I recently watched new BBC series ‘Breaking Fashion’ the series is an exclusive look inside In The Style with it’s CEO Adam Frisbee. I have to stay when I first heard about the series I was really excited to watch it and see how things worked at the brand. In The Style is a brand a love and I really liked their collection with Lorna Luxe, so was happy to find out that one of the episodes was centred around this partnership.
Each episode was centred around a different project that the team were working on, 5 of the episodes looked at influencer collaborations and one at the team’s own brand. Why so much focus on influencers, rather than the brand itself you might ask? Well the brand is built around influencer collaborations and Adam himself states in the show that the brand sells much more units of influencer collections than of own brand. But influencers driving traffic to the website in turn, helps sell own brand too.
Adam makes some interesting comments in the documentary about criticisms of fast fashion. Stating that the brand does what it can to stop clothes from going to landfill and only produces the quantities it needs etc. However for me; fast fashion is more about changing the culture of trends. Things coming into fashion and out of fashion so quickly, leading to people throwing them away. Influencer culture is a big part of this as often once an influencer has been photographed in an outfit they won’t wear it again, promoting this throw away culture.
Whilst sustainable fashion as a cause is picking up traction in the media, it was clear to see from the documentary that we still have ways to come in beating fast fashion. The influencer collections proved to be extremely popular for the brand, often selling out very quickly. Influencers portray a luxury lifestyle on social media that consumers are eager to get a taste of and these collections are clearly no exception. Influencer marketing as a strategy is on the rise and is only set to get bigger in my opinion. What we need is more influencers promoting sustainable fashion for the industry to improve, which I think is unlikely to happen in the next few years.