Who wants to be a nepo friend? How important is it to be friends with the right person in the economy of influence?
Over the decades, in regular waves, nepo babies - better known in Italy as “children of”, or the close relatives of famous people - have attracted judgment and criticism, online and offline. Nobody likes someone who is born privileged and seems to have a fast track, this is clear; all the more so if you prove that you have no clue what talent. However, beyond nepo babies, there is an even more elusive category: people who have built visibility, access and sometimes a career, simply by orbiting around a celebrity. We are talking about nepo friends, who are perhaps all in all even luckier than those who have a blood connection with famous people: they take all the advantages, without having any pressure.
Nepo Friends and Social Capital
If nepo babies inherit a last name, nepo friends have access to something just as precious: a network of relationships. The sociologist Pierre Bourdieu defined it as 'social capital', that is, the set of opportunities that derive from belonging to a certain group. At a time when attention is a currency and visibility can turn into a profession, having access to the right circles can be even more useful than having a famous last name. Social media have made this mechanism particularly evident: if at one time the friends of the stars remained anonymous figures in the background, today those who regularly appear next to a celebrity inevitably end up attracting curiosities, followers and commercial opportunities. It happened, recently, to the Haim sisters, whose presence on the sidelines during a Knicks game alongside Taylor Swift (with matching t-shirts) did not go unnoticed. As had already happened to Abigail Anderson, a childhood friend of the popstar mentioned in several of her texts, who soon became a familiar presence for fans and a public figure with almost 500 thousand followers. The same goes for Melissa Forde, Rihanna's best friend for more than a decade, who in turn has become a character with 779 thousand followers.
Kim Kardashian, Paris Hilton's assistant
The recent history of pop culture then offers even more interesting examples. Perhaps not everyone knows that, before building her own media empire, Kim Kardashian was known above all for being Paris Hilton's assistant and friend. Today, the balance of power has completely reversed, but Kardashian's trajectory shows how closeness to a celebrity can turn into a springboard. Being part of the right entourage means attending exclusive events, meeting influential people and being associated with an aspirational universe that the public already wants to observe. With Gen Z, the phenomenon has evolved further. These are no longer just individual friendships, but real social ecosystems in which notoriety, contacts and opportunities circulate within the same group. The friendship between Lila Moss, Iris Law and Stella Jones is a perfect example: daughters of some of the most iconic figures in British fashion and entertainment, they share the same environments, the same events and often the same spotlight (nepo baby x nepo friend: squared media exposure!).
I Nepo Friends in Italia
Even in Italy, the phenomenon is far from unknown. Over the years, for example, the public has learned to know not only Chiara Ferragni, but also some of the people who permanently gravitated around her, such as Veronica Ferraro or Martina Maccherone (who in turn became influencers and digital entrepreneurs). In a similar way, Olivia Moss's constant presence alongside Dua Lipa has made her a familiar face for many fans.
Someone to keep your feet on the ground
It seems obvious, but in the economy of influence, even appearing in the right stories can make a difference. Then there is another side of the coin, not to be underestimated. In a ruthless and notoriously artificed world such as that of entertainment or social media, having people who know you “from before” or who in all likelihood will remain by your side even when the crowd no longer remembers your name is a precious asset. They help you keep your feet on the ground, and in the meantime they benefit from a few small advantages. How to blame them.
