‘It’s genuine, you know?’: why the online influencer industry is going ‘authentic’

📆 05/04/2019 11:49:00
📰 The Guardian

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The long read: Calamities such as Fyre Festival have tarnished the booming business of YouTube and Instagram stars. Now the industry’s top tastemakers have a new plan: keeping it real

In a central London hair salon last December, the fashion influencer Victoria Magrath mingled among a few of her 849,000 Instagram followers. Magrath – tall, with signature silver hair – was celebrating the launch of her book, The New Fashion Rules, at an event organised by her talent agency, Gleam Futures.

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