Creator-led brands have been easy to dismiss as novelties built on borrowed fame. But their cultural fluency, agility and proximity to consumers make them better equipped to build lasting businesses, argues Candy Kittens co-founder and reality star Jamie Laing.
Source: [Fortune](https://fortune.com/2026/06/10/jamie-laing-thinks-tomorrows-fortune-500-will-be-built-by-creators-he-might-be-right/)