Influencers turned models: is the industry changing?

In an era where social media reigns supreme, the fashion industry's gates are no longer guarded by agencies alone. Influencers, armed with millions of followers and a knack for connecting with audiences— are trading Instagram posts for high-fashion runways. But what does this shift mean for the industry, and is it here to stay?

In recent years, personalities like Emma Chamberlain, Anok Yai, Alex Consani, and Paloma Elsesser have graced the covers of Vogue and walked for iconic brands, redefining what it means to be a modern model. Emma Chamberlain, a YouTube sensation, has become a fixture at Louis Vuitton and Cartier. Anok Yai made history as the second Black model to open a Prada show and has since walked for Saint Laurent and Chanel. Alex Consani has brought her TikTok charm to campaigns for Gucci and Marc Jacobs, while Paloma Elsesser has become a powerful voice for body positivity, walking for Fendi, Versace, and Michael Kors. Their appeal lies not just in their looks but in the stories they tell, blending relatability and star power to captivate audiences and elevate brands.

Yet, this trend sparks debate. Critics argue that influencers may lack the technical expertise and training of traditional models, reducing the craft of modelling to a question of popularity. However, others see this shift as a refreshing change to the industry. Influencers bring a new kind of diversity, not just in appearance, but in personality and approachability; making fashion feel more connected to the real world.

The rise of influencer models also signals a broader change: the fusion of entertainment and fashion. For today’s consumers, a face on a billboard isn't enough. They want authenticity, a behind-the-scenes glimpse into the person behind the brand, which influencers are primed to offer.

This new wave of influencers is expanding the boundaries of modelling, making it more inclusive and accessible. They’re not just reshaping the runway, they’re redefining beauty by highlighting individuality and diversity. With built-in audiences, they’re able to connect high fashion with a broader range of people, challenging traditional standards and promoting a more inclusive vision of beauty. As social media continues to blur the lines between traditional and digital fame, influencers are driving a cultural shift that’s rewriting the rules of beauty.