Opinion / Jamie Waters
Redressing the balance
Could the role of the influencer – that social-media junkie who clogs up Instagram feeds with selfies, contrived outfits and #ad posts – be overrated? This week the Streetwear Impact Report has been published by streetwear aficionado Hypebeast, in conjunction with auditor PricewaterhouseCoopers. It’s a deep dive into an industry that has exploded in the past decade, cannibalising the luxury sector and making brands such as Supreme and Off-White very rich. One key finding in the survey is who, when it comes to streetwear, shapes shoppers’ decisions. Musicians have the biggest impact (cited by 65 per cent of respondents), followed by industry insiders (designers and editors). But influencers – who gain their currency from having big social-media followings and post numerous outfit changes daily – come in third, referenced by just 32 per cent of respondents.
Considering how much time and money brands invest in influencers (which, by the way, is a horrendous word), it’s a sobering result. But it makes sense. Younger generations cite a desire for brands to be “authentic” yet this is at odds with the way influencers work – a group often paid to wear what they wear. How are we to know what they really like? Perhaps it’s worth halting all that scrolling and instead turning to real life for cues. My enduring style inspiration is just guys on London’s Underground. They are a more honest set of style leaders so I think I’ll stick with them.