A missing necklace and an influencer witch-hunt

Summary

Style-ish Podcast Summary

Episode: A Missing Necklace and an Influencer Witch-Hunt
Host: Shameless Media (Madison Sullivan Thorpe with co-hosts Joanna Fleming and Rhiannon Joyce)
Date: October 21, 2025

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Overview

This energetic episode dives into three hot topics in the fashion and influencer world: the viral saga of the missing Lunar Ray necklace and the influencer "witch-hunt" it sparked, the nostalgia-fueled rebranding of Kylie Cosmetics with the return of "King Kylie," and Sofia Richie Grainge’s quiet-luxury fashion label launch and its reception. The trio also open up with their segment swaps, providing playful and practical recommendations spanning uncomfortable TikTok trends, beauty hacks, and sun-smart rashies for men.

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Key Discussion Points & Insights

1. Fun Swaps of the Week (03:15–11:09)

• The co-hosts kick off with weekly recommendations, mixing humor and practicality:

  • Kim Kardashian’s Deflection Techniques

    • Madison recommends the Kim Kardashian "Call Her Daddy" interview, not for revelations but for how Kim masterfully dodges personal questions—“that interview is a masterclass in deflection” (B, 04:14).
    • Notable moment: when asked about co-parenting with Kanye, Kim responds “what do you think it’s like co parenting with Kanye West?” (B, 05:29), cleverly making the audience fill in the blanks.
    • Quote: “Your assumption is the answer.” – Madison (A, 05:48)

  • Toe Veneers for Runners

    • Rhiannon coins the term "toe veneers," describing how fake toenails boost her confidence after marathon-induced toenail loss.
    • Memorable moment: Rhiannon takes off her shoe in the studio to show off her reconstructed “toes” (A, 06:33).
    • Quote: “If your toes are fucked like mine are, you pop into your salon and you get the toe veneers.” – Rhiannon (A, 08:27)
    • Discussion about the practicality and shape-filing of prosthetic toenails.

  • Men’s Rashie Shirts for Sun Safety

    • Joanna enthusiastically recommends rashie “t-shirt” style swim shirts for men, available at Anaconda, pointing out their comfort and sun-smart design.
    • Quote: “If you have a man in your life and they are not obeying you and your sun safety orders, maybe get them a rashi that they can wear to the beach and the pool.” – Joanna (C, 10:49)

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2. The Missing Lunar Ray Necklace & the Influencer Witch-Hunt (12:31–22:29)

• Background & Setup:
  Australian jewelry brand Luna Ray’s co-founder, Amy Bradley, posts a TikTok accusing an unnamed influencer (allegedly a reality TV alum) of claiming a $360 necklace never arrived, prompting a chargeback—meanwhile, the brand sees the necklace on the influencer’s socials.

• Social Frenzy & Ethical Discussion:

  • The video goes viral (3M views), launching users into a frenzied guessing game and leading to accusations being hurled at uninvolved influencers.

  • Amy later posts a follow-up, shocked by the scale and encouraging people to stop falsely tagging innocent influencers.

    • Quote: “We can't tag influencers who have nothing to do with this. Like none of these people are this person.” – as referenced by Jo (C, 13:34)
    • The host trio break down the ethical issues of posting callout videos, especially when the comment section spirals.
      • Quote: “If it’s your video, it’s your comment section, you’re accountable for that.” – Rhiannon (A, 16:34)
      • The conversation explores the mental toll of being wrongly accused and bluntly questions the wisdom behind public callouts: “It festers hate and it festers accusatory behaviour for people who have nothing to do with it.” – Madison (B, 17:16)

  • Perspectives on Intent and Responsibility:

    • Rhiannon and Joanna doubt Amy was naïve about virality, emphasizing prior examples of similar social media mobbing.
    • There’s discussion about alternative ways to resolve disputes (Consumer Affairs, legal avenues) without fueling social media witch-hunts.
    • The trio contemplate whether the entire event might have been overblown or even fabricated for PR—prompted by the lack of conclusive internet sleuthing.
      • Quote: “If no one’s been able to sleuth hard enough to find this necklace on someone … did this happen?” – Joanna (C, 18:59)

  • Broader Takeaways:

    • Importance of moderating comment sections to protect innocent parties.
    • Question the value and damage of this form of “keyboard warrior” policing in the influencer economy.

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3. Return of King Kylie: Kylie Cosmetics Revives Its Iconic Era (23:18–33:45)

• Kylie Jenner’s Nostalgia Play:

  • Kylie re-launches her “King Kylie” persona and products for Kylie Cosmetics' 10th anniversary, stirring millennial/Gen Z nostalgia with OG lip kits, themed palettes, and a continuation of a cult 2016 music video campaign.

    • Quote: “It was very much tapping into the nostalgia, clearly, and marketing it by continuing that story and peppering it with that 2016 aesthetic that feels so ingrained in really, all of our brains.” – Madison (B, 24:39)

  • Industry/Fan Reactions:

    • The hosts note Kylie Cosmetics’ quieter years and theorize the return is timed to revive buzz and recapture its viral heyday, although the “clean girl” beauty trend now dominates.
      • “It’s almost like the time she peaked … and they’re trying to go back to … her most iconic era.” – Rhiannon (A, 26:04)
      • TikTokers are revisiting their "2016 vs. now" makeup, hinting the trend cycle may eventually turn back to this look.

  • Effectiveness & Market Shifts:

    • While the relaunch delivered huge earned media ($5.7M in media value in 48 hours), the co-hosts doubt it’ll directly translate to sales, considering changing consumer tastes and stiff competition from brands like Rhode.
      • Quote: “Media value doesn’t always equal dollars.” – Madison (B, 31:07)
    • Discussion on how Kylie’s personal brand has shifted away from “baddie” to minimalist chic—raising questions about the brand/founder fit.

  • Sibling Strategy & Launch Clustering:

    • Kim Kardashian plans to relaunch her beauty line under Skims: the hosts speculate Kardashians purposely synchronize launches for maximum buzz.
      • “A rising tide lifts all boats … the Kardashian brand is most popular or most relevant when they’re all doing things at the same time.” – Rhiannon (A, 32:31)

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4. Sofia Richie Grainge’s Fashion Label Launch (33:46–42:31)

• Brand Launch Details & Public Response:

  • Sofia launches SRG, a 55-piece “quiet luxury” collection with Revolve/Forward—majority priced at a luxury tier, sparking price/quality debate as some expensive pieces use synthetic fabrics.

