Bobbie Brew
A fresh pour of the best in creator marketing—served weekly.
Intro Sip
Fall hasn’t just arrived; it’s kicked the door wide open. Fashion Week officially started yesterday, but the city has been buzzing all week with dinners, pop-ups, and splashy brand parties leading up to the shows. The momentum isn’t limited to the runway either: this past Sunday delivered a double feature with the VMAs lighting up feeds and the NFL kicking off its season with influencer cameos on and off the field.
Main Character Energy: Key Partner & Celebrity Campaigns
This week’s leading roles prove that when the face, the fit, and the feed align, brands can create cultural moments that stick. From chic fashion tie-ins to unexpected comedy collabs, here are the campaigns that stole the spotlight:
Brooke & Connor x Doritos - Doritos went big at the VMAs this year by enlisting internet-favorite duo Brooke Averick and Connor Wood to infuse the brand with their signature comedic edge. The campaign didn’t just live online, it had real visibility both on the VMA carpet and during the televised broadcast, where Doritos’ bold personality collided with Brooke & Connor’s quick-witted banter. By anchoring itself in one of pop culture’s most visible nights and handing the mic to creators who thrive on humor and chemistry, Doritos made sure its campaign felt less like an ad placement and more like a cultural cameo.
Nic x Sweet Green - Sweetgreen tapped into the cultural staying power of reality TV by spotlighting Love Island’s Nic in their latest creator collab. The partnership playfully tied Nic’s fresh-off-the-villa fame to Sweetgreen’s brand of feel-good eating, proving that salad culture and pop culture can mix seamlessly. By putting Nic front and center, Sweetgreen not only capitalized on his viral momentum but also positioned themselves as a brand that gets the scroll-driven language of fandom—making greens feel as trendy as the Love Island bombshells themselves.
Olivia Jade x Good American - Good American’s fall 2025 drop leans into cozy confidence, featuring Olivia Jade in an editorial campaign centered on pieces that make dressing “effortless so you can feel good without overthinking it.” The collection is full of chic knits, oversized tees, and jersey styles and is built for those in-between moments: brunches, commutes, or just casual weekends. For Olivia, the campaign is about quiet strength: “being yourself, comfortable, and confident in your own skin.” Influencers echoed that message with real-life fit checks, twist-on basics, and lifestyle content that brought the collection’s intention of comfort + style to life.
Everlane × Laufey - Everlane officially named Laufey its first celebrity ambassador with the “Everland” Fall 2025 campaign, marking a strategic shift toward personality-led storytelling. Shot in a whimsical mini-cityscape, Laufey wanders through Everlane’s staples—oversized cardigans, twill blazers, wrap skirts—and the visuals lean into clean luxury with a coquette twist. The campaign ends with a capsule collection co-designed with Laufey, whose personal voice (from fabrics she loves to the nostalgic city motifs) helps Everlane sharpen its design identity and reconnect with audiences craving both quiet elegance and expressive detail
Michelle Monaghan x U Beauty - U Beauty ushered in its latest chapter with ambassador Michelle Monaghan fronting the Fall 2025 campaign, unveiled during an intimate NYFW dinner hosted by Monaghan herself. The campaign’s visuals highlight Monaghan’s natural glow while spotlighting the brand’s new Resurfacing Compound and signature multitaskers. With Malin Åkerman joining as a fellow ambassador, U Beauty is leaning into actress-driven storytelling to marry Hollywood elegance with its high-tech skincare ethos, positioning the brand at the intersection of red-carpet credibility and everyday ritual.
IRL, URL, OMG: Influencer Events
Fashion week is in full swing, and brands are pulling every lever...dinners, concerts, bagel stands, even dog fashion to keep influencers buzzing and feeds full. Here’s what stood out this week:
✨ Jewelry & Beauty Moments
Pandora × Tyla Talisman Launch — Pandora tapped rising star Tyla to front their new talisman collection with a glitzy NYC party, complete with a Pandora Salon where creators could customize pieces.
Rhode Night Out (Toronto) — Rhode brought its community north for an intimate evening showcasing their latest, giving Canadian creators the same sleek, social-first experience we’ve seen in New York and LA.
Rizos Curls x Ulta — Rizos leaned into inclusivity with a community-building event in NYC, tapping creators to show off texture, curl care, and product demos IRL.
Goop x L'Apartment 4F - Goop took hydration, milk, and cookies to influencer doorsteps before opening a pop-up at their Bond St. location. Visitors lined up for Brooklyn’s L’Apartment 4F baked goods and a first taste of Goop’s new Hydration Serum, all on the house.
Elizabeth Arden Capsule Lab - Elizabeth Arden turned SoHo into a spa zone with an immersive pop-up to launch their new Hyaluronic Acid + Peptide Capsule. Guests scored free treatments and product play, blending old-school luxury with modern beauty buzz.
Amika:Aura - Amika listened to fans and bottled their signature scent into a new hair and body mist, Amika:Aura. To celebrate, they popped up on Mercer Street with free spritzes, samples, and fresh bouquets. The pop-up comes a week after the brand hosted a dinner with creators to celebrate the launch.
