The concept of an “It girl” has evolved significantly over the years. These women, possessing an elusive quality often described as “je ne sais quoi,” have been part of cultural discussions for nearly a century. The term gained prominence in the 1927 film “It,” starring silent film actress Clara Bow, often credited as the first “It girl.” Since then, it has been used to define a range of women, from Edie Sedgwick and Bianca Jagger to Carolyn Bessette-Kennedy and Alexa Chung.
However, today’s generation of “It girls” doesn’t stumble into the title by chance. Whether driven by necessity or choice, they are propelled by a well-organized machine working behind the scenes. Being an “It girl” is no longer just a byproduct of being in the paparazzi’s eye (as was the case with Bessette-Kennedy), frequenting the right parties (like Jagger), having influential connections (à la Sedgwick), or simply showcasing exceptional style (as Chung did). Today, being an “It girl” is a job in itself, one that requires a dedicated team to support you.
Simultaneously, possessing that elusive “It factor” has become increasingly crucial for breaking into the fashion world, especially as a model or influencer.
Jeni Rose, Senior Vice President and Co-Head of Fashion Representation at WME Fashion, notes that the old formula of discovering a great-looking individual, giving them the right haircut and outfit, and sending them out into the world no longer suffices.
Consider Sofia Richie Grainge, the undeniable summer “It girl” of 2023. Her South of France wedding in April of that year ignited immense interest, with TikTok users dubbing her the embodiment of “old money” style. Google searches for her name surged by 100 times in the days leading up to and following the event. Since then, she has secured collaborations with brands like Jo Malone and Maybelline, amassed over 3 million TikTok followers, graced the front row at Chanel’s cruise show in Los Angeles (where the luxury house designed three custom looks for her wedding), and landed on the cover of Town & Country.
However, the viral success of Richie Grainge’s nuptials wasn’t merely a stroke of luck. Her stylist, Liat Baruch, acknowledges that it was the result of careful planning and hard work. They had been collaborating for a while, honing their understanding of which silhouettes and fabrics best suited her.
For those already in the public eye, a well-coordinated and widely publicized shift in style often catalyzes their “It” status. Anne Hathaway, a Hollywood fixture for over two decades, recently ventured into “It girl” territory under the guidance of stylist Erin Walsh. Their collaboration has led to head-turning outfits, such as a white Armani Privé column gown at the Cannes Film Festival and a bold purple Valentino minidress worn to a Bulgari event.
Vogue’s wedding coverage has become a particularly potent platform for launching “It girls” because its image-rich stories offer a comprehensive view of a bride’s style and preferences. Ivy Getty, the great-granddaughter of oil tycoon J. Paul Getty, gained significant online attention after Vogue featured her San Francisco wedding in November 2021. Subsequently, she appeared on the cover of Town & Country and became a fixture on the fashion scene, attending events like the Met Gala and Cannes.
Yet, in today’s landscape, even possessing the “It factor” doesn’t guarantee success. It requires a well-coordinated and strategic approach to manage newfound opportunities and attention. Public relations firms like Savi, led by Savannah Engel, work to cultivate and protect the image of emerging “It girls” like Ivy Getty. They focus on ensuring that their clients remain authentic and true to themselves while navigating the spotlight.
Social media has provided today’s “It girls” with the means to leverage public interest and transform it into a lasting career. Figures like Hailey Bieber, who started as a model and social media influencer, used their platforms to propel themselves into the spotlight. Her skin care brand, Rhode, capitalizes on the “glazed donut” beauty trend she popularized on Instagram.
Jeni Rose emphasizes that making a momentary splash in fashion isn’t challenging, given the industry’s constant search for the next big thing. However, sustaining that prominence over the years requires exceptional talent and skilled management.
Yet, while opportunities have expanded, so have the stakes. Today’s “It girls” face heightened scrutiny, especially if they choose a more public career. The protective and brand-building roles of their support teams have never been more critical.
Competition for “It” status has also intensified, encompassing not just socialites, heiresses, or those connected to Hollywood but also influencers who can, and do, earn the title.
Nevertheless, the allure of a connection to wealth or fame remains irresistible, as seen in the fascination with quiet luxury. As Baruch notes, it takes a different kind of confidence to be quietly noticed, and that “It factor,” the charisma that has defined “It girls” for generations, remains the cornerstone of the equation, regardless of the size of the team behind you.
In the end, even with all the tools and strategies at one’s disposal, possessing that innate “It factor” is essential for success. Delmonte sums it up: “You need to have that ‘It factor’ for it to work.”