    • Quote: “There’s not a lot sitting in that lower range. We’re talking like a little tank.” – Joanna (C, 34:23)
    • AUD context: “The green suede coat … is $3,561.” – (C, 39:12)

  • Timing & Aesthetic Critique:

    • Critics argue the brand missed the cultural moment by launching two years after Sofia’s viral “quiet luxury” wedding—“a little bit too late.”
      • Quote: “Had she have launched this in 2024 off the back of getting married, this would have gone bananas … despite the price point and the … basic fabrication makeup.” – Madison (B, 36:00)
    • The similarity to existing influencer and celebrity brands (e.g., Helsa, The Row) is called out.
      • “I saw a lot of people calling out … the similarities between Helsa and her brand.” – Rhiannon (A, 38:43)

  • Target Audience & Pricing Disconnect:

    • The team questions if her aspirational millennial/Gen Z audience will buy into luxe pricing not supported by luxe fabrication; opportunity missed to dominate the aspirational mid-range space like Odd Muse.

  • Strategic Launch Coordination:

    • Discussion on the (likely) deliberate timing of her pregnancy announcement to double up media interest in tandem with the brand launch.
      • Quote: “I always assume that there is some sort of commercial gain for these announcements and that could be deeply unfair … I always assume that the timing is always strategic.” – Rhiannon (A, 41:00)

  • Personal Purchase Decisions:

    • Only at a more affordable price point (“could go and dabble up or … do their high, low”) would the hosts consider buying—a missed commercial opportunity.
      • “Talk about getting the bag, girl. I feel like you left a lot of dollars on the table by being this kind of price point.” – Madison (B, 42:21)

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Notable Quotes & Memorable Moments

• On Viral TikTok Drama:

  • “If it’s your video, it’s your comment section, you’re accountable for that.” – Rhiannon (A, 16:34)
  • “It festers hate and it festers accusatory behaviour for people who have nothing to do with it.” – Madison (B, 17:16)

• On Influencer Economy:

  • “Accusing someone of stealing is a pretty big accusation, I would say. And to not be able to defend yourself … in the public domain … was really disappointing.” – Rhiannon (A, 20:44)

• On Kylie Cosmetics’ Nostalgia Marketing:

  • “Media value doesn’t always equal dollars.” – Madison (B, 31:07)

• On Sofia Richie’s Brand Pricing:

  • “There are just so many options out there that you could find similar internationally or locally that are way more affordable.” – Rhiannon (A, 39:12)

• On Strategic Celebrity Launches:

  • “A rising tide lifts all boats … the Kardashian brand is most popular or most relevant when they’re all doing things at the same time.” – Rhiannon (A, 32:31)
  • “I always assume there is some sort of commercial gain for these announcements … the timing is always strategic.” – Rhiannon (A, 41:00)

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Timestamps for Key Segments

| Segment | Start | End | |-----------------------------------|---------|---------| | Fun swaps (recommendations) | 03:15 | 11:09 | | Lunar Ray necklace drama | 12:31 | 22:29 | | King Kylie/Kylie Cosmetics | 23:18 | 33:45 | | Sofia Richie Grainge SRG launch | 33:46 | 42:31 |

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Tone

Clever, sassy, playful, but also critical and analytical—typical of the Style-ish brand and its candid, well-informed hosts. They balance humor with sharp industry critique and honest opinions, ensuring the conversation is both fun and insightful.

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Summary prepared for listeners who missed the episode: expect big laughs, blunt opinions, and the inside scoop on influencer drama, beauty marketing trends, and celebrity brand moves—all wrapped in the hosts’ signature style.

Transcript

[A]

Foreign.

[B]

This episode of Stylish is brought to you by the new Christopher ESVA eyewear collection, exclusive to Specsavers, available now at Specsavers in store and [e-mail] this is stylish, the podcast for all things fashion, beauty, brand and lifestyle. My name is Madison Sullivan Thorpe. To today, my co hosts are Joanna Fleming and Rhiannon Joyce. Ladies, how are we?

[C]

We're Yogi. Happy Wednesday, Jo.

[B]

You're back from vacay.

[C]

I am.

[A]

Oh, my God, yes.

[C]

Yes. It was nice to get away for the week and enjoy some sun safe outfits.

[A]

Noted on TikTok. I love the video that you guys did that was so funny.

[B]

I feel like if you haven't seen this video, go over to Joe and Adrian's socials because it made me cackle like a witch.

[C]

It was his idea. He saw the white chick's audio of when she's on the be and yeah, he was like, we've got to do this on TikTok. So I was like, all right.

[A]

It was perfect. And your lip syncing was bang on. Very impressed.

[C]

Yeah, I did that in one go as well. Oh, yeah.

[B]

She is very impressive because Ray and I have tried to lip sync Many TikToks and Ray's like, for God's sake. On the beat.

[C]

It's hard. It's really hard.

[A]

To be fair. Usually when we do it, we've had like three or four champagnes.

[C]

I was so bad. So, yeah, it's like.

[A]

And I have to count Mads in. I'm like, one too.

[B]

Full. Dan's mum. I know.

[A]

Oh, my God, I love that.

[C]

Well, Arnica's still gallivanting around Europe, so thanks for being with us again. Re.

[A]

Happy to be here.

[C]

Keeping her seat warm.

[A]

Happy to be here, guys.

[B]

Now, I have to ask you both, I mean, how could we have missed it? But I'm hoping you've both seen the skims pube underwear.

[C]

Yes.

[A]

Oh, my God.

[C]

How could I not have seen that?

[B]

I think this is Rage Bait 101. Like, we were going to make this a headline and then we were like, no, that, no. Because obviously we've all seen it, we've all read about it. And I was chatting about it with my two stepsisters over lunch on Saturday and one of them was like, how would she think anyone would want to buy that? And I was like, I'm going to deepen this a little. On their website. They're available or they're sold out now, or so they say. They're not on a Singular Stockist website. And nor are the infamous nipple bras that launched recently either. So my analysis of this is I don't think they're making that many of them or that they're stocking them with anyone. This is purely like a media play to get attention.

[A]

You are so bang on.

