$700 Erewhon hauls, 21-hour shifts: celebrity assistants go public with their grueling, fabulous work

"Victoria Hiegel, a personal assistant to an unnamed celebrity client, has become a microcelebrity with one million TikTok followers by documenting her work. She shares content about tasks like sourcing specialty baked goods, while carefully adhering to her nondisclosure agreement by never filming at her employer's apartment or revealing identifying details."

"Hiegel is among the most prominent figures in an emerging class of service workers—including private chefs, assistants and stylists, most of them women—who are monetizing the backstage maintenance of celebrity by documenting their work across TikTok and Instagram. They have influencerized tasks once defined by discretion."

"The trend reflects a broader shift in how service work is perceived and consumed, transforming roles traditionally defined by discretion into content opportunities. Service workers document previously private tasks like preparing specialized drinks, receiving tips, and performing various personal services for celebrities."

Victoria Hiegel, a personal assistant to an unnamed celebrity client, has become a microcelebrity with one million TikTok followers by documenting her work. She shares content about tasks like sourcing specialty baked goods, while carefully adhering to her nondisclosure agreement by never filming at her employer's apartment or revealing identifying details. Hiegel represents an emerging trend of service workers—including private chefs, stylists, and assistants—who monetize their backstage work by posting on social media platforms. These workers document previously private tasks like preparing specialized drinks, receiving tips, and performing various personal services. The phenomenon reflects a shift in how service work is perceived and consumed, transforming roles traditionally defined by discretion into content opportunities that generate engagement and influence.

Read at www.theguardian.com