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The influencer lawsuit that could change the industry
Behind the scenes of a court battle for the “clean girl” look.
It reminds me of staying at an Airbnb, with the charms of lived-in coziness — cute window shutters, lots of throw pillows, the setting sun casting gold rays into the kitchen — but where every drawer is empty and bath towels still have price stickers on the inside. Gifford knows, from experience, the exact angles she must capture to sell the items she features in videos: a slow, top-down panning shot of her coffee table; a few seconds of her stepping into the corner of the frame and placing cream ceramic pumpkins on her fireplace mantel. Gifford darts around her home, grabbing brief clips that she will later splice together in the choppy, rapid-fire editing style that has become instantly recognizable as “shortform video.” She can tell immediately if her disembodied hand plopped a mini plush pumpkin slightly awkwardly.
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