Influencer news and archive

Influencer overload: Navigating authenticity in digital marketing

The influencer marketing landscape is undergoing a critical transformation, with the industry projected to reach 25 billion pounds by year-end, challenging brands to redefine genuine engagement. Recent data by Somebody Digital reveal a striking consumer paradox: while 70 percent of consumers trust influencer endorsements as much as personal...

Fashion

Molly-Mae Hague teases new fashion brand

Love Island reality TV star and former PrettyLittleThing creative director Molly-Mae Hague has teased the launch of her new fashion venture ‘Maebe’ on social media. Hague, who also has a fake tan brand Filter, launched a new social media account for ‘Maebe’ on Instagram, with one teaser video where the influencer is seen taking part in a photo...

People

Gymshark appoints first creative director for upcoming Adapt collections

British sportswear brand Gymshark has appointed influencer Whitney Simmons, known for her workout videos and openness about mental health struggles, as its first-ever creative director of Adapt, one of its most successful women’s lines. Simmons, who has more than 2 million subscribers on YouTube and 3.9 million Instagram followers, has...

Business

Boohoo introduces creator storefronts to website

Fast fashion e-tailer Boohoo has introduced a new concept that will allow a number of creators to operate their own curated storefront, leveraging the value of social media traffic. ‘The Boohoo Collective’ will integrate personally developed shopping experiences by 1,000s of social media content creators onto Boohoo’s own website. Those...

Business

Asos relaunches influencer programme with employees

British online fashion retailer Asos has reintroduced its 'Asos Insider Influencer Programme', which was discontinued in 2020 due to the pandemic. Now, however, it is once again to become part of Asos' updated marketing strategy. The influencer programme brings together a total of 36 so-called "Asos Insiders" who are currently employed in...

Fashion |In Pictures

Mint Velvet launches collaboration with Grece Ghanem

British womenswear brand Mint Velvet has launched a collection with over 50s international influencer Grece Ghanem. The Grece Ghanem x Mint Velvet collection is an ode to the influencer's relaxed glamour and street style and offers a curated edit of day-to-night classics and elevated partywear signatures. The 18-piece capsule features timeless...

Fashion

The 10-year-old fashion influencer

Taylen Biggs has close to 1.5 million followers across TikTok and Instagram, a wardrobe full of designer clothes and 15 fashion weeks under her belt -- and she's 10 years old. Taylen arrived at last week's Balmain show, one of the hottest tickets of Paris Fashion Week, in a luxurious white jacket-and-skirt combo by the French label, black boots...

Fashion |In Pictures

Whistles unveil swim collaboration with The Longing

Premium high street retailer Whistles has unveiled a high summer swim collaboration with lifestyle brand The Longing, founded by influencer Lindsey Holland and her business partner Jack Mizon last year. The limited-edition Whistles x The Longing collection, co-designed by Holland, features 10 modern swim styles with a focus on minimal...

Fashion

Over 81 percent of influencer posts in Australia may be in breach of advertising

On Friday, the Australian consumer watchdog announced that the vast majority of social media posts by Australian influencers may have breached advertising standards that require disclosure of payment. The watchdog is currently considering taking enforcement action, as was reported by Reuters. In Australia, advertisers must disclose any...

Fashion |In Pictures

Eloquii teams up with Gabi Fresh on swimwear collection

Plus-size fashion brand Eloquii is launching an exclusive swimwear collection with influencer Gabi Gregg of Gabi Fresh, offering statement swimsuits and resort wear in sizes US 14-32. The 23-piece limited-edition Gabi Fresh Swim x Eloquii collection features bikinis, one-piece swimsuits, kaftans and sundresses in bold colours and graphic prints...

Fashion Featured

Do not buy this: The rise of social media 'deinfluencers'

A new era of social media critiquing is gaining momentum. While people have long challenged the viewpoints and behaviours of others, it was not until social media became a global communication tool where anyone could sign up and share an opinion. Now, a new wave of call-out and cancel culture has emerged in the form of de-influencing. Instead of...

Fashion

Oh Polly announces collaboration with Tammy Hembrow

British womenswear brand Oh Polly is collaborating with Australian fitness model and influencer Tammy Hembrow on a series of curated collections. Hembrow is one of Australia’s most successful influencers, with 16 million Instagram followers, 1.7 million TikTok followers and a further 1.3 million YouTube subscribers. The debut ‘Tammy Hembrow x Oh...