Mainstream celebrities, whether it be actors, singers, or agency models, have to pass through a selective programme such as an open audition by a record label, and gradually build up their career through a long period of training and debuting on traditional media channels. Meanwhile, internet personalities are not required to cut through tough competition before getting a position. There isn’t a barrier to cross for influencers to start gaining exposure. By simply posting a photo of themselves on Instagram or a video on YouTube, they may go viral on the internet overnight.

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Up until recent years, there was once a massive distinction between social media influencers and mainstream celebrities, who were considered to be superior and legitimate for the popularity they obtained. Needless to say, fame is never guaranteed in both fields, which in turn has made celebrities’ “well-earned” success perceived to deserve more recognition in the public eye. However, times have changed and there is no longer a distinct hierarchy between the two.

Instead of being known for starring in a movie that broke box office sales or releasing a song that made it onto the Billboard Hot 100, these influencers rose to fame mostly for their surprising relatability with carefully curated content on social media. In this social era where the line between fantasy and reality is blurred, the down-to-earth persona these influencers create connects to the public on a more personal level than the out-of-touch lifestyle of conventional celebrities.

Internet Personalities

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Brand Ambassadors

We are all used to seeing famous actors and pop stars on the billboard modelling for brands. But have you ever imagined the girl of your age who blew up on YouTube for filming What I Eat in a Day, ended up being the ambassador for your favorite luxury brand, earning thousands and millions of dollars? From the humble beginnings of creating promotional videos for products on their YouTube channels, doing TikTok reviews, and posting on their Instagram with an affiliate link, to becoming spokespersons in traditional advertising campaigns. Brand deals are no longer exclusive to celebrities. Brands are now more open than ever to have social media stars as their muse. These brands give their younger consumers representation as these influencers are usually within a similar age group to said consumers.

Fashion Events

Fashion weeks are inarguably one of the biggest events in the industry. They are also a big topic in the media and public eye. People are interested in what brands are attending, what are the gossips, whether there are any notable public figures in the front row or walking for the shows and what they are wearing. The same goes for the most prestigious fashion event – the Met Gala.

Despite the high attention, these events are unfortunately invitation only, meaning they are not open to all. The few lucky attendees are usually VIP buyers from all over the world, high-profile artists or models who are brand ambassadors, or fashion editors and etc. However, this rule has changed over the years. Using social media personality Emma Chamberlain as an example, she first gained popularity for making relatable YouTube videos, presenting herself in an unfiltered way.

Emma Chamberlain

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Fast forward to a few years later, she is now the brand ambassador for Lancôme, Louis Vuitton, and Cartier. She not only attended the Met Gala four times in a row but has been the Vogue video host since her first Met Gala appearance in 2021. Emma is now a frequent attendee of fashion weeks, flying out to attend different shows throughout the fashion month. Emma is no longer just “the girl next door” who posted herself on YouTube drinking 10 coffees in one day, but a new fashion icon the industry adores who captured the attention of luxury brands by making her way through going viral on the internet.

Lost The Spark? Opened The Door?

Some may argue that the domination of social media influencers in the fashion game is ruining the untouchable superiority that comes with these exclusive events. Yet on a positive note, these content creators embody the message to dream big. They are opening the door of these fashion events to the public by posting their experiences on the internet. They are living proof that these once-exclusive events are no longer only accessible to a limited group of top fashion elites. It is no longer whimsical to imagine one day being invited to endorse a luxury brand or sit in the front row in a fashion show among other notable public figures.

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