Could the Kardashian era be over? Relatable influencers may have shown us what we really want

For the last 14 years we have submerged ourselves into the world of the Kardashians. From million dollar deals to losing diamond earrings in the sea, we have seen it all.

But as their social status has climbed the charts, new discourse on the internet is saying that their relevance may have fallen. No longer the relatable, feud filled family seen in the early series of their show, viewers seem to think it could be the end of an era.

In the age of cancel culture, people are said to be turning their heads away from the Kardashian clan, potentially due to being linked to numerous scandals, which some say have painted the family in a negative light.

It comes off the back of their “no invite” rumours to the Met Gala this year. According to Page Six, Vogue editor Anna Wintour is “cracking down on the guest list” for this year's most anticipated fashion event.

And surprisingly, the sisters are not on the list.

Could this be becoming a case of, out with the old and in with the new? Enter, Gen Z influencers.

But, who are they and what are they bringing to the table that's different to what we have previously been presented with?

Ask yourself, why do you love your favourite internet celebrity – would the answer be for their money? Probably not.

We connect most with creators who we can relate too, who feel like a genuine friend, and a voice of their community.

Emma Chamberlain

Emma Chamberlain, 21, is a good example of this. The 21 year old fashion lover and lifestyle creator has surpassed over 12 million subscribers on YouTube. Whilst other influencers set unrealistic expectations of how they want to be perceived online, Emma has always been transparent and real with her viewers.

The star, who hit the Forbes' 30 under 30 list in 2021, was hitting the headlines recently however for a not-so-relatable reason, which she has since stepped out to debunk. On March 18, a Twitter user called Layla Saliba shared a screenshot of Emma’s online store seemingly advertising the opportunity to buy a “Personal Thank You Note From Emma in Instagram DM!” for $10,000.

A representative for Emma’s merchandise company, Cozack Inc, said that the claims that it was selling DMs for $10,000 were “false and inaccurate.”

In a statement provided to E! News on Tuesday, March 21, the YouTube star explained how she came to be aware of the online rumours, admitting she initially thought it was some kind of scam. She said: “A few days [ago] I started seeing comments asking why I was selling a DM for $10k. I assumed this was an online scam, as I had never offered to sell a DM for any amount of money, let alone $10k."

After attempting to look into the issue herself, Emma said she contacted Cozack, the company behind her merch website, to get some answers, saying: “I immediately got in touch with my merch company Cozack who further investigated and put the site under construction while looking into the issue.”

Madeline Argy

Madeline Argy, 21, is another influencer who has been living rent free on everyone’s TikTok for you page and no one is complaining. The British figure has gained over 3.7 million followers on TikTok and Madeline has stolen the hearts of the social world for her witty sense of humour and relatability. Especially with her toned down videos on her life stories with a FaceTime style set up, that makes the audience feel like they are talking to a close friend.

The 21 year old also feels and acts like an older sibling to her fans who has not let money or fame change the way she is perceived online.

We're not saying that it’s over for the Kardashians, they're iconic and loved by millions. But perhaps we could see them take more of a Madeline and Emma’s approach to their lives and audience?


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