Influencer Over A List: The Fashion Industry's Growing Reliance on Social Media Influencers

Keira Knightly for Chanel. Harry Styles for Gucci. Jennifer Lawrence for Dior. For the longest time, A-list Hollywood stars have been brand ambassadors for designers. Getting these big names to wear your designs was huge publicity for these houses and had the added bonus of helping these brands stay relevant to the general public. 

From Hawt Celebs Blog

Before, design houses would stay far away from social media influencers, as they saw them as low tear celeb wannabes. But times have changed. Youtubers like Liza Koshy are spotted at the Met Gala, and bloggers like Aimee Song are often one of the first ones sporting the newest trends in the latest designs of the season. 

From PopSugar

So why do these fashion houses who formerly turned their noses up at social media starlets now invite them to high fashion events and send them expensive PR? The truth is that these influencers provide the brands with more publicity than any red carpet could. Having your work be viewed by millions all around the world, in the matter of minutes, no matter the time of year, is prime advertising. These influencers are also bringing with them a large following who are looking to emulate their every move. More eyes always equal more sales, and design houses always want to maintain their height of popularity. 

From PopSugar 

Does this mean that people like Tom Ford or Balmain have given up on their celebrity clientele? Not at all. Celebs still rock design houses and get these brands plenty of notoriety during award season. But that is to say that these designers’ main focus has now shifted more towards the bright lights of Instagram and away from the flashing paparazzi cameras of Hollywood. 

Ali Wood