Mallory Brooks is Gen Z’s favorite “de-influencer.” From Anthropologie’s Tobie dress to Parke’s crewneck sweatshirts, Gen Z to buy into a new fashion trend near weekly. And while there are products consumers think are worth their while, often they’re disappointed by the quality of a garment or formula of a product, especially when they’re pushed by influencers whose goal is to sell them something. YPulse data even shows 59% of 13-39-year-olds have purchased something that an online celebrity has spoken about or recommended. That’s why creator Mallory Brooks (@plzdontbuythat) has turned her platform into a “de-influencing” space, educating viewers on what they’re actually buying and wearing. With a background in apparel design and over 136K followers, her page is full of videos where she investigates the quality of Gen Z-loved clothing brands like Set Active, Daily Drills, and Nuuds. There, she talks about everything from correct sewing techniques to how to evaluate the quality of a fabric. Ultimately, she wants to “give a perspective that most people aren’t used to hearing,” and Gen Z is tuning in. (Glossy)
👀 Read more from YPulse: Are Young Consumers Tired of Influencers?