[C]

Yeah, I really like that take. But also, how do you sell in a pube g string to a supplier? Like, how do you sell that into David Jones?

[B]

It could also, you know, it could also be that.

[C]

Jo, hear me out. Merkins, how do you sell that in, you know.

[B]

You know what? It might be an instance of a Rhiannon Joyce special. If two things can be true. No one wants it and they're after the media attention.

[A]

They know exactly what they're doing. You're going on.

[B]

So they do not get a headline from us. They just get the 62nd mention.

[A]

We're still talking about it, but only just a little.

[C]

Just a little.

[B]

It's like a little snack size.

[A]

Move on, moving on.

[C]

All right, today we are talking about the return of King Kylie and Kylie Cosmetics staying in the Kar Jenners, the debut of Sofia Richie Granger's fashion line and what it tells us about where fashion is at right now and the Lunar Ray necklace saga that's been playing out on TikTok. But first, what do we each want to swap in this week? Mads, I feel like yours is on Kardashian themed. So we said we weren't going to give them airtime today. We lied.

[A]

No, no, just the Mirkin. We're not giving air.

[B]

We're not giving them.

[A]

Is that the formal term?

[B]

No, When I looked it up, it's like called the pube G string.

[A]

The pube G string. Pube is aggressive.

[B]

Hey, our senior producer is in the room with us. Can you please just Google if it is the pube G string? I'm pretty sure when I was on their side it didn't come up for pubes, but when I typed pube.

[A]

I just love how you embolize pubes.

[C]

She goes hard on the P, doesn't she?

[B]

Really hard on the P. Ready to confirm? Please hold.

[A]

Faux hair micro string thong.

[B]

Faux hair micro string thong.

[A]

I like pubes.

[B]

Yeah, I think if you do type in pube in the search, you must.

[C]

Be somewhere in the SEO look.

[B]

No, I'm not sponsored by Kris Jenner, but my swap for this week is the Kim Kardashian interview with Alex Cooper for Call Her Daddy. Now, I'm not recommending this interview for the reasons you might think, yes, Kim comes off very intelligent. It's clear that she's like a very devoted mum. All of those things. Yep. Tick, tick, tick, tick, tick. What I kept thinking about the episode was she didn't really give me any information about her that I didn't already know.

[A]

Right.

[B]

Or that I hadn't had in another context. Which is interesting. Cause I think Alex Cooper and Call Her Daddy are renowned for kind of getting the most out of people. And somehow she still felt vulnerable. And Anyway, there's a TikTok account by the name of Saab. Saab uploaded this TikTok being like, that interview is a masterclass in deflection. And I just loved it, because what Kim did is something I've been trying to illustrate at the moment. I was chatting to Ray about this at a wine bar on Friday. But basically, when you're asked something by someone and you don't want to answer it because it feels invasive, or you're like, I feel like you're fishing for that information about me, not because you want to get to know me anyway. If you're also struggling with that, my swap is to go and listen to that interview.

[A]

Do you have an example from the interview? Like, when she was asked a question? Because I haven't. I haven't listened to it.

[B]

I think a really great example was when she said, what's it like co parenting with Kanye West? To which she said, what do you think it's like co parenting with Kanye West?

[A]

Love?

[B]

Didn't answer it, but kind of like, did in the most roundabout way. It was just amazing at deflecting it back. So you, as the audience and listener, kind of come up with your own interpretation. Yeah.

[A]

Well, your assumption is the answer.

[B]

Yes.

[A]

Ooh, I like that.

[B]

Yeah. Okay, so that's my swap. Bri, what about you?

[A]

Not a sexy spot for me today, guys, but I cannot tell you how many people told me I had to get on the mic and recommend what I'm about to recommend today. I. And to be honest, all the podiatrists who listen to Stylish, there might be.

[B]

A few of you.

[A]

I'm really sorry in advance, but I'm recommending toe veneers.

[C]

I'm sorry, what?

[A]

Toe veneers. I made this term.

[C]

Wait, is this post marathon?

[A]

Post marathon. And, guys, don't worry. The marathon chat is soon to be over. I got to sneak one more. One more thing in. My toes look fabulous. And that is because I. Do you want me to take my shoe off? No, I can't take the other one off.

[C]

It's broken. Oh, she's. Is that a toe veneer?

[A]

That is a toe veneer. I've got my feet out in the studio, people.

[B]

I just want to. This is good. This is the second time in, like, 48 hours I've seen your toes.

[A]

Well, that's weird. Wait, what do you mean?

[B]

You got them out on Friday at Albert's.

[A]

Oh, my God.

[B]

Sorry.

[A]

In the context of showing off my veneers.

[B]

Yes. Okay.

[A]

Yes.

[B]

This is the second time I also.

[A]

Took my shoes off in the office to show the team because I was so impressed with how well they came out. So for those of you who don't run, what happens if you start to run long distances over time is that it can damage your toenails and eventually your toenails fall off, which is so gross. And I'm so sorry, but that is the harsh reality of running. I had two toenails fall off. My two biggies fell off.

[C]

And was that immediately post marathon or.

[A]

No. So I lost them, like, halfway through the training, and I just had to commit to not getting them fixed until after the marathon because I was like, they're just going to keep getting damaged.

[C]

Does that not signify that maybe long distance running is, like, not good for you?

[A]

I think it just happens. Like, it's a combination of things. One, it can be your shoes. Oh, okay, I'm going.

[B]

I'm tangent now.

[A]

I'm cutting myself off. I'm cutting myself off the tangent. No, let's focus on the veneers.

[C]

Okay?

[A]

Yeah, okay, let's focus on the veneers. Because my feet looked so bad and I was thinking, okay, post marathon, it's like a reward. I'm going to get my pedicure done.

[B]

Like, think of.

[C]

Was that TikTok? It's like a reward.

[A]

It's like a reward post marrow pedicure, right? Anyway, so I do have somewhat of a nail, and I think this is important. You need this because they have to stick the acrylic nail onto something so that you have to have some little stubby nail going on.

[B]

Right?

[A]

Okay.

[B]

So I did.

[A]

And I went in and I thought, fuck, this is going to be hard work for them. I was there for an extra 30 minutes and my Lord, it was worth it, guys, because my toes look pretty good and I can wear open toe shoes now. I couldn't wear open toe shoes for a few months. So my recommendation is that if your toes are fucked like mine are, you pop into your salon and you get the toe veneers. Because dolls.

