Around the year 2000 a new type of celebrity started to emerge. These celebrities are not known for being actors, musicians, TV personalities, models or politicians. They are known simply for having a certain well-known surname, for having been friends at some point with people who were already famous or for being at the right place at the right time. They are famous because they are admired for their persona, personality and lifestyle.
Their name is their brand: They create their own fragrance, launch their own fashion and cosmetic lines. Other designers cast them for their own marketing campaigns. Their faces can be found on various billboard, TV and magazine campaigns. Their personal blogs and social media sites allow glimpses into their daily private life, always showing them in the best possible light and carefully forming a certain image. But with this interest in this glamorous life of the celebrities, an interest in their flaws simultaneously starts to develop.