@rsbrownfield — 57x breakout

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Whoa,

@rsbrownfield

33.0K followers · usually 15.7K views a post

Views

881.8K

Likes

137.9K

Comments

989

4.5K

View velocity

+144.0K views over 26.3d · ~5.5K/day · 10 observations

Why it worked

The creator's critical and somewhat humorous take on fast fashion, combined with a relatable "deinfluencer" persona, likely resonated with viewers who are also questioning the value and sustainability of clothing brands.

Summary

The creator critiques clothing items from the store Altar'd State, questioning the quality and price of their products, particularly a dress made of plastic and a viscose dress. They also comment on the store's theme and music choice.

Structure

1Critique of "WWJD" clothing and "mass-produced plastic clothes"
2Criticism of a dress's design and material quality for its price
3Observation of the store's theme and music
4Critique of a sweatshirt and "bloomers"
5Critique of a viscose dress and a call to check material labels

Product placement

Altar'd State ACTS: it is a clothing store where the creator is browsing and critiquing items. Removing it would change what happens in the video. Altar'd State APPEARS: it is visible as a store name and logo. Removing it would not change what happens in the video.

On-screen text

Whoa, what would Jesus do? I don't know, probably not, mass produce plastic clothes, but that's what Altar'd State has decided to do. And if I'm doing my job, I'm pulling the wool from your eyes to show you are some of the worst performance I've ever seen. Starting off with this dress where they printed the graphic on one side of the fabric so when the slit opens up, you'll see the unprinted white side. They're trying to charge $88 for a dress that is 100% plastic and yet somehow dry clean only. I don't understand is trying to get away with selling such poor quality pieces for such high price points. Yes, they are really into the Jesus theme and are playing Christian music throughout the store. $70 for this sweatshirt and selling it next to lace up booty shorts and these bloomers, which is confusing to me. They occasionally make something that is kind of cute. This dress was $130, but it was also 100% viscose, which I don't love personally. But if you do love this brand, I really urge you to look critically at the material labels and determine does the quality match the price? Cause I don't see it.