Nepo Babies: Why fashion month turned into a total family affair

The ultimate fashion flex

If you noticed the recent fashion month circuit feeling a little familiar, it’s not just you. Whether it was on the catwalks or sitting front row, the "nepo baby" takeover was the main character of the season. We aren’t talking about clothes—we’re talking about the kids of Hollywood royalty, and they aren't hiding their connections anymore.

From New York to Paris, the faces were iconic. Ella Bleu, 26, walked for Miu Miu, while Apple Martin, 22, hit the runway for Chloé. Over in Milan, the Vogue World event was basically a family reunion, hosting everyone from Matteo Bocelli to Ava Phillippe.

The shift: From hiding to owning it

Remember when stars like Nicolas Cage changed their surnames to distance themselves from their famous relatives? Real talk: that era is officially over. PR consultant Mark Borkowski calls this the "industrialisation of inherited fame." Instead of playing the "I got here on my own" card, this generation is leaning into their privilege.

Take Romy Mars, for example. The 19-year-old went viral for being grounded after trying to charter a helicopter on her dad’s card, and now she’s starring in films and dropping albums. Then there’s Francesca Scorsese, whose TikToks featuring her dad, Martin, have turned her into a massive online presence. As author Fran Hoepfner puts it, there’s no point in trying to hide the lineage—you might as well own it with style.

Why brands are obsessed

Let’s be real, it’s a marketing hack. Casting the child of a Hollywood legend guarantees instant attention and decades of cultural recognition. Brands know that in the age of social media, being "the kid of" is a shortcut to a massive, built-in audience. Even when kids try to cut ties—like Brooklyn Beckham’s viral "separation" from his parents—it just ends up fueling more interest. The takeaway? If you’ve got the name, use it.

Why it matters

This shift reflects a massive cultural change in how we view success. The era of false humility is out, and brazenly using your platform—inherited or not—is the new status quo. It’s a reminder that in the attention economy, having a famous family isn't a secret to be kept, but a brand to be built.