Take a look at your social media feeds. Same mix of cakes, cute pooches, and even cuter babies, right? But look closer… Where have all the aspirational people gone? It could be that they've left the social media platforms we're all familiar with and are joining top secret social sororities – ghosting the normal platforms – and their ‘civilian’ mates in the process.
In the face of the democratic ‘appeal’ of Twitter, Facebook, Instagram and Tinder, people in the know are looking for somewhere cooler and more covert to spend their time online. So now, safely ensconced on the other side of a digital velvet rope, an A-list in-crowd is browsing mysteriously unsearchable Facebook groups, invite-only newsletters and specially-curated dating apps.
Take Girls Night In. Spun off another invite-only Facebook group, Girls Night Out, for hot girls going to get on the guestlists at LA’s hottest night spots, to the uninitiated, it might seem a bit Mean Girls. But when the girls started to hit it off, and began using the group’s 1,000 strong squad (including plenty of models and actresses) for life advice, Girls Night In became the equivalent of the world’s most dazzlingly beautiful Whatsapp group.
Founded by 32 year-old tech entrepreneur Annaliese Nielsen, who saw networking potential for its members (who span every industry), it now sees users posting no-holds-barred accounts of their lives on the group’s wall. Whether it’s advice on hook-ups, introductions to business connections, or even the chance to compare medical symptoms, the only hitch is that users must be approved after being invited by friends already on the inside. It's a virtual sorority.
Uber-elitist dating app Raya is perhaps even more restrictive. Branded as ‘an exclusive platform for people in creative industries,’ users are finger-picked by a panel for their Instagram reach and influence as much as their looks and personalities. For 5.50 a month you’re unlocking the most eligible dates in your city, and if you have over 1 million Insta followers, you’re in for free. No, life isn’t fair. It’s so secretive that when it launched last year, there was a zero marketing policy and you can’t even take a screenshot to prove the hotness. Which allows its many famous members (Cara Delevingne, Ruby Rose and Joe Jonas have reportedly been spotted browsing) to hook up in sexy peace.
Of course, if you’re not in the market for a date, or even mates, you’ll definitely be looking to get on at work. Nasty Gal Girlboss Sophia Amoruso and rock legend Courtney Love are rumoured to be starting an invite-only, female-only need-to-know newsletter to help with just that. Casting aside any similarities to Lena Dunham’s egalitarian Lenny Letter, it will only go to their chosen ‘female ballers’ to help them help each other to get on in the world. Fusty old boys clubs? Welcome to the new girls clubs ladies.
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