This summer, brands are out in full force, flying and ferrying creators to far-flung European holiday destinations, from the South of France to Puglia. Only this year, it’s not your typical influencers filling spots on brand trips. It’s Substackers, brand consultants, photographers, chefs, gallerists and filmmakers — all of whom boast hefty social followings of their own.
J Crew brought Substackers Laura Reilly (of Magasin) and Becky Malinsky (of 5 Things You Should Buy); media personality Kareem Rahma; stylists Gabriella Karefa-Johnson and Julia Sarr-Jamois; and writer-influencers Camille Charriere and Orion Carloto, to hotel Masseria San Domenico in Southern Italy’s Puglia. Matteau celebrated its 10-year anniversary at Saint Raphael’s Les Roches Rouges — “friends of the brand” only, no press invited. “The guest list included the type of women that we want to spend our days relaxing seaside with,” says co-founder and creative director Ilona Hamer. Comme Si launched Comme Si Sport via a trip to luxury biohotel Stanglwirt in the Austrian Alps with friends of founder Jenni Lee’s, including photographer Dianna Bartlett and creative consultant Juliana Salazar.
