In recent years, there has been a significant rise in influencer culture, particularly in the fashion industry, driven by the widespread use of social media platforms . Social media influencers are individuals who have gained a significant following online and have the power to influence the behavior and preferences of their followers . They can sway their followers’ purchasing decisions, shape their thinking, and even influence their beliefs . The degree of influence can vary greatly, with some influencers having a few thousand followers and others having several million .
Impact on Fast Fashion Culture
The rise of influencer culture has had a profound impact on the fast fashion industry. Fast fashion refers to the production and consumption of inexpensive, trendy clothing that is quickly produced and disposed of . Social media platforms have become a marketing tool for fast fashion brands, with influencers playing a crucial role in promoting and accelerating fast fashion culture Influencers often collaborate with brands, showcasing their products and creating a sense of urgency and desire among their followers to keep up with the latest trends .
One of the trends associated with influencer culture and fast fashion is fashion hauls, where individuals bulk-buy clothing to gain more followers and consumers . These hauls are often sponsored by companies, further fueling the cycle of fast fashion consumption . The constant changing of trends, driven by influencers, has significant environmental and humanitarian implications, such as plastic pollution, mistreatment of garment workers, and the impact of clothing materials on the environment .
Psychological Well-being and Perceived Friendship
Research has explored the relationship between social media influencers and psychological well-being. It has found that certain attributes of social media influencers have a significant association with psychological well-being, although the impact on perceived friendship is stronger than the impact on psychological well-being itself . Users’ perceived friendship with their favorite social media influencer can have a positive effect on their psychological well-being and loyalty .
Accountability and Ethical Concerns
The rise of influencer culture and its association with fast fashion has raised ethical concerns. Fast fashion brands often target young people, particularly Generation Z, who have grown up in the era of social media and influencer culture . A survey found that nearly 75% of 18-24 year olds believe influencers can be held somewhat accountable for the rise in disposable fashion . There is a growing awareness of the environmental and social impact of fast fashion, and influencers are increasingly being called upon to promote sustainable and ethical fashion choices.