The rise of influencer culture in modern society has a prevalent impact on consumer trends. Individuals are now moving past celebrity images, and take inspiration from the influencers they adore. In recent years, influencers have broken barriers in reshaping the way brands connect with their audiences. They now carry an abundant power in the fashion industry as they are able to capture the attention of their following and promote any luxury brand they desire.
Sometimes unconsciously just by wearing a product and uploading a video, social media influencers promote the clothing brands they invest in. With a digital world evolving in front of us, we can see how these digital media promoters impact the trends around us and create a unique engagement with their followers and how it is linked to the rapidly expanding world of fashion.
Whether we like it or not, social media has helped advertise everything from belts to bows. A simple scroll through TikTok will have you brainstorming your next weekend outfit or casual attire for a day at the library. Obviously, we need to be cautious with how we take recommendations off of the icons we adore on social media. There’s a fine line between toxic consuming and taking style suggestions from our saved reels.
While influencers may bring unique and refreshing change to the red carpet, some argue that their impact is no more than negatively brainwashing social media users. In this way, influencers have such an unintentional control over particular audiences, there is a risk of becoming too adaptive to the life of the influencer you look up to. They wield a considerable influence over social media audiences, there is no argument to that statement. However, they also have the ability to bring fresh perspectives to your screen.
An Easy Search: Type in a few words that hint at your desired video, link or photo and you arrive at your destination. The search bar is right at your fingertips, offering you a space where you ask for and explore whatever thoughts come to your mind and make your shopping experience easier. Yet, there’s more than just a simple search for an item of clothing. Find business casual outfit inspiration, spring trends to fix your attire for class or even minimalistic basics to transcend your style to an entirely different vibe. The opportunities are unlimited.
Fresh Content: The beauty of social media influencer content is that it is constantly changing and offering new videos to attempt to gain traction to their feed. The digital world is about creative innovation. It is their job. Fashion influencers are quick to update on current trends, underrated brands and hidden gems in any outfit. This is an evolving, ongoing narrative shared on platforms individuals attract to and offers a great landscape for inspiration.
Wide Range of Preference: One of the standout features of influencer-driven fashion promotion is their ability to cater to a diverse audience. Influencers embrace their own preferences and there is an influencer out there offering something that resonates with your style. I remember the first “influencer” I caught myself taking outfit advice from Emma Chamberlain. Watching her videos daily during quarantine after I logged off online class became routine for me. I would sit in my bed with a bowl of oatmeal, an iced coffee and my laptop playing her most recent upload. I felt a connection to her and related to her life in a way that made me gravitate to her videos. Before I knew any better, I was wearing the Urban Outfitters fur coat she wore to city days in San Francisco and purchasing vans because she made them look so cute. I may cringe looking back now on past trends, yet this just goes to show the engaging connection Emma brought to me, an average teenage viewer.
Diversify Generalized Fashion Trends: Fashion trends used to be dictated by the brands that advertised new styles and designers who created the content. Now, trend creation is impacted by individual platforms, serving as a constant source for what’s hot in the market. With this, we are moving away from the ordinary generalized fashion trends where we are restricted to “high-end” fashion trends and choosing what to purchase based on what’s “in style.” This opens doors to a broader range of fashion that is personalized to your taste. For instance, minimalistic looks, thrifted finds, or vintage pieces coming back to play. There’s a new level of embracing self-expression with the help of small designers and independent brands that are changing the reliance on mainstream fashion.
Influencers have significantly shaped the fashion network for consumers. Discover and embrace your personal style with just a click.
