The thinking behind it.
Brand fit30%
Audience fit25%
Credibility20%
Storytelling15%
Commercial proof10%
| Criterion | What to look for | Weight |
|---|---|---|
| Brand fit | Personal style that's sculptural, romantic and strong; lives the gathering (hosts, cooks, makes, travels); respects craft | 30% |
| Audience fit | Followers in priority markets (US, UK, France, Gulf, Korea), occasion-dressing intent, the right age and spend | 25% |
| Credibility | Followed by editors, stylists and designers; low ratio of sponsored posts; not tied to direct competitors | 20% |
| Storytelling | Can host, film and carry a series; content people save and share, not just like | 15% |
| Commercial proof | Comment quality, saves, past results on tracked links, branded search lift after posts | 10% |
Red flags: discount-code culture, heavy sponsorship, current deals with competing occasion brands, inflated followers, brand-safety issues, and owning a label in Aje's categories (apparel, eyewear, jewellery, bags, activewear).
How to find them: social listening for people already wearing Aje organically; Paris show guests and press; the client lists of stylists Aje already dresses; creator analytics platforms for audience location and quality; and a seed-then-select approach (seed twice as many as you retain, keep those whose audiences respond).