Hot Takes #5: The Future of Influencer Fashion
The fashion influencer machine isn’t going anywhere… just yet.
Hot Takes is a place where I explore and analyse what's going on in the realm of fashion in a relatable and helpful way, basically my bullet point thoughts on fashion's hottest issues. These posts get to the heart of why people are talking about what they’re talking about, what this means and where this could go next.
Think: what direction is fashion heading in? What’s new, innovative and exciting? What could do with a little less showmanship and a little more thought? And also, what's going on in fashion that's really pissing people off?
Hot Takes ties fashion topics to a wider cultural and social context, and digs into why these topics are important and the often more significant meanings behind them. I hope they give you a little more food for thought.
So sit back, relax and let's get into it. Here’s Hot Takes #5.
So, if you’ve been paying attention to the latest trend making the rounds on the internet, then you’ll know that ‘de-influencing’ on platforms like TikTok is very much the flavour of the moment right now. And while at first glance it seems like this trend is stopping people from buying over-hyped products altogether, it’s not as simple as that. Creators still reign supreme and have a certain amount of swaying power when influencing people’s purchasing decisions. The rise of ‘de-influencing’ is just a sign of the times, it shows that people want content that feels a little more authentic, and isn't just a ploy to get them to spend unnecessarily on things they don’t need.
The global fashion influencer market was valued at $1.5 billion in 2019 and is expected to expand by 35.7% from 2020 to 2027. Influencer fashion marketing will continue to grow even if it’s at a slower pace than previously predicted, and a large slice of marketing budgets will still be spent by brands on getting the right influencers for the right campaigns to promote the right products. But cultural shifts have people seeking out a new type of fashion influencer, whether that's creators with day jobs or virtual influencers, voices that once flew under the radar are now reigning supreme. But what does this mean for the future of influencer fashion?
A desire for ‘real’ content
The golden ticket to influencer marketing and sponsored content in this day and age? Real and authentic content. Gone are the days when people were drawn in by overly glamorised feeds, instead audiences are now championing creators that are honest and trustworthy, and creators that are in touch with people's everyday realities. It’s no longer about accounts that have hundreds of thousands of followers, it’s about fashion creators with day jobs and smaller followings.
Being a trustworthy and accessible fashion influencer has never been more important. The influencer world may be becoming more saturated by the day and with an overwhelming amount of content out there it can be hard to decipher who really has lasting influence, but fashion creators that go against the cookie-cutter narrative and that can offer an insight into their ‘real’ lives are not only surviving they’re thriving.
The rise of virtual influence
Technology is evolving fast. And in fashion, instead of getting left behind, brands are choosing to embrace all things tech in a bid to reach digital-first consumers, and that means embracing virtual influencers. Lil Miquela, Noonoouri and Shudu became some of the first virtual influencers to grab the industry’s attention back in 2018, with Lil Miquela taking over Prada’s IG for the FW18/19 Milan show. Noonoouri appeared in a Dior ad the same year, and Shudu was part of Balmain’s 2018 virtual model army.
And now? YOOX has created a virtual influencer, Daisy, that exists only on the retailer's Instagram account. And Prada introduced its virtual model called Candy to be the poster girl for the re-launch of their perfume Prada Candy. Virtual fashion influencers open up a realm of previously impossible possibilities for brands, bridging the gap between the present and future of fashion through tech-led innovations and capabilities.
Niche fashion creators
Micro-influencers and niche fashion creators are having a moment. Do you remember that Gucci and North Face ad starring trainspotting TikToker Francis Bourgeois? If that doesn’t scream niche influencer working with a big-name brand, which in turn is connecting global brands to dedicated and engaged fan bases, then I don’t know what does. By working with the right type of influencer, albeit smaller and niche, brands can have a highly targeted group of followers eating out of the palm of their hands.
Sustainable fashion influencers, vintage fashion influencers, body-positive fashion influencers, cost-conscious fashion influencers… You name it, there's a niche for any type of fashion influencer you can think of. And the good news is there's space for all of these influencers too. Niche and micro-influencers can connect with their audiences on a personal level, and these engaged fandoms are spurring on smaller creators - we love to see it.
My two cents.
The rise of ‘de-influencing’ just goes to show that honesty, sensitivity and authenticity in influencer marketing are essential to getting people to not only pay attention to your brand, but partnering with influencers than embody these cultural touch points is vital when thinking about longevity in influencer marketing. Serving as an antidote to online culture, new trends such as ‘de-influencing’ may come and go, but partaking in these conversations is important for brands that want to stay ahead of the curve.
Elsewhere, the power of digital content creators was evident in fashion when the Met Gala began extending their exclusive event invites to the likes of Lilly Singh, James Charles and Emma Chamberlain. But macro influencers with immense followings may need to brace themselves as we enter a new era of fashion influence. All hail the era of virtual fashion influencers you’ll never get to meet, the ‘real’ fashion influencers who don’t hide behind smoke and mirrors, and the niche fashion influencers that are spearheading new fashion conversations.
What do you think of these kick-starter thoughts that I hope will encourage you to think a little more deeply about this topic? Do you think niche creators will take over and macro-influencers are on their way out? And what are your thoughts on virtual influencers winning out over the human touch?