Has influencer marketing distorted the fashion industry forever?

Has influencer marketing distorted the fashion industry forever?



“Their very status rests on their ability to entice their subscribers to make purchases”Olivia Lisa

The power of influencers on social media is undeniable. I’d like to think of myself as someone who knows their style and isn’t a victim of the latest influencer obsession. So why did I spend 90% of my Christmas vacation resisting the overriding urge to buy five Peachy Den jumpsuits? Interesting. The reality is that influencer marketing is the most vicious and effective marketing tool the fashion industry has ever had – and it’s helping to kill the planet.

While we’re totally utilitarian about it, any fashion that goes beyond pure function is a waste. As the industry continues to harm the environment, many influencers are posting glamorous snaps in fast fashion ensembles that seek to distract potential customers from the horrors of their production. The fast pace of influencer-led marketing encourages micro-trends and allows brands to reach consumers anytime of the day, anywhere. But it’s not just fast fashion that poses a threat — the overconsumption of any fashion product contributes to the issue.

“This is advertising that does not look like advertising, but more like a recommendation from a friend”

Despite what the beginning of this article might suggest, I so love what the internet has done to make fashion more accessible. It allowed everyone to share their looks, thoughts and reviews, and facilitated scrutiny of many of the fashion industry’s questionable practices, including its impact on the environment. That said, the relocation of power in the fashion industry away from haughty executives and into the hands of some eccentric, light-skinned teenagers and/or famous fathers has, surprisingly, brought about a whole new set of downsides ripe for exploitation.

The era of influencer marketing has created an environment in which it’s nearly impossible to be happy with your wardrobe – or how you look, or how your weekends usually go. Instagram and TikTok provide a daily onslaught of style inspiration from aggressively beautiful people, leaving some of their followers inspired by their inventive fashion endeavors, and most of them feeling like a pig in a wig, quietly crying. While you feel inadequate enough, Instagram’s explore page offers some hope in the form of a direct link to the I.AM.GIA website. A very temporary medicine.

“There’s fast fashion PLT it-girls, edgy, vintage, ‘could be from a charity shop, could be from SHEIN’ it-girls, and sustainability it-girls”

It’s painfully good. This personality-driven marketing capitalizes on the trust that exists between a person and their online followers. This is an advertisement that does not look like an advertisement, but rather a recommendation from a friend. Traditional celebrities have some tangible skill, like acting or singing, which creates a clear divide between us and them. Influencers, on the other hand, have no such identifiable difference, leading the average person to feel like their lifestyle is within reach. An influencer’s online image and persona are half reality and half performance, and it’s often impossible to distinguish between the two. By artfully blurring the line between the real and the fabricated, fashion and lifestyle influencers are the perfect fashion marketing tool.

The concept of the “it-girl” who has everything is not new; it has never been pushed down our throats with such speed and force before. She’s been powered up and now comes in several different looks. There are fast-fashion PLT it-girls, edgy, vintage it-girls, “could be from a charity shop, could be from SHEIN it-girls”, and sustainability it-girls. . But can any of these new variations change our habits for the better? Even if an influencer promotes vintage and durable pieces, the curated image of an endless wardrobe full of perfect ensembles leads their followers to keep shopping, resulting in mass overconsumption, which harms the environment, regardless of the durability of a particular part. made.

It leaves us wondering if a fashion influencer can ever be a true friend of sustainability. The short answer being, not really. Their very status rests on their ability to encourage their followers to make purchases. The most lasting thing we can do is train ourselves to be happy with what we have and to buy less, but in an environment like today it’s getting harder and harder to know what the relationship is. a normal person with clothes and looks. A new normal mode has been expertly crafted by the media we consume and it’s almost impossible to look back. The sooner we realize that the main function of social networks is to sell us things, however presented, the better.



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