Does it happen even to you that when you scroll through your Instagram homepage you find a lot of famous people that show us their life posing in sensual and acrobatic shots? Those legendary creatures are called influencers that spend their (instagrammable) life traveling, going to luxury restaurants and taking part in exclusive events (that we all secretly desire)?
Primpy is always looking for new inspirations coming from the latest young influencer. Like mushrooms, bloggers and celebrities appears all over and choose the best ‘field’ for them. Without a doubt, fashion is the most fertile one since it gives tons of hints and ideas to influence their audience on Instagram. But not only fashion! Even food, travel, lifestyle, up to the most recent (thank God!) trends related to ecology, sustainability and politics.
Are we really sure that influencers are aware of their role?
Some brands say that the only way to sell is to find some profiles on Instagram that sponsor the purchase. Actually, the target age of consumers decreased, and nowadays we talk about an audience between 14 and 25 years old, the so-called generation Z and Millennials. For them, influencers are sort of like gurus. On the other hand, many working skills related to digital sponsorship and blogging on Instagram arose. A self-growing and very profitable vicious circle. The market needs more celebs. And web stars need more goods to sponsor.
Most of the pictures we often see while scrolling the homepage are based on this idea. From the fashionista that needs at least 12 bikinis for a weekend at the spa, to the other fashion victim that shows her followers how she filled five shopping bags spending only 89.90 €.
Who cares about consumerism and damage to the environment caused by fast fashion?
Clothes produced by low cost fashion brands – actually – last no more than two washings. Moreover, to make them, a lot of water and nonstop 16 hour work from a Bangladeshi family were required. Just to say that for sure, low cost brands don’t care about the environment. They share power with multinational companies that push us to buy clothes and random stuff we definitely don’t need.
Therefore, influencers are just a (shallow) cogs in the wheel, a new link between brands and customers. So? First of all, it’s crucial to increase the level of awareness and follow those who post valuable content. Now the trendiest words are GREEN and CONSCIOUS and, fortunately, someone really makes a difference.
I’m not talking about Greta Thunberg (that even if I like her, I cannot definer her as a fashion blogger). I’m talking about a new generation of influencers that promote a more conscious and responsible fashion, without missing out on good taste and irony.
Leah(@unmaterialgirl), Australian but with a Milanese lifestyle, moved from being in love with fast fashion to promote a conscious lifestyle, preferring slow fashion. She thinks that any item should last many years and be reinvented according to new trends.
Amber(@theconsciouscut) supports recycling and sustainability. She believes in a fashion that talks about people and doesn’t decide how they have to feel. Transparency is her mantra; she tells the truth about what she wears. She’s the designer of Baiia, an Australian brand that produces double-face bathing suits using recycled materials. Good job, Amber!
Michelle(@michelleforgood), Los Angeles, promotes products that don’t damage people or the environment. She’s the co-founder of a brand of bags, The Tote Project, that supports women who survived sexual exploitation all around the world. This is an example of how to mix fashion and social causes to make something good.
These are just a couple of green influencers that begun to crowd web. Primpy doesn’t want to tell you who you have to follow. In the end the choice is always up to us. Influencers can give us some suggestions or, many times, bad advice. Not all that is beautiful is fair.
New fashion keywords? Sustainability and awareness!