Social media was only ever the beginning for influencers Remi Bader and Cass DiMicco.
Though the geneses of their content creation journeys may have been different — Bader first went viral in 2020 for her “realistic” clothing hauls showcasing the fashion industry’s shortcomings in size inclusivity; DiMicco, formerly an assistant buyer at Lord & Taylor, shot to Instagram fame in the 2010s for her elevated fashion and lifestyle content — the pair are both leveraging their online communities to make headway as entrepreneurs.
“When I was working in corporate fashion, I decided that creating content and essentially having this digital résumé of my fashion sense and taste would be a great way to get my foot in the door working at a more fashion-forward company,” said DiMicco in a conversation with Bader and WWD editor in chief Eugenia Richman.
As DiMicco’s online following grew, however, so did her vision for what her career could be, and in 2019 she and her husband cofounded a jewelry brand of their own called Aureum Collective.
“I definitely saw [content creation] as a means to an end,” continued DiMicco, who has more than 700,000 combined TikTok and Instagram followers and last year expanded Aureum to include eyewear, belts and other accessories.
“In the very beginning, you’re wearing all the hats, and that was a big learning lesson for me — figuring out how to hire great talent, manage great talent, how to make them want to grow within your company — it’s something I’m striving to be better at every day.”
Bader, meanwhile, first entered the entrepreneurial realm when one of her clothing hauls calling out Revolve for not being inclusive caught the retailer’s attention. The pair went on to launch two apparel collaborations, each reaching up to a size 4X, and Bader also linked with Victoria’s Secret — another company which has faced backlash for its lack of diversity — as a size consultant and ambassador.
Most recently, Bader teamed with Sam’s Club to launch an apparel line priced below $30 and reaching up to a size 6X in October.
Remi Bader
Katie Jones/WWD
“My followers have been excited about it, Sam’s Club customers have been walking into the clubs crying because they don’t usually have the opportunity to — for one, buy their size — and two, have clothing options that are cute, trendy and affordable,” said Bader.
There has been a seeming regression, though, in fashion’s commitment toward inclusivity, she said.
“When I started in 2020, it was trendy at that moment to be inclusive — you had people and companies listening to what plus-sized people were saying online…there’s a shift right now — you see brands pulling their inclusive sizes off shelves; fashion week is less inclusive — so it’s like, what can I do as a creator to help shift that narrative back?”
Ensuring there is always an alignment between her values and her output is one such way she seeks to benefit the cause.
“My goals have changed so much being in this space for four years now where, if I see a gap in the industry, I know I should be doing more there. Right now, working with brands and putting my all into filling those gaps with them is how I’m doing that, but if it doesn’t happen, then yes, I have a duty — and a desire — to do something of my own and do it right.”
