The year 2022 promises not only the beginning of the Winter Olympic Games in Beijing and the launch of the second Large Hadron Collider, but also the increasing influence of the blogger’s world over the modern culture industry.
On the 6th of January fashion house Dior released a new model, the “Vibe” hobo bag from its cruise collection. The social media liner has taken the novelty to all parts of the world thanks to bloggers: Mexican Pamela Alier, Barcelona resident Belen Hostalet and Londoner Leonny Hanne, a blogger with millions of followers, were part of the brand’s advertising campaign, contributing greatly to popularising the fashion house. But these days bloggers cultivate more than just the fashion industry: thanks to them, the word art has become louder.
Source: Instagram
“I confess I was puzzled when bloggers first appeared on the scene”, – said Alexa Chung, a British writer in an interview for Vogue, – Because they were suddenly in the front row at fashion week”. Nowadays bloggers are the first who announce the news of fashion world and other industries and take the first places on the fashion shows. But since then influencers have become a part of another world – world of art.
Just like that, in the October in 2021 there was an opening of the legendary worldwide exhibition «Lady Dior AS SEEN BY » in Moscow. It was announced by such bloggers as Natasha Goldenberg, who has 340,000 followers on the Instagram platform, Carina Nigai, with an army of 3 million followers, and other celebrities of the Internet and show business. The Dior exhibition became a real fusion of art and fashion, uniting the creativity of young artists, supported by numerous subscribers of invited influencers.
Source: buro247
So why have the influencers become so important in the cultural and fashion industry?
“After a few years, it turned out that bloggers had more influence over their audience than world stars. While the stars were building a six-foot wall around their private lives (Emma Stone, Alicia Vikander, and Jennifer Lawrence, for example, do not have public Instagram accounts…) – noticed Russian journalist Yana Lukina – Influencers, on the other hand, have given their followers full access to their bodies”.
Brands now find it more profitable to work with a large number of bloggers from various countries, for whom audience loyalty is exponentially higher than with international celebrities, whose contracts are worth millions.
Source : Instagram
These times bloggers not only cover cultural news but also identify themselves as members of the arts. Many are now becoming actors, singers and TV presenters. Conversely, an increasing number of showbiz, journalism, acting and modelling stars are becoming influencers. Will Internet celebrities be able to maintain the fine line between all these professions and retain their audiences? Time and the number of followers on their social networks will tell.
