“I think brands these days are really eager for people to discuss, dissect and discuss,” said Rachel Tashjian, fashion news director at Harper’s Bazaar and creator of the popular weekly newsletter Opices Tips. excited about their programs. “It may not be the number of likes that sending a handbag to an influencer can get them, but the engagement is intense.”

Pritika Swarup, model and founder of Prakti Beauty.

She points to the steady stream of questions and comments that José Criales-Unzueta (who has even been named in the new “Gossip Girl”) reposts on his Instagram Stories and direct messages she she gets after each new collection review – some offer praise, others wonder how she missed a reference that, for example, looks 36 in the spring collection 2016 by Hedi Slimane.

Prakti Beauty's PritiPolish and MohoMask.

This process is participatory, although not quite as socially consequential as most influencer/follower interactions, as the focus is not on the individual critic. Followers want to bring their knowledge and opinions into the discussion as much as they want to see what creators have to say. They’re also eager to learn, argues Kim Daniels, aka @thekimbino, a digital archivist based in Perth with more than 160,000 followers on Instagram and Twitter.

Looks from Banana Republic's March 2022 collection. 

When she posts about some of the lesser-known moments in fashion history, like photographer Charles Traub’s images of New Yorkers in the ’70s or Jamiroquai wearing Tom Ford for Gucci, Daniels is engaging curiosity of her followers and invite them to do more research. With a post about standard influencer apparel, she said, “I look at it and think, ‘What good does that do for me?’ I can respect it. I can silence it. But people want something more, something they can take away.” In her mind, influence isn’t just about inspiring. for people to wear Fashion Nova or buy a new lipstick: “It’s not just a product. Now it’s a lot bigger.”

Looks from Banana Republic's debut BR Baby collection. 

Daniels is currently exploring how to leverage his perspective and celebrities into a full-time job. Conceptualizing magazine shoots is a short-term goal, and this week, she announced that she’ll be partnering with retail aggregator Lyst to do a series of “stock searches.” archive” is purchasable and educational. The path to monetization for hosting and critical accounts isn’t as clear-cut as it is for personal style influencers, of whom brand recommendations and product placement are essentially a part. of the job description.

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