New York Fashion Week has reached peak influencer presence in the pandemic era, culminating in a Met Gala made for the masses.
People may scrutinize influencer attendance at the historically elitist event, but the fact remains: Influencers, and the platforms they share content on, are here to stay. Instagram was the official 2021 sponsor, YouTube bought a table, and though TikTok did not financially participate, a few of its top creators were there, too.“The definition and the boundaries of fashion have changed so much in the last few years,” said Eva Chen, vice president of fashion and shopping at Instagram.
In partnership with Vogue, YouTube curated a shelf , and at its table, hosted Jackie Aina, Nikkie de Jager, Eugene Lee Yang, Addison Rae and Emma Chamberlain. Launchmetrics reported on Sept. 17 that Chamberlain garnered $15.9 million in media impact value with a single post about the Met Gala. “In quarantine, we saw new personalities appear in pop culture that transcended the way you used to see celebrities come up,” Blasberg said. “The democratization of style and voices in the style space is ultimately a good thing.”
Creators proved during COVID-19 that they are crucial to fashion and beauty businesses’ bottom lines. When brick-and-mortar stores were forced to close, brands turned to influencers to create engaging content and drive online sales. “[It’s] the old world view of what a celebrity is compared to the new world view,” Dahan said. “The fashion industry is going through a big transformation. In high fashion, we’ve seen a lot of brands looking to tap into Gen Z, realizing that their main audience is aging out, realizing the value of prestige and exclusivity based on wealth doesn’t really mesh with the values of Gen Z and Millennials.
Jackie Aina, for example, is an award-winning content creator, a leader in beauty’s evolution toward greater racial diversity and the founder of a multimillion-dollar business she funded on her own. Last week, she became the first Black content creator to attend the Met Gala.
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