About

HRH Collection refers to a fashion designer named Alex who specializes in jewelry. She became notable in memes for her YouTube rant videos filmed in her car and home. In the early 2020s, her videos spread to platforms like TikTok where she grew a cult following based on her catchphrases that turned into sounds on the platform, such as "It's not the vibe, stop!" and many others. She started posting content to YouTube in mid-2009 and has since become a successful influencer and entrepreneur.

Online History

Alex from HRH Collection started posting content to YouTube in 2009 when she uploaded her first video on July 20th of that year. The video was titled, "What's In My Chanel Bag," in which Alex showcased what she was carrying. Over the course of 13 years, the video received roughly 136,900 views and 1,300 likes (shown below).

In the "About" section of her website,^[1] Alex wrote she made the video to start a hobby (something she was purportedly in need of after just moving back to her parent's home). She graduated from college in 2007 with a bachelor's degree in political science and later went to graduate school for international business, studying in Shanghai, China. However, when the 2008 financial crisis happened in the U.S., it forced her back to her parents' home.

On February 10th, 2010, Alex uploaded a video in which she celebrated 1,000 subscribers on her channel. The video earned roughly 16,600 views and over 140 likes in 12 years (shown below, left). She continued to solidify herself as an influencer in the following years, whereby in 2014, she started uploading more long-form vlogs, documenting her daily life in LA. She uploaded her first "HRH Vlog" on October 16th, 2014, leading with a statement reading, "This is my first attempt at a casual day in the life video! I hope you arent too hard on me! Now THIS is reality TV haha!… Let me know if you want more vlogs! xx alex." The video earned roughly 149,000 views and 3,200 likes over the course of eight years (shown below, right) and would define her content creation style going forward.

By 2020, her videos were consistently over 30 minutes in length with many of them reaching over 50 minutes. Many of the video's themes centered on fashion, make-up and low-calorie diets, but during the videos, Alex would often go off-script to rant about various topics unrelated to the video's title. This style proved fruitful for her, whereby in April 2022, her channel had amassed roughly 325,000 subscribers.

Spread to TikTok

Alex's boost in follower count was influenced by her virality on TikTok. Although she never made an account on the platform, multiple users reposted snippets and soundbites from her YouTube vlogs. One of the first clips to go viral was uploaded to TikTok^[2] on August 4th, 2021, by the user v1rgom00d in which Alex says, "To me, to me! To me, bitch. To me… Y'know what "Me" means? I'm talking about my damn self. I'm not talking about you. Okay, so, to me being fat is like the worst thing in the world, like I hate being overweight. It affects me so much." The TikTok (shown below, left) earned roughly 1.3 million plays and 255,100 likes over the course of eight months.

TikTokers started using the sound, specifically, the repeated "To me" part in their own content. For instance, on October 10th, 2021, TikToker^[3] brookeschofield1 posted a video that earned roughly 1 million plays and 160,700 likes in six months (shown below, right).

"It's Not The Vibe, Stop!"

On November 25th, 2021, TikToker^[4] slopppy_topppy posted a video in which they green-screened Alex into the game Skyrim with her shouting, "It's not the vibe, stop!" Additionally, when she shouted, "Stop!" the sound turned into ear rape. Over the course of five months, the video earned roughly 3 million plays and 288,500 likes (shown below, left).

Multiple TikTokers started to use the sound in their own videos, starting a trend on the platform that by April 2022 included roughly 154,000 videos.^[5] For instance, on December 15th, 2021, verified TikToker^[6] aileenchristineee posted a video that earned roughly 10.2 million plays and 1.9 million likes in four months (shown below, right).

Various Examples

Search Interest

External References