Regardless of a renaissance of the #corset, we’ve come a great distance since royal courts and imperial tastemakers dictated the most recent kinds in style.
Within the creator financial system, social media influencers set the tone for what’s scorching and what’s not. Each fashionista with a smartphone now has the potential to jumpstart the subsequent viral development with only a fast video or picture of their outfit of the day.
Partnering with the appropriate trendsetting creators produces a halo impact for manufacturers usually considered as style pioneers by affiliation. On the very least, influencer collaborations give manufacturers a superb alternative to insert themselves into the subsequent viral development.
The historical past of selling within the style trade
Trend sellers and arbiters of fashion have at all times discovered a solution to get the most recent traits in entrance of keen shoppers. From touring dolls to augmented actuality, the style trade has by no means lacked innovation, and its evolution reveals no indicators of slowing down.
Here’s a fast take a look at how the trade has developed over time, setting the stage for the creator financial system:
Pandoras
Starting within the sixteenth century, European courts generally relied on style dolls generally known as “pandoras” to find the kinds of the second. Retailers meticulously outfitted every pandora with the most recent style traits, permitting patrons to get a really feel for the look earlier than choosing their new custom-made garment.
Pandoras remained en vogue for practically 4 centuries earlier than extra sensible strategies finally changed them. Nonetheless, the spirit of the Pandora doll lived on via trendy occasions with the discharge of Barbie, Bratz dolls, and different fashion-forward toy launches.
Trend plates
Trend plates helped introduce 18th- and Nineteenth-century ladies to the now quickly altering kinds popping out of London and Paris. Trend plates have been made via etching, line engraving, or lithographs to indicate tailors and dressmakers choices for brand new garments they might make or promote.
In 1672, France’s Le Mercure Galant turned the primary publication to report on the style world and introduce the center class to rising traits through style plates. Revealed within the mid-18th century, Girl’s Journal used style plates to spotlight its “habits of the yr” and predictions for future model traits.
Trend magazines
Trend magazines turned mainstream within the Nineteenth century. Godey’s Girl Guide (1830-1878) was one of the widespread of its time, recognized finest for its hand-tinted style plates and progressive stance on ladies’s points.
Voguerevealed its first challenge in 1892 and set the tone for style magazines as we all know them at the moment. The supply of those publications made style much more accessible to the common individual and helped elevate the fashions and photographers whose work appeared in them to celeb standing.
Catalogs
Mail order promoting took off as settlers moved west throughout the USA within the late Nineteenth century. Montgomery Ward & Firm revealed the primary mail-order catalog in 1872, which featured 162 merchandise on the market and directions for ordering. By 1904, the corporate’s mailing record included greater than 3 million clients.
Catalogs remained probably the most profitable type of “at house” purchasing for greater than a century. However by the late Nineties, shoppers shortly shifted their consideration to the web as on-line procuring turned prevalent in households throughout the globe.
A brand new millennium
On-line procuring turned widespread in 1995 when Amazon and eBay hit the scene. Nick Swinmurn launched Zappos in 1999, which vaulted on-line style platforms into the limelight.
What began as comfort has developed right into a dynamic ecosystem of discovery and buy. This vital shift within the style trade, propelled by technological developments, has drastically modified client behaviors. Direct-to-consumer (DTC) manufacturers emerged, leveraging on-line platforms to construct sturdy buyer relationships and bypass conventional retail channels.
Because the digital panorama developed, so did the avenues via which shoppers found and bought style objects. Social media platforms turned highly effective instruments for model promotion and buyer engagement. Influencer advertising and marketing gained traction, with manufacturers collaborating with social media personalities to succeed in wider audiences. This shift gave rise to social commerce, the place shoppers might buy merchandise instantly via social media platforms like Instagram and TikTok.
The latest evolution on this trajectory is creator commerce. On this mannequin, particular person content material creators not solely promote but additionally promote merchandise on to their audiences. Platforms like LTK (previously LIKEtoKNOW.it) empower creators to curate customized procuring experiences, mixing content material and commerce seamlessly.
These developments underscore a broader development: the decentralization of style retail. Shoppers now have a number of pathways to find and buy style objects, whether or not via model web sites, social media platforms, or instantly from their favourite creators. This shift not solely gives shoppers extra selections but additionally empowers manufacturers and creators to construct extra direct and significant relationships with their audiences.
