How to make an It-girl

The ‘It-girl’ is more than a person; she is an aesthetic, a cultural moment, a business distilled into human form. She embodies the zeitgeist of her era, serving as a lens through which her generation perceives and defines itself while always standing apart from it. For decades, brands have sought to align themselves with these figures, recognising their unparalleled ability to captivate and influence.

But in 2024, the It-girl has evolved. No longer confined to heiresses, socialites or Hollywood-adjacent stars, today’s It-girls can emerge from anywhere — bedrooms, van-life road trips, or the front-facing camera of a TikTok post. This democratisation of influence has ushered in a new era, where relatability and niche appeal are more powerful than ubiquity.