Fashion influencers have become a powerful force within the fashion industry, as more and more emerging designers are recognizing the value of their large online followings. In the past, influencers were often seen as outsiders to the fashion world, but now they are being courted alongside big-name celebrities. Delphine Dion, a professor at France’s ESSEC Business School, believes that influencers play a crucial role in establishing the legitimacy of creators and helping many designers make a breakthrough.
One event where this phenomenon can be observed is London Fashion Week, which has gained a reputation for providing a platform for emerging talents. In recent years, it has become increasingly common to see influential fashion icons and celebrities such as Zendaya, Billie Eilish, Hailey Bieber, and Kylie Jenner wearing outfits by up-and-coming designers. According to Elizabeth Stiles, a fashion brand consultant, it has actually become more fashionable to wear clothes by these young designers than luxury brands.
Social media has played a significant role in empowering both influencers and designers. It allows designers to quickly establish and grow their brand, while also providing them with instant feedback and insights from their audience. When an influencer posts content wearing a garment from a young label, it is highly likely to generate sales for the brand. This has created competition for traditional media outlets, including fashion magazines, as influencers now dominate platforms like TikTok, Instagram, and YouTube. Influencers can connect directly with their community and establish deeper engagement.
Despite their undeniable influence, fashion influencers have faced criticism from some within the industry who question the legitimacy of their impact. However, influential figures like Susie Lau, who began as a fashion blogger in 2006 and now writes for esteemed publications like Pop and The Business of Fashion, have come to the defense of influencers and content creators. Lau firmly believes that everyone should be welcomed in the fashion industry and that print media should not dismiss influencers who have chosen social media as their platform.
Overall, fashion influencers play an increasingly pivotal role in the industry, assisting emerging designers in gaining recognition and reaching a wider audience. They are trusted by established names in the industry and possess cutting-edge tastes that aid in the emergence of new fashion players. With their sizable online followings and the ability to generate sales, influencers have become a highly sought-after group in the fashion world. The dynamics of fashion have unquestionably shifted, and influencers are now an integral part of the industry’s ecosystem.
Useful links:
1. The Future of Influence: Where Fashion Bloggers Stand Today
2. Fashion Influencers: What Divides the Industry?