[C]

Is that what you ask for?

[A]

You say, no, I made that name up. I actually am full upfront transparent. And I say, look, my toes aren't great. I've lost my two big toenails and I need some fakies on them.

[C]

They're used to it, I reckon.

[A]

I think they've seen some shit there.

[C]

Yeah, prosthetic toenails.

[A]

That's literally what it is. So it's basically a fake toenail. And it just has really helped with my confidence.

[C]

Do they have to, like, shape it? Do they make it?

[A]

Yes, so they shape it.

[C]

It's.

[A]

Think about, like, when you're getting your nails done, they do the same thing where they put, like, the gel of it and then they mold it out and then they kind of file it down. Look, one of them isn't as good as the other, but I take the W. I'm coming into summer. Like, there's not a world. And truthfully, when I went to Brisbane a few weeks ago, I was walking around with closed toe shoes. It was like 32 degrees, but I couldn't get my toes out, so I had to quickly, like, take them off before I'd get in the water because my feet look so bad. So I just want to avoid that in summer, so I'm really happy. So if you're like me and you have issues with your toenails, go and get the fakies. Get the toe veneers. Enjoy your summer.

[B]

At this point, I just want to play who Let the Dogs Out? Like, can we just cut that into this?

[A]

Do you know what it is? It's a hot toe summer.

[C]

Yes.

[A]

Get around it, guys.

[B]

We did debate because I told Ray it should have been called a toe toupee because I love ratio.

[C]

I like the toe veneer. I like the toe veneer.

[B]

Yes. I like that.

[C]

Yeah.

[B]

God, bring us home strong. Please don't be feet related.

[C]

It's not feet related. It is sun safety related. I thought I would give a very helpful recommendation for those that are males that are listening and want some way to protect themselves while they are enjoying the beach or the pool. So my brother actually started this trend amongst my, like, family and extended friends because he was one day wearing this, like, what looked like a T shirt in the pool with my nephew. And Adrian saw it and he was like, oh, is that a rashi? And it was like a rib curl rashi, but it just looked like a plain T shirt. Like, it kind of looked cool. And so we ended up finding that there's these body Glove ones you can get from Anaconda that are actually quite affordable. I think they're like $40. They come in like a short sleeve and a long sleeve version. There's no like funnel neck or anything. So it just looks like a T shirt, but it's UPF 50 plus, so it's protective as well. So if you have a man in your life and they are not obeying you and your sun safety orders, maybe get them a rashi that they can wear to the beach and the pool. And then they're only needing to really worry about their neck and their face and their arms.

[A]

That's a great idea.

[C]

Love that.

[B]

Good Christmas gift coming up.

[A]

Yeah, that's a great Christmas gift. Yeah.

[C]

Adrian's got four of them, I think, at home, and he just rotates through.

[B]

Them when we're on holiday.

[A]

Of course he does.

[B]

I have no doubt that that man has that many of those because I would hate to live in your household and not have at least three on her.

[C]

Okay, now that my son safety messaging is out, I managed to get that into the episode. Next, we are unpacking the case of the missing Lunar Ray necklace and the influencer witch hunt it provoked. But that will be right after a word from today's sponsor.

[B]

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[C]

All right, our first headline of the day is the case of the missing Lunar Ray necklace. Now you've likely seen this saga around the missing necklace on your feeds over the last week or so. Maybe not so much if you're not on TikTok. If you're not on TikTok, you might have no fucking idea what we're talking about. But I definitely saw this unfolding. So to give you a quick overview, if you're not on TikTok, Amy Bradley, the co founder of Australian jewelry brand Luna Ray, shared a video accusing an unnamed influencer of stealing a $360 necklace. So allegedly an influencer purchased an eclase through the brand's Shopify, but after the brand sent the product to them, the influencer claimed they never received the product and they processed a chargeback through their credit card company. So then they get a notification from Shopify that a chargeback has been requested and they're like, hang on a second, we can see that this has been delivered and they should have received it. And so they explained in this TikTok that they went and found this influencer and their social profiles and they saw the $360 necklace being worn. Right? And so that's where this controversy has come from. Because then lunaray, the founder Amy Bradley has jumped on and spoken about this situation and explained the charge back and that they've basically caught this influencer stealing from them. And I use inverted commas, air commas. But it sparked this huge backlash online of everyone in the comments now coming at the brand, coming at influencers, tagging influencers, being like, it has to be this person, it has to be that person. Because they did say in this TikTok they've been on reality TV. So that then kind of narrows the funnel a little bit as to who this person could be without them having to name them. So it's created this huge kind of storm on socials. So a day after posting the video, Amy made a follow up video and she said it's getting a little bit out of control though because people are now tagging influences that they think it is. People are getting really crazy about it and people are like they want blood. It's really full on. And I very much appreciate the support of a small brand, I really do. But we can't tag influencers who have nothing to do with this. Like none of these people are this person. She said the reason they didn't want to name and shame the influencer is because she wasn't sure the public would be respectful and kind to them and that she's now downloaded the videos where she can be seen wearing the necklace and is going to give them an opportunity to pay for the item. But either way, she said she's going to be reporting them to the police. So what do you think about brands posting these type of videos? Because in this follow up Amy has said they didn't expect it to go viral. They didn't expect it to get this reception from their audience or, you know, the general audience on TikTok. Re, I can see your brain ticking over, so I want to throw to you first.

[A]

I take an issue with these types of videos on social media, particularly TikTok and I find it difficult to believe that someone wouldn't post this without considering and perhaps it wasn't their intention. But I think it would be remiss of anyone to post these types of videos and not consider that there would be negative backlash or that it could result in a swarm in the comments section. We have seen this happen time and time again. This business owner is obviously active on TikTok. They're posting on their own commercial page. She's likely come across other videos similar to the video that she created and saw the swarm of commentary, both negative and positive, that it can generate. I find it very difficult to believe that she didn't at least consider that that would be something that could happen.

[C]

I agree with you there.

[B]

I'm so with you, Ray. This is not the first time we've seen this type of content. We see it with waitresses going, I had someone really rude at a restaurant. You see it from like restaurants in New York where you'd know it'd be an A lister. And the comment sections are just always swarmed with accusations or guesses as to who it was.

