Now, shes everywhere.
Last week,Sofia Richie Grainge announcedher pregnancy inVogue.
Thats a recent development.
For most of her career as a public figure, Sofia Richie didnt stand out as a cultural force.
She was always seen as Lionel Richies daughter or Nicole Richies sister.
It all started with a sumptuousVoguespread.
Thebehind-the-scenes footagewent live the day before the wedding.
We learned that yes, Cameron Diaz and Princess Olympia of Greece were in attendance, both dear friends.
A shining socialites fairytale wedding.
(She maintains that this was not part of some greater strategy.)
And so, the world was introduced to Mrs. Sofia Richie Grainge.
As one of her commenters said: Do I know who Sofia Richie is?
Have I watched every single wedding video of [hers] and am completely obsessed?
Four days after the wedding, she garnered over45.4 million viewson TikTok.
Now, nine months later, she has 3.6 million followers and 73 million likes.
The brands hit the ground running.
A new partnership with London-based perfumer Jo Maloneplastered Richie Grainges face across social media just weeks after her wedding.
Jo Malone and Glossier were just the beginning.
In short, SRG promises to embody the young brides impeccable (and marketable) taste.
Her brand partnerships confirm that it can all be converted into cold-hard cash.
The future of SRG will reveal how far it can all go.
So far, shes moving forward with her signature balance of casual openness and well-mannered remove.
It pairs with theold money aesthetic, a romanticized take on how people of generational wealth dress.
I wanted it to feel timeless, she toldTown & Country.
I pored over photos of classic royal weddings and pulled in little things that I wanted.
Something about Sofia Richie Grainges preference for timeless and classic styles reads as more genuine than the Jenners take.
Even if she did hire a stylist.
Young women online are moving out of girlhood and into something more mature.
There is the homesteadingtradwife of Ballerina Farm, with her hearty meals and Disney princess hair.
There are the torturedfemcels of the New Right, who reframe marriage as the edgiest form of social submission.
There is also thefake-trend-turned-aesthetic of the Mob Wife, brash, bold, and glamorous.
Shes rich but not flashy, well-connected but never boastful.
She shares on social media, but she doesnt join the discourse.
With a solid foundation under her feet, brand expansion is the natural next step.
Before, we only knew of Sofia because of the men in her life.
Now that shes married to one, shes a brand in her own right.
