Influencers

Yesterday

Margaret Mitchell

Frugal chic, the movement changing the way women shop

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. This type of frugality is not about doing everything on the cheap, but rather emphasises what McGrath calls ‘value-based spending’ – for example, buying the £120 pair of shoes

Wednesday

Rod Liddle

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

Saturday

Josh Barrie

Food influencers aren’t going anywhere

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. Topjaw is just shy of one million followers now, a tour de force for chefs who want to talk up independent restaurants and denounce desultory