[C]

In the follow up video, she did say that they realized that the credit card that paid for the item was a company credit card and they've since apparently been in touch with the company. And it's very interesting. Like that's what she said in the follow up video, that it's a very interesting situation. They're still kind of trying to figure it out.

[A]

One thing I will say is I do think she created the video to for it to blow up and potentially be something that generated the story. I don't think her intention was for it to get nasty and for random influences to be brought into the conversation. However, one thing that I believe is that if it's your video, it's your comment section, you're accountable for that. So when people are incorrectly naming other influences who it's not or having an absolute shitstorm in your comments Ripping on random people. It feels really. It feels negligent, to be honest.

[B]

Yeah.

[A]

That you're allowing that conversation to play out and you're also allowing people to defame other people in your comments section.

[B]

Yeah, it festers hate and it fest. Festers accusatory behaviour for people who have nothing to do with it. And it really goes back to that tall poppy thing. A lot of people don't like the influencing space. Any chance to kind of neg on them or to kind of assume that they've done something wrong and to like encourage their downfall clearly elicits response.

[C]

I think it's fair game if they had reached out, they had tried multiple times to email and call and get in touch and had been flat out ignored, or they were trying to deny the influencer was trying to deny what they'd done. I think fair game to then talk about it. Not necessarily name them, but fair game to bring it up and bring it to socials because you've already tried to resolve it privately. I think fair game. That's just my personal opinion, but I don't believe that that has been the case because that's not something that they mentioned.

[A]

I also think there are other avenues you can pursue to try and get follow up on this. You can contact Consumer affairs, you can, you know, pursue this in a legal capacity if you wanted to. I just think the decision to take it online, it just feels a bit icky to me.

[C]

Yeah, it's been taken as a PR up.

[A]

Yes.

[B]

Yeah. And I also don't want to take away, though, from the fact that this brand owner has bought this product, sold it to someone and then inevitably had to provide them for a refund on a product they did receive. Yeah, Like, I don't want to take away from that. I just don't know that the shaming is necessary when it's like unnamed. It feels a little bit keyboard warrior.

[A]

It's a witch hunt.

[C]

I've seen a couple of videos of influencers that have had to create content. Being like, I don't know what you're talking about with this necklace, it's not me. But I also then was like, hang on a second. If no one's been able to find this person and these videos exist, did this happen?

[B]

Yes.

[C]

I started getting in my head about it.

[B]

Oh, my God, wait, if no one.

[C]

Has been able to sleuth hard enough to find this necklace on someone and the videos exist and we've got the information that they are a reality TV star, how is no one on TikTok with the virality of this, found this influencer.

[A]

Oh, my God. I didn't like full deception, though.

[B]

We're not detective, I guess, to challenge ourselves because I feel like we're all kind of thinking the same thing here. Her top three pinned videos have less than a hundred thousand views.

[A]

Yeah.

[B]

So there is every chance that she uploaded this, maybe anticipating some conversational chatter, but not thinking that it would gain the virality and traction that it did.

[C]

Yeah. That video has 3 million views.

[B]

Yeah.

[C]

So maybe she thought, oh, I might get like 10,000 views on this, but not 3 million.

[B]

And the comments section that we're seeing is, you know, there's commentary to, you know, both influencer accusations, but also a lot of people in the camp of like, hey, don't love this from you, don't want to support you or your brand.

[A]

Which is obviously not what she wants either. No one wants to sit there and see, you know, their integrity be attacked and also their brand potentially be impacted by that. And again, I think it comes back to the point, I don't think it was her intention for this video to hit the side of TikTok.

[B]

It has no.

[A]

But we can pull it down.

[B]

And I just don't think that anyone is winning in this piece of content. I don't think the brand has won. And clearly the influencers being accused or the guilty influencer has not won. And, like, she still doesn't have a resolution to the issue that was first at hand.

[C]

Yeah.

[A]

I want to talk about the influence it's actually had on the creators, though. What do you guys think about that? Do you think it's fair that they've come out to defend themselves?

[B]

Yeah, I do think that.

[C]

Yeah.

[B]

But I think it's fair for them to defend themselves. I think it's unfair that they've had to. Does that make sense?

[A]

Absolutely. It's also, don't underestimate the mental burden to feel like people are also questioning your integrity as a person. Accusing someone of stealing is a pretty big accusation, I would say. And to not be able to defend yourself or feel like you have to defend yourself in the public domain and people allowing. Again, coming back to my point around the comments section, I think the fact that that was allowed to be fueled and become a bit of a cesspit was really disappointing. If you're a business account or if you're an individual, even if this happened in my own comments section, you're responsible for monitoring and moderating your comment section to avoid people's names being shamed and for these influences, then having to come out and reply to comments or make actual full length videos saying, that didn't happen. I didn't do that.

[C]

Yeah. Also you can turn the comments off.

[B]

Exactly. And also these are only the comments we're seeing. We have no idea what's going on in the private DMs of these poor creators. So true as well.

[A]

True.

[B]

Any of your group chats divided? Like, are you guys having this conversation with anyone else?

[A]

Yeah, I would say it was really divided in my friendship group. A lot of people gave her the benefit of the doubt and genuinely believed that it was an honest mistake and she was making the video. More so to come from the perspective of a small business owner looking for other advice and support from other small business owners who perhaps had had the same experience. Experience and that, you know, she didn't think it would blow up in the way that it did. I can see that perspective. But I still come back to the point that regardless if that your intention wasn't for that to happen, you still have a responsibility on bringing the conversation back to what it was or trying to shut the conversation down. And I don't think that happened. Yeah.

[B]

You know what's pretty wild though? I would like to think I'm chronically online. I had not been served this drama at all.

[C]

Really.

[B]

I'm like really stuck on the and I wake up in the morning and I step outside. That's clearly the side of TikTok I'm on.

[A]

That's a good side to be on.

[B]

Yeah. Next, we're going to discuss the return of King Kylie and Kylie Cosmetics. But that will be right after a word from today's sponsor.

[A]

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[B]

All right, you might have seen on social media last week that King Kylie is back. And for anyone not familiar, King Kylie was a nickname Kylie had from 2014 to 2016, and it was very heavily associated with the launch of her makeup brand, Kylie Cosmetics. I don't know about you guys, but I felt like I was thrown back into a time machine of Tumblr times.

[A]

I loved it.

