Founder and CEO Since Tomorrow

Over the last decade, my co-founder and I have been fashion ghost writers for some of the world's biggest celebs such as Rihanna and Zendaya, Instagram influencers, and creators.  After a decade of creating dozens of high quality, sold-out celebrity and influencer collections, Moore Collective has developed a digital framework oriented towards a creator’s bandwidth and the ever-changing needs of the digital consumer to bring in-demand, high quality content, physical / digital products and experiences to market efficiently, cost effectively and sustainably at the speed of&nbsp;TikTok and through content that entertains.As both seasoned entrepreneurs and F500 design, merchant, operations and sourcing leaders, we possess the rare ability and decades of loyalty with strategic global vendors to build both boutique and at volume end-to-end sourcing strategies within the same supply chain to scale lifestyle brands for creators.We have been repeatedly recruited as change agents to restructure internal design operations and external supply chains, we are known in the industry for bringing a bar-raising fashion product development ability to ensure the needs of on trend, high-quality, on margin product are met through constant communication and collaboration with direct management of the end-to-end value chain.AI puts our experience and methodology on rockets!

Joanna Williams

The biggest influencer in the world, Kim Kardashian is investing in a microdrama company

Because even she knows what works to drive sales and engagement on social media has changed to repeatable systems that drive consistent commerce, not one‑off viral trends anymore

Creators are gonna spin up hundreds of dramas daily, each one a tiny soap opera built to convert, test, and iterate in real time

And of course, the soap was always the actual point :)

Please note on the same day we signed over TikTok, TikTok has its own litle microdrama app lol

Searches for AI influencer are exploding - up 579% this week as regular people realize they can now A/B test personas and pilots the way they used to test thumbnails and hooks

In that world, it’s kind of important to know what actually works for individuals - their specific storylines, aesthetics, and offers that move their audience versus the 2026 WGSN report this week saying hopecore is the #1 trend when she's so clearly in her money making on rockets era

She's not hoping, she's shipping!

Monetization happens in the interaction between the fan and creator over dark socialDMs, group chats, private servers, quiet corners of the internet where intent is high and attribution is messy

The next wave of influence isn’t what’s trending, it’s owning the engine that can manufacture resonant micro‑stories and products on demand and route them to the right communities to earn

Brands becoming entertainment and media companies clinging to legacy mindsets won't make it because battle for attention isn’t about having the best shows necessarily

It’s about being where attention already lives

I think that's why all the butter yellow from last year's predictions are on fire sale right now - lululemon will call it strategic markdown to clear previous season's inventory and make way for new trends and color palettes - but it's clear it's because of something else

Founder Since Tomorrow | LinkedIn Top Voice

Charlotte Mair

Founder and Managing Director

Charlotte is the Founder and Managing Director of The Fitting Room, an award-winning, independent global cultural brand marketing and communications house.

The Fitting Room creates hype, demand + legacy® by tapping into the power of subcultures—those underground movements that shape mainstream culture and influence behavior.

For us, culture comes first. It’s at the core of everything we do.

Over the years, The Fitting Room has partnered with a diverse range of clients across industries, mastering the art of cultivating hype and demand to successfully launch, position, and transform brands.

Enquiries: chloe@tfr.agency 


‘’The uglier you go to sleep, the prettier you wake up’’. 

That's the beauty trend that went viral on TikTok in 2025, with the "morning shed" racking up over 100 million posts.

Women were filming themselves removing elaborate overnight beauty setups, face masks, compression wraps, mouth tape, eye patches, turning their bedtime routines into performative content.

Then Skims launched a $52 face wrap that looked like post-surgical compression gear and it sold out in 24 hours. 

I'm all for women having autonomy over their money and what they want to do with it but so many beauty trends last year made me stop and think about whether we're actually empowering ourselves or just finding new ways to monetise our insecurities.

The reality is beauty brands are borrowing the aesthetics and language of medical recovery, compression, sculpting, therapy, and repackaging them as everyday consumer lifestyle products. 

No clinical evidence required, regulatory oversight needed, just celebrity influence and viral marketing.

The question isn't whether women are making free choices. It's whether those choices happen in a system designed to manufacture insecurity in the first place.

I spent months unpacking this trend, the psychology, the economics, the blurred lines between cosmetic and medical and where this is heading for my weekly Substack , The Digress.

