A taste of the internet star’s most recent collaboration as she dives head-first into the health-food industry
Emma Chamberlain sits in the back of a moving car, glammed out in a custom gold Louis Vuitton dress accompanied by a glittery smokey eye. She nervously chats with the driver, cracking jokes that tonight she is Emily, not Emma. The black SUV rolls to a stop and the sound of shrieking fans erupts from outside. Emma takes a last bite of her Erewhon kale salad and hands it to her mom-manager. She opens the door and her red-bottomed stilettos step onto the MET Gala carpet.
Emma Chamberlain is the internet’s favorite friend, who quickly rose to fame for her charmingly blunt YouTube videos that jump-started the digital development of the 2017 ‘quirky influencer’ trope.
Her newest venture is of a more analog kind: a limited-edition kale salad in collaboration with L.A.’s favorite luxury grocer, Erewhon Market.
Since her move to Los Angeles, Emma Chamberlain and a host of other digital influencers have made the ultra-curated Erewhon Market their aesthetic playground. So much so, Chamberlain’s own curated coffee line is sold at Erewhon, which she describes in a Thrillist interview as a “humbling and full-circle moment” to have her product on the shelves at such a “top-notch quality” grocer.
The perfectly arranged Erewhon Market produce section offers a variety of fresh organic vegetables. Image courtesy of Wikimedia Commons.
Chamberlain’s love for Erewhon Market’s staple white bean kale salad materializes in nearly all of her every “Day In My Life” YouTube video. However, it seems like she has come up with an even better and personally curated version, in collaboration with Erewhon Market, which will be sold in all locations through the months of June and July of 2022.
What makes this salad the leveled-up older sister from its previous beloved form? Chamberlain and Erewhon’s Executive Chef Gregg Wiele has introduced a spicier harissa vinaigrette to replace the rudimentary mustard maple dressing. The limited-edition salad will include pieces of house-made preserved lemon, a culinary staple that is jarred and fermented for 3 weeks to create a zesty pickled garnish. Marcona almond shavings will top the dish, replacing the crunch of pumpkin seeds with a richer topping. Organic massaged kale, creamy avocado chunks, and hearty white beans will remain the staple of the must-try salad.
Emma Chamberlain describes her go-to Erewhon Market lunch items, which includes her favorite white bean kale salad that she re-vamped in her recent collaboration. Image courtesy of Harper’s BAZAAR on YouTube.
For Erewhon Market regulars, Chamberlain’s spin on the crowd favorite will be an interesting debut considering the consistent hype around the timeless white bean kale salad. Dozens of internet copy-cat recipes exist, attempting to chase down the perfect pairing of proportions that are only found in the real thing.
Keely Ross, a student at the University of California, Santa Barbara, spends much of her time back home in Pacific Palisades dropping by Erewhon. Her go-to-grab is non-other than the white bean kale salad.
“It is definitely a staple Erewhon product when I shop,” Ross explains. As for the new collab, she’s on the proverbial garden fence. “I think Emma Chamberlain’s salad will be a toss-up. Everyone loves the original version, so it needs to have something special to set it apart.”
Chamberlain’s internet star-power may make her limited-edition salad yet another viral trend on TikTok and Instagram, which is nothing new to Erewhon and its massive online leverage. With the growing hype, it will definitely garner tons of kale salad lovers with lots of internet buzz to follow.
And maybe a shot on the red carpet.
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