Like many other millennials stuck in quarantine, I’ve been spending a lot of my time scrolling through various social media feeds on my phone – Tik Tok, Instagram, Snapchat, and dare I say it, even Facebook. And to no surprise, many of the esteemed fashion influencers I follow have been keeping up with their ever-perfect grid aesthetic. Matching sweatsuit sets, flawlessly messy-bunned selfies, and sexy masculine side pieces seem to be the most enviable assets of quarantine. But to my surprise, these same picture-perfect social media celebs might just be making a difference amid the Coronavirus pandemic. Although they’re not directly bringing relief to the pandemic, say by spending their hours as medical personnel treating patients, or as scientists testing out and discovering different vaccines, influencer marketing is shifting towards becoming a potent platform in a time of crisis. As we’re all becoming increasingly more aware that the economy is declining, social media fashion gurus are creating a finance safety blanket for a multitude of brands. While fashion influencers use their credible and convincing platforms for advertisements, they’re allowing a variety of different companies to maintain their levels of customer trust, constancy, and purchase. Some critics might argue that they’re doing this all for money, and honestly, they could be right. However, at the same time, these influencers are still keeping companies afloat by drawing buyers to their pages with their persuasively engaging content. The alluded lifestyle image behind these fashion gurus is a lustful and persuasive one. So when they rage about their latest new purchase, their followers follow suit and get it for themselves. In a time of ongoing isolation, the last way left for ‘human connection,’ entertainment, and information is online media. And as more people continue adjusting to the new normal of staying home, influencers are distinctively primed to procure consumer interest. Ranging from where to shop online and what to order, to finding the tastiest and healthiest items we’ve all been longing for in our pantries, or to discovering the best at-home fitness programs, fashion influencers are drawing in their followers to an array of different markets.
Despite helping businesses remain part of trending conversations and tabloids, some influencers have also dedicated their social pages to bringing awareness. Take Danielle Bernstein, for example. Bernstein has amassed a following of 2.3 million followers since the birth of her fashion-blogger platform @WeWoreWhat in 2010. On March 21st, Danielle advertised the below Instagram post, inspiring those with the same level of influence to direct their followers to organizations that can make a difference among affected populations.
@WeWoreWhat continues to publish stories and posts about the virus and where you can donate to relieve its outcomes. Whether she’s doing this for the sake of being a good person or for the established clout, we’ll never truly know, but regardless she is still getting people off their Instagram app and onto sites where they can learn more and give back. Just yesterday, Danielle posted this series of graphics, with each graphic listing several organizations and stating the purpose of donating to them.
Bernstein is not alone in her philanthropic endeavors, however. Italian fashion designer and influencer, Chiara Ferragni, boasts a casual 19.1 million followers on her Instagram page (@chiaraferragni). Throughout the last month, as Italy became gravely more affected by the virus, Ferragni has used her platform to spread awareness and raise money. Her and her husband, the notorious Italian musician @Fedez, worked together to raise enough money to construct a new intensive care unit, which opened for patients three days ago (meaning they raised enough money and formed the facility in just two weeks). Together, this powerhouse couple raised more than 4.3 million euros from over 200,000 donors solely through the content they curated on their Instagram accounts.
It may seem trivial and somewhat offensive to have just discussed how fashion influencers are relieving a global pandemic. We all know they singlehandedly won’t. *In my defense I did dedicate this blog to how fashion influences culture and how culture is represented in fashion so this plays.* Nevertheless, I do believe that fashion influencers have done much more good than harm in the face of this pandemic. They arguably provide entertainment for millions. Motivate the masses. Bring consumer attention and familiarity to a variety of companies. Spread awareness. And some even build god damn ICUs for coronavirus patients. And to that, I’d like to thank the influencers for their efforts and for making social good trendy. I hope everyone is staying safe (and in quarantine) out there!
By Bella Sprague
FASHION X EXPRESSION 