[B]

The King Kylie era was really of that time when Kylie was leaning into that big, strong, bold, like, makeup beat esthetic. The block brow, dipped blue hair, like 42 Cartier Love bracelets on a hand. You guys know what I'm talking about. So to celebrate Kylie Cosmetics 10th anniversary last week, Kylie teased out and then eventually released the King Kylie collection. A range of glosses, the OG lip kids. We had eye palettes inspired by her hair colors. She revived her 2010 Persona by releasing a video and a song. The song Four Strikes was made in collaboration with pop duo Tara Jr. And is a throwback to 2016, when she released a wildly popular commercial for Kylie Cosmetics that featured the song Three Strikes by Tara Jr. Which fans theorized Kylie was singing. Do you guys remember the original film? Convertible top down?

[A]

It's like a robbery set up.

[B]

Yeah. So this is the continuation of that film clip. This is her getting out of jail. So in the video, she's very much tapping into the nostalgia, clearly, and marketing it by continuing that story and peppering it with that 2016 aesthetic that feels so ingrained in really, all of our brains. Have you felt like you have been seeing much from Kylie Cosmetics before this?

[C]

Zero.

[A]

Yeah.

[C]

Very quiet on the campaign front. I even saw her change her display picnic.

[B]

Yeah.

[C]

So that made me think, okay, they're really trying to lean heavily into reviving this brand in a big way.

[B]

Why do you think they've lent into the nostalgia of this, like, King Kylie era?

[C]

You say nostalgia, but I'm like, this was only 10 years ago. Look, it does feel like a lifetime ago, because at that time, Kylie was a teenager.

[B]

Kim was still married to Kanye.

[C]

Exactly. It feels like a lifetime ago. Now she's got a completely different aesthetic. She's got two kids. She's a mum. Like, she's just got a completely different vibe.

[B]

Yeah.

[C]

And that was obviously prime time for that brand. Like, they were killing it. Those lip kits were constantly sold out. I remember trying to get one.

[B]

Yeah.

[C]

And they were constantly sold out. You'd be in a line on the website like it was insanity how popular the brand was at that time. And I just don't think they have that level of popularity anymore. So is it they're trying to roll back the clock to. To recreate that?

[A]

It's almost like the time she peaked yeah. And they're trying to go back to the time that. I'm sorry, that sounds unfair because I actually really like Kylie Jenner. I think she's always maintained cultural relevancy. I mean, that in a way, where her and her brand, that King Kylie era, is what everyone refers to as being, like, her most iconic era and her being, like, super experimental with beauty and fashion and just iconic.

[B]

Yeah. And I would say, as well, it's when the brand peaked. Like.

[C]

Yeah.

[B]

You look at the beauty landscape now, it's very much. I would say the buzziest brands are Road, Summer Fridays, tower aesthetic. Very clean in terms of, like, it's like a lick of concealer and blush, which is a very stark contrast to, like, an overly drawn lip liner, matte lip gloss, like, and lipstick with, like, a beat eye and, like, banana baked under eye area.

[C]

Yeah. I just don't think we're there in terms of the trend cycle yet. Like, maybe in another five years we'll be doing the block brow again. Who knows?

[B]

Please stick on it.

[C]

We don't have the eyeshadow palettes out, but I feel like not many of us have an eyeshadow palette that has blue in it right now. Whereas in 2016, yes, we did.

[B]

Hey, Popsy, does she.

[C]

Does. She loves green.

[B]

Maybe. Maybe this is what you can get her for Christmas.

[C]

Actually, I might.

[A]

She would love it. Interestingly, though, I am seeing on TikTok a lot of people doing the makeup comparison how I did my makeup in 2016 versus how I did it now. So I wonder in the makeup space, I'm not a big makeup girly. Like, I'm pretty chill when it comes to the products in my roster. But I can imagine if you're a makeup enthusiast, it seems like to me that there is a bit of a trend them dipping back in and experimenting with different types of products. So maybe they're really going after that makeup focused consumer.

[B]

Yeah. It's interesting to me, though, because, like, I worked across the makeup category at Mecca last year, and it was really interesting because I think there's, like, a big trend of, like, shadows and palettes kind of coming back. And even recently I saw that Merit have launched these, like, shimmer pot shadows. I'm like, shit, maybe even if, like, the cleanest brands in beauty are bringing back, like, a shimmer shadow, we are leaning towards that way.

[C]

Yeah.

[B]

It was interesting, though. I was reading an article by Business of Fashion that said, according to Spate, who are a market research and consumer trend company, Kylie Cosmetics still has a very high Monthly popularity score of 45.3 million. Though its search traffic is down 25% since last year, Jenna still dominates the social media conversation, too. Launch Metrics reported that King Kylie collection has generated 5.7 million in media value across print and online within the first 48 hours of it being released.

[C]

Wow.

[B]

All I can say in that, in the most simplest of terms, is that is a marketer's dream. Why do you think people resonate with this campaign? I know you spoke about her originality, but, like. Like, is this going to translate to people buying these products, do you think?

[C]

I just don't know. I don't know. I really struggle to see how the brand has morphed with Kylie. That is why I don't see it as being a leader in the beauty category right now. And I think it could have been, but because she's so far from what that brand was originally, which is the overlying lips, the matte lipsticks, like, it's just so far from what she is now that I. It's almost like she's not part of the brand anymore.

[B]

Yeah. It's an interesting contrast when you take Rhode and Hailey Bieber, say, and I know that Rhode hasn't been around for nearly as long as Kylie cosmetics, but I would say that road has always stuck very closely to who Hailey Bieber is and vice versa. And I think that is both the blessing and the curse of a brand and a founder being so tightly entwined. You have to either really commit to everything that brand is or let that brand really follow who you are. But Kylie's aesthetic has become very clean girl and very high brow in the last two or three years with, you know, her wearing brands like Schiaparelli and the Row and, like, cleaning up. Her makeup look super minimal.

[A]

I'd argue that she's still got a bit of baddie in there, though.

[C]

She does, but not outwardly. Like, it's not part of her personal brand outwardly.

[B]

I don't feel you're thinking about her in, like, the tiny, like, G bikini. Like in a spa. Yeah, there's like a bit of, like, bad gal.

[A]

I'm just thinking. I'm just trying to think in the context of the updated video, so the continuation of the music video that they made originally. Even what she's wearing in that, how she does her hair, it's definitely more elevated 2025 version of the King Kylie era, but it still is reminiscent of it. My assumption is that she's looking back at that time of her life and is like okay. This pushed product.

