CELEBRITY CLOSETS
Internet Icons: Style Spotlight
The Emma Chamberlain Effect
WELCOME TO THE CELEBRITY CLOSET!
Let’s be real, Gen Z: if there’s anything we have going for us, it’s hyperfixation (we can thank COVID for all our scattered hobbies, senses of style, and celebrity crushes). But when it comes to internet icons & “it” girls, we can’t go without mentioning the girl who took the Internet by storm in 2017 and is still riding the wave today—Emma Chamberlain.
Whether you’ve heard of Emma through the digital grapevine or witnessed her rise years ago, you can’t deny her presence has always been huge. Credited with popularising her signature anti-vlogger editing style and nearly every micro-trend that’s graced boutique shelves these past few years, you could trace the digital timelines and realise—all roads lead back to Emma!
With a coffee brand, two podcasts and an Architectural Digest-featured home (that came straight out of our Pinterest boards, by the way) under her wing, there’s no one’s style and influence more worth studying than Gen Z royalty herself. Where does she get that playful yet timeless harmony of style everyone immediately wants to latch onto?
Let’s get to unpacking this closet!
WHO IS EMMA CHAMBERLAIN?
If you really think about it, it’s no surprise why Emma’s entire brand blew up the way it did. The young vlogger’s faced her fair share of criticism, be it for her self-deprecating humour or unfiltered portrayals of mental health on camera. But this unconventional vlogging style—up close and personal in every way—is the same reason why her content resonated with hundreds of thousands of viewers across the globe.
When Emma first picked up traction, she was just a 16-year-old high schooler, struggling through her own coming-of-age (read: stressed, depressed, but well-dressed). She’d bring her viewers into her car and to school, sitting down and eating with the nonchalance of a best friend. Her willingness to show all the sides of her life, no matter how conventionally unflattering, broke free from the curated, ___ content of her contemporaries, paving the way for Youtube’s anti-vlogger era: down-to-earth, girl-next door vibes that are neither too tomboyish or too girly, and an authenticity that’s incredibly compelling.
No makeup, less-than-flattering angles, stomach issues, and nervous breakdowns in her car—Emma shoved stigmatized discourse to the Internet’s front lines and showed thousands of kids it was okay to talk about them, relate, and—most importantly—feel less alone.
“It’s so refreshing to see someone who isn’t trying so hard to be fake,” user Michaella Mull writes in the comment section of Vogue’s “Every Outfit Emma Chamberlain Wears in a Week. “Have always loved emma for staying true to herself and expressing how she feels regardless of society’s standards!” 7.1k likes attest to her fans’ enthusiastic assent.
Emma took a mental health hiatus in December of 2021 after a long period struggling to reconcile the life changes from her nouveau riche status with the approachable persona she’d made a name off of. Recently, she seems to be thriving more than ever–having struck a balance between her old personality and new life—and this is evident more than ever in the way she carries her style!
So—how does her wardrobe pull off this harmony? From Sunday Best to Met Gala-worthy Louis Vuitton, let’s take a look at Emma’s style basics.
STYLE SPOTLIGHT
When it comes to Emma Chamberlain, we can pick out four keywords or sub-niches she’s used over the years to describe her style: comfy-cute, preppy-cool, practical vintage, and eclectic.
COMFY-CUTE
Since her channel’s launch, Emma’s brand has been nonchalant, homey, and relaxed—so it’s only natural for this to manifest in her sartorial choices, too. Although she’s gone from satirising haute couture in her “DIY NYFW OUTFITS” video to wearing it to the Met Gala herself, her chill bathtub talks and handheld footage of dress fittings tell us not much about this side of her has changed at all. “I’m wearing pjs to the afterparty,” she confides in us conspiratorially, while decked out in a Louis Vuitton pyjama set.
It goes without saying that she has her fair share of oversized sweatshirts, hoodies, and graphic tees—and she’s not afraid to repeat outfits throughout the week. “This is my everyday staple look,” she announces, wearing a simple white crop top and jeans. “I wear this probably four times a week.”
Her other go-to “work look” includes a pastel purple graphic tee from Kijen, high waisted Alo Yoga sweatpants, and fluffy Ugg slippers. “I probably wear this 90% of the time, [and] this is proof,” she adds, holding up a worn slipper she’s repurchased “around 10 to 15” times. To top it off are her Chamberlain coffee mug and Warby Parker glasses. “I still feel cute in this, even though I’m comfortable. I feel like that’s the key with loungewear—you don’t have to choose loungewear that doesn’t flatter you.”
Lululemon, white sneakers, and turtlenecks are other staples in the Chamberlain closet: she opts for comfy-cute with the flared leg, which kicks the usual sweatpants up a notch. The cherry on top? Colour-matching your bag with something else—in this case, a baby-blue purse and vest from Tega Akinola.
“Alot of my outfit choices just make sense in my brain and i just cross my fingers that i don’t look stupid,” she grins, “but how can you look stupid when you have a matching bag?”
