Instagram / @young emperors
Young social media platforms are like the Wild West. Before all the sponsored hashtags, brand accounts and the inevitable testimony in front of a senate committee, there is a wonderful period in which the next big app finds its voice. Like when we used to poke strangers on Facebook, and when we really did tell people ‘what’s happening?’ no matter how anaemic our business really was (‘had cornflakes for breakfast i really hate them xx got tennis at three’ April 2007, 9.11am). TikTok, the video short smorgasbord first launched in 2016, is arguably still enjoying that period as its largely Gen Z userbase works out what it wants to be: dancers, box room activists, thirst trap poachers, or, in a few notable instances, his ‘n’ hers fashion accounts, like those of Nelson Tiberghien and Isabelle Chaput, aka the Young Emperors.
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