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

In: Sustainable Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Wilson Ozuem

    (University for the Creative Arts)

  • Michelle Willis

    (London Metropolitan University)

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.

Suggested Citation

  • Wilson Ozuem & Michelle Willis, 2025. "Social Media Influencers: Transition from Fast Fashion to Slow Sustainable Causes," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Cindy Millman (ed.), Sustainable Digital Marketing for Fashion and Luxury Brands, chapter 0, pages 211-236, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-82467-8_10
    DOI: 10.1007/978-3-031-82467-8_10
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