Social Media Influencers: Transition from Fast Fashion to Slow Sustainable Causes

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University for the Creative Arts
Michelle Willis: London Metropolitan University

Chapter Chapter 10 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 211-236 from Springer

Abstract: Abstract The fashion industry encompasses a wide range of influential actors who display various types of fashion styles and consumption experiences through digital technologies. Beyond the aesthetics, the fashion and luxury industry attracts a wide range of social media influencers (SMIs) seeking to channel their values and aspirations into content and digital initiatives that have implications for their long-term sustainability. Fashion SMIs can also engage with social movements that are separate from, but relevant to, the fashion industry. Some of these social movements stand against the fast fashion industry and advocate for the slow sustainability of fashion, whereas others address the misrepresentation of cultural and society groups through fashion. These actions can have an impact on thriving ecosystems and communities and on the relations between the fashion industry, fashion SMIs, and customers across the globe. This chapter discusses different sustainable orientations of fashion SMIs and the digital communication infrastructures that influence their sustainable practices in the fashion industry.

Keywords: Fashion-related content; Collaboration; Social media influencer; Online audience; Sponsorships; Sustainability (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82467-8_10

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DOI: 10.1007/978-3-031-82467-8_10

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