tech
March 5, 2026
$700 Erewhon hauls, 21-hour shifts: celebrity assistants go public with their grueling, fabulous work
Staff for the rich and famous are influencerizing their day-to-day lives, giving followers access to luxury while creating financial safety nets for themselves
TL;DR
- Celebrity personal assistants and private chefs are leveraging social media to share glimpses of their work, transforming behind-the-scenes tasks into online content.
- This influencerization of service roles provides followers with access to luxury lifestyles and offers the staff a way to build personal brands and financial security.
- The trend reflects a broader shift in celebrity culture, where fame is seen as constructed, and it brings the economic realities of private staff into public view.
- For many, social media visibility serves as a hedge against the precarity of service work, creating future opportunities and income streams beyond a single employer.
- Creators report earning significantly more from their online content than from their day jobs, with some roles offering substantial salaries.
- While social media can provide benefits, it can also distort perceptions of the profession, focusing on flashy aspects while overlooking the discipline and skills required.
- Some celebrity employers and agencies view a strong online presence as a sign of discretion and taste, influencing hiring decisions.
- Gen Z's interest in luxury access, coupled with a disillusionment with creators who neglect their audience, fuels the appeal of these staff-focused content creators.
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