Trend trade statistics and traits within the creator financial system
The style trade continues to evolve quickly, influenced by technological developments, shifting client behaviors, and the rising influence of the creator financial system. Listed here are a number of the most related statistics and traits shaping the panorama in 2025:
Brick-and-mortar isn’t useless
Regardless of the rise of digital procuring, bodily retail nonetheless issues—now greater than ever. At this time’s shops aren’t simply locations to purchase; they’re curated model experiences designed to attach, not simply convert.
Assume influencer-hosted pop-ups, creator-led product drops, and tech-enhanced becoming rooms. Manufacturers like Glossier are mixing knowledge from their digital channels to information in-store experiences, whereas legacy retailers are teaming up with creators for dwell occasions and shoppable moments.In-store and on-line aren’t competing—they’re converging. And types that combine each are seeing the most important wins.
Sustainability and resale market growth
Picture through eMarketer
Sustainability stays a key concern for shoppers. Roughly 70% of shoppers think about sustainability when making style purchases . This shift in client conduct has contributed to the expansion of the resale market. In 2023, the secondhand and resale attire market was valued at $197 billion, with platforms like Depop experiencing vital consumer engagement.
For manufacturers, this development opens up new enterprise fashions and buyer engagement methods. Some are partnering with resale platforms; others are launching in-house applications that permit clients to commerce in gently used items for retailer credit score. Both means, resale is now not a distinct segment—it’s a pillar of contemporary style consumption, particularly amongst Gen Z.
The creator financial system’s increasing affect
The creator financial system has change into a major power in style advertising and marketing. As of 2025, the worldwide creator financial system is valued at roughly $224.2 billion, with projections indicating it might surpass $2.71 trillion by 2037 . This progress displays the growing reliance on content material creators to drive model consciousness and gross sales.Notably, creator-driven content material has a considerable influence on buying selections. Within the U.S., practically half (49.5%) of social consumers have made purchases influenced by content material from creators, influencers, or celebrities.
A customized buyer journey
One-size-fits-all advertising and marketing is formally out. At this time’s shoppers count on customized experiences that mirror their distinctive tastes, behaviors, and buy histories. From custom-fit product suggestions to creator-curated collections, personalization is shaping the best way style manufacturers join with consumers.
AI-driven instruments and knowledge from creator-led campaigns permit manufacturers to tailor all the pieces—from electronic mail content material to product touchdown pages—to particular person preferences. Influencer and creator partnerships play a serious position on this evolution. When shoppers uncover merchandise via a creator they observe and belief, the expertise feels extra private—and results in stronger model loyalty.
How style trade manufacturers leverage influencer advertising and marketing
Attire and equipment have the biggest social media footprint within the U.S., accounting for greater than 53% of all posts and put up engagements throughout Fb, Instagram, and Twitter. The second-most is client electronics, with 11.5%. In consequence, greater than 50% of Gen Z and Millennials agree social networks are important info sources for procuring selections.
Social media creators are the driving power behind these on-line procuring selections. Influencers have change into a number of the most distinguished trendsetters within the style trade and encourage audiences by showcasing the most recent kinds and product releases.
Essentially the most profitable manufacturers collaborate with creators who match their model id and genuinely love their merchandise. Influencers who test these packing containers put manufacturers in a novel place to associate somebody who can concurrently act as a mannequin, storyteller, and model ambassador, all whereas giving sincere product endorsements to an engaged target market.
Trend manufacturers with profitable influencer advertising and marketing campaigns
SKIMS
SKIMS, the shapewear and attire model based by Kim Kardashian, is a masterclass in balancing macro and micro influencer methods. Whereas celeb campaigns create prompt buzz, SKIMS additionally leverages a military of creators and clients to construct social proof at scale.The model incessantly sends PR packages to a variety of creators—from style editors to on a regular basis TikTokers—encouraging unboxings, try-ons, and styling ideas. This method has helped SKIMS dominate throughout platforms like Instagram and TikTok.
