product. Leandra [Medine] has a fantastic,
unique sense of style that really resonates
with our clientele. Attico’s collections are
really strong, with great styling to boot. It’s
not just about their influence. These are all
very talented designers. That’s key to their
commercial success.”
While that is certainly true, social-
media clout is turning into something of
a prerequisite for success in the fashion
industry. And established houses are
desperately trying to catch up with these
influencers, collaborating with them on
advertising campaigns and inviting them to
ever-more far-flung destinations to create
aspirational content for the brand.
“Instagram is a huge source of discovery
and inspiration,” says Aiken. “It allows fashion
to be less restricted. But I am certainly not
looking to work with bloggers for the sake of
social media coverage. Ultimately, a brand has
to have something very unique.”
This is a point that the bloggers are also at
pains to point out. “Not all our customers
follow Attico actively,” say Tordini and
Ambrosio. “They just appreciate our lines
for the quality of the products, beyond the
social media presence.”
And they’re right—high quality material,
flattering cuts and innovative design will
always trump online hype. But in an industry
built on the concept of constant change,
influencers have created a uniquely powerful
position for themselves thanks to the
intimate daily conversations they’re having
with their followers.
As proven by the fact I bought those
fruity heels. They weren’t exactly a timeless
investment piece: but after seeing them on
Medine’s feed a few times, I desperately
needed them in my wardrobe. Perhaps
that’s the greatest change influencers have
wrought: they’ve given us all the impetus to
be a little braver and more individual with
our fashion choices. After all —if they can
do it, why can’t we?ABOVE THE INFLUENCE
From top: Alexa Chung at her debut runway
show in London in July; pieces from Alexa
Chung’s eponymous labelhong kong tatler fashion. september 2017 71