Rethinking fashion influencer marketing 2025

The unique features of fashion influencer marketing

Do you know why fashion influencer marketing isn’t just a trend but becomes one of the go-to strategies in the industry? Because it feels real, personal, and way more connected than old-school ads.

Here’s what makes it different:

• Visual is highly important. What differs traditional fashion influencer marketing? There is a strong focus on the aesthetic part, compared to traditional influencer marketing. Therefore, the usage of highly visual platforms like Instagram, TikTok, and Pinterest dominates.

• Trends following. Fashion trends change very fast so influencers must tailor their content accordingly.

• Authenticity First. Fashion creators should share personal stories, style tips, and everyday moments that actually connect with their followers. This kind of honest content makes brand endorsements feel more trustworthy and relatable.

• Built-In Trust & Community Vibes. Instead of shouting at a crowd, influencers talk with their audience. That strong connection leads to word-of-mouth buzz and tons of cost-free user-generated content.

• Creative Collabs, Not Just Sponsorship. Brands and influencers often co-create limited fashion collections that fit both the brand’s vibe and the influencer’s personal style. These partnerships may lead to long-term, with influencers becoming true brand ambassadors.

• Popularity of UGC Content. Fashion-oriented audiences often replicate influencer looks or use brand hashtags. UGC boosts social proof and trend virality.

Influencer marketing for fashion brands is all about real connections, shared creativity, and community-driven growth. It’s not just selling a product — it’s telling a story people actually care about.

5 Trends of influencer marketing in fashion 2025

Compared to 2024, the business of fashion influencer marketing in 2025 continues to evolve. This includes the rising popularity of short-form video content to a stronger emphasis on sustainability and inclusivity. 

Here are the key fashion trends to follow in 2025-26.👠

The rise of TikTok

In 2025, TikTok remains the leading social media platform for fashion and influencer marketing in general. Why? 

First off, the TikTok is ideal for showcasing visual-focused content such as fashion trends, styling tips, and hauls.

Secondly, the popularity of short video formats attracts Gen Z and young Millennials. Fast dopamine, no need to press many buttons due to your own prepared feed.

So, next is the highly personalized feed due to robust TikTok algorithms. The distinctive feature that skyrocketed TikTok’s popularity is that reach doesn’t depend on follower count like in other social media. TikTok allows new users to gain popularity and attract new audience due to their content quality and interaction. Everyone benefits — users get highly personalized engaging content, and influencers — audience, fame, and ad offers. 

TikTok influencer marketing easily incorporates online shopping. Live streams and in-app shopping where users can press the link and buy something at once, eliminating the obstacles .

All the factors above led to a breeding ground for fashion trends, from aesthetics trend "clean girl" to the resurgence of Y2K styles. Its rapid content consumption accelerates trend cycles, making the platform a critical space for fashion innovation and discovery. 

Spread of AI

Spotted the beautiful doll-marketer?:) New AI trends like that allow brands to easily promote the products like clothes, cosmetics, shoes, and more in a fast, captivating way. 

People like following trends they can easily recreate. The trendy presentation of your items always drives interest, engagement, and conversions. Plus, it’s free!

Fashion brands influencer marketing AI approach

Ethical influencer marketing

Today, the topic of ad disclosure became sensitive and important in the fashion influencer marketing market. People expect and value authenticity and honesty. Currently in many US states, influencers are legally required to disclose any paid partnerships, using hashtags like #ad #sponsored, #[brand] partner or tags like paid partnership with [Brand]. 

Fashion brands influencer marketing ad disclosure example. Image source.

The US federal Trade Commission and other regulatory bodies are actively enforcing these guidelines, so non-compliance can lead to fines and reputation damage for both parties.

Sustainability

The way fashion brands package their products and the materials they use for clothing may change significantly. Because of the worsening ecological situation, more people tend to care about the environment by preferring second-hand clothes, minimalism, and recycling. That’s why fashion brands with a strong sustainability message attract more and more customers. 

A 2024 McKinsey report reveals that 67% of consumers prioritize sustainability when shopping, with Gen Z willing to pay a 15% premium for carbon-neutral fashion.

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Heard of edible and fast-composting packaging? A UK startup called Notpla made a revolution in the packaging industry with its innovative seaweed materials that decompose quickly. It is fully a powerful alternative to plastic. 