[B]

Yeah.

[A]

So I need to make a nod back to this, even if it is a little bit far away from what she actually likes and how her brand has evolved. At the end of the day, girl, gotta make money. Gotta, you know, cut that check. Cut that check, babe.

[B]

Yeah.

[A]

If that's the most profitable version of yourself and your brand, make a nod back to it. And you know what? The numbers that you just read out, Mads, it's obviously working in terms of media coverage and talkability, so I don't see why she can't keep dipping back into that a little bit and still appear refined and defined. But still, I love. I'm here for the baddie.

[B]

I'm here for the baddie, too. But I'll play devil's advocate here. Media value doesn't always equal dollars. And I'll take myself as a customer who bought Kylie Cosmetics 10 years ago and waited in that horrific Shopify queue to, like, get them for the six seconds that are available.

[A]

Another one that I think was a PR stunt and not actually reflective of how much product they were pushing.

[C]

They had 15,000 units when they launched, I read on WWD, and then they increased it to 150,000.

[A]

Yeah. See, that's like the classic move.

[B]

Drip feed. Sure. But I would argue this may have the exact same impacts as her sister's. What did you call it?

[C]

The Merkin.

[B]

Merkin. Because to me, I'm like, okay, great. Media value doesn't necessarily translate to dollars. I've engaged with all of this content. I think it's a genius marketing move. Not a genius marketing move to push product. A genius marketing move to make sure that you maintain relevance and people think of it. Let me tell you. Kylie Lip Oil. I'd write it dawn for that. Said that a lot recently, but I really would. It's delicious. Got like a coconut base to it. Bonus swap for you. But I am buying an eight pound shimmer palette.

[C]

Okay.

[A]

Do you think you're the target market?

[B]

No, but I probably should be because I was exactly who she was targeting back in 2016.

[A]

That's what I was going to say. I feel the nostalgia play is really one that you're targeting. You're retargeting.

[C]

Yeah.

[A]

That old consumer. And in this instance, I agree with you. I'm a bit confused about who that potentially could be. I also just want to bring up Kim Kardashian again. And I'm going to bring.

[B]

I know where you're going.

[A]

And I'm going to nod back to the cool word Daddy episode because in that episode Kim actually announced that she intends to relaunch her beauty line under the Skims brand. The line will offer similar products to the most popular items from the previous KKW beauty line, said Kim, mentioning lip liners in particular. Now, I wanted to bring this up because I do find it really interesting how the Kardashians continue to launch products in the same category or launch products at the same time as their siblings. And I actually think it's a genius move because if you think about that saying a rising tide lifts all boats in this instance, I think the Kardashian brand is most popular or most relevant when they're all doing things at the same time.

[B]

And I think what's clever about this is Kim hasn't launched Skims. No one's like holding out and when I say skim skims beauty, but no one's holding out their purse strings to buy Kim's KKW rebrand in favor of like that over Kylie. It's genius because it's just talkability about the both of them.

[A]

It's also, I would say, and I saw a lot of people online say that they think this isn't a smart move, which I disagree with because I do think they serve different demographics and different audiences as well. So there's no cannibalization there. Well, there might be some cannibalization in terms of fans of the Kardashian, but I would say the majority of their audiences are two very different demographics.

[B]

Yeah. Yeah.

[A]

All right, moving on to our third and final story. Sophia Richie Grange has launched a fashion label. So as you guys would have seen recently, Sophia Richie Grange is the latest in a long line of celebrities to launch a clothing label. She debuted her label SRG with a 55 piece full collection made in collaboration with Revolve. And it's also on forward, but they are owned by the same parent company. The line leans more towards the quiet luxury high end of the market with a range of suiting, silk shirts, dresses and coats that will set you back anywhere from 250usd to 1,850usd.

[C]

Most of that collection actually sits in higher range. Yeah, right. There's not a lot sitting in that lower range.

[B]

We're talking like a little tank.

[A]

That's why they say range. Speaking about the label, Sophia said SRG is a reflection of the way I've always approached getting dressed. Intentional, timeless and personal. I wanted to create a brand people return to season after season with pieces built on quality and created for longevity. Interesting. Some commenters have expressed disappointment at the price though, particularly as some of the pieces are made of synthetic fabrics, meaning the steeper prices don't really match the quality of the fabrication. This is reflective of a wider trend in the industry with many labels charging pretty astronomical prices for synthetic fabrications. Right, what do we think of the label up top?

[B]

Okay, hot take. I'm going to be an absolute witch about this from a brand marketing perspective. I have no idea why she did not have this lined up to fall within very quick succession of her wedding or within at least the 12 month window. And look, I can't articulate this anywhere near as well as this Incredible TikToker Georgie, a one girl magazine. Also iconic TikTok handle name. But she was saying like this is like a little bit too late for her. And while quiet luxury is so inherently her, I just kind of feel like we've moved on from that aesthetic. That was like two years ago now. What do you guys make of it?

[A]

I make that this has not been something in the works for a really long time and this idea only popped in her head in the last like six or nine months.

[B]

Can counteract this by she did a sit down interview, I want to say maybe 18 months ago with a publication I cannot think of on the top of my head right now stating that she was working on this label then.

[A]

Why is it not reflective of the now? It does feel old.

[B]

Yeah. I think had she have launched this in 2024 off the back of getting married, this would have gone bananas. Despite the price point and the quite frankly pretty basic fabrication makeup.

[C]

Yeah, the price point is what I have the biggest issue with. I actually think there's some quite nice things in the collection. Like there's this suede green coat that's stunning. But the price points, when as a lot of tiktokers have called out, a lot of these items are polyester. Yes, we do have some silk, we have some leather, we have some suede. I would expect those items to have a higher price point. Obviously we see that reflected across many brands, but when you are selling these types of fabrics, you're going to have to expect some backlash when you're going to be getting as much coverage as she would be getting from a fashion launch. And surely someone in her orbit would have been like, hey, not the best idea to be pricing that at $800 when it's made mostly from polyester.

