The business of influence: Fashion’s original creators grow up

Written by KATI CHITRAKORN for Vogue Business on 07/25/2022

For the original influencers — or the OGs — that have been creating content for over a decade, competition is now fierce. New digital platforms allow for easier ways to create content and go viral, thus creating more influencers, ranging from micro to macro. Some OGs have since lost interest and pivoted into other roles, but for those that remain, diversification across platforms and revenue streams has become crucial. Their journey reflects a rapid evolution in influencer marketing that is ongoing, and brings challenges for brands, creators and the tech platforms.

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