As such technologies evolve, more and more fashion brands and customers are expected to switch. 

Diversity and acception

Today, consumers are becoming more self-conscious, open-minded, and intentional about supporting brands that promote diversity, body positivity, and individuality.

Therefore, Influencer marketing in the fashion industry tends to messaging such values as inclusion and diversity. For example, the fashion apparel brand Torrid’s success is all due to inclusivity and body positivity. And you know what? In 2024, it had more than 650 shops across the USA and Canada.

Knowing the key trends is helpful for running successful influencer fashion marketing campaigns, but it won’t be enough on its own.👇

How to run fashion campaigns effectively 

Based on insights from IQFluence clients, we've developed a step-by-step expert guide on how to run fashion influencer campaigns from scratch.

1️⃣ Define Your Goals and Audience

What is the first thing first? Of course, setting clear goals. The main question is: What do I want to achieve with this campaign? Common objectives may include:

• Driving website traffic

• Increasing sales

• Generating leads

• Building brand awareness

IQFluence experts highly recommend to use the SMART method to be sure your goals are specific, measurable, attainable, relevant, and timely.

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For example, rather than saying something vague like “get more traffic,” try a SMART goal like: “Boost website traffic by 35% in the next 3 months using influencer affiliate campaigns.” It’s clear, trackable, and timely — way more helpful!

The next crucial step is understanding your audience. Define your target audience portrait by considering:

• Age and gender. Are you targeting Gen Z women or men, millennial dads, or retirees? Be specific.

• Interests and behaviors. What are their hobbies, values, or shopping habits? Are they relevant to what you offer? This will guide your messaging and visuals.

• Preferred platforms. What about their preferred platforms — Instagram,TikTok, or Pinterest? Your platform should be highly visual and align with your audience's social media habits.

• Location (both country and city) & language. Consider both country and city, as well as the language your audience speaks. This is especially important if you run a local or offline business.

2️⃣ Find influencers smartly

Now you understand your goals and your audience clearly, so you need to find fashion creators who align with them.

There are many effective ways on how to find instagram influencers smartly:

🔎 Search by hashtags, keywords, and tags. For example try #fashion or more specific hashtags like #streetstyle or #coquettefashion: 

The Explore page on Instagram (For you) and TikTok (Top) highlights trending content and viral influencers within your niche. You at once discover creators with high engagement and strong audience interest.

🔎 Attend fashion marketing events and networking conferences where influencers gather and share insights. For example, Create & Cultivate (spotted at various US cities), Fashion Digital New York, and Her Conference (major US cities). 

Meeting them in person helps build authentic relationships and fosters stronger collaborations.

🔎  Leverage tools to analyze and vet

For example, tools like IQFluence provides advanced influencer discovery and analytics across TikTok, Instagram, and YouTube. You can search using over 15 filters, including (both for the influencer and their audience):

• Location (both country and city)

• Age and Gender

• Language

• Engagement rate

• Interests and brand affinity

• Lookalike profiles

• Last post activity

• Keywords search

Try it for free with a 7-day trial. No tricks, no cards needed!

3️⃣ Research the pricing

There are many factors that influence creator pricing, such as the number of followers, engagement rate, platform, content type, and niche.

For example, fashion bloggers often charge a bit more due to their high status, aesthetic standards, and expertise in the industry.

Typically, you should expect to pay a minimum of $10 per post for every 1,000 followers.

To deep dive in this topic I advise you to read the article on how much do influencers get paid for partnerships.

When you check the price of a potential collab, it is time to write a message. 

4️⃣ Outreach the influencer

First, choose the communication channel based on your goals. If it’s a one-time collaboration, go with the DM — it’s quick and informal. If you’re planning a long-term partnership, choose email to keep things professional and formal.

Here’s a comparison table:

Here are the best practices on how to ask an influencer to promote your product from our Chief Product Officer, Elen.

👉 Start with a clear and engaging subject line (50–60 characters long). 

👉 Personalize your email by including the influencer’s name and a sincere compliment about their content or a brief explanation of why you chose them. Insert image of the post(s) you like for more sincerity.

👉 Be clear and respect their time — outline the collaboration and pricing details upfront. 

👉 End your message with a strong call-to-action (CTA) with a choice, such as replying in chat or booking a call via a Calendly link.

