Nantucket is a place of unwritten rules. You don't wear neon on Main Street. You don't brag about how much your boat cost. And, most importantly, you definitely don't try to "hack" the island’s social hierarchy for likes.
Then came Kylie Swanson.
If you haven't seen her name popping up in your feed lately, you’re probably not spending enough time in the "Gray Lady" gossip circles. Swanson, a 36-year-old content creator from Norman, Oklahoma, has managed to do the impossible: unite the billionaires and the blue-collar locals in a shared sense of absolute annoyance.
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Basically, she’s the talk of the island. And not in a "look at her cute hydrangea photos" kind of way.
The $3,800 "Camp Nantucket" Controversy
It all started when Swanson signed a summer lease in May 2025. She didn't just come to vacation; she came to build a brand. She launched something called Camp Nantucket, a four-day "luxury experience" for her followers.
The price tag? A cool $3,800.
For that price, attendees got to live the "Nantucket lifestyle" curated by Swanson. But the backlash was instant. Locals and seasonal residents—people who have spent decades cultivating the island’s low-key, "old money" aesthetic—felt the camp was a cheap commercialization of their home.
Honestly, the optics were just... off.
When Influencer Marketing Hits a Brick Wall
The real drama, however, isn't just the camp. It’s the way she went about it. Reports from the Wall Street Journal and local islanders suggest Swanson (or her former management) reached out to local businesses asking for "freebies."
We're talking:
- Comped hotel rooms.
- Free floral arrangements from local markets.
- Discounted meals and experiences.
All in exchange for "exposure" to her 82,000+ Instagram followers.
Here’s the thing about Nantucket: the economy is tiny and incredibly seasonal. Business owners have about ten weeks to make their entire year's income. When an influencer from "Oklahoma money" (Swanson’s own words) asks a local florist to eat the cost of a bouquet for a photo op, it doesn't go over well.
One business owner, Sally Obremski of the Nantucket Flower Collective, noted that Swanson did eventually pay in full at her shop. But the damage to her reputation was already done. She’d been labeled a "washashore" who didn't respect the delicate local ecosystem.
The "Nantucket Brief" and the "Scammer" Label
The internet, being the internet, did not stay quiet. An anonymous Instagram account called the Nantucket Brief emerged specifically to poke fun at Swanson’s antics.
Then, author Sanibel Lazar—whose family has deep roots on the island—went viral with a Reel calling Swanson the "Nantucket scammer." Lazar’s main gripe? That Swanson was "masquerading as a homeowner" and selling an insider lifestyle she hadn't actually earned.
It’s a classic clash of cultures. On one side, you have the modern influencer play: Fake it 'til you make it. On the other, you have the Nantucket code: If you have to say you belong, you don't.
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Is It Just Snobbery?
To be fair, Swanson hasn't just taken the hits lying down. She’s argued that her goal is to "democratize" luxury travel. She told the WSJ that asking for discounts is standard in influencer culture.
She's right. It is.
But Nantucket isn't a "standard" place. It’s a community that values privacy and tradition. When someone comes in with a tripod and a list of demands, it feels like an invasion.
There's also a deeper tension at play. The island is currently facing a massive housing crisis and a widening gap between the "haves" and "have-nots." Seeing an influencer monetize the island's charm while local workers can't find a place to sleep is a bitter pill for many to swallow.
What This Means for the Future of Nantucket
Kylie Swanson is just the face of a larger trend. Brands like Sam Edelman have been flying influencers in for "brand trips," turning the cobblestone streets into a backdrop for commercial shoots.
Many residents are now calling for the town planning board to put restrictions on short-term rentals that act as "influencer houses." They want to preserve what makes Nantucket unique before it turns into a New England version of Coachella.
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If you’re planning a trip to the island, or if you're an aspiring creator, there are a few things to keep in mind.
How to actually enjoy Nantucket without making enemies:
- Pay your way. Don't ask for "collabs" with small businesses that only have two months to survive.
- Be discreet. Put the phone down at the juice bar.
- Respect the "Washashore" rule. Understand that you are a guest.
- Support the community. If you're going to use the island for content, give back to local land trusts or housing initiatives.
Kylie Swanson might be the one driving Nantucket crazy this summer, but the conversation she sparked about influencer ethics and local culture isn't going away anytime soon.
To stay on the right side of the locals, start by researching the Nantucket Conservation Foundation or the Nantucket Housing Office to understand the actual challenges the island faces. Real "luxury" is respecting the places you visit enough to leave them as you found them.