The Girls Behind The Gram

Being A Super-influencer Might Seem Like A Dream Job, But What’s Life Really Like In Front Of The Lens 24/7?

- Rebecca Lowthorpe

A decade ago, they were called bloggers. They were young , passionate, techsavvy and desperate to work in fashion. But the tightly sealed fashion system, which operated behind closed doors, locked them out. Bloggers were disruptors, they weren’t concerned with what was ‘cool’ or ‘on trend’. They had their own ideas. And communicated them in a deeply personal way that felt authentic to an ever-widening audience.

Today, they are called influencers. They are their own brands, in sole charge of their own mini media businesses. Now even the big fashion houses court their attention. Their presence is required at the shows, at fancy dinners and fashion events around the world. They employ agents to wrangle their fees for fronting campaigns and serving as brand ambassadors and consultants. They hire photographers to shoot their editorial-worthy posts. And they are constantly sent free clothes – or rather, ‘gifted incentives’. They have created a new, fully-monetised influencer industry, some charging £10,000 and beyond for a single Instagram post. So, has the influencer economy changed the luxury landscape? You bet. But what does it take to be one? A decade on, how does it feel to have lived a life in front of the lens (often perfectly lit, beautifully filtered and fabulously stylish) at all times?