Fashion's Latest Obsession: Getting Ready
Let us be real, sometimes getting ready is more fun than actually going out. There is the outfit crisis, the makeup, the music playing in the background and, of course, the inevitable moment when you are already late, but decide to change your entire outfit anyway.
Source: Instagram
Get Ready With Me videos, better known as GRWMs, have pretty much taken over our feeds. Whether it is someone getting ready for a first date, a night out in New York, or literally just going to class. People are watching. And it is not necessarily because they care about the final outfit. Half the time, we are more invested in the story someone's telling while doing their makeup.
But somewhere between choosing a lip gloss and deciding which jeans to wear, getting ready has become a business of its own.
Think about how many products appear in a single GRWM video. There is skincare, makeup, perfume, clothes, shoes, and bags. Even down to the hair clips someone uses to keep their hair out of their face have the potential to become the next viral product. For brands, that is a pretty convenient way to advertise without making something that looks like an actual advertisement.
Source: Instagram
And it works because we are nosy. We want to know what someone is wearing, where they bought it and whether that ridiculously expensive blush is actually worth the money. If a creator mentions a product casually enough, it can feel less like they are selling us something and more like a friend recommending their latest purchase.
Of course, brands have caught on.
What used to be someone filming themselves getting ready in their bedroom can now involve paid partnerships, affiliate commissions, and products strategically placed throughout the video. TikTok Shop has made it even easier to go from watching someone use a product to buying it yourself, sometimes before the video has even finished.
It is kind of funny when you think about it. We used to watch advertisements before getting to the content we actually wanted. Now, sometimes the advertisement is the content, and we are willingly watching the whole thing.
Source: Instagram
There is also something about GRWM’s that feel different from the perfectly curated Instagram feeds we know. Instead of seeing someone looking flawless in their final outfit, we get to watch them figure it out. Maybe their hair is not cooperating, maybe they hate everything in their wardrobe, or maybe they are talking about a terrible date from the night before.
It is relatable, or at least it is supposed to be.
Because as more money enters the GRWM space, it is becoming harder to tell what is genuine and what is sponsored. When someone claims a product has completely changed their life for the third time that week, you do start to wonder. And while there is nothing wrong with creators making money, the whole appeal of these videos is that they are meant to feel personal.
Still, I do not think GRWM’s are going anywhere. If anything, they have shown brands that younger consumers do not always want another perfectly produced campaign with a model staring into the camera. Sometimes we would rather watch a girl in her bedroom trying on five different jackets while complaining about the weather.
Source: Instagram
And if we happen to buy one of those jackets afterwards? Well, that is exactly what the fashion industry is counting on. The funny thing is, getting ready was never supposed to be the main event. It was just something we did before leaving the house.
Now, it might be the most profitable part of the night.
What is the last thing a GRWM convinced you to buy? Leave a comment below.