Nara Smith, a TikTok sensation known for her minimalist and quirky videos where she makes food and other items from scratch, has recently gained even more attention through a collaboration with Marc Jacobs. In her unique style, Smith “created” a red Marc Jacobs tote bag using basic ingredients like flour, eggs, and food dye, captivating millions of viewers with this unexpected twist.
This collaboration was well-received, generating over 13.7 million views on TikTok and nearly a million dollars in media impact value (MIV) across TikTok and Instagram within just 48 hours. The campaign’s success is attributed to how it maintained Smith’s creative voice while seamlessly integrating the Marc Jacobs brand, a move praised by brand strategists for respecting the creator’s original format.
Smith’s content is marked by its consistent aesthetic and minimalistic approach, often with little to no dialogue. This has resonated with a wide audience, leading to a 700% increase in her TikTok followers and a 670% rise on Instagram since the start of the year. Her videos offer a visually appealing escape, blending mundane tasks with elements of high fashion, which has attracted luxury brands looking to align with her distinctive style.
However, Smith’s rise to fame has not been without controversy. Some critics associate her content with the “trad wife” movement, which promotes traditional gender roles, and view her aesthetic as potentially reinforcing anti-feminist beliefs. Despite the discourse, Smith has largely remained silent on the matter, except to acknowledge that her religion has become a “hot topic” online.
Nara Smith’s collaboration with Marc Jacobs, along with her rising influence in the luxury and social media spheres, highlights the evolving landscape of influencer marketing, where unique and unconventional content creators are increasingly becoming valuable assets for brands.
