Erin and Sara Foster talk tech and fashion: Bumble, Instagram and which sister has Google Alerts set up for herself


You know Sara and Erin Foster. You either already follow them on Instagram, follow their famous friends (Kate Hudson, Rachel Zoe, Gwyneth Paltrow), know about their award-winning father (David Foster) or simply recognize them from the pages of your favorite celebrity weekly magazine.

Point being, you're likely already familiar with them, because they do it all: Between modeling and acting and designing and their gigs as the Heads of Creative at Bumble BFF and Bumble Bizz, the Foster sisters know that to remain relevant and of-the-moment in the entertainment industry these days, you have to wear many hats, so to speak. And they do it well.

AOL recently caught up with Sara and Erin Foster at the launch of the Bumble Hive at Banana Republic in celebration of the brand's No Boundaries Road Map: Defining Your Journey campaign, where we discussed their roles at Bumble, why fashion people are so intimidating, which one of them has Google Alerts set up for herself and whether or not they think celebrities are actively trying to be featured on the ever-popular Comments by Celebs account (hint: they don't try to, but they think other people do).

Check out our full conversation below:

You two are the Heads of Creative for Bumble Bizz and Bumble BFF. How important are events like this with Banana Republic for cultivating and spreading the word about the Bumble brand?

Sara Foster: Very important!

Erin Foster: Once you are able to be face-to-face with people and have a conversation, you can really put a face to the brand and understand what it is. The idea of finding a friend on an app still feels weird to people. As it should, but we’re trying to normalize it. We’ve spent time with people on the BFF app and we’ve found that there are really cool, interesting, normal, non-weird people you can meet on an app. We want to help normalize it, and standing in front of people really helps get the message out.

Sara: And I think for so long, too, people felt really out of their comfort zone saying, “I want a boyfriend” or “I want a girlfriend, where do I find someone like that?” Nobody wanted to say that they met the person on a dating app. It was a stigma, whereas now its completely normal. Whitney Cummings is getting married to a guy she met online! Everyone is busier than they’ve ever been and nobody has time to go to bars anymore, so we’re going to be talking about BFF like it’s the norm pretty soon, as well.

This event is also being held during New York Fashion Week, and you two are pretty connected in the fashion world, as well. I feel like associating with fashion adds to the allure of the apps and makes complete sense.

Erin: Fashion is intimidating to people, and everyone I know says that they hate fashion people, because they’re intimidated by them. It’s very hard for people in fashion to smile and be nice to each other, because everyone’s trying to be so cool and trying to fit in, so it’s a great place to talk about female friendship and supporting each other and being nice, because fashion is a really intimidating industry but everyone inside it just wants to fit in.

Sara: What’s so funny, though, is that people in fashion agree and think it’s intimidating. We did a partnership with the Daily Front Row and The Outnet two years ago, and they let us completely poke fun at how silly fashion week is. No one’s curing cancer here! Let’s take a step back.

See photos of Sara and Erin Foster:

Can you guys just describe in your words what your roles at Bumble entail? What's the mission?

Erin: It’s really about helping be the connection between Bumble and the outside creative, entertainment world that we’re part of and helping with brand awareness. Anything that has to do with creativity, whether it’s the way the brand represents to people or the marketing strategy behind a campaign.

Sara: Or curating activations at the Hives.

Erin: Yeah, events, speaking to people, using the apps on our own and promoting it on our own social channels to show people our user experience. It’s about the connection between the brand and the outside world and getting people more comfortable with it.

Sara: In tech, they have a new saying that people are using, where they hire people to "curate their vibe," which, when I first heard it, I was like, "That’s really interesting..." But perception is everything, and it’s been our job to make Bumble accessible and relatable and hip and fun. I don’t know why they wanted Erin, but…

Erin: I was definitely going to say, the cool part comes from me and Sara is good with an older demographic.

Sara: Well, I’m a mom, so…

You both wear many hats, and you’re part of this industry where it’s becoming more and more important to have multiple careers. What do you make of that aspect of your careers?

Sara: It used to be that you weren’t allowed to do that. It used to be that, if you veered, you were out. I always tell this story -- and Erin’s so sick of hearing it -- but when Cher did a hair infomercial in the ‘80s after being nominated for an Oscar, she did not get a role for the next, like, five years, because it was career suicide back then.

Erin: If you’re Reese Witherspoon, you’re not just an actress, but you’re also a producer and have a clothing line. If you’re Gwyneth Paltrow, you also have a lifestyle brand. Everyone wears many hats, and it’s becoming a thing where it’s like, “You only have one job?” [Laughs]

Sara: Like, you’re only doing movies and being nominated for Oscars? Lazy! Jennifer Lawrence is lazy, let’s be honest.

You both are featured on Comments by Celebs all the time, which is something that was started by two young women.

Two: We love them. I don’t know them, but it’s genius. It’s funny, because we’ve been trolling each other for forever, so the idea that trolling each other on one another’s Instagrams is now a cool thing is funny to us.

Sara: It's also funny watching people do it on purpose just to be featured. Erin thinks that they do try [to be featured on the account]. She thinks that celebrities are really working hard to come up with good responses and captions.

Erin: Well, Instagram was smart, because they started highlighting certain accounts that are verified or that you follow a lot so you can see their comments, whereas before they used to get lost in the shuffle.

Sara: Oh, yeah, I had like 50 Google Alerts yesterday all because of Comments by Celebs.

Erin: Sara basically inadvertently just admitted that she has Google Alerts set up about herself.

Sara: Oh, yeah. That’s embarrassing. Just kidding. It was someone else. My mom called me about it. I made a comment on Jennifer Garner’s Instagram about how I want to get her on Bumble! And then the next day… Jen Garner was like, "It’s so crazy how they read the comments!" Like, yeah, that’s what people do now. They read the comments.

This interview has been edited and condensed.