For anyone who lives chronically online, which is everyone, you probably stumbled upon the now-viral Amelia Dimoldenberg Peachy Den collab.
A masterclass in taking what an influencer does and letting them do it, the wonderfully awkward dances for which she has peppered her social feeds with over the last few years has been translated to a series of unexpected London spots featuring her wearing the brand new range. Using the backdrop of kebab shops, random parks, and even a car wash.
Simple enough, but this Peachy Den collaboration has completely nailed her personal brand. It’s the same Amelia, in the same sorts of places, just now in their clothes.
And rather than making her squeeze into their brand’s vibe (or, God forbid, the hellishly dull “hold this product and smile” #spon post), Peachy Den’s team have gone all out in moulding the whole drop around Amelia’s unique and idiosyncratic persona.
In what feels like a watershed moment for genuinely refreshing creator-led brand campaigns. It proves that trusting creators with their IP, rather than shoehorning content to fit, actually works if you know your audience as well as they do. The community buy-in is instantaneous.
And for a brand that launched to bring “playful, flirtatious Brit girl style from London to the world,” it has found its match.
With over 200,000 likes on TikTok already and an Amelia edit for the community to buy from, it’s proper influencer collaboration delivered beautifully.
