Fashion is in continuous evolution and so are its lovers. In the ‘90s we had the supermodels and the grunge-addicted, followed by the boho-chic icons of the 2000s. And now it’s the era of the ‘E-stylists’.
Becoming a fashion influencer nowadays is no easy task but thanks to social media anyone can feel like a fashionista. Instagram, Tik Tok and Pinterest are some of the main platforms that let people dive into their creativity and express themselves, whether it’s fashion or any other passion.
Unza Ashan, 22, is a British Pakistani digital fashion influencer from London who loves to share fashion tips and look inspirations through her Tik Toks. Her style is mainly influenced by Korean and East Asian fashion, which she uses to express her evolution and inspire others who are into fashion.
‘Fashion becoming more digitally available has definitely influenced the way we dress,’ she says. ‘You see these bloggers and you can feel the confidence they show in their outfits that they’re posing in and you think, “Wow they're so cool, I want to be like them and I want people to look at me and feel the same way”.
While it may be a hobby for some people, for others being an influencer is a full-time profession that revolves around digital fashion. Anisha Gurung, 29, is a British Nepalese fashion blogger and brands ambassador from London with over 10k followers on Instagram.
‘I don’t even remember the time I last went to a shopping mall to buy an outfit. You can find everything online, especially on social media where someone wears specific clothing and you can simply shop the look online,’ she says.
Anisha’s style is a combination of casual basics with a variety of aesthetics that change depending on the occasion. But this strategy made it possible for brands to notice her.
‘Being authentic is vital. The more attention-grabbing videos you create the more you are likely to get your favourite brands approaching you,’ she says.
On social media, ‘E-stylist’ often create new trends to promote their profiles that reference the past, like chain belts, tie-dye and baggy jeans.
‘Every time a trend is revived it's altered slightly to fit the new modern style and generation and every fashionista makes it their own. It brings a sense of nostalgia,’ says Unza.
‘When you see that a lot of people have a certain item and it's trending, you want it too. If I see that my favourite bloggers have a certain item and they have styled it well then I would want to get something similar, it's the reason why trends are trends.’
But for Anisha trends are a simple strategy to gain more visibility.
‘Instagram reels and TikToks are the most powerful means to promote yourself and show the versatility of your style. Flow with the trends but keep it authentic and stick to your own aesthetics’, she says.