Totally this. I don’t see her as creative or aspirational at all. There is no niche. The ‘London’ thing isn’t relevant (especially in Covid) as what does it really mean? There are cool restaurants, parks, markets, art exhibits etc everywhere, so she doesn’t sell anything special here to me.My theory is Lily's not getting the freebies/sponsorships that she wants within the past year. She wants the high end brands similar to the ones Anna got last year (i.e. Armani beauty, biossance, appointed etc). That coupled with the fact her views/followers across various social media platform has decreased made her realise she might have to actually spend money on clothes/make up/skincare to stay "hip" which she doesn't want to do hence why she now asks for feedback and why I believe she creeps on tattle from time-to-time. Gleam is most likely encouraging her to pivot to the mummy vlogger route, but I don't think they sat her down and gave her a talking to. Gleam just point to what gets views/attention (i.e. Grey) and want her to continue exploring that. Many influencers are leaving their agents and Gleam wouldn't want to upset her and have another stream of income leave altogether. Lily wants to be the cool popular girl but the only cool thing she ever did was enter the influencer game full-time when it was still new ten years ago in the prime of her youth with no worries and can sell an escapist life. Now she's an influencer in an oversaturated market who follows trends.
Doesn’t set or reinterpret any interior, beauty or fashion trends.