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PHOTO | DEATH TO STOCK | Debora Spanhol
DID THE INFLUENCER KILL THE SOCIALITE?
Culture | Written: Wairimu Njoroge
08.09.2025
In an age where influencers can rise to fame almost overnight, has their role and the way they operate reshaped the dynamics of high society? Have influencers replaced the traditional socialite, or even rendered them obsolete? Do modern day socialists still exist at all?
When you think of a socialite, who comes to mind? For many, it’s Paris Hilton. From the late 1990s to the mid-2000s, she defined the socialite era, with her reality show The Simple Life catapulting her into global fame as the ultimate It Girl.
Traditionally, socialites came from affluent backgrounds, gaining status through social connections and appearances at high-society events. Today, however, the term has evolved. Modern socialites build influence through self-promotion and media attention, using the spotlight itself as a tool to shape culture (Baila, 2016).
The Kardashians embody this blend, bridging elements of both the traditional and modern socialite. Unlike many who came before them, they have sustained their longevity by transforming an audience into an empire. But where exactly does the influencer fit into this picture? Influencers have seemingly overtaken the socialite and it all comes down to distance and proximity.
The distance we perceive between ourselves and socialites is far greater than the gap we feel with influencers (Cowan, 2024). Socialites have never attempted to downplay their wealth or appear relatable, they lean fully into grandeur, exclusivity, and spectacle. Influencers, on the other hand, thrive by cultivating intimacy. They create content tailored to specific niches, nurturing a sense of familiarity and connection with their audience (Hussenot, 2020).
This perceived closeness is what sustains them. The cultural landscape has shifted toward accessibility, where aspiration is no longer about untouchable luxury but about something we can realistically adopt. Unlike the unattainable lifestyles once paraded by socialites, influencers showcase products and experiences that we, too, can purchase or participate in. With this accessibility comes expectation. Because influencers are in constant dialogue with their audience, there’s pressure to be responsive, transparent, and authentic. Such qualities that were never demanded of traditional socialites.
So do modern day socialists still exist at all? Becca Bloom and Lara Cosima certainly fit the picture. High jewellery, caviar breakfasts, haute couture, and exclusive debutante balls remain part of their world. Hallmarks of a lifestyle where wealth isn’t downplayed but leaned into.
In a culture increasingly defined by accessibility and relatability, do you think socialites continue to hold relevance or have influencers claimed their place?