Hi! I just wanted to make a few observations about Emma, sorry if it has been mentioned already.
1.About the sizing- PLT and Boohoo's sizing is absolute garbage, so not to excuse her but it is almost impossible to know what size you are in these trash brands. For example, size 12 bikini bottoms are big on me but size 16 bikini top is small on me (I have small breasts).
2.If you want to see a typical example of her fans, I came across this young girl on YT called Chloe Benson who 100000 % is strongly influenced by Emma. Chloe's behavior is super similar to Emma's - gestures, mimics, language, tongue out, all-around obnoxious behavior, etc. Chloe owns All body merch so you can see the connection. I think she is very typical of the kind of ppl who watch Emma- younger girls with self-esteem issues and need for direction.
3.Emma's behavior is kind of acceptable for a video- you gotta be extra animated but in a few videos you can see her acting like that with ppl in public vlogging and it is incredibly cringy.
4. I think her recent style choices have very little to do with her taste and ability to put together outfits and everything to do with her weight gain. She is obviously wearing clothes that "hide" her weight. If she was thinner she would have more variety than big coats, baggy shirts, sweatpants, and oversized hoodies. She's just trying to convince herself it's still okay. It's not.
5. The business. I personally think she is being very misleading to the audience. First, it's not a fashion brand, it's merch. Second, she is not doing it on her own, her parents literally funded the whole thing. Not that there is anything wrong with that, but I think she kind of sweeps that under the rug. I also find it super weird that her parents also work on her stuff. I remember she mentioned her mom sews the tags on the clothes. There was a pile of shirts needing tags and Emma was just sitting around waiting for her mom to come the next day and sew them on. Hello??? It's not that difficult, learn how to do it and get going! There is nothing wrong with her parents investing but she should be open and say: "They gave me a tonne of money and that's how I am doing it". Because otherwise, she is misleading young viewers into thinking it can happen for them as well. This then leads to them not looking for meaningful work or study in hopes they can also sell something through youtube. If she was open and said: "I was given a big chunk of money to start with" most of the viewers will realize it is far less likely to work for them since they don't have parents with disposable income.
6. She is a walking contradiction. The number of calories she consumes to maintain that body is self-harm. Plain and simple. Self-love is not and never will be hurting your body with food which she is doing constantly. She is trying to spread a message of sell love before she herself has achieved it. It should be obvious to anyone with eyes.
Sorry if this was hard to read, English is not my native language.