What our obsession with Inventing Anna tells us about the age of the personal brand
What happens when we're all inventing our own Annas?

On the surface, Inventing Anna — Netflix's latest series about the art of the grift — appears to be for true-crime junkies who prefer their felonies heavy on fraud, light on gore. Coming hot on the heels of the Elizabeth Holmes trial, Shonda Rhimes' soapy, nine-part miniseries about the fake heiress Anna Sorokin, more famously known as Anna Delvey, is the perfect deep dive for the viewer who's already devoured The Tinder Swindler documentary and wants more jet-setting scams.
But take a closer look and there's more to Inventing Anna than a girlboss-flavored Fyre Festival. We are living in the age of the personal brand, where image is its own kind of currency — one that anyone with a knack for Instagram and/or the right brand name friendships can inevitably print.
Inventing Anna follows Sorokin (played by Julia Garner) as she swindles her way through Manhattan society, posing as a billionaire heiress trying to build a business. Like Holmes (who has a miniseries of her very own, The Dropout, releasing on Hulu on March 3), Sorokin's story has inspired something of a cult following. Fans follow her in and out of the courtroom, on social media — where her bios describe her as a "Professional Defendant" whose "life is performance art" — and, now, into fictionalized accounts of her crimes.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Why can't we get enough of shows like Inventing Anna and the real-life stories of the extreme pretenders behind them? Is it, as some theorize, our cultural glorification of the fake-it-til-you-make-it American dream? Or our macabre appetite for crime that Netflix feeds just as shamelessly as Sorokin skipped bills?
I think the answer lies in Inventing Anna's dual protagonist, fictional reporter Vivian Kent (played by Anna Chlumsky), who will do just about anything to get to the bottom of how Sorokin engineered the persona of Anna Delvey. Kent convinces Sorokin to give her an exclusive interview with the promise to make her famous. "Everyone will know the name Anna Delvey," she says as she sits across from Sorokin at Rikers. The series follows Kent as she digs through Sorokin's Instagram Rolodex, hunting down friends and lovers to piece together a portrait of the con artist as a young grifter. In doing so, we learn that Kent isn't much different from her subject; she, too, has been branded a fraud due to questionable reporting that recently got her fired from Bloomberg. Her story on Anna is as much a quest to rescue her own personal brand as it is about delving into Delvey.
And that, ultimately, is what this show is about. Inventing Anna is a story of modern brands — not simply the brands we wear, but the brands we are. Sorokin is successful in her con because she understands that it's no longer enough to merely wear Balenciaga. You have to become your own Balenciaga.
And she's far from alone. Between Kent's dash to rebrand herself as a respectable writer before she has a baby, and the desperation of Anna's attorney (played by Arian Moayed) to distance his brand image from the "WeWork lawyer" in the eyes of the legal elite, all the major players in Inventing Anna are in some process of personal invention or reinvention. Anna's boyfriend, Chase, knows the power of a personal brand; he manufactures an immigration backstory to pull on investor heartstrings for his tech startup, all while pouring every bit of funding into marketing. "He never cared how it worked, he just wanted it to look cool. And then he stopped paying us," a disgruntled ex-employee tells Kent.
Anna's real-life wager at least seems to have paid off: Netflix reportedly paid Sorokin $320,000 for the rights to her story. Perhaps this is why some see Inventing Anna as a glorification of the modern grifter; within the walls of this miniseries, and personal brand culture more largely, one's business acumen is measured not by the strength of a business plan or the technology behind an invention, but the ability to market it. And, even more importantly, the strength of the brand-name person behind it.
That's why we can't get enough of scam stories like Sorokin's. Because in personal brand culture, inside all of us is both an Anna and a Vivian. We are all simultaneously scam artists and sleuths, cropping our lives and careers online for public consumption while at the same time becoming increasingly skeptical that the stories our feeds tell us are anything more than fiction. Our suspicions are flagged partially because we know firsthand how easy these tools make it to invent our own Annas.
Perhaps this also accounts for Netflix's seemingly sympathetic portrayal of Sorokin. The show acknowledges that fake-it-til-you-make-it is no longer just the stuff of scammers; it is increasingly the cost of doing business in an internet culture that privileges perception over true innovation. Who has time to painstakingly build a reputation when the girlboss next door can invent hers, seemingly overnight, with a little help from Facetune and Rent the Runway?
We are terrified and transfixed by swindlers like Sorokin, not because we fear she's coming for us, but because, deep down, we wonder how long until we become just like her.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Rachael Kay Albers is a writer, creative director, and brand strategist based outside Chicago. She writes about the intersection of branding, pop culture, tech, and identity. When not muckraking about marketing, she is a stand-up comedian and hosts a business comedy show using sketch and storytelling to teach about entrepreneurship in the internet age.
-
Who is actually running DOGE?
TODAY'S BIG QUESTION The White House said in a court filing that Elon Musk isn't the official head of Donald Trump's Department of Government Efficiency task force, raising questions about just who is overseeing DOGE's federal blitzkrieg
By Rafi Schwartz, The Week US Published
-
How does the Kennedy Center work?
The Explainer The D.C. institution has become a cultural touchstone. Why did Trump take over?
By Joel Mathis, The Week US Published
-
What are reciprocal tariffs?
The Explainer And will they fix America's trade deficit?
By Joel Mathis, The Week US Published
-
TV to watch in February, including 'The White Lotus' and 'Apple Cider Vinegar'
The Week Recommends An HBO fan favorite, the true story of a wellness scam and a 'Planet Earth' survey of America
By Anya Jaremko-Greenwold, The Week US Published
-
The best TV series with multiple timelines right now
The Week Recommends Narratives that spend significant time in two or more stories can be especially rewarding
By David Faris Published
-
TV to watch in January, including 'Severance' and 'The Night Agent'
The Week Recommends Two hit series are back this month for much-anticipated second seasons
By Anya Jaremko-Greenwold, The Week US Published
-
TV to watch in December, from 'Squid Game' to 'Paris & Nicole'
The Week Recommends A pulpy spy thriller, the reunion of Paris and Nicole and a new season of 'Squid Game'
By Anya Jaremko-Greenwold, The Week US Published
-
Gregg Wallace: a man out of time?
Talking Point MasterChef presenter's downfall shines spotlight on how mistreatment of junior staff has all too often been ignored
By The Week UK Published
-
Jussie Smollet conviction overturned on appeal
Speed Read The Illinois Supreme Court overturned the actor's conviction on charges of staging a racist and homophobic attack against himself in 2019
By Peter Weber, The Week US Published
-
TV to watch in November, from 'Dune: Prophecy' to 'A Man on the Inside'
The Week Recommends A new comedy from 'The Good Place' creator, a prequel to 'Dune' and the conclusion of one of America's most popular shows
By Anya Jaremko-Greenwold, The Week US Published
-
How 'Over the Garden Wall' satisfies people's desire for comfort and nostalgia right now
The Week Recommends The cult series that many people watch every fall
By Anya Jaremko-Greenwold, The Week US Published