Influencer news and archive

Golf influencer Grace Charis launches golf apparel collection

Grace Charis, a golf influencer known for her slow-motion videos showcasing her golf swing, has launched her own golf apparel brand aimed at “adventure-driven” golfers. Charis, who has more than eight million followers across Instagram, TikTok and YouTube, said in a statement: "Golf is more than a sport; it's a way to see the world, meet new...

BusinessMember

Brand of Swedish influencer faces accusations of bullying

A new investigation has brought forth accusations of a toxic culture at Djerf Avenue, the clothing brand of Swedish influencer Matilda Djerf. Swedish news outlet Aftonbladet uncovered the claims in a report citing the experiences of 11 anonymous current and former employees, who each described instances including but not limited to being called...

Fashion

Chinese plus-size influencer spreads body positivity through fashion

Surrounded by racks of colourful dresses and blazers in China's manufacturing hub of Guangzhou, plus-size clothing brand owner and influencer Amanda Yao is on a mission to promote body positivity. She is part of a small but growing number of women in China challenging restrictive beauty standards, including thinness, pale skin and childlike...

Fashion |Marketing Featured

Influencer overload: Navigating authenticity in digital marketing

The influencer marketing landscape is undergoing a critical transformation, with the industry projected to reach 25 billion pounds by year-end, challenging brands to redefine genuine engagement. Recent data by Somebody Digital reveal a striking consumer paradox: while 70 percent of consumers trust influencer endorsements as much as personal...

Fashion

Molly-Mae Hague teases new fashion brand

Love Island reality TV star and former PrettyLittleThing creative director Molly-Mae Hague has teased the launch of her new fashion venture ‘Maebe’ on social media. Hague, who also has a fake tan brand Filter, launched a new social media account for ‘Maebe’ on Instagram, with one teaser video where the influencer is seen taking part in a photo...

People

Gymshark appoints first creative director for upcoming Adapt collections

British sportswear brand Gymshark has appointed influencer Whitney Simmons, known for her workout videos and openness about mental health struggles, as its first-ever creative director of Adapt, one of its most successful women’s lines. Simmons, who has more than 2 million subscribers on YouTube and 3.9 million Instagram followers, has...

BusinessMember

Boohoo introduces creator storefronts to website

Fast fashion e-tailer Boohoo has introduced a new concept that will allow a number of creators to operate their own curated storefront, leveraging the value of social media traffic. ‘The Boohoo Collective’ will integrate personally developed shopping experiences by 1,000s of social media content creators onto Boohoo’s own website. Those...

Business|Beauty FeaturedMember

Jake Paul unveils new personal care brand for men

Content creator and boxer Jake Paul has launched a new body care brand for men called W, designed to “motivate guys to go for the win”. Launching exclusively at Walmart and Walmart.com, W aims to offer Gen Z men a “much-needed upgrade to their personal care routines,” with a vitamin-infused line-up of body care products. W launches with three...

Retail

Detoure to open first permanent store in Los Angeles

Online influencer secondhand store Detoure is set to open its first permanent brick-and-mortar store in Los Angeles, California, this weekend. Located at 7555 Melrose Avenue, one of the city’s most iconic shopping streets, the debut store is set to open its doors on April 20. In honor of the opening, Detoure will be hosting a grand opening...

BusinessMember

Asos relaunches influencer programme with employees

British online fashion retailer Asos has reintroduced its 'Asos Insider Influencer Programme', which was discontinued in 2020 due to the pandemic. Now, however, it is once again to become part of Asos' updated marketing strategy. The influencer programme brings together a total of 36 so-called "Asos Insiders" who are currently employed in...

Fashion |In Pictures

Mint Velvet launches collaboration with Grece Ghanem

British womenswear brand Mint Velvet has launched a collection with over 50s international influencer Grece Ghanem. The Grece Ghanem x Mint Velvet collection is an ode to the influencer's relaxed glamour and street style and offers a curated edit of day-to-night classics and elevated partywear signatures. The 18-piece capsule features timeless...

Fashion

The 10-year-old fashion influencer

Taylen Biggs has close to 1.5 million followers across TikTok and Instagram, a wardrobe full of designer clothes and 15 fashion weeks under her belt -- and she's 10 years old. Taylen arrived at last week's Balmain show, one of the hottest tickets of Paris Fashion Week, in a luxurious white jacket-and-skirt combo by the French label, black boots...