In recent years, the term “nepo babies” has emerged as a buzzword across social media and mainstream discourse, particularly in the context of the fashion industry. Short for “nepotism baby” this term refers to individuals who benefit from their family connections in the realms of entertainment, fashion, and beyond. While nepotism is not a new phenomenon, its impact on fashion has become increasingly scrutinized, sparking discussions about privilege, authenticity, and talent in a notoriously competitive industry.

Deva Cassel for Alberta Ferretti F/W 2025

Understanding Nepotism in Fashion

Nepotism, in its simplest form refers to the practice of favouring relatives in professional settings. In the fashion industry, this often translates to children of well known designers, models, or industry insiders receiving preferential treatment when it comes to opportunities, and career advancement. The rise of social media has amplified this phenomenon, as young influencers and models can quickly build substantial followings, often leveraging their family names to secure contracts and collaborations.

Prominent examples of nepo babies in fashion include the likes of Kaia Gerber, daughter of supermodel Cindy Crawford, Gigi and Bella Hadid, whose mother Yolanda Hadid is a former model and television personality. These figures have not only gained recognition for their work but have also sparked debates regarding the advantages they hold compared to their non-nepotistic counterparts.

Gigi Hadid walks the runway during the Versace Menswear S/S 2020

The Privilege Factor

One of the central criticisms surrounding nepo babies is the privilege they embody. Critics argue that these individuals often enter the fashion industry with an established network, significant resources, and access to exclusive opportunities that are unavailable to many aspiring models and designers. This raises important questions about fairness and meritocracy in an industry that prides itself on creativity and talent.

For instance, Kaia Gerber’s rise in fashion was swift with her famous lineage granting her immediate visibility. Critics suggest that her success is less a testament to her abilities and more a reflection of her mother’s influence. In contrast, countless talented individuals work tirelessly to break into the industry, often facing barriers related to socioeconomic status, race, or lack of connections.

While some nepo babies undoubtedly possess talent the perception that they are riding on the coattails of their famous parents can overshadow their accomplishments. This reality often leads to resentment among those who feel they must work twice as hard for similar opportunities.

Authenticity vs. Artificiality

The nepo baby phenomenon also raises questions about authenticity in fashion. The industry has long celebrated the idea of “the self made” individual, designers, models, and creatives who have clawed their way up from humble beginnings. Nepo babies, by contrast, may evoke a sense of artificiality, as their fame and success are often attributed to their lineage rather than personal struggle.

In an age where consumers increasingly prioritize authenticity and relatability, the rise of nepo babies may lead to a backlash. Many consumers seek brands and figures that resonate with their values, emphasizing stories of hard work and perseverance. As a result, some nepo babies may face skepticism regarding their legitimacy and contributions to the industry.

Kaia Gerber for Valentino F/W 2023

Social Media’s Role

Social media has played a pivotal role in both the rise and scrutiny of nepo babies. Platforms like Instagram and TikTok allow these individuals to curate their personas and engage directly with fans, bypassing traditional media channels. This accessibility can sometimes blur the lines between genuine talent and the privileges of family connections.

For instance the influence of Bella Hadid, who through her family’s background and her own savvy social media presence, has become a household name. While she has undeniably carved out a successful career, her celebrity status is often tied to her lineage. As social media continues to amplify the visibility of nepo babies, the question arises: are they being celebrated for their individual talent, or are they merely benefitting from their family’s fame?

Bella Hadid for Saint Laurent S/S 2025

The Response from the Industry

The fashion industry is not blind to the growing discourse surrounding nepotism. Some brands and organizations have begun to actively promote diversity and inclusivity, seeking to amplify voices that have historically been marginalized. This shift aims to create a more equitable landscape for emerging talents who may not have the same advantages as nepo babies.

For example, initiatives like “The Model Alliance” advocate for fair treatment and opportunities for models, regardless of their background. These efforts are crucial in challenging the status quo and creating a more inclusive industry. However, the question remains: can the fashion industry strike a balance between celebrating established talent while also providing opportunities for those who are less connected?

A New Generation of Influencers

Interestingly, the conversation around nepo babies is evolving. The younger generation is more vocal about the privileges they hold, with some nepo babies acknowledging their advantages while also advocating for change. In interviews and social media posts, figures like Kaia Gerber have expressed awareness of their unique positions, suggesting a willingness to use their platforms for good.

Moreover, the growing trend of sustainability and ethical fashion is creating space for new voices in the industry. Aspiring designers and models are increasingly emphasizing transparency and social responsibility, which can shift focus away from lineage and toward values. This movement may foster a new wave of influencers who prioritise authenticity and impact over mere celebrity.

The nepo baby phenomenon in the fashion industry raises essential questions about privilege, authenticity, and the future of talent recognition. While nepo babies undeniably have access to resources and opportunities that can propel their careers, the industry is at a crossroads, navigating the balance between legacy and merit.

As consumers demand authenticity and representation, the fashion world must adapt, creating pathways for emerging talent that celebrate diversity and hard work. The discussion around nepo babies is not just about criticism, it’s an opportunity for reflection and growth within an industry that has the potential to be as inclusive and innovative as the creative minds it showcases. The future of fashion may very well depend on its ability to redefine success beyond lineage and embrace the rich talent available in the world today.