In an effort to draw in Gen Z visitors and refresh its image, the National Gallery has teamed up with social media influencers to promote its art and engage with a

younger audience. The central London museum is collaborating with content creators to showcase its collections through a series of videos, aiming to make the gallery more relatable and appealing to a new generation.

To celebrate its 200th anniversary, the National Gallery allocated £4,000 to 20 influencers, including artists, comedians, and historians, to help share its art in innovative ways. Among those involved are former contestants from popular shows like BBC's RuPaul's Drag Race and The Great British Bake Off.

Ellie Wyant, the gallery's social media and community manager, explained that Gen Z is more likely to visit if they see the collections featured on accounts of influencers they trust, rather than through traditional promotional efforts. By leveraging platforms like Instagram and TikTok, the gallery hopes to make itself a trendy destination and stand out among rivals like the Tate Modern, which is often seen as more accessible.

Historian and influencer Alice Loxton, who is active on Instagram and TikTok, filmed a video on the roof of the gallery, highlighting the building itself. Her content, along with others’, aims to make the gallery more appealing to younger audiences and position it as a must-visit spot.

The initiative also includes creative collaborations such as a batch of cupcakes inspired by Vincent van Gogh's sunflowers and pottery figures influenced by Nicolas Poussin. These efforts are designed to highlight the continued relevance of the gallery's collections.

Influencers like Georgiana LD, a London-based content creator known for showcasing unique city experiences, have posted a series of informative videos about the National Gallery’s art on TikTok and Instagram. Meanwhile, Instagram influencer and photographer Rich McCor, known as Paperboyo, expressed his excitement about being involved, calling it a "genuine honour" to present the gallery’s works in a fresh and creative way.

Lizzie Acker, a competitor on The Great British Bake Off and a neurodiversity advocate, also participated, noting that the gallery was far from the "stuffy place" she had initially imagined. The influencers' involvement has brought new energy to the National Gallery, challenging preconceived notions and demonstrating the enduring relevance of its collections. Photo by Michael Coppins, Wikimedia commons.