🍽 Food & Unexpected Pairings
Studs x Din Tai Fung — Studs took piercings to the dinner table, collaborating with Din Tai Fung for a campaign anchored by micro-influencers. The unexpected pairing had TikTok talking and Instagram swiping.
Peacock x Pop Up Bagels — To hype a new Peacock show, the streamer teamed up with cult-favorite Pop Up Bagels for a co-branded bagel stand that gave influencers something tasty and story-worthy to post.
Graza - Graza invited food influencers into the “Grazaverse,” a tasting event to launch their new popcorn line as well as taste their olive oil in just about every way possible. Think edible art meets surreal party in SoHo, with free duo glass sets for early birds, content-worthy moments everywhere you looked.
👜 Fashion Week Takeovers
We could write a novel on NYFW events, but instead here are the ones that made the biggest splash on feeds. Consider this part one.
J. Crew House – J.Crew took over 190 Bowery with a multi-room “house” experience, from cashmere-lined bedrooms to a live embroidery atelier. Stars like Martha Stewart and LaKeith Stanfield mingled with influencers, capped by a Blood Orange set and Flynn McGarry dinner.
Veronica Beard x Corner Bistro – Veronica Beard grabbed headlines with a bold takeover of the Corner Bistro sign in NYC, a cheeky way to tie heritage branding with their runway presence. We’ll take one of those VB pretzels, please.
ShopMy x Corner Store — At another corner, ShopMy leaned into the NYFW moment with a creator-driven activation at a corner store, reinforcing its positioning as both a shopping tool and a cultural player.
Amazon Fashion – Amazon Fashion hosted an upscale dinner amongst NYC lifestyle influencers alongside celebrity names we’re all obsessing over this summer, yes, both Connie baby and Joe Jonas in the same room!
Joe Ando x Raising Cane’s — Yes, Cane’s did a NYFW show. Designed by Joe Ando, the fast-food chain merged fried chicken and fashion week in a tongue-in-cheek show that featured top-tier influencers walking the runway as well as on the floor documenting.
🍸 Luxe & Lifestyle
Prada Paradigme Launch Event — Prada flexed its fragrance muscle with an NYC NYFW launch party, leaning into luxury minimalism that became a must-visit creator stop.
Veuve Clicquot x Jacquemus Central Park Rowboats — If this isn’t luxury, we don’t know what is. One of the week’s most buzzed-about activations: free Veuve-branded rowboat rides in Central Park, followed by a Jacquemus boathouse dinner for top tier influencers and celebrities. The content basically made itself.
Flamingo Estate x Sony — Flamingo Estate hosted a private influencer screening of “A Big Bold Beautiful Journey” at the estate, turning a film preview into an elevated content moment at the gorgeous farm estate. And yes, we’re pretty sure it smelled like tomatoes.
🐾 And Just Because…
Susan Alexandra x Rachel Antonoff Dog Fashion Week — NYFW went to the dogs (literally), with fashion and retail houses hosting a canine-themed runway moment featuring Dylan O’Brien. Quirky, campy, and very internet-ready.
Checked Bags & Branded Bliss: Influencer Trips
With NYFW madness and the US Open stealing most of the spotlight, influencer trips took a noticeable dip this week, but the ones that did happen leaned into storytelling and lifestyle immersion. From Vermont pastures to LA pop-ups, brands proved that even smaller-scale getaways can deliver outsized impact when you blend place, product, and people.
Stonyfield brought food and wellness influencers to its Vermont farms, giving them a firsthand look at the pastures and the people behind the brand. Attendees met the founders, connected with farmers (and a few friendly animals), and soaked in the Vermont vibe right as summer tipped into fall. The result? A trip that blended storytelling, sustainability, and seasonal charm.
Lexus whisked a select group of influencers up to Park City for a curated 48 hours. The trip balanced adventure, luxury, and content gold. Picture crisp mountain mornings, epic drives in Lexus vehicles, and dinners under the stars. Every moment felt built for the feed, stitched together with Lexus’s signature luxury polish.
British activewear brand Bo+Tee made a stateside splash with a pop-up at The Grove, paired with a full-on brand trip for creators. The trip blended LA’s wellness staples - think hikes, FaceGym sessions, and Erewhon runs - with a community workout at the pop-up led by UK fitness influencer Holly B Fitness. Journaling, pilates, and plenty of content later, the experience felt like the perfect mash-up of LA lifestyle and British brand cool.
Final Pour
Between the US Open, NYFW, and a calendar packed with pop-ups, it feels like every brand wanted a seat at the table this week, and honestly, they got one. From Vermont farms to Fifth Avenue, we’ve seen creators pulled into every setting possible to make the moment feel bigger than the product. And while the pace is wild, it’s a reminder: the creator economy doesn’t slow down just because the season’s shifting.
That’s this week’s brew. We’ll be back next Friday, serving up more buzz than an espresso martini at a NYFW after-party.
Got a campaign we should be watching? A wild activation we missed? Or scheming up your own scroll-stopping idea? Hit reply or slide into our DMs, we’re always here for the gossip.
Stay steeped,
Your friends at Bobbie