[B]

And you know where the confusion comes in for me, she's had a baby line for, I want to say about a year With Amazon. Yeah. Which I would say is very much appealing to the masses and the price point demonstrates to that too. I just don't know that like those two things really coexist seamlessly. I know that one's designed for a child and one's designed for an adult, but from a personal brand perspective, I don't know that it maintains her integrity. And I say this as someone who is a really big fan of her. I love her style. I think the personality we've seen online is like deeply self deprecating and like quite quick witted. Like I really like her. I really wanted to like this. To sit here and kind of like break it down and apart. Like kind of hurts me to say.

[C]

I saw some comments on that TikTok that you just referenced before that were like she's trying to have her the row moment and I think it's gotten lost who her audience is. I would assume that her target market is women in their early or mid, even maybe late twenties.

[B]

Yeah.

[C]

That have a similar style to her or aspire to have a similar style to her. How are these people going to be loyal customers like we see with brands like Henny and Odd Muse that are in that. That mid range kind of price point where you can be a loyal customer and you might shop four pieces from them every year.

[B]

Yeah.

[C]

When it's summertime or when you like to replenish your wardrobe. How are people in that target market going to do that with her brand?

[B]

Do you think she's looked at Victoria Beckham and gone. I'm going to do that too because I think for me there's like a She's looked at Victoria Beckham and I also think Forward and Revolve have adopted the Helsa.

[A]

Yeah, that's what I was thinking. I actually saw a lot of people calling out in the comments section the similarities between Helsa and her brand.

[B]

And Helsa's brand is in partnership with Forward and Revolve as well, which I feel is a very important note to call out, which I would assume might mean that they have similarities in the design team or production houses that they're using and things like that. There may be overlap.

[C]

We've mentioned the USD range of this collection in terms of price point. The coat, the green suede coat that I personally would love to invest in In Australian dollars that is $3,561.

[A]

So this is my point. I feel like there are just so many options out there that you could find similar internationally or locally that are way More affordable.

[C]

A thousand percent.

[B]

You could literally go on net a porter and buy about 20 high profile, highbrow luxury brands, coats at that price. That's.

[A]

That's astronomical. I'm so glad you did the conversion because sometimes in USDA I'm like, oh yeah, it's not that bad.

[B]

Nope, we're thinking of that. Nice time when we were dollar for.

[A]

Dollar simultaneously, Sophia Richie did also announce her pregnancy, her second child. I thought it was interesting timing. Congratulations, Sophia. Very exciting. But that was in, I, I believe within a day or two of the collection dropping. Then she used images from the shoot and from her socials that posted announcing the baby.

[C]

Does this feel reminiscent of Nicole Kidman's announcement with Chanel and her divorce? To me, that was what I went to straight away. Oh, feels familiar.

[B]

Two very different life milestones being enjoyed or maybe something to talk about 1000%. Part of me wanted to be again because I love her was like, maybe she just did it because she didn't want, you know, she's going to have to do a media wall and maybe people would speculate and easier just to go like, like, I'll do it now. It felt like someone really pushy in her PR team was like, let's do them both at the same time. So they pick up either the press of your line launching or the press of you having a baby. And then the secondary.

[A]

I, I have to be really self aware about the fact that sometimes I feel like such a cynic in these conversations because I come to them and I always assume that there is some sort of commercial gain for these announcements and that could be deeply unfair because it might not be that deep. But perhaps because of the industry I'm in, I always assume that the timing is always strategic.

[B]

Well, I would say with a team as big as the one I suspect she has, the timing is strategic race. So I'm going to let your cynicism live here for now.

[A]

I mean, it doesn't really affect me at all. I just thought it was interesting and you know what? Get that bad girl and congrats.

[C]

Would you guys shop this brand?

[A]

No.

[C]

If it was.

[B]

Let her finish, let her finish. Wait, did you want to, did you want to draw a break before you answered or you just wanted to go straight in?

[C]

Would you invest in anything in this collection if it was the price point of an odd muse of a henny of those kinds of brands in that mid range price point?

[A]

I'm laughing now because yes, I would have.

[C]

So would I.

[B]

No.

[A]

Yeah.

[B]

No, no. I really really thought when this was being teased out and when I first read the announcement article that this was being launched with forward and revolve, I really strongly believed that it would fall in maybe 350 to 6, 650 AUD. Like, I really felt like she's going to clean up her sweet spot here, which is middle market in America, slightly upper market for us, but you know, still at a price point that someone who perhaps shops a Henny or an odd muse, these kind of brands you've mentioned could go and like dabble up or kind of get the tank or the like, you know, the fancy top to kind of do their high, low, the entry point item, the entry point of luxury. I just was so I cannot emphasize how surprised I was because I'm like, talk about getting the bag, girl. I feel like you left a lot of dollars on the table by being this kind of price point. You've excluded a lot of people. I think that's intentional by her for a personal brand positioning.

[A]

Yeah.

[B]

I think that is ill informed by her team for how she could have absolutely brought home a bag on this brand.

[C]

Yeah.

[B]

And by a bag, I mean cash. Agreed. And given that razor agreed with me and not cut me off by yelling no, I'm going to say that's all for this week's episode of Stylish.

[C]

Thank you.

[B]

No, no, no, it's not all.

[A]

Raise your outro.

[B]

Thank you very much you both for joining us and for the last Joanna Fleming and Rhiannon Joyce. It has been quite the cackle central here today and remember, you, our lovely listeners can drop us an email [e-mail] or you can slide into our DMS over at StylishPod. Maybe send us a little after look if you've bought the Kylie palette, I want to see what Isla's doing. We can't forget to thank the shameless media team head of podcast Lucy Hun and our senior podcast producer, Kate Emmerburgh. We'll be right back with you next Wednesday.

[A]

See you guys.

[C]

Bye.

[B]

I'm gonna see if I can find an old Kylie lip kit to wear.

[A]

This podcast was recorded on Wurundjeri land.

[C]

Always was, always will be Aboriginal land.

[B]

Hello, everyone, it's Jamie Laing here.

[C]

Now.

[B]

Can I just grab you for just one second to tell you about my podcast Great company. It's out every Wednesday and I'm joined by someone I really admire for a great conversation. It's a space to share, to be inspired, to learn, to be moved even laugh. There are so many things that I get from it, and there are no gimmicks.

[C]

It's just me, great guests, and you.

[B]

You are the most important person. You, the listener. Listen and subscribe to Great Company with me, Jamie Lang. New episodes out every Wednesday, wherever you get your podcasts.