The Frugality we all wistfully remember, with the beautifully put together outfits and stylish home, was firmly an aspirational lifestyle account. It featured lots of travel, weekends away, meals out, on trend clothes and gorgeous, impractical interiors.
On reflection, probably 90% of that lifestyle was achieved with gifted or discounted stuff. Alex was just in the right place at the right time and she rode that influencing wave hard.
I feel businesses are becoming more discerning with where their influencing pounds go and that combined with the constraints of small, demanding children means her lifestyle is no longer enviable for her audience. It’s very ordinary and boring actually.
Alex seems resentful that her influencing career and lifestyle have been impacted so much by having children and I know I didn’t follow her for bib recommendations. She’s no longer frugal, stylish or interesting.