On the catwalk, trends are created, style is deliberated and the FROW determines what’s in. Following a high fashion brand on Instagram doesn’t automatically translate to sales but it certainly indicates a degree of influence with the consumer.
Despite boasting millions of followers, making a purchase from one of the influential fashion houses typically remains an aspirational move that is out of reach for many. Amplify brand and social editor Fayola Douglas asks what social follower counts really mean?
“Although even the biggest fashion fans may only make a considered luxury purchase from just one or two designers a year – far fewer than the shopping binges seen by online fast fashion brands – there is still huge value for high-end brands willing to dip a toe into the world of social media.
Chanel, led by creative director Virginie Viard, boasts a huge 51.9m followers on Instagram, followed by Gucci (with 48.9m followers) and Louis Vuitton (with 48.7m). These historic brands, which are the most followed of all those with autumn global fashion month shows, have had more than a century to generate a fanbase, including several pre-internet years.
And it’s been worth the wait. Ultimately, generating a digital connection with a consumer can ensure that when the time comes to spend, they are fully engaged with their brand of choice.
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Social popularity stakes
Following the September and October fashion calendars from New York, Milan, London and Paris, more than 400 official fashion week shows were delivered, with each living far beyond the four walls, or idyllic outdoor setting in which they were held. Popularity can often be seen through social shares, developing a cult following and of course endless imitations of the catwalk highlights.
When ranking brands on their Instagram following this season, the top ten brands are dominated by traditional fashion houses. However, Victoria Beckham’s eponymous label also claims a spot, following a tactical shift from the designer to use her own personal handle as the brand handle in itself.
In direct contrast, child stars Mary-Kate and Ashley Olsen who are now known for being incredibly private and barely spotted by paparazzi, founded fashion label The Row but remain absent from its socials. Founded in 2006, The Row boasts 1.7m followers but the incognito founders leave many unaware that the famous twin faces are behind the brand.
Courting Gen Z
When Gen Z frontman Francis Bourgeois TikToked his way to becoming the face of Gucci, many flocked to see what the brand was putting out on its TikTok handle, which has 2.2m followers. The brand has chosen to capture the attention of Gen Z through the metaverse, gaming and digital currency.
Gucci’s influence and connection with Gen Z not only encourages that generation to spend but positions the 1921-founded Italian brand as being young, progressive and cool. And of course being young is always in fashion.
Fame for emerging brands
For emerging brands, social media is a place to be expressive, find your tribe and make an impact. Asian American designer Chet Lo may have only graduated from Central Saint Martins in 2020 but he has already caught the attention of Forbes which placed him in its 2022 ’30 under 30′ list.
After founding his London-based knitwear brand at the start of the pandemic it has since been seen on the likes of Doja Cat, Sza, Dua Lipa, Lizzo and Kylie Jenner.
Lo’s signature spikey fabric makes his creations easily recognisable. He may only have a modest 83,100 followers but Doja Cat sported a Chet Lo design in her Kiss Me More video – which to date has been watched over 370 million times.
The case for a digital detox
When Daniel Lee became creative director of Bottega Veneta the Italian fashion house deleted its Instagram with 2.5m followers in January 2021. The brand instead has chosen to curate its own quarterly online magazine with interactive stills, film and audio.
Describing his motivations to The Guardian Lee said, “A huge amount of thought goes into what I do, and social media oversimplifies it.”
Deleting its social media did not erase Bottega Veneta’s influence. In fact, in the months before the magazine first launched there was a buzz in the press questioning why they had left Instagram. As for results, the brand had reached “major new milestones” in 2021, with revenue up 32% compared to 2019.
So you want to be a fashion influencer?
Influence from fashion brands on social media can be direct – with paid-for influencers or stars promoting products which the audience can buy – and indirect, such as a piece of clothing spotted in a red-carpet photo or featured in a music video without any indication of its origin.
With fast fashion brands often rushing to replicate runway looks, not all designers would agree with Oscar Wilde’s claim that “imitation is the sincerest form of flattery”, as they undoubtedly value their creative IP above any secondary or indirect influence gained in this way.
Although the brands which make it into the top ten based on their social following are not entirely surprising, the number of social media followers is just one indication of the brand’s true reach. After all, as Bottega Veneta has shown, there is far more to the artform of high-end fashion influence than something as fleeting as the follower number on an Instagram account.”
