Phoebe Philo is coming back, the boob is freed, Chase Sui — Generation star, Harvard grad, Anna’s niece — is the coolest, decoding TikTok’s obsession with “that girl,” and…

FROM AERIE TO ZARA, RETAILERS ARE TURNING VIRAL TIKTOK MOMENTS INTO SALES GOLD

The power of TikTok: Lululemon entirely sold out of this skort after it went viral on the app, and Aeropostale saw a spike in sales when the hashtag ”#tinytops” started blowing up — and they now have a section in their stores devoted to clothing that’s TikTok-famous. cnbc

CHICO’S IS HAVING A MOMENT WITH GEN Z AND MILLENNIALS

First Eileen Fisher, now Chico’s. What’s next, J. Jill? Talbots??? glossy // Also: Toms of Maine is making a play for Gen Z by putting their environmental initiatives front and center. thedrum

IN QUEST FOR GEN Z ATTENTION, NORDSTROM TAKES MINORITY STAKE IN TOPSHOP

It’s part of a strategic partnership with Asos, the new owner of Topshop, Topman, and Miss Selfridges. retaildive // Related: Shein surpasses H&M, Zara in US fast fashion sales. retaildive

COULD GEN Z FREE THE WORLD FROM EMAIL?

Sorry, but no. The takeaway is, basically, that email isn’t perfect (“It’s impossible to expect email to be the main form of communication because so many people aren’t working office jobs or are sitting in an office with an email notification coming through” says one Gen Zer, which…sure, yes, of course!) but neither is texting, DMing, etc. nyt

HELLO, CONTENT CREATORS. SILICON VALLEY’S INVESTORS WANT TO MEET YOU.

This story is great, but the headline is a bit misleading (much like the above NYT link 🙃). VCs are investing big in the influencer economy — but in digital tools, not personalities. nyt // Related: Facebook wants to court creators; it could be a tough sell. nyt

I PRETENDED TO BE AN INFLUENCER & ALL I GOT WAS THOUSANDS OF LIKES

An absolute must-read on influencer culture from actress Sarah Ramos (who also happens to be a must-follow on IG, and I do not make that claim lightly). bustle

One last thought:

molly mary o'brien @missmollymary

working on a theory that basically goes: the first time a trend in pants drastically changes and you don’t like that change, you are no longer Young

July 11th 2021

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