In this age of technology, social media has become a powerful tool that defined and forms how we communicate and even how we define fashion. The industry witnessed the merging of previously separated spheres of runway shows, intricate magazines, fashion blogging, and content creation. Fashion influencers with the help of social media changed the way trends are started, how brands market themselves, and how the audience engages with fashion.

In the past, one’s social standing within the fashion world would dictate whether one has access to the so-called trends. Platforms such as Instagram, TikTok and YouTube have given the opportunity for the general public, especially through the younger generations, to consume or follow a wide diversity of influencers such as models, designers or even simply stylish young people capturing the attention of a global public. Nowadays, social media influencers carry the heaviest burdens of power and power dictates that they control who gets to decide what are the modern day trends, as they have the power to establish brands, advertise new lines , and wishful start their own empires.

For instance, influencers like Chiara Ferragni, Danielle Peazer, Aimee Song attract millions of followers by continuously uploading content that is not only visually pleasing but also relatable. Brands have partnered up with these social media glitterati because it allows them to advertise their brand to a greater audience and with further reach than conventional media.

Today it’s all about social sharing fashion – hashtags like #OOTD, #fashionblogger allow fashion lovers to share their looks and get discovered wherever they’re in the world. This has resulted in a shift of brands towards user-generated content (UGC) as a mode of organic marketing. Many brands repost their customers’ content on their own channels, using real people to advertise their products.

The sensation of sustainability on social media is really hot. Influencers leverage their platform to support sustainable fashion through showing second-hand and upcycled clothes and advertising for eco-friendly brands.

To sum up, the influence of social media on fashion can be termed as transformational. It brings about the industry’s democratization, erasing lines between professional models, influencers, and consumers and allowing everyone to contribute to shaping fashion trends.