ten-seconds Matt Gaetz stepped out at the RNC with so much Botox and foundation that he instantly became a bipartisan meme. I’d argue that Mar-a-Lago face is not taking over America anytime soon. It’s barely taking over the Republican Party.

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Meet the MAGA porn stars

I’ve worked in the porn industry for nearly two decades — through the Obama, Trump and Biden administrations. Yet this year, I have heard more porn stars than ever before vocalizing their support for former president Donald Trump and his MAGA movement. How did the industry of free-speech icons and Democratic donors Larry Flynt and Hugh Hefner skew to the personality cult devoted to a man who helped overturn Roe v. Wade and screwed Stormy Daniels in more ways than one? The answer is complicated.  To understand, you have to grasp what happened in porn throughout the past eight years. Porn wasn’t always MAGA. “The Republicans are still the anti-porn party and the anti-reproductive freedom party,” Adam22, host of the podcasts No Jumper and Plug Talk, explains.

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Caroline Calloway: my hurricane diary

I promise I’ll get to the hurricane stuff, but first I just want to take a moment to appreciate how rare it is that I’m even writing this — and how special it is that we can gather together like this inside my sentences, in The Spectator, a place that is famously way more boring and more well-respected than my social media or my books. (Although the Washington Post DID call Scammer “a masterpiece” and the New Yorker DID say “Scammer is funny, engaging, and full of genuine insight,” which is what I would like my tombstone to say when it finally is my time to go!) There’s a lot of writing in print and online about me and comparatively none at all by me. This is by choice. I’m not complaining!

caroline calloway

Influencers take over the DNC

The Democratic National Convention Committee announced last month that it has issued the same credentials as traditional news outlets to over 200 content creators from TikTok, YouTube and other platforms for the August convention in Chicago. The creators will be able to use dedicated workspaces at Chicago’s United Center and have access to party surrogates. They will also be able to attend related events in Chicago, such as third party panel discussions, and capture content there. The RNC also offered credentials to some content creators last month. @DemConvention shared a clip on X featuring multiple different left-wing influencers/content creators planning on attending the convention announcing their attendance.

influencers

Is Nala Ray too far gone to be saved?

Cockburn never would have expected a porn influencer to bring religious discourse back to the public square, much less one who cosplays as anime characters. Yet months after her come-to-Jesus moment, OnlyFans starlet Nala Ray has TikTok theologians arguing: “Is she too far gone to be saved?”  Ray, a self-described nerd who grew up a pastor's kid, started her OnlyFans account in 2020. After being drawn to pornography because of the beauty of the human body (what else?!), Ray is “giving it all up for Christ.”  Conveniently, Ray is leaving OnlyFans after making over $9 million as one of the platforms top one percent of earners. She has deleted all but one video from the website since her conversion.

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Consider the tradthot

In the sinister annals of the men's rights activist internet back in 2017, an alt-right personality called Matt Forney popularized the term, or depending on your outlook, slur, “tradthot.” According to Forney, a “tradthot” (a portmanteau of “tradwife” and “thot”) was a woman who entered the alt-right pretending to believe in traditional gender roles but, in reality, wanted to exploit a male-dominated audience by catering to their fantasies.  Forney, although not well-known for his charitable views about women at the time — he's since repented, naturally — may have been onto something.

tradthot

The new Dada movement

I first came across the food influencer Samah Dada while searching for gluten- and dairy-free dishes. Dada, a twenty-eight-year-old food influencer with regular segments on the Today show, a cookbook, and a 400,000-follower Instagram account, somehow makes being a gluten-free vegan who doesn’t drink look fun. Her skin and hair are positively radiant with nourishment and nontoxicity; she looks very well-hydrated. Hoping to achieve some of this plant-based glow for myself, I headed to the Instagram account DadaEats and tried to eat like Dada. I started with the desserts, simply for the economy of scale: check out of the grocery store with almond butter, dark chocolate chips, rice cakes, maple syrup and dates, and you’ll be able to make almost any of her no-bake desserts.

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