They know what’s going on on the catwalks and in the fashion stores of the world: fashion influencers take us into their closets and show us what we should be wearing to be cool. This article is part of our series “Influencers in portrait”.
Still undecided about the OOTD? Looking for someone for GRWM? Or confused by all the capital letters? Who is on Instagram and the like, you will quickly come across a large number of fashion influencers and at least as many abbreviations and technical terms. The Outfit of the Day (OOTD) is chosen in front of the camera, put on and explained in detail, and in the morning there is a “Get ready with me” (GRWM), also with commentary. In the afternoon, the shopping haul is presented, i.e. the haul from the shopping trip. And every post is full of “inspo” – as inspiration to copy. The influencers behind the fashion profiles know exactly what the right wardrobe is for which season and which occasion, present their latest and favorite fabrics in appealing photos and videos and also like to combine this with a bit of beauty, sports or diary content.
If you search for the relevant keywords and hashtags, you will find an astonishing number of profiles on social media platforms with a great passion for fashion and outfits.
The following have achieved some fame Gerda Lewis The Cologne native of Lithuanian origin regularly presents her outfits, cosmetic products and activities to her 1 million followers on her Instagram page and recommends the corresponding products and stores.
Particularly appealing to younger viewers is Mavie Noelle Even as a teenager, Mavie takes her approximately 1 million fans into her nursery, shows them her favorite outfits for school or chilling out and shares her Christmas gift ideas. Again, always with a direct link to the respective store.
Madeleine Darya Alizadeh alias Dariadaria started as a fashion blogger in 2010. From 2013, however, she shifted her focus and became more involved with topics such as sustainability, feminism and social justice, and now combines fashion with meaningful fluencing. She runs a sustainable fashion brand and often speaks out on political and social issues.
A male representative of the fashion scene is Toni Mahfud . The Hamburg native runs one of the largest fashion accounts in Germany and has around 3.5 million followers. He is under contract as a model with a large agency and also promotes clothing and other products via social media.
Fashion has always been a perennial favorite for the upcoming generation. In the school playground, in youth magazines and now also on social media: What is currently in and out, who is wearing what and what it says are key topics for children and young people. It’s clear that fashion influencers are knocking on the doors of their target group.
Children and young people find orientation and role models here, they can inform themselves and develop, try out and find their own style.
It is precisely because fashion influencers often combine their fashion tips with other topics, such as giving seemingly personal insights into their everyday lives or sharing private topics, that they appear very approachable and offer children and young people a lot of opportunity to identify with them.
For parents, the appeal of fashion-loving online celebrities is not always easy to understand. It’s not just the fashion itself – which, as we all know, only ever appeals to the generation being addressed – the presentation on the profiles can also appear exaggerated and garish to adults. Nevertheless, fashion is an important topic for children and young people and influencers are often the stars of their peer group. As parents, it is therefore a good idea to be open-minded at first. Have your children show you their profiles, watch the videos together and discuss them openly.
At the same time, children and young people should learn that the fashion worlds portrayed by these influencers often have little in common with normal everyday life. Perfect pictures are published here and a glossy everyday life is shown, which is of course staged for the profiles. Children and young people need to be aware that neither the body and beauty ideals portrayed are realistic, nor the extent of shopping and clothing consumption. For reasons of sustainability alone.
As with most influencers, there is also a business model behind their digital presence. Advertised clothes or items are often part of an advertising contract and not personal favorites.
Discuss these topics with your child and help them to examine the content critically – this will strengthen their media skills. And you can still take a little “inspiration” with you at any time.
