This is blog post that aims to summarize a few tiktoks I’ve already done on this topic. See the main one below:

@ethanmwong

More useless thoughts on sponcon! Im just a little picky stinker i guess #fashion #menswear #menstyle

♬ original sound – Ethan M. Wong

You guys know that I’m not a big fan of sponsored content and Menswear Influencers. I’ve written on the subject before and even had a small rant about it back when we streamed regularly. Most of the time, I say that my issue come from the fact that I don’t like obligations and the introduction of money into something that I do at my leisure turns it into well, an obligation. The more you do it (especially when you aspire to be an influencer full time) turns all of your posts into an obligation or at the very least, a type of proto-obligation, being a case study for potential advertisers to slot their products and talking points into.

Again, as someone whose entire enjoyment of social media is agency and getting to post whatever, whenever I want, I simply can’t fathom why someone would want to turn something fun into an obligation (the answer is obviously money).

@ethanmwong

I swear im not a pick me, but these are just some thoughts i had! Maybe this just means i priotize stuff i already own and the content i want to make over what other people tell me to do. Maybe im just lazy and i dont want to have obligations on an app i use for fun. But tbf other people do make a living on here and this is their career, so im probably in the wrong for this opinion! #fashion #menstyle #menswear

♬ original sound – Ethan M. Wong

I truly believe that this pursuit (or potential pursuit) of influencer-dom is never that great. Posturing just seems exhausting. Many young creators rise quickly and get burnt out just as fast. It doesn’t help that the social media landscape is actually starting to get influencer fatigue and get skeptical of constant testimonials that are simply sponsored. Perhaps that’s why the latest content trend isn’t recommendations at all, but actually doing critiques and introspection. But even that can hit a wall. In any case, it’s the worst time to try to become an influencer. Most end up using their social media fame to pivot into something more “tangible” and less content driven, like acting or designing clothing (though those still are helped by IG fame).

But again, people use social media for different reasons. And maybe people want that hustle. So maybe that’s not the best way to critique influencer culture.

As I say in the tiktok, I think I finally figured out why I have a problem with it. It has to do with breaking the Consistency of Taste.

I recently saw a sponsored post come on my For You Page by a tiktoker showing off a J. Crew suit. It wasn’t too remarkable, being the typical Ludlow variety: slim-and-short jacket with slim, low rise pants. On it’s own, this isn’t a bad thing. Plenty of people do sponsorships with J. Crew and they look fine. The Ludlow gets them through what they need and most people don’t need (or want) something vintage, ivy, or even Neapolitan. But what happens when you show you do like those genres? Genres that are diametrically opposed to the designs featured on the Ludlow or most popular brands. That’s where it gives me the ick. And it happened on this one.

While I am not subscribed to this particular creator, I’ve seen his content pop up plenty of times before, enough to be familiar with his style. His style is caught my attention enough for to notice that he has preferences, specifically in big slouchy jackets and wide legged, high rise trousers. Its’s clear that he has his own personal taste. And as you could expect, the ick is that the sponcon is direct contention with that taste. Its very presence on his feed breaks that consistency. Because I truly believe that if this creator wasn’t being paid to post, he would not spend his money on a garment that is not within his taste. At least that’s how I see it.

Maybe I’m just weird. I can’t imagine wearing something that isn’t something I like, especially when I’ve been very clear about what I like. I find no issue with modeling, where you’re being paid to just wear a garment for the brand’s channels. There is no taste involved. In fact, a model is being paid to surrender their taste to be in service of the brand. But Influencers are different. The brand is paying you in order to be a part of your taste. Granted, sponcon could be a cool way for experimentation or exploration, to be able to wear something you wouldn’t normally get to wear. But that doesn’t apply here. This is just about wearing something that is discordant with a person’s personal style. To wear something that you wouldn’t normally want to wear. 

And to be clear, this isn’t just about J. Crew. This is about any one doing a sponsorship with garments that don’t align with existing taste. Like seeing a guy who talks about buying vintage baggy OCBDs with floppy collars suddenly wear a skimpy collar shirt or someone who advises against poly-blend vintage do a collab with a brand that has poly in their trousers and non-iron shirts.

I’m probably just being straight up idealistic at this point, but I can’t imagine allowing others to be a part of my taste if they weren’t consistent with my style journey.  It would be a regression to go wear something that doesn’t align with what I’ve established for myself.  And to be clear, wearing a Ludlow isn’t even a case of experimentation or exploration. It’s honestly surprising to see someone out there who is known to be so specific suddenly be, well, not specific.  What’s even funnier (not really) is that many of these influencers end up selling their sponsored or gifted items. It’s clear that it really isn’t their taste.

All of this makes me think about how people view their clothes. Do people choose garments because they connect with their expressive features found in their designs? Or are aesthetics simply a medium for clout, based more on social benefits than internal expression? 

You could probably argue that the Hobby of Fashion involves both of those things. People participate in this because you want to express yourself and have appeal. And in the case of Influencers, we can’t forget the money aspect (which is directly tied to how much appeal you have).  Everyone has different priorities, and they can shift with the introduction of money.

At least the audience was aware of the contrast between the creator’s existing taste and the presence of sponson. Many comments were about “getting that bag”, showing support for the creator. It was clear that viewers knew this wasn’t purely authentic (the content is required to say #ad after all) and they were okay with it. 

While that’s a nice sentiment, it does make me wonder about the future of social media. Are we doomed to accept that every post being sponsored or the constant posturing to get sponsored? “Getting the bag” is not why I use social platforms or why I dress the way I do. I even hesitated to do Patreon, which is why it’s more like an optional tip jar meant for the crazy people who want to give me $5 without any real benefits  

But maybe this mindset is  too pessimistic. I’m probably just taking social media too seriously. I’m also being silly, thinking that taste needs to be “perfect”, as that may not even exist in the first place. Because maybe there is authenticity here after all.

Perhaps to some, clothing isn’t solely about honing expression, but about the pleasure of constantly shifting into different things. This creator may genuinely like big pants when it’s not J. Crew and genuinely like them when it is J. Crew. If menswear is getting similar to streetwear or designer clothing, then maybe people are okay with being in service of a brand’s vision, even if it does contrast their typical look. 

Or maybe they don’t even see the contrast at all, but as a natural extension of their existing taste! I guess there are people with specific tastes that also love a low rise, skinny suit. And I guess those people are better suited for sponcon than I am.

But just imagine if this creator did the “my life after skinny jeans” trend. I think that would hilariously expose how the sponsored outfit is in direct contention with his current attire. I guess this creator is smarter than that, since there was no such trend to be found. I’m sure that would alienate potential advertisers. This is why he’s being paid the big bucks!

EDIT: Maybe I’d like sponcon if it isn’t tied at all to the taste someone is known for. Like when a hotel partnered with a vintage menswear guy in exchange for a vlog. That oddly works. More so than this guy being paid to wear non-iron shirts or low rise pants when he has had plenty of content cautioning against those things.

Thanks for reading! Don’t forget that you can support me (or the podcast) on Patreon for bonus pods and access to the Patreon Discord.

Always a pleasure,

Ethan M. Wong

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