📧 The Digress drops every Sunday on Substack at 9.30am. Link in comments to the article.

Founder and Managing Director, The Fitting Room | Creating Hype, Demand and Legacy | Ad Age Leading Women in Marketing, Advertising and Media

Before The Fitting Room , there was PR and Everything Inbetween.

A dinner with a client in 2017 and a book recommendation from him quietly rewired how I thought about what I wanted my agency to be, culture and ambition.

If you don’t like the thing you’re building,
and it’s not doing what you want it to do - change it.

That mindset became the foundation of everything that followed.

And if you haven’t read The Tanning of America by the GOAT Steve Stoute , you should. The audiobook is narrated by the queen Kerry Washington 💛

Sometimes growth doesn’t come from a five-year plan. It comes from a conversation, a book, and the courage to admit the old version no longer fits.

I don’t think hospitality has really evolved occasion dining in decades.

…there was the bottomless brunch era.

But beyond that? It’s still the same moments.
Just more expensive, and slightly more Instagrammable.

Birthdays. Anniversaries. Date nights.
The same calendar moments every brand is shouting about at the same time.

(don’t get me started on the lack of innovation on the opportunity of Happy Hour and tapping into the little treats economy).

Meanwhile, everything around dining out has changed.

👉🏾 How we socialise.
👉🏾 How often we go out.
👉🏾 How women spend money.
👉🏾 How alcohol fits (or doesn’t).
👉🏾 How friendships, dating and community actually work in 2026.
👉🏾 How to build something that is third space first 

Yet restaurants are still operating on the same tired assumptions.

What’s missing is emotional specificity.

And honestly, that’s because large parts of the industry are bad at social listening and even worse at turning insight into culturally relevant moments that actually drive commercial results.

Too many decisions are still being made by people who don’t understand the value of relevance.

Retail clocked this ages ago.

👉🏾 Tesco selling 12 grapes for women to eat under the table on New Year’s Eve.
👉🏾 Marks & Spencer launching shake salads after the Kardashians made the action iconic.
👉🏾 Lidl selling Reformer Pilates machines

None of that is about “big moments”.
It’s about repeatable rituals people already care about.

So where is that thinking in hospitality?

Where’s the restaurant for:
👉🏾 a Tuesday decompression dinner
👉🏾 a post-breakup catch-up
👉🏾 a solo celebration
👉🏾 a quiet “we survived this week” meal
👉🏾 women who earn well and don’t want theatre
non-alcohol-led celebrations
👉🏾 ‘’I just signed up to do Hyrox” what am I doing with my life bevvy

Places you come back to, not just post once

Hospitality keeps chasing big occasions, driven by the same outdated customer profiles and the same creative playbook.

Occasion dining doesn’t need more ‘’sparkle’’.
It needs better reasons, the kind people actually talk about in their WhatsApp groups.

Because if the only time your restaurant matters is a birthday, you’re not part of someone’s life or conversations.

🎥 Lottalovet TikTok, 2.7million views, 188,000 likes and 51,000 shares

Introducing The Liquid Gold Ritual...

In our second campaign with our client The Real Greek  we are celebrating January with a twist as they hand out ‘Liquid Gold’ (AKA olive oil) in a bid to better the guts of the nation with a dining ritual practiced by the Ancient Greeks for centuries.

To drive education around the Mediterranean diet and some of their key dishes, TFR worked with The Real Greek to build a campaign leveraging the current cultural buzz surrounding gut health, olive oil and general wellness in January.

This is The Mediterranean Reset.

💭 The Insight: Olive oil is a 3,000-year-old wellness ritual powered by good fats from the Ancient Greeks, encouraged in Greek culture as ‘a spoonful per day’

🫒 The Campaign: A brand moment gifting customers a shot of olive oil on their visit, backed by Gut Health expert Jordan Hawoth AKA  Mr Gut Health to amplify our message.

📈 The Results:
👉🏾 Over 200K organic views on social media so far
👉🏾 Coverage in nationwide titles
👉🏾 A unique content moment for both diners and creators

Fancy trying The Mediterranean Reset? The Liquid Gold Ritual launches today, and is available until January 31st in all UK restaurants.

Go team The Fitting Room Emma Williamson 👏🏾

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joanna Williams's LinkedIn Performance

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