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  • How has online culture invaded the fashion world?
  • How has online culture invaded the fashion world?
    Sabrina Carder (2015) ©
CASE STUDY

Shop Jeen: fashion goes viral with gifs, memes and poop emojis

Selling clothes plastered with memes, gifs and poop emojis, Shop Jeen has Gen Z and Y set firmly in its sights. But how has 23-year-old founder Erin Yogasundram – dubbed the “Queen Bee Of the internet” – amassed a cult following without spending a single dollar on advertising?

Location United States

Scope
Gen Z and Y are engaging in a new way of shopping that’s social, nostalgic and utterly obsessed with online fads. Erin Yogasundram has pioneered this movement via Shop Jeen, a peer-to-peer fashion retail phenomenon for the Instagram generation. Dubbed “Queen Bee of the internet,” by MTV, she’samassed a cult following and grown her brand into a digital empire, all without spending a single dollar on advertising. [1]

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