The Emma Chamberlain “summer uniform” that dominated TikTok audios back in August is the epitome of everything she looks for in a solid outfit: a sophisticated maxi skirt,
juxtaposed with her holy-grail, ever-versatile white crop top. What pulls it together is a pair of scrunched up socks and loafers.
When Stylecaster asked about her upcoming vision for a “fall uniform,” Emma shrugs. “It’s probably going to include turtlenecks. I love turtlenecks.” Looks like Gen Z’ll be staying warm this season!
While Emma’s wardrobe has certainly expanded with her popularity, comfy-cute is a cornerstone that’s remained the foundation of everything she wears. And in this fast-paced era of consumerism—with endless pressure to dress to the nines, showing off new outfits and top trends at the turn of every season, it’s nice when Emma reminds us that comfort is something that doesn’t go out of style.
PREPPY-COOL
Remember the resurgence of academia back in 2020? Well, say hello to one of the influencers who helped bring the sweater vest and other preppy-cool staples back from the 2000s.
After donning the iconic Liz Claiborne vest—a technicolour take on traditional argyle print–which Emma thrifted on depop shop luckyjunk, the item sold out in no time. She’s still rocking the same vest in 2021, using it to put together her “weekend brunch look” for Vogue. Preppy school-girl looks balance comfort and class, altering boyish, looser items to fit and flatter feminine silhouettes. From knitwear to polo collars, Emma taps into that classy-prep harmony with her signature playful twist.
When interviewed by Vogue for Copenhagen’s Ganni show, we can see the sweater vest’s not leaving Emma’s closet anytime soon as she takes the crew through her day in Ganni’s Graphic V-neck Vest (made from 80% recycled wool!) and a pair of colourful sunnies. When she spills coffee on the vest, her excitement when it leaves no stain is charming: “Normally I spill coffee on myself and it’s there all day.”
Her most recent appearance is as the face of Aritzia’s Sunday Best line—a seasonal collection chock full of classic silhouettes, with a touch of that schoolgirl chic Emma does so well. Highlights include the Peggy Sweater—with a collared shirt peeking out—paired with the Olive Micro Skirt and brown Mary Janes, and the Jones Sweater paired with the plaid Olive Knee Skirt.
“You woke up and chose coffee,” the campaign reads, “And then relaxed chinos and a baby tee. Emma’s most laid-back self approves.” And if that isn’t the epitome of Chamberlain closet, we don’t know what is.
PRACTICAL VINTAGE
If you’re looking for intricate layering techniques or lavish accessorising, you won’t find any here—for Emma, practicality, comfort, and fashion all go hand-in-hand. In her “met gala” video, she flashes a hand with a set of brand-new acrylics. “I literally can’t do anything with these,” is the first thing she says, eyes comically wide.
The explosion of mainstream thrifting and “vintage” shopping during our two years–and-counting of COVID-induced ennui can, in part, be traced back to Emma, too. Known for her controversially frequent “thrift hauls” since 2017 and thrift flips (see: “MAKING UGLY CLOTHES CUTE” and “MAKING UGLY JEANS CUTE”), Emma’s impact only grew as more and more teens began searching for their sense of style between the racks of second-hand shops, both IRL and online.
In a valiant attempt to make the reject section of her closet wearable, Emma wields a pair of scissors in one hand and fabric marker in the other: simply cropping all her shirts and pants to more flattering lengths, and doodling new designs to her heart’s content. She doesn’t hype up her skill, nor does she pretend the changes are revolutionary: “I’m not in a mental state where I want to learn things right now,” she deadpans to the camera, referencing the sewing machines and techniques other fashion YouTubers—see Ashley, or bestdressed—have mastered. Not everything turns out the way she hopes, either: an old pair of Air Force 1’s with Emma’s white doodles on the checks go straight to the donation pile with a look of disdain.
“I feel like we’re on facetime,” user Gracey Davoult comments, to which 12k viewers like in agreement. And that is precisely what makes Emma so easy to watch: there’s nothing she does that we can’t try our hand at—just like a friend on Facetime—but her humour and wit make our time all the more worthwhile.
“Emma has shopped at the thrift store so much that her closet is literally one of them,” another user, Maeve Dunne, quips.
Still, Emma seems to have toned down her self-proclaimed thrifting addiction over the years, settling on a few trusty staples to define her latest vibe. The first is her collection of vintage Levi’s: “I have so many pairs of jeans,” she stresses, “90% of them are Levi’s 501s.” She swears by their breathable, comfy fit—so it’s hardly surprising to see a pair every few scrolls down her Insta feed. The leather jacket she finishes the look with? A gift a friend thrifted.
If she’s not shopping on Vinted, thrift+, or Depop, she’s tapping into the indie designer scene—more specifically, Australian designers like Emily Watson and Dyspnea, who’ve been responsible for her tankini and bejewelled sheer top looks respectively. Notable also is London-based Chopova Iowena–the designer behind Emma’s safety-pin pleated skirt in this mirror selfie–a brand known for using recycled fabrics and deadstock materials to create their playful, punkish designs. That’s some self-aware growth from her old overconsumption allegations, and we’ll definitely take it.
