On Francesca Keller’s popular TikTok page, you’ll find a captivating video from Fashion Week in February. The 27-year-old influencer is seen strolling through SoHo, her head stylishly wrapped in a scarf. She dramatically declared, “I’m incognito because I growled at Anna Wintour this morning!” followed by a playful clip of the encounter. While this might seem like a calculated move for viral fame during fashion’s busiest season, for Ms. Keller, it’s a personal touch – Anna Wintour used to be her mother’s boss.
Throughout the past year, Ms. Keller has gradually brought her ‘Fashion Mom,’ renowned stylist Elissa Santisi, into the TikTok spotlight. What began as a casual introduction has blossomed into Ms. Santisi becoming a beloved, regular presence in her daughter’s videos. With a prestigious background that includes serving as Vogue’s style director from 1998 to 2003, an editor-at-large until 2013, and two notable periods at Harper’s Bazaar, Ms. Santisi has, quite unexpectedly, transformed into an accidental influencer.
Despite her illustrious career, Ms. Santisi deliberately shied away from the public eye for decades. Yet, some sharp-eyed followers of Ms. Keller recognize her ‘Fashion Mom’ from brief appearances in the 2009 R.J. Cutler documentary, “The September Issue.” Ms. Keller humorously shared her mother’s discomfort: “We don’t talk about this,” referring to the film that still makes her mother cringe. Notably, Ms. Keller herself has never seen it.
Francesca, a natural-born performer, possesses a flair for the dramatic that her camera-shy mother doesn’t share. Knowing her mom’s aversion to the spotlight, Ms. Keller subtly began featuring her in videos last year. The results have been truly charming, especially for those who fondly recall the golden era of fashion magazines and their influential figures.
“It’s essentially a two-minute reality show I never agreed to,” Ms. Santisi candidly remarked about the TikToks. One of their initial viral hits, racking up nearly two million views, captured Ms. Keller accompanying her mother on a shopping spree. The video hilariously showed Ms. Santisi exiting several high-end stores without a single purchase, her impeccably sharp editorial eye finding every selection “bad” or lacking.
The caption of that video perfectly summed it up: “The only thing she approves of is a plain white T-shirt from The Row.” The verdict? “Zero items met her exacting standards.”
@badgalfrancesca shes a hard critic but she knows whats what (trench: celine) #parents #stylist #coolparents #moms #fashionmoms #stylistmom #vogue #fashioneditor #mymomiscoolerthanyours #shoppingvlog #shoppingwithmom ♬ Club Penguin Pizza Parlor – Cozy Penguin
Ms. Santisi’s sartorial preferences are clear: she adores Phoebe Philo-era Celine, Loewe, Prada, Dries Van Noten, and Dior Men. Her fashion advice is delivered with a deadpan, ‘tough love’ honesty. Most shopping excursions with her end without a single purchase – a delightful contrast to the endless haul videos and fleeting microtrends that flood TikTok.
“I admire that she’s so authentically herself, so different from me, and completely uninfluenced by my style,” Ms. Santisi commented on her daughter’s aesthetic. Nevertheless, Francesca frequently seeks her mother’s expert fashion guidance.
“Whenever I’m out shopping, I absolutely have to FaceTime her to get her thoughts,” Ms. Keller confessed. “I honestly don’t think I’ll ever stop needing her opinion.”
Embracing the label of a “fashion nepo baby,” Ms. Keller was acutely aware of her mother’s glamorous career from her earliest years. “I understood it was cool because everyone around me made it clear,” she recalled. “To me, it was simply, ‘Oh, my mom owns a lot of amazing shoes.’”
Trips to the Vogue offices at 4 Times Square were infrequent for young Francesca, as it wasn’t exactly a child-friendly environment. However, she vividly remembers one particular mission: to pass by Ms. Wintour’s office. “I recall it perfectly,” Ms. Keller recounted. “I snuck into the accessories closet, grabbed a pair of sunglasses, and just paraded back and forth, hoping to catch a glimpse of her.” Her bold plan succeeded.
“She’d never take me to any fashion events unless I absolutely begged,” Ms. Keller shared, acknowledging that both she and her mother find it “a little cringe” to use a child as a fashion accessory. “My mom is quite reserved. She certainly wasn’t going to plead with PR folks to let me in.”
