The Allure of Infamy

You have heard it before. Love and hate share different sides of the same coin. And many of the most loved people in the world are also the most hated: celebrities. But what is it that makes celebrities so iconic and interesting - interesting enough to be followed incessantly by paparazzi, worshiped like gods by the media, and to become the topic of discussion in circles all over the world? Do they deserve their fame more than you or I would? What is it about them that people love so much? And what is it about them that they hate? Well, it turns out that these two things are often one in the same.

It is not merely an appreciation for talent that causes the public to be drawn to celebrities like moths to a flame but the controversies that these celebrities represent. For example, when a celebrity’s lifestyle is over-the-top, when their clothes resemble that of something from another dimension, or when they bring a sword to the Met-Gala because it matches their outfit, it creates buzz, haters, and dynamic conversations, but most importantly - fans.

Celebrity status is a breeding ground for the rise of niche fashion trends that earn them a devoted audience, a stable career, and eventually a brand. This brand often extends into a business that identifies with a celebrity’s quirky and sometimes questionable self-expression. When celebrities come off as strange, unrelatable, or better yet – bizarre, while haters form around them in disgust, confusion, and disapproval, fans see something that they classify as unique, fascinating, and revolutionary.

The embrace of niche fashion subcultures as a strategy to build business, excitement, and photo-op-worthy discourse is a skill that celebrities execute repeatedly. Examples of this trend in pop culture have been observed when celebrities are mocked and turned on by the public after leaving childhood values behind by embracing an image that is considered risque, inappropriate, and unlike the innocent, familiar, and ultimately, less-famous persona that they once loved.

However, this initial backlash is rarely a setback, but instead an opportunity for growth in their career and media relevance. Living fashion and makeup trends in the pop culture scene that were once lent a strong and steady arm from celebrities include the e-girl aesthetic, body con dresses, lip-filler, double denim, and the “model-off-duty” aesthetic. The success of these trends were bred from initial disinterest or even a strong distaste. But when the dust settles, celebrities often find themselves with fans who love them more than ever and a new trend that they can use to capitalize on their brand.

Successful celebrity triumphs of embracing a fan subculture and the niche fashion trends that they celebrate often stem directly into dollars. They take their highly hated but bluntly beloved niche to create businesses that sell products like lip kits, vehicles, basketball shoes, or shapewear. Certain celebrities that double as business men and women are never left behind the scenes when it comes to marketing their products to the public.

A celebrity’s image being a key asset to the brand's value has been seen by these celebrities launching business information through social media apps like TikTok and Instagram and by having their facial identities closely embedded within product marketing campaigns. Essentially, they become the founder, ambassador, model, and spokesperson of their business - cleverly packaged into one as an allure to their fanbase.

Celebrity culture and PR in media have merged together as a machine that refocuses negativity into fostering the growth of love from fans for a reward of victory celebrated by subcultures to emerge. And although we may not have the celebrity status to garner the attention of millions, we can learn that rising up is parallel to falling down, a clever balance of karma, opportunity, and strategy that we can apply to our more “secret” lives.

Try taking another look at your not-so-favorite idols in the media. You do not have to look too close to see that hate breeds love and that love breeds support and a platform for these celebrities, and maybe even for yourself, to stand and then build on. In an age of constant attention sharing and media revolutions, taking pride and confidence in embracing your identity is a necessary risk with a successful outcome, if we have learned anything from our friends in the limelight. Remember that it is okay and oftentimes even fun to fail and fall down, as long as we also remember to pick ourselves up and keep trying in front of the right people.