How an Article of Clothing Goes Viral

It feels like a real symptom of the modern age that an article of clothing can just start... following you around online. There it is, in your Instagram feed (again, and again, and again). But it's also there in between paragraphs while you're reading the New York Times, or suggesting you click while you're sifting through your Buy Nothing group on Facebook, or accosting you every tenth video on TikTok.

It'd be one thing if these things were cute... but so many of them feel like they're trying to make fetch (or a barrel leg) happen. I'm so thrilled to have veteran fashion journalist Cheryl Wischhover here to explain how an item of clothing goes viral (we tackle so many of your specific asks) and how virality, e-commerce, and influencing intertwine. This is an absolutely fascinating ep — I can't wait to hear your thoughts!

Thanks to the sponsors of today's episode:Machine Washable Rugs, Made Better. For a limited time only, our listeners get 10% off + free shipping at tumbleliving.com/CULTUREOllie. Feed the Obsession. Go to ollie.com/culture and use code culture to get 70% off your first box!Listen to rePROS Fight Back wherever you get your podcasts.Get $35 off your first box of wild-caught, sustainable seafood—delivered right to your door. Go to: https://www.wildalaskan.com/CULTUREShow Notes:Strongly suggest subscribing to Cheryl's newsletter, Good for Your AgeHer piece on the Ruti pants that made me want to pod with her immediatelyCheryl's Bloomberg piece on how affiliate links are even taking over group chats This is the second entry in our 'Back to School' Fashion Episodes — check out our previous episode on All Your Questions About Personal Style, AnsweredWe're currently looking for your questions on the following topics:WTF IS GOING ON WITH TELEVISION RIGHT NOW with Phil Maciak and Kathryn VanArendonk — podcasts-as-television, Netflix's Season Season Problem, what the networks aren't learning from Widow's Bay, ask us more!WOMEN LEAVING THE (CHRISTIAN) CHURCH — what are you seeing, what are you curious about, what are they leaving for?VENMO CULTURE: People who won't let you treat, people who say they're gonna Venmo you after you put a big dinner on your card and then don't, the utility (and annoyance) of Splitwise, Venmo-ing for a $4 coffee... convince Melody that there's an episode hereLOW KEY SUPER RICH PEOPLE — ever since I read this piece on 'American Gentry' I've wanted to do a big episode about how the real (diffuse) wealth in this country is peo