"I have a very specific point of view. I live at home, I cook for my mum, I talk about fashion, but also about the everyday. It's about balance."
"I realized my followers kept asking for the same things. So we built a collection where it's all in one place."
"I upload videos that feel like FaceTime with your best friend. I'm telling you things no one tells their own mother."
Reesa Lake, LTK's VP of creator partnerships, gathered Gen Z creators Kit Keenan, Brandon Edelman (@branflakezz) and Alexis Wilkerson at LTK Upfronts in New York to explain how brands can connect authentically. Each creator blends personal storytelling with lifestyle content and commerce. Kit Keenan mixes fashion, food and everyday life and is launching a product collection driven by follower requests. Brandon Edelman emphasizes FaceTime‑style intimacy and radical transparency. The creators position authenticity, relatability and utility as core drivers for Gen Z engagement and cultural translation for brands.
Read at The Drum
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