For inspiration, explore our influencer outreach email templates: 22 free examples.

And what strategies do top fashion brands use?

5 Strategies to learn from top fashion brands

Oh, now get ready to be inspired by professionals. Here’s what IQFluence experts recommend.👇

Incorporate Nano & Micro influencer content 

"Today, nano and micro influencers have 9% better engagement and conversion metrics because of the loyal community they built for years. That’s because people follow them not because of a well-known face from TV but because they get what they are looking for. 

When we discuss nano & micro influencer marketing, I always recall Fashion Nova. The brand built an entire empire by leveraging content from nano and micro influencers. Fashion Nova reposts content from nano and micro influencers that showcase their cool, trendy outfits. All in all, Fashion Nova influencer marketing strategy boosted brands' following on Instagram to 22 million."

Elen

Chief Product Officer at IQFluence

Give an Influencer Discounts & Gift Cards

"One super effective way to build real relationships with influencers that sales managers recommend? Offer them discounts or gift cards. It’s a simple way to say “thanks” and makes it way more likely they’ll genuinely share your brand with their followers. 

Plus, it’s more like, “Hey, I love this, and you might too.”, rather than pressure. Their audience picks up on that vibe, which builds trust and makes your brand feel more authentic. So yeah, it’s a small gesture, but it definitely creates a solid, win-win partnership."

Alex

Sales Manager at IQFluence

Practice Influencer Gifting

"In influencer fashion marketing, the regular gifting truly makes sense. It builds trust, gets people excited, and adds that genuine “Omg!” moment. When a package is thoughtfully put together, it’s not just about the products — it feels like a whole personal experience. You enhance your brand reputation, contribute to a word-of-mouth marketing showing that you care."

Elen

Chief Product Officer at IQFluence

Apply Cross-Channel Strategy

"In fashion influencer marketing, using a cross-channel strategy is a must. Brands aren’t just showing up on Instagram anymore — they’re everywhere. Think TikTok videos, Insta stories, emails, and even their own websites. 

The distinctive part is, they tailor the content to fit each platform but still keep the same overall vibe and message. For example: hauls and influencer reviews on TikTok, brand stories and fashion features on websites, and longer styling tips on YouTube."

Anastacia

Chief Content Marketer at IQFluence

Leverage Mutual Benefit Approach

"Remember that any interaction with a fashion influencer is a mutual and collaborative process. These creators put a lot of time and thought into curating their content — from styling outfits to sharing personal insights about trends, sustainability, or their fashion journey. Support them by liking their posts, following their account, and most importantly, leaving sincere, thoughtful comments.

Sincere comments always show that you value their voice, not just their visuals. Besides, it helps to build rapport so creators are more likely to notice and appreciate your input. Influencer marketing thrives on authentic connections, and both parties should benefit from the relationship. It's not just about promotion — it's all about building trust and mutual help."

Elen

Chief Product Officer at IQFluence

How much do real fashion influencers charge?

We found real, relevant influencer pay rates across different platforms like Instagram, TikTok, and YouTube. As you can see, the influencer collaboration pricing varies based on the platform, format, and especially follower count.

Micro Influencer Example - Sarah Edwards

Sarah is a marketing director and fashion micro influencer, based in Los Angeles. She creates lifestyle videos, fashion hauls with daily outfit inspiration, and showcases her fitness regime. Her audience is fashion-forward gen Z and young millennial women who are looking for styling tips and aesthetic visuals.

An example of the influencer marketing fashion creator profile. Image source.

Here is how much she charges for brand collabs: 

Honey is a full-time college student, model, actress and content creator. She is passionate about fashion, fitness, and her work as an actress. She is currently studying abroad for 1 semester in London! Her audience is fashion-forward GEN Z girls.

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And here are the prices she set for collabs:

Macro Influencer Example - Christin Bryant

Christin is a Canadian-based fashion influencer and mom who frequently shares her casual daily outfits. Her audience? It consists of millennial women who are seeking styling tips.

An example of Influencer marketing fashion industry. Image source.

Here is how much she charges for brand collabs:

And what about real collaborative examples of top brands with fashion influencers? 

