They might be paid to post about clothes, but for a growing cohort of influencers, it's no longer just about the fashion. Increasingly, social media influencers are speaking out about social issues they feel passionate about, and, given their professions, it's inevitably starting to inform how they work with brands.
Brands are smart to take this kind of feedback as data to grow and improve not only on a production level, but also on a social responsibility level. Mason's opinion most likely mirrors that of many of her 180,000 Instagram followers — and potential customers.
With over 270,000 followers, fashion editor-turned-influencer Alyssa Coscarelli has become an advocate for greener practices. "I'm far from perfect, but I have pared back a bit on collaborations with fast-fashion brands, not only because my standards are changing but because my followers are holding me accountable, too," she says.
Blair Imani identifies as a black, bisexual, muslim influencer who feels it's her duty to provide her followers with a message — not just market products and projects to them. She spends time talking about and demonstrating LGBTQ+ affirmation and anti-bullying while also asking her community to share their own experiences.
Sarah Chiwaya of @Curvily is known for her #InTheFittingRoom stories. She gives her audience brutally honest live feedback on the ways different clothing brands fit, feel and cater to the plus-size market. She recently toured the new Nordstrom store in New York City and didn't have an overly pleasant experience, since there weren't many plus-size options on the floor, despite promises that there would be.
Historically, negative commentary about a brand, whether by a journalist or an influencer can often deter that brand from working with that person in the future. However, store managers have expressed to Chiwaya that they find her feedback to be more helpful than all the official plus-size training materials they receive from corporate. Designers have even made fit and size adjustments based on her commentary.
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