The fashion industry has always been an industry in which this kind of behavior relies heavily on well-known names and themes as one of its fuels. Not even long ago most of the fashion industry often relied on its proximity to celebrities to advertise itself. Whether we talk about companies like Supreme or Gucci, most have had advertising or brand deals with celebrities. Nowadays though the scene of the fashion industry has changed a lot. One of the main reasons for that is the evolution of the Internet social media platforms and the birth of online celebrities. To better understand the current state of the fashion industry it is important to know how Instagram changed the face of fashion forever and still as a change to do so even further.
The rise of digital fame
As we saw the rise in importance of social media platforms when it comes to marketing and building a following the reality is that at first a lot of Mainstream celebrities managed to use social media to communicate directly with their fans but also lock in advertising deals especially when it came to posting pictures of them wearing fashion close. Initially, this was mostly good for celebrities who managed to translate their real-life thing to the online spheres. The reality though is that soon after a new wave of celebrities started dominating the online platforms. These celebrities were not celebrities that came from the mainstream or celebrities that were already well established but instead, these were celebrities that were made by the Internet for the Internet.
E celebs
The one thing that’s important to understand about rare Internet celebrities is those who are celebrities in all online spheres. What this means of course is that every celebrity exists within its industry or its community. Too many people this is what we refer to as niche celebrities since they often have massive followings but only within a very specific subsection of the Internet. This is why in many cases when these celebrities become mainstream a lot of people wonder where they came from. A good example of this is seeing online models like the likes of the D’amelio sisters make it on shows like Jimmy Fallon’s seeing many viewers wonder who these girls are. The reality of course is that these young Internet celebrities are not nobody they are people with millions upon millions of followers online dead belong within a very specific sphere. One of these spheres of course is fashion.
Internet celebrity and reaching the youth
When we talk about fashion many people believe that fashion is something that belongs in the end of either the very rich or the elites. The reality though is that when it comes to creating fashion trends an up and up-and-coming trending styles a lot of it comes from younger people whether they are designers or not. The massive players in the fashion industry understand this. This is why for example at many turns when we look at OU fashion companies decide to make deals with on platforms like Instagram you can see that they are young attractive models that have a great understanding of not only fashion but the platform itself. Often these content creators can capture a large viewership on Instagram which will bring a lot of eyes to the products and the product lines that these fashion brands are offering. Not only are these Instagram models attractive for business purposes but they are also attractive in the fact that they know how the platform works. They understand how to play to the algorithm, and they had more than a few tips to make your Instagram story last longer which means that they know how to play with the system to make their content as visible as possible.
It’s important to understand though that Instagram models are not necessarily Homegrown. What we mean by this is that Instagram users can become models, but it is also possible for models to become Instagram users. This means that more than ever models that work within fashion lines or with fashion companies become personalities in themselves which means that they not only work for companies, but companies also work with them to capture their following. So, it changed the dynamic between models and fashion companies when it comes to making deals which often allows models to get better deals than they used to. It also means though that the fashion industry which was already very competitive has become more accessible yet more competitive.