The influence of influencers on the fashion industry

The influence of influencers on the fashion industry

A little over 10 years ago Dolce & Gabbana was the first fashion house that reserved a number of front row seats for so called bloggers – after the medium they used. Nowadays the majority of the seats are reserved for influencers. We’re pretty sure there aren’t any fashion shows that don’t invite influencers.

Back then the presence of bloggers during the fashion weeks was not new; they had been hanging around the entrances of show locations for a few years to photograph each other and celebrities. But Dolce & Gabbana was the first fashion house to show the world that it took the phenomenon seriously.

Instagram was launched a year later (2010). Since then, the influence of influencers on the fashion industry has increased exponentially.

Over the years, being an influencer has become a real profession. For many influencers, maintaining their account has become a full-time job. The photos that they post of themselves also suggest no activities other than being an influencer.

Followers see influencers as a reliable source, that is why fashion brands pay substantial amounts for a sponsored post or story. The amounts paid are not only dependent on the number of followers and likes, but also the engagement rate the influencer generally realizes. If you want to know more about this, read one of our previous articles on Instagram influencer rates.

Influencers vs. Fashion magazines

With the increasing popularity of influencer marketing, fashion magazines have become the victim as advertising money now goes to influencers in favor of fashion magazines.

The role that fashion magazines used to have as trend-setters and information providers is largely taken over by influencers on Instagram. Next to Instagram some of them run blogs where they share their style and promote brands and products. No wonder, popular influencers can have a huge impact on the success, failure or survival of your brand. These are the top 10  fashion influencers on Instagram in 2019:

  1. Chiara Ferragni
  2. Mariano di Vaio
  3. Olivia Palmero
  4. Aimee Song
  5. Alexa Chung
  6. Danielle Bernstein
  7. Caroline Daur
  8. Jenn Im
  9. Julia Engel
  10. Jeanne Damas

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