GRWM - A New Age Of Stylists
Get Ready With Me videos are as straightforward as they sound: creators film themselves getting ready for various occasions, sharing their skincare, makeup, hair, and outfit choices.
However, their effect on the digital community and wider fashion industry as a whole is undeniably powerful, the prevalence and effects of the genre arguably democratising fashion influence worldwide.
These videos, where influencers and everyday users invite viewers into their daily routines, have become a staple across platforms like TikTok, YouTube, and Instagram. For many this trend has redefined fashion inspiration for younger audiences, positioning creators as the new style icons and surpassing traditional print media's influence in the number of people reached and discourse achieved. The format particularly resonating with Gen-Z because of the innate authenticity and personal connection it forefronts, this being essential in the content they consume.
Unlike traditional style guides found in print media, GRWM videos offer real-time, interactive fashion advice. Viewers can see outfits come together, understand the thought process behind styling decisions, and receive tips on the latest trends.
This immediacy and interactivity has resulted in the emergence of a new generation of independent style gurus, whose large audiences and direct effects on social media’s fashion communities, demonstrates the importance of the format as a whole. In particular Wisdom Kaye has established himself as the king of Menswear GRWM content on Tiktok, even earning an invitation to this year’s Met Gala off the back of his meteoric success. Similarly beauty guru, influencer and entrepreneur Alix Earle has become synonymous with the trend itself. With her ability to immediately increase the desirability of a product after featuring it in a video, being dubbed the Alix Earle Effect by the Harvard Business Review.
The impact of GRWM videos however, extends far beyond individual creators. The trend has also created massive business opportunities for communities worldwide. On TikTok, the hashtag #GRWM has amassed over 161.2 billion views, while YouTube reports over 6 billion views for videos with variations of the GRWM title. Brands are eager to collaborate with popular creators as they recognise the vast and engaged audiences they attract. The move away from traditional editorial work with talent, and towards engaging with creators through their own format and medium demonstrating a clear change in audience demand, and the opportunity for exciting partnerships.
