Not too long ago, “gatekeeping” was a dirty word online. It was synonymous with exclusion and snobbery – a behavior to be called out and canceled. If you had information (a makeup dupe, a store find, or a playlist) and you didn’t share it, you risked being called out. Social media thrived on radical transparency: tag the brand, drop the link, share everything. But somewhere along the way, the narrative shifted. Today, gatekeeping in some circles is not only acceptable, but aspirational, and the new it-girl mantra on social media is Gaslight, Gatekeep, Girlboss.
Take the viral TikTok of a girl being asked about her signature scent. Her reply? “Oh, I don’t share that.” Rather than sparking outrage, the comment section was filled with praise, and everyone agreed that unless you want your favourite scent to turn into Baccarat Rouge, you better keep quiet. The message was clear: if you love something, keep it a secret – or risk it losing its soul.
From Transparency to TMI
Digital media once preached transparency and influencers built their followings on telling us exactly what to buy and where to buy it. But now, that openness feels overexposed. There’s a growing sense that not everything needs to be content and that one should strive for curated privacy. The most valued recommendations today aren’t the ones plastered on every feed, but the ones that feel earned. Discretion, not exposure, is the new currency of cool.
You might wonder how can influencers, whose job is literally to influence, gatekeep? That’s the paradox. We’re witnessing the rise of the selective influencer who shares just enough to stay relevant but withholds just enough to remain desirable. They may drop a GRWM but blur the label on the perfume bottle or post an unboxing and hide the tags. And ironically, this type of gatekeeping increases influence. Followers want to know more, so they engage more, dig deeper, speculate in the comments. The mystery drives demand.
Gatekeeping as a Brand Strategy
Brands are also embracing this shift towards reclaiming individuality. For some of them, especially those who strive to remain “exclusive” and “quiet luxury”, it’s always been crucial to limit availability. Luxury brands have long known the power of gatekeeping. Hermes, for instance, doesn’t just sell you a Birkin bag – you must be offered one. It’s not about the price tag, but about being seen as a “deserving” client. This level of exclusivity has even led to lawsuits, like the recent case where two Californian shoppers accused Hermes of antitrust violations for not offering them the coveted bag.
Other brands are embracing similar tactics. Quiet luxury label The Row banned phones from their runway shows, further deepening their mystique. It’s not about alienating people, but instead about curating who gets in. In an era of mass exposure, that kind of intentional inaccessibility is magnetic.
The Algorithm Killed the Cool
Social media has made everything feel handed to us. The algorithm (recommendations based on data of what is trending) tells us what to wear, what to buy, where to shop, often before we even know we want it. While convenient, it’s also stifling. The joy of discovery has been lost. The thrill of stumbling across something special, of if-you-know-you-know because of who you are or where you hang out (not because you follow the right people) has become rare. Consumers want to encounter experiences naturally, and they are pushing back through gatekeeping. They want individuality, not another copy-paste microtrend. Overexposure breeds exhaustion, and once a brand or product is “everywhere,” it’s often nowhere special anymore.
Digital Gatekeeping: The New Luxury
Gatekeeping is no longer just a social behavior it’s a brand strategy. Luxury is being redefined not just by who can afford something, but by who has access to it. That access is increasingly being earned through engagement, storytelling, and insider culture.
To reconnect with their important customers who feel repulsed by the oversaturation and massification of fashion, luxury brands need to develop new strategies. Instead of blasting new collections to everyone, some of them are creating exclusive events for VICs, releasing member-only apps, hosting intimate dinners, or curating private brand trips. It’s all about cultivating a feeling of belonging.
As brand strategist Karmen Tsang puts it: “The next era of digital gatekeeping won’t just be about who can afford something – it’ll be about who is engaged enough to access it. Expect brands to create multilayered entry points, where loyalty, creativity, and insider knowledge determine who gets in.”
The new gatekeeping isn’t about keeping people out, it’s about protecting what matters and reclaiming a sense of individuality in an era where everything is overshared. It’s about resisting the pressure to commodify every part of ourselves, every product we love, every place we go. In a world where everything is public, curated mystery has become a form of authenticity. Whether it’s for a signature scent you won’t name, a favorite brand you won’t tag, or a community that requires effort to enter, gatekeeping isn’t just cool again. It might even be necessary.
By Angela Kolarova
Sources: https://www.voguebusiness.com/story/fashion/is-gatekeeping-cool-now
