Go viral, post Spon, get Canceled: How social media transformed fashion in the 2010s.
When the decade began, the new guard of influential people in fashion were bloggers. The best of the best, including The Satrorialists’s Scott Schuman and Jak + Jil’s Tommy Ton, sat in the front row of Dolce & Gabbana’s Spring 2010 show, signaling that a new generation of internet impresarios were here to stay. That same season Style Rookie’s teenaged founder Tavi Gevinson made the rounds at the New York shows.
If your life is the material with which you express yourself online, few things remain as important as your outfits. In the early days of the decade, #OOTD became one of Instagram’s most popular hashtags, replacing the allure of a high fashion editorial with a casually snapped “fit pic.” To be a social media sensation necessitated little more than an internet connection and a compelling image. Not even a caption. Not a hashtag. Just you. And so the influencer was born.
This democratization of fashion goes both ways: If people can become brands, brands can become people—or at least behave like them online. A new crop of direct-to-consumer brands emerged in the 2010s that used the friendly tones of influencers as a means to success.is the flagship example, founded in 2014 by Tyler Haney.
High fashion brands are in on influence, as well. Some creative directors have effectively become influencers themselves. Balmain’s Olivier Rousteing , Burberry’s Riccardo Tisci , and Marc Jacobs use their accounts to boost the popularity of their brands while simultaneously sharing tidbits of their private lives. Of course, influencers can become creative directors too.
Where the influence lives is ever-shifting. TikTok has birthed an e-girl community of video influencers that reject Insta-aesthetics with seafoam-colored hair and unconventional makeup. None is a more interesting case study of Gen Z power than Emma Chamberlain. The 18-year-old is YouTube’s superstar blogger, who is estimated to have made $2 million from her YouTube ad revenue alone in 2018.
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