Emma Chamberlain: the 21st century “it girl”

Discussing the youtuber’s influential role in younger generations

JESSICA MILLS / ASST. FEATURE EDITOR / THE USD VISTA

20 year old Internet sensation Emma Chamberlain is known for her quirky style, coffee addiction, and unorthodox approach to filming videos. 

Since launching her YouTube channel in 2017, Chamberlain evolved from a comical vlogger to an entrepreneur and fashion icon. Many have coined her as a “relatable influencer,” documenting her day-to-day life, that’s not so different from most. 
With over 15 million followers on Instagram, Chamberlain’s online presence is extensive. Despite the pressure from her large following, Chamberlain openly discusses vulnerable topics, ranging from bowel movements to body acceptance.

Many are drawn to Chamberlain’s authenticity and credit this to her “it girl” status. 

Senior Nikki Giammanco explained that Chamberlain’s candidness sets her apart from other influencers. 

“She talks about things her audience is also going through,” Giammanco said. “She’s a person who has a lot of money and status but still talks about issues she deals with. It makes you feel like you can connect with her.” 

Likewise, Giammanco explained that watching Chamberlain’s videos helped her own mental health. 

“Her videos are entertaining but also simple,” Giammanco said. “They’re the only thing that makes me feel better.” 

Many of Chamberlain’s videos include normal parts of her daily life: cooking, feeding her cats, or even a trip to Whole Foods. The videos often make viewers feel like they’re on facetime with Chamberlain for the day. 

“Her videos feel like they’re being sent to you, like a Snapchat video from a friend,” Giammanco explained. “She makes it okay to not live a lavish life. She’ll lay in bed all day and just draw.” 

In a recent episode of her podcast, “Anything Goes,” Chamberlain announced her break from YouTube for the foreseeable future, admitting that she needs time for herself away from the platform. For sophomore Allie Longo, this is why Chamberlain stands out. 

“I don’t think anyone is as brave as her to pause making YouTube videos,” Longo explained. “They’d be worried about losing followers or money.”

Chamberlain talks openly about her struggles with mental health and self-acceptance. Longo explained that an important part of Chamberlain’s vulnerability is how she presents it to her audience. 

“She doesn’t use it as branding,” Longo said. “She’s just living her life and in doing so just happens to talk about the issues she faces.” 

Although she is outspoken about personal struggles, Chamberlain lives a fairly private life. Many of her personal relationships remain offline. On her podcast she discusses the importance of keeping some things for herself. For Giammanco, Chamberlain’s privateness aided her “it girl” status. 

“When things are private, people talk. I don’t think she cares about being the ‘it girl,’” Giammanco said. “She doesn’t try to do things just for attention.” 

Across platforms many brands partner with influencers to reach diverse audiences and boost sales. Brands like Princess Polly and Fashion Nova utilize partnerships with influencers regularly, offering discounts for followers. However, Chamberlain seems to only work with companies she likes. 

“She doesn’t seem to work with a lot of common brands, she does her own thing.” Longo said.“Her style isn’t like anyone else’s, and I love when someone’s fashion is entirely their own. I think she encourages that.” 

Within the last few years many have noticed a shift in Chamberlain’s career. She took on a more simplistic style of video editing and filming, began working with high fashion brands and frequented covers of numerous magazines. 

“The shift was just her maturing and growing up,” Longo said. “I don’t think she sat down and was calculating this big change. I think it was just gradual with her aging.” 

Among the many changes to her career was the launching of her first business: Chamberlain Coffee, a specialty coffee company that utilizes compostable and reusable materials. At just 20 years old, Chamberlain showcases the capability for young female entrepreneurs. 

“She’s not just a YouTuber, she’s a role model for young girls,” Giammanco said.

For many influencers, receiving hateful comments comes with having a large following. While Chamberlain receives hateful remarks, unlike other internet personalities, many of her followers are incredibly loyal and seem to support Chamberlain in her various pursuits. 

“I think she also just hasn’t done anything to upset anyone or give them a reason to not support her,” Longo said. 

By having open conversations on vulnerable topics, Chamberlain is paving the way for current and future influencers. From clothing hauls, daily vlogs, to cooking videos, viewers can see a wide variety of content on Chamberlain’s platforms. 

As a successful woman that capitalizes on unique fashion, vulnerability, and a sense of mystery, Emma Chamberlain has quickly become the “it girl” for the 21st century.