credits: Emily Mariko Instagram: https://www.instagram.com/emilymariko/?hl=en
Emily Mariko recently has come under fire and garnered a lot of attention on the TikTok platform for her infamous $120 tote bag. Many people have been comparing the $120 bag to an ‘affordable’ bag you can easily get on Amazon for $19.90. Some have coined it as “cheap material” or “plain design” and it is not worth $120. Most Tiktokers shared their frustrations when this tote bag was released.
Who is Emily Mariko
Who is even Emily Mariko? Emily Mariko is a fashion lifestyle social media influencer who has amassed 1,8 million followers on Instagram and has a massive following on TikTok. Her videos are aesthetic and cater mainly to folks who have an eye for fashion and lifestyle. Furthermore, Mariko has a YouTube channel which focuses on creating fashion and lifestyle content. Most importantly, Mariko gained attention in the summer of 2021 and is known for her salmon bowl recipes.
Credits: https://www.instagram.com/emilymariko/?hl=en
In the TikTok Platform, there is an increasing discourse regarding the widening gaps between influencers and ordinary people, most citing that influencers are not ‘relatable’ and are pursuing extravagant lifestyles which creates resentment among the people.
TikTok Discourse
The TikTok platform is filled with different commentaries regarding this $120 tote bag to analyze the brand of Emily Mariko and the privilege of influencers.
Seema R from Tiktok put aptly about how Emily Mariko’s family background could have contributed to this $120 tote bag phenomenon. Her father is a graphic designer who founded 5+ Design, and his firm does space design (lived spaces). Emily Mariko’s mother Jane was also a designer and an architect and has worked for a lot of car companies. It was undoubtedly that Mariko came from a well-off background that could contribute to her taste in aesthetics, and was raised with a very attuned aesthetic, Seema says. She also says that she “she lives in less than more” culture and claims “designers are picking almost everything else but nicer”. Therefore, the packaging reflects this taste. And this tote bag was made for “people who feel discerning whose taste is so good” that they should purchase this bad.
I found Seema’s perspective to be interesting as it recognises that perhaps Emily Mariko’s audience was not made for ordinary people but for people like her (in terms of background and taste). Perhaps this is the very reason why people on the platform are not happy not only because of the ridiculous markup prices, but it feeds into the narrative of us VS them. (and also that influencers who seem indifferent towards their audience)
However, other Tiktokers came to Mariko’s defence that her audience and niche is primarily for those who are keen on ‘quiet luxury’. Some claimed that “it is her brand” and she is entitled to set her prices for her tote bag.
Final Thoughts
Nevertheless, I was curious to understand why there was an increasing backlash against her brand. Against the backdrop of a rising global climate of financial struggles, this controversy takes on a new view. The growing resentment towards influencers who seemingly flaunt luxury while their followers navigate economic challenges adds fuel to the fiery debate.
As TikTok users voice their concerns and opinions, Emily Mariko’s $120 tote bag becomes emblematic of a broader conversation surrounding privilege, relatability, and the responsibilities influencers bear towards their audience. The clash of perceptions between influencers and their followers is undeniably at the heart of this digital storm, prompting a critical examination of the dynamics shaping the world of online influence.
Nevertheless, I don’t think Emily Mariko deserved the accusations that were thrown at her. It’s totally fine not to love a product, but let’s keep things friendly. Criticize the bag, not the person behind it!!. Be kind everyone!
What do you guys think about the tote bag phenomenon?
