Earlier this morning, as I was halfway through my usual in-bed Instagram scroll I was stopped in my tracks by a series of story posts from none other than fashion mogul and Djerf Avenue founder Matilda Djerf.
It’s not unusual that I'd stop for a swipe on one of Matilda's weekly photo dumps, usually in the hope of seeing some new hair inspo or a shot of her dreamy home interior. On this occasion, I was in fact gifted with a shot of her perfectly bouncy blonde locks while simultaneously having my eyes opened to the new world of social elitism.
© Instagram / @matildadjerfSomehow while our backs were turned the world’s most famed faces gathered together in secrecy, all agreeing to trade in their one-of-a-kind Birkin bags and limited edition Miu Miu pumps to create a smoothie.
Albeit not just any smoothie, an Erewhon smoothie to be precise. No this isn’t a sick , a smoothie collaboration with LA’s overpriced yet overly chic supermarket chain is the new elitist, unobtainable status symbol and the It-girlies can’t get enough.
© Instagram / @erewhonBack in May, Kendall proved she’s part of the cool-girl club, sharing the news that she’s curated her very own Peaches and Cream flavoured smoothie.
© Instagram / @erewhonKenny J and Matilda are the newest members of the socialite smoothie club (that's what I’m calling them from now on) joining the likes of Sofia Richie Grainge, who partnered with the brand earlier this year to create a £16.60 ($21) Sweet Cherry Smoothie, Kendall's older sis Kourt, who made a detox option in collaboration with her wellness brand Poosh called the ‘Poosh Detox Smoothie’, Olivia Rodrigo who promoted her album Guts with a comical healthy blend titled "Good 4 ur GUTS” and Bella Hadid who blended her Kin Organics drink together to make something called a Kinsicle.
Then, just when we thought we were safe, the world's most popular It-girl and Kendall's best friend Hailey Bieber created a smoothie so popular Erewhon was pressured by fans to keep it on the menu. With more than 40,000 sold each month, the Strawberry Glaze Skin Smoothie was a genius marketing ploy by Hails to promote her namesake skincare and beauty brand, Rhode and now even comes in a soft-serve version.
Our own editor, Natalie Salmon, ventured to Erewhon in West Hollywood last week just to get her hands on it during her annual leave. "Ever since Balenciaga decided to turn a grocery store into a runway, I just had to make a pilgrimage for the famous Hailey smoothie. So, during my holiday I waltzed into Erewhon, all ready to sip on some celebrity-endorsed deliciousness, only to be met with a queue longer than the one I faced at passport control. I kid you not, the queue for an Erewhon smoothie was a whopping 35 minutes," she told me.
© Instagram / @erewhon"As I stood there, I had plenty of time to ponder the meaning of life and wonder if Hailey Bieber herself had blessed each smoothie with her presence. I finally threw in the towel after 10 minutes. Desperation kicked in, and I made a beeline for the pre-made smoothie fridge. My prize? A peanut-butter banana smoothie. Not Hailey-approved, but it was practically glowing with organic goodness. As I handed over nearly twenty dollars for it, I was still questioning my life choices."
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So how did it taste? "Do you know what? It was insanely good," explains Natalie. "Like, mind-blowingly, out-of-this-world, how-did-they-make-bananas-taste-this-divine good. I sipped on my overpriced elixir, wondering if maybe, just maybe, the real magic of Erewhon was making you doubt your sanity just enough to appreciate the pure bliss of a really good smoothie."
© @nataliesalmon/InstagramAnd there you have it folks, we now live in a world where a bank-breaking smoothie collaboration puts you at the top of the socialite podium and although I really, truly desperately want to be horrified, I kind of love it…