Her stylist, former Garage fashion editor Jared Ellner, characterises her current wardrobe as a “distinctive mix of vintage, under-the-radar designers,” plus the occasional big-name luxury brand (hint: LV). Mixing indie, vintage, and high fashion is a sartorial trend that’s been on a steady rise, and Emma’s definitely at the forefront of that fashion train.
DOPAMINE DRESSING
Dopamine dressing’s definitely the keyword of the month—and one that might best encapsulate the essence of Emma’s wardrobe.
Dopamine dressing is when you pick out clothes that hold more symbolic or personal meaning than trendiness or aesthetic value. TL;DR: wearing clothes that make you happy, for no other reason than that. And one look at Emma’s attitude towards her closet staples—and fashion in general—leads back to this concept.
“When I’m thrifting, I’m looking for things that make my brain light up,” she tells Vogue at Jerome’s Vintage in Copenhagen. Fun just seems to play a key role in Emma’s style: when she finishes each of her 7 Days, 7 Looks Outfits with some variation of a platform shoe, she just explains, “It’s me in a shoe.” Elevated, comfy yet practical—and so many unconventional options. Dressing up for an event? A minidress isn’t complete without crazy tall Marc Jacobs platform combat boots. Going to the beach? Platform flip flops from Coperni, inspired by the flip flops Emma’s mother always wears. Catching a flight? Basic white sneakers, plus a few inches just because.
“I hate being overdressed,” Emma remarks, “it makes me feel weird.” She vouches for fun statement tops, her way of “making it look like I put in more effort than I did.”
But where skirts and tricky tops might push Emma out of her zone, her accessories are where her personality really shines through. It’s not a Chamberlain Classic without a pair of sunnies—preferably matching a fun bag and shoes. “I love crazy platform shoes,” she says, willing to defend a pair of creepers to her last breath.
It’s this fun-loving side that adds eclectic elegance to anything she puts on: see ogbff’s “Niche Internet Micro Celebrity,” a hint of her everlasting sense of wry humour, or the Architectural Digest outfits that feature her latest obsession with jewel toned, colour-matching pieces. She dons a pale green matching shirt and skirt set, a gloriously oversized green checkered coat, a monotone layered skirt and jacket, and orange trench coat (all courtesy of Oscar de la Renta, Dior, Calle Del Mar and Cartier).
“The people who are really coming out on top as fashion icons or It Girls or just people with great style are [those] who are finding the designers before anyone else and wearing interesting looks and not being afraid to take things one step further and into something new,” Ellner explains, tapping into his experience styling Gen Z’s social media royalty. Like with everything else, the globalisation of fashion and media has sped everything up—designers churn out collections at breakneck speed, and fashion influencers scramble to keep up with trends to stay relevant.
Still, Ellner points out a “timelessness and maturity” that holds Emma’s style together through the fashion world’s ups and downs. It’s way too easy to lose yourself in the tides of constantly-changing trends, and we forget that, first and foremost, clothes are supposed to fit us and make us feel good. And like her style or hate it—Emma’s got that figured out, and that already puts her way ahead of the game.
CRASH COURSE
Time for a Chamberlain Closet Crash Course! How do you get Emma’s look? Here are her tried-and-true techniques:
1. Matching your glasses, bags, shoes (or all of the above). If you’re scared to experiment with the actual clothing, spice it up with your accessories.
2. A little goes a long way. With Emma, less is definitely more–like the colour-matching, it’s all in the details. A well-fitted pair of jeans you can wear four times a week, dressing up or down. A little colour coordination in her Ganni argyle and lilac pants. You name it.
3. Platforms, platforms, platforms: throw in some tomboy attitude to otherwise conventional, understated, or feminine pieces.
4. Mixing comfort and practicality: From sweats to fishing vests, Emma’s not afraid to have her favourite pieces make repeated appearances in her wardrobe. Forget the pressure to post new fits every day—Emma swears by a good pair of Dickies or Levis, redefining cool with some vintage renewal rather than cookie cutter, disposable looks.
5. Have fun with it! What stands out about her outfits isn’t the brand, the price tag, or the trendiness—it’s her ability to make whatever she wears unique with her quirky, unapologetically real attitude. From her Ganni show look—yellow shirtdress with red rainboots—to her gilded golden Louis Vuitton look at the Met, there’s only one thing they have in common: the fun she has showing it off.
CLOSING THE CLOSET
Like her or not, Emma’s impact is undeniable—and there’s something to be said about the wry, down-to-earth wit that’s been an unchanging part of her since she was just a 16-year-old highschooler filming chaotic lookbooks and heart-to-hearts in her front seat. Her duality speaks for itself: she can pull off loungewear and pull up in a floor-length Oscars gown the next day, while staying true to herself all the while.
Her style and charm is something that—cheesy as it sounds—comes from something underneath, and she wears it on her sleeve like no other. Fashion aside, her humour and outlook on like is a statement of its own. And that’s what makes her—at least for some—Gen Z’s “it” girl.
Written October 2022