Fronting and Fake

Fronting: Acting like you are more, or you have more, than what really exists.

Fake: is a word to describe people who aren’t themselves in order to gain friends and end up being more popular. They seem very nice to everyone, yet trash-talks them behind their back in order to get attention from people and make “friends” just to improve their social-status.

Shameless display of wealth entered a new dimension with the advent of social media, especially with Instagram. A post is not just a post, a picture is a digital brand. Fronting the fabulous life gives cred to the IG generation, living the Kardashian life. The economic reality behind the filtered smile, a lack of cash to sustain the image. Shopping, shopping, shopping for a designer bag, the latest sneaker, that brilliant fuchsia piece takes money. Bill Gates is now divorced, available, but the tech mogul does not want a clothes horse on his arm.

A TikTok post from a luxury retailer sales person revealed the hard truth. Fronting is mainstream and has reached the top. According to the sales person, people buy items, post them, then return the clothes to the store. Is this behavior new? NO! The past few years, there have been stories about “Instagram Returns”. Customers buy, wear, post, take back to the store. A generation go wearing something then brazenly returning was considered low to no class. In the 21st century, embarrassment is an outdated concept. Attention seeking knows no bounds.

One Saks Fifth Avenue shopper complained the high-end clothing mecca feels more like a thrift store, with many pieces on the store shelf looking worn.

Faking and fronting is contagious.