At Fairfield University, the typical daily routine of a student or what they wear to class is unimportant. For other students, those moments don’t just stay on campus. They are part of the thousands of people scrolling online for something relatable. This action reflects a shift in how relatability points to a larger shift in what performs well online. Instead of perfectly polished influencer content, audiences are connecting more with everyday experiences that feel attainable. At a smaller school like Fairfield University, that effect can be even stronger.
Sophomore Domenica Allarde is one of the students helping shape that shift. Known for her fashion and lifestyle content, she has amassed over twenty-two thousand followers on TikTok with almost two million total likes. Her page blends outfit inspiration with glimpses of everyday college life. While some creators stumbled into growth, Allarde approached it differently.
But unlike the general idea that social media growth just “happens,” Allarde was intentional from the start. “I’m a very creative person,” she said. “It was hard for me to find an outlet that I wanted to put my creativity in, and social media just struck that nerve for me. I was able to express myself and not have to listen to what other people were telling me to do.”
Her interest in fashion didn’t come out of nowhere. Growing up in a family rooted in the industry, with her mom previously owning a clothing store and working in fashion, style has always been part of her identity. Social media simply gave her a place to expand on it.
“I definitely was intentional about it,” she said. “This is something I always wanted to do. It’s rewarding to have that intention and then actually see it succeed.” “Fairfield doesn’t have a huge influencer culture,” Allarde said. She saw this as a positive. “I actually viewed that as an advantage. It made my page stand out more.”
That success didn’t come from overly curated or unrealistic content. Instead, her most popular videos are some of her simplest. “My college outfits of the week videos always get the most engagement,” she explained. “I think it’s just because it’s relatable. People our age want inspiration or to see what someone else is wearing.”
Her content has also reached beyond campus. She regularly hears from high school students considering Fairfield, asking questions about social life, routines, and what the school is really like. “I get a lot of DMs from high schoolers asking what it’s like here,” she said. “That’s really rewarding. I would have wanted someone like that when I was applying.”
As more students begin sharing their lives online, Allarde believes Fairfield is starting to develop its own digital identity. “People are posting more day-in-my-life content, showing the beach, the houses, the parties…I think it’s definitely growing a presence,” she said.
Still, the reality behind maintaining that presence is more complex than it appears. While creating content may only take about an hour a day, the pressure to stay consistent and relevant is both real and constant. “I do feel pressure all the time,” she said. “I’m a perfectionist, and I want to keep growing, but it can get overwhelming. Social media is always there. People can look at your page anytime.”
That visibility has also come with challenges, especially on a college campus where online and real-life identities overlap.“ People are quick to judge,” she said, referencing negative experiences tied to anonymous platforms. “But once I found what worked for me, I’m much happier now.” Despite that, Allarde has made a conscious effort to separate her online presence from her day-to-day interactions.
Looking ahead, she hopes to continue growing her platform beyond college, with the goal of eventually creating content full-time. But one of the biggest misconceptions she wants to challenge is the idea that what she’s doing is out of reach for others. “Anyone can do it,” she said. “Anyone can post their day, their outfits, their life. I just wish it [were] more normalized, especially here.”
As Fairfield’s online presence continues to evolve, students like Domenica are showing that content doesn’t have to be extravagant to resonate. Sometimes, it’s as simple as capturing the life people are already living and inviting others to feel part of it.