3 Examples of Fashion Influencer Marketing Campaigns 

Let’s take a look at fashion brands that have strategically partnered with influencers to create viral content. What differs their approach from bad partnerships?  They chose influencers with fitted audience, and all in all, boosted brand awareness.👇

Nabla Cosmetics & @Hindash

Nabla is an Italian cosmetic brand that was founded in 2013. They are famous for high-quality, innovative, and trendy products. Nabla emphasizes the use of high-performance, safe, and cruelty-free ingredients in its cosmetics. 

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Their audience consists of young women who love bold, trendy makeup while also advocating for natural, cruelty-free products.

That’s why Nabla chose an influencer with a matching audience — @Hindash, a professional makeup artist and beauty influencer.

A great example of top fashion brands that use influencer marketing. Image source.

The collaboration was through a paid partnership featured in a video reel, where Hindash used a "how-to" strategy, demonstrating a step-by-step matte nude makeup look. He tagged the brand and provided a complete list of the products used, including the exact eyeshadow shades.

You don’t even feel that it’s an ad because the partnership feels authentic due to the educational tutorial format and product breakdown.

The results?

• 809k views

• 200+ comments

• A noticeable Increase in traffic to Nabla’s instagram profile.

Lulus and Campbell Puckett

Lulus is a vibrant U.S. apparel brand known for its feminine, bold style. It primarily targets Gen Z and millennial women who enjoy events, parties and want to keep their girly, tender side.

Image source.

This aligns perfectly with the audience of Campbell, a family and fashion influencer recognized for her stylish, relatable outfit content.

Lulus partnered with Campbell through an affiliate marketing program, where she shared a 20% off promo code in the caption. 

Influencer marketing fashion industry example. Image source.

In a charming video reel, Campbell showcased a white dress and a mini bag from Lulus while chatting with her husband, who complimented her outfit. What a sweet touch to the content!🥹

The results?

• 4,1M+ views

• 1420+ comments

• The campaign reinforced Lulus’ position as a feminine, vibrant brand

Alo and Jin

Alo is a well-known LA fitness fashion brand that is mainly known for its yoga wear. Alo (short for "Air, Land, Ocean") focuses on high-quality yoga apparel that blends performance, fashion, and wellness. It targets health-conscious, fashion-forward millennials and Gen Z customers who prefer luxury apparel.

Image source.

Jin (Kim Seok-jin) is a member of the globally famous South Korean boy band BTS. He's known for his vocals, visuals, and charming personality. His audience consists of mostly gen Z fans around the world.

On February 7, Alo announced Jin as their brand ambassador in a carousel Instagram post, featuring him wearing various Alo pieces. The photoshoot looked authentic and stylish, perfectly aligning with both Jin’s aesthetic and the brand’s image.

A standout example of top fashion brands that use influencer marketing. Image source.

The results?

• 41.2K+ comments

• Expanded market presence in South Korea

• Strengthened Alo’s positioning as a luxury brand favored by influencers and celebrities.

Get fresh data on fashion influencers with IQFluence

IQFluence is an influencer analytics tool that is designed to help businesses find influencers, track and vet their audience, and monitor campaigns. Brands, companies, and fashion influencer marketing agencies of any size leverage IQFluence because of its all-in-one platform solutions. You stay on trend, increase authenticity of your collabs, and control your campaigns in one place.

Besides, we offer:

• Robust Influencer Discovery Filters. Use filters like location, lookalike, engagement rate, followers count, followers growth, mentions, and keywords to sort influencers who totally match with your brand's niche. 

• Influencer & Audience Analytics. Get detailed reports in one click into influencers' key metrics as average likes, comments, saves, shares, and followers, including location, age and gender split, and brand interests.

• Fake Follower Detection. Want to secure your budget? Vet influencer’s audience with IQFluence audience type insights. Assess the percentage of real people, mass followers, influencers, and suspicious accounts.

• Campaigns Monitoring. Need to count ROI? Get campaign metrics such as Cost Per Click (CPC), Cost Per Registration (CPR), and Cost Per Acquisition (CPA) to measure effectiveness.

• Media Plan Builder. Want to get the most fresh analytics data? Integrate with Google Sheets to create and manage media plans, getting key metrics for the last 30-day period.

• Contact Export. Need to share influencer contact details with your colleagues? IQFluence allows you to easily get influencer contact details and analytics to CSV files. 

• API Access. Utilize a flexible, pay-as-you-go API to integrate influencer data into your custom dashboards or platforms.