After School by Casey Lewis

After School by Casey Lewis

Share this post

After School by Casey Lewis
After School by Casey Lewis
Djerf Girls and Low Pros

Djerf Girls and Low Pros

after school weekend edition

Casey Lewis's avatar
Casey Lewis
Aug 20, 2023
∙ Paid
30

Share this post

After School by Casey Lewis
After School by Casey Lewis
Djerf Girls and Low Pros
1
1
Share

Welcome back to After School Weekend Edition. Think of the Monday-Thursday letters as the CliffsNotes; this is the extended version for paid subscribers. Thanks for reading — your support makes this possible! 💫


TODAY WE’RE TALKING ABOUT:

  • Push-up bras are back, baby

  • Gen Z’s favorite Swede Matilda Djerf makes her NYC debut

  • It girl brand With Jéan goes gender neutral

  • Luxury spending down, streetwear spending up

  • Anti-aging skincare is coming for Gen Z :/

  • Can you engineer virality? L’Oreal sure is trying

  • Gen Z discovered Tabis

  • The Italian job bob

  • Bee Pollen Boob Growth

  • Latex lips

  • Big Oil

  • RushTok ("Have a great day not a good day!”)

  • The rise (and fall?) of Parade

Plus everything else that happened this week in brands, trends, and internet culture. Before we jump in, my favorite TikTok of the week:

@ava.talks.too.muchpls ignore how irritated my eyes are but i hope this helps yall! lmk if you guys want the part 2! #fypシ #highschool #advice #freshmanyear #foryou #viral #grwm #makeup #foryoupagе #yas #ily #backtoschool #schooladvice #slay
Tiktok failed to load.

Enable 3rd party cookies or use another browser

“as someone who is going to be a sophomore this is all so true. make the most of your freshman year” 🫶


THE RISE (AND FALL?) OF PARADE

In 2019, I was walking my dog one morning in Williamsburg and I came across a wild posting for an underwear brand I’d never heard of. I looked it up on Instagram, as one does, and they had launched that day. Within a matter of hours, my IG feed was filled with cool Gen Zers — people I followed! — posing in the colorful underwear.

Parade’s long-running microinfluencer campaign continues to be one of the best-executed marketing strategies I’ve seen. Gifting your product to hip people on Instagram in exchange for social media photos is not revolutionary, but the way the brand infiltrated such a specific subset of Instagram — and the fact that the product was immediately recognizable — was brilliant. And that’s to say nothing of the fact that Parade singlehandedly made an entire generation feel comfortable posting photos of themselves nearly nude on the internet. Seemingly overnight, they established themselves as the underwear of choice for Gen Z.

author
Parade on Instagram: “Bralettes! 🎉 We’re in NYC, LA, Austin, and Miami! 👋 Look out for us and come say hi!”
August 20, 2023

This post is for paid subscribers

Already a paid subscriber? Sign in
© 2025 Casey Lewis
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share