Emma Chamberlain and Aritzia: Beyond Fashion
Written by Liz Garcia
Graphic by Kendall Darnell
The culture-defining icon of the new generation, a phenomenon herself, Emma Chamberlain is no stranger to brand collaborations. Whether it be her signature Louis Vuitton partnership, or more recently, launching her own collection with Aritzia, Emma Chamberlain rarely misses the mark. Where authenticity meets fashion exists Aritzia’s Fall 2022 Collection, and a dissection of the societal fascination with being real.
The “Everyday Luxury” retailer, Aritzia, has quickly captivated the hearts and wallets of the middle class. Supplied with high-end basics and wearable pieces from upscale brands, like the iconic Babaton Contour Tank Bodysuit, the effortlessly chic boutique has blossomed into a closet staple. As Emma Chamberlain takes over the fashion world, it seemed inevitable a collab between the two would happen. In a cheeky promotional video where she interviews herself, the Sunday Best with Emma Chamberlain collection emphasizes honesty and versatility. “They have something for any mood that I might be in,” the social media star says. And, she’s right — knitted sweaters, bodysuits, pleated skirts, satin dresses, and trousers all are featured in the line, ready to be tailored for everyone’s unique style.
Yet, more than just versatile clothes lie under the surface. With on-the-rise trends like the “clean girl” aesthetic, BeReal, Instagram “photo dumps”, and even the popularity of neutrals, being true to yourself has never been so admired. A direct contrast to the bright colors and busy patterns of overnight TikTok trends or the Y2K revival we’ve witnessed in the past few years, natural beauty and simple styling is in bloom. As our generation tirelessly fights political agendas and a collapsing economy, people have grown tired of phony personalities hiding behind our social media profiles — curated Instagram photoshoots have been swapped for casual BeReals and an array of tints and shades replace our colorful closets. The authenticity humans have to offer has begun to captivate society.
Emma Chamberlain, a woman of the people, has pioneered this “personality style.” From her beginnings on YouTube, where she unapologetically showed all parts of herself, to spearheading the raw photo dumps on Instagram, Chamberlain has consistently maintained a genuine appearance in the public eye, making her the most relatable celebrity of our generation. As companies and brands try their best to keep up with our ever-changing trends, a constant subject remains: a girl that everyone can see themselves in. The combination of Aritzia’s easy-going, classic style, and Emma Chamberlain’s mastery of honest marketing is a collision between our newfound glass lives and the need for authenticity in a plastic world.