ABSTRACT
This chapter traces the development of blogging and influencing and explores its appeal to audiences and brands. It discusses the various types of fashion influencer, how they work with brands, and issues surrounding ethics, transparency and regulation that swirl around the influencer marketing industry. Drawing on the opinions of journalists, PRs and influencers, it also examines the criticism that bloggers and influencers routinely receive from journalists and asks what lies behind it. The two sides not only have different perceptions of their role, but also different perceptions of concepts like autonomy and authenticity, which can lead to mutual misunderstanding. Finally, this chapter explores what’s at stake as everyone finds their place online – not only audiences and advertising money, but also the right to say what is in fashion and why we should want it. Influence, in fact.
