The Paradox of Influencer Marketing: How Brands and Fashion Influencers Impact Each Other

José Criales-Unzueta’s “Connecting the Dots” series delves into the interconnectedness of fashion, pop culture, the internet, and society. Through this exploration, we will discover how these facets of our culture influence and impact one another.

Have you ever wondered why some influencers wear clothing from spring collections to autumn shows during winter? This article is for you. In the past, before the rise of Instagram, bloggers and VIP guests rarely received pieces from collections or invitations to attend shows. However, with the emergence of influencers, brands began to see the value in partnering with them to promote their shows and current collections.

Brands recognized that influencers could reach their target audience online through these influential individuals. This partnership benefited both the brand and the influencer as the influencer gained clout through their association with the brand. However, this relationship has evolved over time, with influencers now often working to satisfy brands in order to gain access, sometimes at the expense of their audience’s trust.

Social media has transformed the fashion industry into a realm where going viral is paramount, often overshadowing individual style. While influencers once held more power due to their direct relationship with their audiences, the quest for more access and brand partnerships has shifted the balance of power in favor of brands. This has led to influencers prioritizing brand partnerships over their audience’s interests, resulting in a loss of authenticity and connection with their followers.

The pressure to wear full looks from brands at events has become a common practice as brands seek to create a cohesive ‘moment’ around their shows. However, this pressure often sacrifices the creativity and individuality of influencers who prefer to mix and match pieces from various brands. Despite this, the influence of brands on influencers continues to grow, shaping the way fashion is promoted and consumed in