The remarkable reinvention of Sofia Richie
What Gen Z's latest obsession tells us about how to transform a brand
One thing about me… I adore watching someone blow up. Whether it’s the viral success of TikTok’s favourite college student Alix Earle, the mug-shot-to-model journey of the Hot Felon, or witnessing Harambe become an internet legend, I always have time for an overnight success story. And, the latest explosion that’s got me hooked is the rise of Sofia Richie.
What’s fascinating about this one is that Richie was already famous. This has made her ascendency even more intriguing, as rather than a launch, this is a reinvention.
In three short weeks Richie has gone from a nepo baby/model/celebrity girlfriend to married style icon and relationship influencer who has given fans access to her life. It’s a solid casestudy for how a person - or a brand - can transform itself and hook Gen Z. Her strategy? She joined TikTok.
Let’s start at the beginning…
Who even is Sofia Richie?
Not to define her by her relationships, but they are a good place to start. Richie, 24, is the daughter of legendary singe…
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