Influencers: The New Faces of Fashion
By Jenny Langerman, Cover Art by Emma Borrow
Still don’t entirely understand what influencers really are? Below, Jenny breaks it down for you.
From fitspo to fashion, artwork to video games, so much of the information we consume today comes from social media. And, as social media continues to expand and mutate, there is a rapidly growing market content to fill the endless hours of scrolling and satiate our consumption craving. Thus, those who create the content we devour have a special hand in directing our pop cultural dialogue. This enviable potential to influence has given rise to a new breed of content creators whom we call influencers.
The fashion industry, in particular, is one which has been transformed by the growing presence of social media influencers. Influencers are the celebrities of today’s generation, the people we “see” on a daily basis, the ones we look up to and want to emulate; influencers are perfectly cut out to be trendsetters. According to Digital Marketing Magazine, “45% of Instagram users in Britain say they follow these fashion accounts to gain inspiration for looks they can buy or create themselves.”
Even if influencers do not directly address or promote certain styles, social media makes for easy and large-scale circulation of images where these looks are on display. Biker shorts as street style, for example, gained momentum this year via pop culture icons like Hailey Bieber, Bella Hadid and Kim Kardashian. Similarly, white tennis skirts became a popular look among many tik tok stars, and has permeated into wardrobes across the globe.
Businesses have also capitalized on influencers’ already-impressive social media reach to build their brands and create an online presence through collaboration. Co-founder and principal of Prosper Insights & Analytics, Phil Rist, rationalizes this as “[fishing] where the fish are.” These “brand ambassadors” are essential in pushing out products and embodying that company’s particular vision. Influencers will often promote a brand’s products by tagging them in eye-catching, enviably perfect-looking posts, in which the influencer is shown using the products, posting sponsored ads, or offering product giveaways to their followers.
Brands that sell primarily online, like Pretty Little Thing, Revolve, and Fashion Nova, are especially reliant on gaining exposure and name recognition through influencers. Associating with the likes of Kylie Jenner, or The Bachelor stars, allows these brands to gain exposure, establish a big name and become staples in your closet.
Below, the Clover team has shared some of their favorite influencers. Peruse for some outfit inspo, wander lust fulfillment, or pure aesthetic indulgence.
Photos via Instagram accounts listed below
Maddie : @lanathecowboy — “I adore Orseund Iris (the label she founded) and love seeing her photos of the process/bts creating their pieces. She also just has incredible style and a beautifully curated page.”
Karinne : @uglyworldwide — “I admire her absolutely unbridled creativity and her manner of expression. I’ve been following her for a long while, and it’s been such an inspiration to see her become so well known, because her identity, as she has said, is rooted in complete inclusivity and total self love.”
Meili : @best.dressed — “I think it was her who got me into thrifting -- totally changed my perception of second-hand clothing!”
Emma : @frauki — “I love having [travel] content on my feed because it reminds me how beautiful the world is, even when I’m stuck inside doing homework or on zoom.”
Jenny : @rose_bertram — “Rose and I have very similar hair, so I like to see how she styles it on the daily, and capitalizes on it when creating a look.”
Ceci : @nitsanraiter — “I love Nitsan because her content is so simple and put together, yet so girly.”
Brinlea : @weworewhat — “I draw my inspiration from Danielle Bernstin’s fashion forward and funky instagram looks -- her repurposed vintage clothing line is perfect for an everyday, modern style”
Megan : @ShayMitchell — “Being an influencer is just one of the many hats she wears. She’s obviously gorgeous and has great style - but she also is funny, has her own business, is a mom and always seems authentic.”
Cass : @heyheygia
Nicole : @prettyfrowns