Karolina Zubkova Mattes: Democratising haute couture one Instagram post at a time
So this weekend I was minding my own business, and by that I mean being nosy and stalkerish on Instagram, when I saw that one of my favourite Monaco It girls had done a livestream (guess my post notifications failed me).
Anyway, Karolina Zubkova Mattes aka Karolina’s Fairytale aka wife of Daniel Mattes who is aka the “Bill Gates of the Alps” had done a live stream on Instagram, so of course I had to check it out. It started off very dramatically about how Karolina was so sad and I was very confused, I mean like she just got a hot pink Audi R8 complete with her hashtag #KarolinasFairytale on the back – how could one be sad after that? Well it seems Mr Mattes has decreed that it’s time for Karolina to do a bit of fall cleaning … of her closet!
Okay, some of you are probably confused at why I’m writing about this, I mean people clean out their wardrobes everyday. Well this is not your AVERAGE wardrobe. Mrs Zubkova Mattes is a member of that hallowed inner circle of haute couture (which is made-to-measure artisan crafted clothing) in Paris and beyond. From Chanel to Zuhair Murad and Dolce & Gabbana’s Alta Moda, she is a highly prized client, coveted front row guest during fashion weeks, and a voracious party girl on the international circuit.
However, despite her highly covetable life Karolina remains down to earth … or at least as down to earth as one can be driving a Lamborghini in Casadei Python heels to hop on a private jet. With an Instagram following exceeding 100K, who track her every fashion move, dance videos and family photos, she removes all misconceptions one has about the elitism of the typical haute couture client.
Anyways back to her closet. Due to the fact that she only wears things once or twice as she states in her livestream, one can imagine how cluttered that cavern of couture is at the moment. But what’s a girl to do? It’s no surprise that as the wife of a tech mobile giant and as a social media maven, Karolina has decided to capitalise on her skill.
While most women in her circle either pack off their couture to storage or send it off to some dusty luxury vintage store under the watchful eye of an ancient purveyor or discerning queen, Karolina has gone the millennial route. She’s selling off her wardrobe via INSTAGRAM. Oh yes, she’s selling her one-of-a-kind, made-to-order, “price on request” couture dresses on social media … at affordable prices.
Just looking at her Instagram gets one flustered wondering which one of the many gowns she’s been photographed in at Cannes Film Festival or the Red Cross Gala in Monaco or the Bulgari party in Venice will be up for grabs … by the general public! And not only is it gowns, but shoes and accessories are also available on her new dedicated Instagram account @YourFairyTaleCloset.
While many of her older peers are probably giving a bit of side-eye to Karolina for democratising the experience of haute couture, I think it’s a fresh cool way to give life to what is seen as a stuffy and unattainable level of life to many.