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influencers &
fashion vloggers
Zoella, Yuya, Michelle Phan, Bethany Mota, Dulceida, Lovely Pepa… Does any of these names sound familiar to you? If you have been interested In fashion for a while, you may know all of them. They are the very well known fashion bloggers. With millions of followers, they guide both trends and shopping tendencies.
A lot of things have changed in the last few years regarding how we understand fashion and the fashion market. In the 90s nobody would have ever imagined this massive network that is the Internet. Before the Internet, the outlet of trend-information was some monthly magazines like Vogue, Elle or Hola; some respected brands and some occasional photographs of high class celebrities. This elite was in charge of setting the trends, of telling the rest of the people what was in and what was out just by wearing it or selling it. With the introduction of the Internet, all that changed. There are two main ways in which the Internet has changed the game: offering greater accessibility to becoming a taste leader, and providing an ever-growing diversity in fashion reporting and merchants.
Vogue
Elle Magazine
Taste leading
Fashion magazines now have a really strong competitor in the race to lead the consumers’ taste: influencers. The big names in Vogue and Elle no longer have much to say now that the average girl or boy uploading videos to YouTube, taking pictures for Instragram, or writing a new blog entry can reach the entire world in just one click and have millions of people following their advice in beauty and fashion. Although there were already blogs before YouTube took off in 2010/2011, the big impact came with what is commonly known as YouTube fashion gurus and vloggers.
The difference between bloggers and vloggers is that vloggers work in a video format. The most remarkable name in the industry of vloggers is definitely Yuya. The Mexican influencer started as lady16makeup in 2009 and has become the most followed YouTube beauty and fashion guru worldwide. She’s followed by the British youtuber Zoella, who is very well-known for her fashion and hair-styling videos. The third part of this fashion trinity is the young Bethany Mota, who has already released her own clothing lines with Aeropostale.
YUYA
zoella
BETHANY MOTA
Their videos are entertaining, short and full of useful advice and everyday fashion. However, the key to their success is not only their charisma and good tips, but the inspiration that they provide. Their videos are inspiring, as are the pictures they upload to their social network; and the best part is that somehow it is real. The content that they offer is not processed by a magazine’s editor or a corporation; their only aim is to share what they like, so it feels original and real. Furthermore, in order to differentiate themselves from the rest of influencers they provide us with very personal and creative unique styles that show the consumer the freedom that they have in order to create a fashion style or to set a trend.
What they are doing is basically tell people: Hey, this is the way I do it. It may not be the usual typical way to do it but it’s okay to do it in a different way. I’m original and unique, you can do the same thing.
Diversity in Fashion reporting
New bloggers and vloggers are born every day willing to belong to the fashion community online. Everybody can post about fashion with just a click and share their view on the topic. This easy way of publishing encourages the diversity that we now have in fashion reporting.
Stefano Gabbana, one of the founders of Dolce & Gabbana, commented on this phenomenon in an interview with the blog Business of Fashion. When asked why the brand asked bloggers to sit in the front row along with world famous editors, he said:
We know about the blogger and the start, the power of the blog, because they talk with different people, with different opinion. It’s important, the ordinary press the newspaper and the magazine, but it’s so important the point of view about the new generation. And we have bigger traction about the new generation, new people, young people, and different points of view
Stefano Gabbana
Source: SkimLinks
Influencers and bloggers in Spain
Spain, being one of the biggest countries in the world in terms of fashion, has given birth to a great pack of fashion bloggers, influencers and vloggers.
Some of the biggest bloggers are Lovely Pepa (Alexandra Pereira), who owns her own boutique and sets trends with the elegant but chic and casual style; Dulceida (Aida), who already made a name for herself in the fashion world when she won the ‘Best Style Fashion Blog’ award in Berlin during the Berlin Fashion Week; or Berta Bernad, who has already made it into Vogue.
LOVELY PEPA
DULCEIDA
elespanol.com
berta bernad
Vogue
lovely-pepa.com
When talking about YouTube, there are some names that are very well-known for their unique way of creating content about fashion. Patry Jordan owns different channels that involve fashion, beauty, health and fitness and is the most followed in Spain. Some other big names could be Marta Riumbau, who owns her on clothing brand; Maria Cadepe, who has just published her own book; or Grace Villarreal, who manages to combine her family life with her YouTube success.