Yet, for truly special events, Ms. Santisi occasionally made an exception. Fashion’s Night Out was a standout memory from Ms. Keller’s teenage years, particularly when a persistent editor friend of her mother’s orchestrated a meeting with the Olsen twins. Francesca would eagerly await a “post-game” report from the Met Gala, grilling her mother about encounters with stars like Lady Gaga. She even recalls teenage tears shed in front of Glenda Bailey, her mother’s boss at Harper’s Bazaar at the time, all because she missed meeting Rihanna at a runway show.
‘What Happens on TikTok, Stays on TikTok’ — Or Does It?
Interestingly, Ms. Keller herself never harbored ambitions for a career in fashion, particularly not behind the scenes. Her true aspirations leaned towards acting or becoming a pop star, leading her to study theater at Bard before heading to the University of Southern California. Post-pandemic, she pursued an acting program in Los Angeles while simultaneously growing her TikTok presence. By 2023, her burgeoning DJ career saw her traveling to New York so frequently that she decided to make the city her permanent home once again.
“I began getting DJ gigs for fashion events, and everything just naturally fell into place,” she explained.
Ms. Santisi remained blissfully unaware of her TikTok stardom until texts started rolling in from former colleagues, including Sara Moonves, now the editor of W magazine, all praising the ‘Fashion Mom’ series. “I’d see a sudden bump in Instagram followers and think, ‘Uh-oh,’” she recounted. “Then I’d check TikTok, and honestly, I’d just cringe.”
To her mother’s chagrin, Ms. Keller recently began cross-posting her viral videos to Instagram. “She told me, ‘What happens on TikTok stays on TikTok,’” Ms. Keller recalled with a laugh. “And I just replied, ‘Too bad!’”
Even the most ordinary, unscripted moments at home, with Ms. Santisi offering minimal participation, can explode into viral content. “What genuinely surprised me was seeing her simply relaxing on the couch, and everyone absolutely fixating on her glasses and Nike sweatpants,” Ms. Keller shared.
It’s evident to viewers that Ms. Santisi isn’t naturally comfortable on camera, but over time, her reservations begin to thaw. Commenters affectionately dub her their “gatekeeping queen,” largely due to her hilariously dry and minimalist responses when Ms. Keller asks about her outfits. For instance, when questioned about her glasses, she famously retorted, “at a store.”
Francesca readily admits her limited knowledge of fashion history, stating, “I don’t really care.” Her audience, however, is deeply interested, recognizing her mother as a style visionary with an enviable wardrobe. “She shares insights with me, but I prefer to wear what feels fun,” Ms. Keller explained. “I’m not obsessive about it.”
Ms. Santisi often attempts to pass down treasured fashion pieces, only to be met with playful rejection. “I’ll offer her items, saying, ‘This is Nicolas Ghesquière Balenciaga,’” Ms. Santisi shared. Ms. Keller’s quick-witted response: ”Cool, sell it!”
Despite her indifference to high fashion, Ms. Keller occasionally ‘borrows’ from her mother’s enviable closet, including a specific pair of Chanel boots and a Celine jacket. Unfortunately, she has a consistent history of returning them less than pristine.
“I eventually had to start hiding my favorite items,” Ms. Santisi admitted with a chuckle.
A significant part of their unique appeal lies in how brilliantly they embody the evolving landscape of fashion, particularly the shift in influence from traditional editors to digital influencers. Ms. Keller highlighted this change, observing that Fashion Week now features almost as many branded events as actual runway shows.
“Everyone likely feels a sense of threat from these important young people constantly on their phones,” Ms. Santisi mused, adding with characteristic bluntness, “I don’t even know who most of them are.”
With their TikTok fame growing, designers are now occasionally seating them together at shows or extending joint invitations to parties. Despite this newfound attention, they insist there’s no grand strategy for their content. “There’s no actual business plan behind any of this,” Ms. Keller stated. “I’ll feature her on camera whenever I manage to convince her.”
“Convince?” Ms. Santisi playfully retorted. “It’s more like, suddenly the camera is out, and I’m completely caught off guard!” Ms. Keller respects her mother’s boundaries, acknowledging that internet fame isn’t for everyone, and has even removed a few videos at her request.
“Our dynamic works best by navigating what she permits and what I can playfully get away with,” Francesca explained.
As Ms. Keller and her fellow digital creators can attest, a larger following often translates into more career opportunities. “I’m incredibly outgoing, which is the complete opposite of you,” she said, looking affectionately at her mother. “But I always remind her, this is a tough industry. You have to be visible. If I can help you with that, just let it happen.”