Anna Wintour, Sarah Jessica Parker and more of A-list fashion graced the front row of Fendi’s New York Fashion Week runway in September. Also there: 18-year-old TikTok fashion influencer Ellie Zeiler. Hey?
Fashion Week is no longer reserved just for editors and movie stars: influencers have become an integral part of guest lists, much to the bewilderment of most observers. Zeiler, who has more than 10.7 million followers, is one of many social media influencers who received invites to coveted Fashion Week shows this fall. “There I was, sitting in the same room as Kim Kardashian. Never in my wildest dreams did I think that TikTok would provide me with such incredible opportunities,” she said.
Brands invite influencers to their runways because they have value – a niche audience follows their content and wants to see what clothes they are most passionate about. A 15 second TikTok video or a series of Instagram stories can generate thousands of sales.
“Brands request our analytics to know exactly who is watching our videos. The age, the gender, where our followers are located,” Zeiler explained. “Why spend money promoting on a billboard when you don’t know who is walking past that billboard? You can just hire a fashion influencer and know that people specifically go to that page for fashion content.”
When looking for a paid partner, companies look for authenticity: the influencer must be familiar with the brand or a fan of it. “Brands look for how much influencers align with their brand. They also want genuine people who get along with everyone,” said Marissa Ren, a TikToker with more than 2.4 million followers. Ren has worked with Revolve for several years; she sought her out after the company saw that she had already been posting the clothes on her page for free.
“I have been able to develop a relationship with the influencer relations team,” Ren explained. “Usually my ads are just one-off deals, but I’ve really gotten to know the people who work at Revolve and become friends with them. They treat me well and always keep me in mind for fun trips and activations.”
Brand trips are one of the biggest perks of being a TikTok personality. Revolve sent Ren to a private Super Bowl party in Los Angeles, with performances by Justin Bieber and Drake. Zeiler has been on several sponsored vacations, including a trip to Mexico run by Amazon.
However, some influencers don’t feel like it’s an authentic use of their time. “On these trips, everyone tries to fawn over the brand people because they want to be associated with them,” Zeiler said. Also, TikTokers often feel like they are being forced to put on a “show” or make a good impression at events. Appearances can become stressful instead of pleasant.
TikToker Kristine Thompson, who has 1.6 million followers on her @trendycurvy page, also had a less-than-ideal experience on a sponsored trip. “They give you goodie bags and one time they gave me pajamas that didn’t fit me,” she said. “They don’t necessarily think about the fact that they invited a plus-size person. There could have been more of an effort to include both size and racial diversity.”
Lack of inclusivity has become a regular occurrence on Thompson’s brand holidays. “It’s disappointing, but I think it’s not the first time,” she said.
Thompson feels additional pressure to fit in at fashion events due to the lack of diversity in the industry. “I don’t get invited to fashion shows very often,” she admitted. “I am not the influencer they choose to highlight their fashion. They are not very inclusive.”
Thompson said the “mean girl” mentality is ever-present during Fashion Week: You’re either part of the crowd or you’re not. “I feel like I’m constantly trying to insert myself into conversations and events,” she explained.
Thompson is not alone. Now that influencers’ fame has transcended social media, some are struggling to feel like they don’t belong in the fashion industry. There is a pressure to show that oneself deserves to be there.
“I feel like a loser,” Zeiler admitted. “For some people, ‘influencer’ is a dirty word. I have to legitimize my work before people because they don’t know the work involved”.
Zack Lugo, an influencer who has worked with Fendi, Dior, Boss, and more, also admits to impostor syndrome. “I’m still very fresh outside of my hometown. It’s stressful to be invited to events that A-list celebrities are at and to be in the same place as them,” he said.
Kit Keenan, an influencer and daughter of fashion designer Cynthia Rowley, has been going to Fashion Week for as long as she can remember. Despite invitations to Michael Kors, Prabal Gurung and more coveted shows, she sometimes still feels out of place. “Fashion Week can make you feel bad about yourself. It makes me feel small,” she revealed. “I have seen big celebrities at events. I have to remind myself that I have my own role as an influencer. I don’t feel the need to compete with [celebrities] who have built such successful careers.”
So are TikTok fashion influencers the next celebs? Zeiler sees being a TikToker as a springboard to a career on the big screen. She recently took on an acting role, starring in the Brat TV series “Crown Lake.” “TikTokers are like Disney stars who started when they were younger and then got to do what they really wanted to do in mainstream entertainment,” she explained. “I don’t like to think of myself as a celebrity.”
In fact, depending on their audience demographics, TikTok influencers may not have achieved celebrity status yet. While celebrities are widely known at different ages, not everyone is on TikTok to get acquainted with popular creators. But TikTokers can certainly achieve a similar level of fame (take Charli D’Amelio, for example, who has over 148.2 million followers).
However, what separates influencers is their relatability. If viewers see a small-town creator building a following from scratch, they feel they too have the ability to make an impact online. That’s something even A-list fashion can’t achieve.
Source: news.google.com