Steffi Cao is a staff writer at Forbes covering the creator economy. She was previously an internet culture reporter for BuzzFeed News, and also writes from her newsletter, it's steffi.
ver the past decade, digital fashionistas have gone from viral sensations to social media savants to chic powerbrokers. Today, fashion creators serve as global ambassadors for legendary labels and launch million-dollar brands of their own . Influencers are now sitting in the front row at couture shows and on the boards of iconic fashion brands.
Along the way, they’re turning their millions of passionate followers into millions in personal windfalls. “Creators have the ability to create immediate impact and drive sales for a product or a collection,” says Jack Ryan, a publicist for the fashion marketing agency Modeworld. “All while inspiring a new audience to engage and create conversations about the brand.” Brands have taken notice—in 2023, companies will invest an estimated $21 billion on influencer marketing, up from just $1.
, and working with Nike, Balmain, Valentino, Crocs, Amazon, and Google. Rock released his first book,It’s been eight years since Justin Bieber posted Cindy Kimberly’s photo on his Instagram, inciting a worldwide hunt for her identity. In that time, the Instagram Belieber fan account host and Tumblr personality has built her very own fandom. She’s starred on the covers ofand modeled for Mirror Palais, Yeezy, and Phillip Plein.
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