Today, brands’ new darlings are on Instagram. Someone’s daughters, models or fashionistas, they stage their perfect life from Coachella to the first rows of fashion shows.
For two years, luxury brands have become conscious of their influence, and they are fighting for their prescribing power. In one post, these fashion gurus can bring a product from anonymity to stock shortage everywhere in the world. Not surprising on a network where the commitment rate is 60 times the one of Facebook, although the users are four times fewer (400 million against 1.6 billion).
To benefit from their aura, brands are ready to pay the price: between 10 and 50,000€ for one posted photo, sometimes twice more for a day dedicated to the brand, beside the many practical advantages they get (free products, dream trips, invitation to events). A glamourous life for a small effort from which these Instagram fashion icons managed to benefit.
Chiara FerragniShe is undoubtedly the most famous instagramer right now. Forerunner, she launched her blog “The Blond Salad” in 2009, and constructed a genuine empire on her off-key style and her model looks. After becoming an ambassador for Guess and Dior, she launched her own clothing line in 2013. She was so successful that the Harvard Business School published a study on the “Ferragni phenomenon”.
Caroline de MaigretA typical Parisian icon, Caroline de Maigret was first known for her modeling career. On Instagram, she shares her artistic crushes night and day. Thanks to her professional experience and her international fame, she even wrote a book: How to be Parisian, Wherever you are.
How to be Parisian, Wherever you are, by Caroline de Maigret, co-written with Audrey Diwan et Sophie Mas, Random House Editions, 2013, 272 p. , 24 €
Kristina BazanKristina Bazan’s story is the tale of a modern Cinderella, who came from a humble Byelorussian family, before becoming an ambassador for Piaget, Vuitton and L’Oréal. Book, record: she capitalizes on her little princess look with her big blue eyes, while firmly managing her accounts and her image.
Garance DoréeA French success story, Garance Doré began with a simple illustration website. Soon acknowledged as a “look hunter”, she was one of the four front-row bloggers at the Dolce & Gabbana fashion show in 2009. A true consecration for this young Corsican arrived in New York in 2010.
Aimee SongThe second most influential blogger after Chiarra Ferragni, Aimee Song manages a Facebook account, a blog, a Youtube channel, and an Instagram counting over three million follower in parallel to her work as an interior designer.
Jeanne DamasThe new Jane Birkin, Jeanne Damas gets her inspiration from her Parisian life. Thanks to a masterfully handled newsfeed, the French “it-girl” managed to build a genuine identity, which she uses as a springboard for her brand Rouje created in 2016, and staged on her Instagram account, of course.
Crédits photo : NOSF / Chiara Ferragni