Aritzia
Aritzia, the Canadian style retailer recognized for its elevated fundamentals, has discovered main success by collaborating with way of life and fashion-forward micro influencers on platforms like Instagram and TikTok. As an alternative of flashy paid adverts, Aritzia focuses on organic-feeling content material—suppose “day within the life” vlogs, outfit-of-the-day posts, and seasonal styling hauls.The model’s Tremendous Puff jacket turned a viral staple due to TikTok creators exhibiting how they styled it in on a regular basis life. By leaning into genuine, creator-led storytelling, Aritzia has stayed top-of-mind with Gen Z and millennial consumers.
ASOS
ASOS is an internet clothes market that includes greater than 850 manufacturers. A number of the model’s most profitable partnerships are with younger, vibrant YouTube influencers who showcase merchandise via “unboxing” movies. Creators add an affiliate hyperlink to every product featured within the video from which they obtain a portion of income from every buy.
ASOS was additionally one of many first manufacturers to make use of its personal in-house influencer crew. The creators, generally known as ASOS Insiders, signal on with the model for long-term collaborations and produce content material solely for ASOS from a branded Instagram account.
Gucci
Gucci is one style model that has at all times been on the slicing fringe of the style trade. Currently, it has absolutely targeted its consideration on the Gen Z demographic via collaborations with Okay-pop artists, streetwear designers, and influencers.
However considered one of Gucci’s extra revolutionary campaigns invited creators to brazenly poke enjoyable on the model on-line. The #guccimodelchallenge inspired creators to compete for the “finest” Gucci mannequin look. The marketing campaign went viral and created tons of user-generated content material for the model, one of the best of which Gucci featured on its official TikTok channel.
Levi’s
Levi’s has at all times had success as an early adopter of recent traits and advertising and marketing strategies. The model’s “Purchase Higher, Put on Longer” marketing campaign enlisted the assist of high Gen Z influencers like rapper Jaden Smith and Manchester United star Marcus Rashford who inspired followers to put on Levi’s denim longer to assist counteract the environmental impacts of consumerism and manufacturing.
In the course of the COVID-19 pandemic, Levi’s was one of many first manufacturers to experiment with TikTok’s “Store Now” button that permits shoppers to buy objects via hyperlinks posted on the platform. Levi’s recruited widespread TikTok creators to design denims with its Future End 3D denim customization know-how, which their audiences might buy on Levi’s web site. Levi’s reported that the watch time for these movies was twice so long as the platform common.
DSW
DSW noticed advantages from TikTok influencer advertising and marketing shortly after launching its first marketing campaign on the platform. For them, TikTok is a “strive house” the place the model can experiment with new traits and techniques that may not at all times work on a number of the older platforms.
“Each different social channel we’re on, we have now very particular KPIs, and we have now sure metrics that we have to hit. However TikTok is that this free house. One in every of our graphic designers was like, ‘I like TikTok.’ And we have been like, ‘You’re employed.’ She’s been working with our crew to provide you with new issues to do, new stuff to strive, issues which might be trending.”
— Maria Wollenburg, DSW supervisor of social media and content material
DSW’s #TooManyShoes TikTok marketing campaign generated 1.7 billion views in a matter of days. Spearheaded by a handful of widespread TikTok influencers, the hashtag challenged DSW followers to indicate off their shoe closets for an opportunity to win a $500 reward card.
Marc Jacobs
In 2014, Marc Jacobs put out a casting name for aspiring fashions on Instagram and Twitter. He invited customers to submit movies underneath the hashtag #CastMeMarc, and the model chosen its favorites to look on the Marc by Marc Jacobs AW14 marketing campaign. The tactic produced greater than 70,000 items of user-generated content material and gave 9 model superfans their probability to look in an enormous advert marketing campaign.
The model additionally ran a five-day influencer takeover for its Daisy Love Marc Jacobs perfume launch in 2018. The takeover occurred on the Santa Monica Pier—one of many extra “Instagrammable” places on the West Coast. Forty worldwide influencers hosted the occasion, which featured gentle reveals, video games, a branded ice cream cart, and complimentary product vouchers to have a good time the launch.
Key takeaway: The style trade and the creator financial system proceed to develop—collectively.
Partnering with influencers helps style manufacturers preserve their finger on the trade pulse and keep high of thoughts with shoppers of their goal market. The manufacturers that stay revolutionary of their advertising and marketing method and permit influencers the liberty they should produce high-performing content material would be the ones who see one of the best ROI and drive probably the most conversions from their campaigns.
