Modesty, the new Instagram demo

Brooklyn, Oct 9: Bella Hadid, the Californian model and Internet superstar, celebrated her 26th birthday at Lucali Pizza after an incident at the Copernicus fashion show in Paris on September 30 in which she was sprayed with a liquid substance that turned into a white dress. to whom , district tsup. The front with peeling paint, yellowed walls, a long wooden table with a family home spirit, straw kitchen chairs, pizzas on the menu and a personalized cream cake made by his sister Gigi… The small Italian restaurant has a cool and rustic atmosphere, a thousand leagues away. her 24-year showmanship, where the best of 56 million Instagram followers brought her two BFFs (best friends foreverGirl Devon Carlson and multimedia artist Alana O’Herlihy on a private jet at the festival over the weekend, as evidenced by plenty of water bikini selfies.

In the video, environmental activists throw soup on Van Gogh’s “Sunflowers” at the National Gallery in London.

Would abandoning excess in the face of a defunct planet shake the lifestyle of fashionable girls? And will modesty become their new friend? very hip ? “The heat wave, the floods, the fires, the hurricanes… the summer of 2022 marked a real rupture around the world,” says Géraldine Bouchaud, future director of the Carlin agency. Now we all have our bodies affected by climate change and the energy crisis. Luxury stars, models, actors or other artists, just like the influencers who dream their community in the Middle East with their “ultrabil” lifestyle, today face a global situation that is becoming more and more difficult for the fans of these VIPs. support Because if the function of luxury is really to make people dream, they now ask the question:

VIPs are under surveillance

So does general awareness, eco-responsibility, and the end of more or less globalized abundance mark the end of “localization”? “The idea of ​​sobriety, as we imagine it today, is to tell ourselves that we can also be happy without this frenzy of consumption,” notes Sandra Hoibyan, sociologist and general manager of Credoc (a research and observation center). about living conditions). But the proposal of a new society where we refocus on what is essential seems impossible if part of the population continues to live in the old model. The rejection of any collective effort by some creates a strong sense of injustice. The gap widens and then it becomes difficult for others to support it.

The idea of ​​sobriety is to tell ourselves that we too can be happy without all this consumption frenzy.

Sandra Hoibyan, sociologist and CEO of Credoc

It’s a character that took the world by storm this summer. On July 5, pop princess Taylor Swift, who is also one of the richest singers on the planet, got off her private plane, hiding behind a black umbrella. The reason for such coquettishness is the hot tarmac at the Hollywood Burbank Airport in California. The carbon footprint is 1,184 times greater than that of a “normal” human. With more than 170 flights since the beginning of the year, lasting about fifteen minutes, the 32-year-old American was voted “the most polluting celebrity of the year” by marketing agency Yard.

But the translator? shake it (3.2 billion views on Youtube) isn’t the only one who has been caught off guard by the overuse of his race car. Kylie Jenner has been labeled a “climate criminal” by many netizens after posting a photo of herself and boyfriend Travis Scott on Instagram in mid-July. At the start of these criticisms of the stars, the Twitter page “Airplanes of celebritieswas created by Jack Sweeney, an American information and communication technology student who started in June 2020 following SpaceX and Tesla CEO Elon Musk’s personal jet. The 19-year-old now has thirty accounts that track the comings and goings of sports stars, Meta boss Mark Zuckerberg and even Russian oligarchs.

If publishing this data online is questionable from an ethical point of view, it was certainly not obtained illegally. “Ethical and social restrictions are being imposed at great speed, affirms Géraldine Bouchaud. In the current context, with politicians inviting us to wear turtlenecks and jackets to keep warm this winter, it’s clear that social media is calling on public figures more than ever to be more modest, or at least make an effort at sobriety. As for celebrities, it is quite paradoxical when we know that influence on Instagram or TikTok is nothing more than an expression of one’s personality, lifestyle and valued performance.

Duty to set an example

Envisioning a world anchored in true ecology, with new, more virtuous behaviors, while finding a way to display one’s success with all modesty… Could this be the new challenge for celebrities? “It seems to me that we are witnessing the biggest disruption since the creation of social networks,” responds Géraldine Bouchaud. Fame is a phenomenon related to popularity, it is the expression of popular taste. However, today, with the pressure of the Internet, mob justice has become extremely instant and often very violent. In the past, a celebrity was asked to be worth watching. In 2022, apart from being worthy, they demand to set an example. Luxury brands also feel this phenomenon. A selection of muses, whether we’re talking about models, actresses, singers or influencers (like Moldovan Doina Ciobanu, a green activist with one million followers on Instagram and the underwear brand’s new sustainability advisor. Wolford ), is increasingly determined by the degree of involvement of the latter for social, ethical, environmental and sometimes even political reasons. But be careful, this is not about destroying the glamour, the bling or the part of the dream, but about ushering in a new era of ‘banking sobriety’. It is completely utopian to imagine that tomorrow the human being will no longer show, and the star will no longer be able to afford to dream of his community.

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Mob justice has become too instant and often too violent

Géraldine Bouchot, future director of the Carlin agency

A sentiment shared by Lionel Nakash, neurologist at Pitié-Salpêtrière, neuroscience researcher at the Brain Institute, professor at Sorbonne University and authorApology of discretion. How to be part of the world? (Editor: Odile Jacob). “Now that we are all aware of the climate emergency and limited natural resources, the whole scale of our values ​​is being questioned. And in particular what concerns the “dream part”. Understand, if we want our dreams to not turn into nightmares, it becomes urgent and essential to align them with the new values ​​we espouse. However, when we are reserved, in the psychological sense of the word, it means that we shrink ourselves to make room for others. And that we are therefore conscious of being in the middle of a whole, that is, of being a very small piece of the whole.

In other words, if the celebrity clan wants to continue to thrill its fans with its wealth, its extraordinary activities, its travels, its beauty or its admirable charisma, it must start reinventing itself with the rest of the world in mind. “Celebrities are not going to stop flying in private jets or posting selfies in swimsuits in heavenly places at the end of the world,” says Géraldine Bouchaud. To avoid bad buzz and make the restriction graceful, the most strategic (or at least the smartest) will be the first to post a photo of a hydrogen (rather than kerosene) powered rig heading to their own white sand beach. – enough 5 star hotel.

The idea here is not to consume less, but better, simply better. We’re still on display, the superstar trait, but it’s more virtuous. And sociologist Sandra Hoibyan added. “The successful transition from abundance to the new modesty is a lifestyle change without constant sacrifice. Real changes in behavior are inseparable from the concept of pleasure. For example, it will be difficult for a person to quit smoking in the long run if there are no benefits to it. If we take the case of travel again, the idea is not to stop traveling, but perhaps to travel less but longer. New pleasure in shame?