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Schiaparelli logo
Live coverage from TikTok · refreshed daily · August 3, 2026

Schiaparelli. Watched closely.

dig reads the Schiaparelli conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.

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Top emerging negative narrative · flagged by dig today
"Couture as a class flex." A performative-elitism backlash is spreading as creators tie the house to the "tradwife" cook-in-couture discourse and call it out of touch.
Why it matters: across ~215 recent posts, the brand is being used as shorthand for glamorized inaccessibility. The most-viewed clip - 'Nara kindly called y'all poor' - cleared 198K views, 'a tradwife wouldn't be cooking in Schiaparelli' 22K, and satirical 'too poor to understand' videos keep multiplying. The critique is really about a creator, but it is sticking to the house's image, which is why comms should watch it.
'Nara kindly called y'all poor' - there are levels to this
@thesashawhitney · 198.1K views
A tradwife wouldn't be cooking in Schiaparelli
@oceanenum · 22.6K views
'Where'd your accent go?' - the couture-cooking bit, roasted
@gabbywithaneye · 10.4K views
Trending now · pulled from dig
Narrative intelligence

Every story, scored by sentiment.

Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.

Trending now · last 7 days

What people really think about Schiaparelli right now.

Pre-crisis radar · for comms

The negative narratives that haven't hit yet.

Early negative signals building under the surface, so comms gets a head start before the story spreads.

Emerging signals · last 14 days
See the signals before they break.
The accelerating negative narratives, who's driving them, and why they matter. Visible only to dig customers.
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Owned content vs. UGC

Who's actually calling the Schiaparelli conversation.

Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.

Owned vs. UGC reach · last 30 days
6%vs94%
@schiaparelli owned share · creator share of Schiaparelli TikTok reach (30d)
With 94% of reach in creator hands, the performative-elitism critique from voices like @thesashawhitney travels without the brand in the room, and the owned channel has almost no share of voice to counter it.
Top 6 creators · last 7 days
See the creators moving faster than your owned channel.
Creator type, narratives, follower counts, and recommended actions.
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Narrative fronts

Brand image, Creator association, Couture discourse, Class perception, Satire. Tracked.

Each front's dominant story, its sentiment, and the surprise signal comms may not see coming yet.

Portfolio signal · last 30 days
See every front in the conversation.
Each front's top narrative and the surprise signal comms may not see coming yet. Visible only to dig customers.
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From signal to next move

The actions your team can take this week.

The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.

Your next moves.
The narrative to defuse, the creator to engage, and the talking point to sharpen this week.
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