Sustainability is now known as an independent movement, and the fashion industry is being the second most polluting sector in the world, Influencers and fashion companies both recognise the need for upholding sustainability standards.

The call for this change needs to reach more people, and Fashion being an influencer-driven industry, social media content creators have the capacity to spread the word better than any other platform. With all social media creators united, they possess the power to convince potential customers to invest in sustainable fashion brands.

From Push to Pull: The changing dynamics of the fashion industry

Today, social media influencers possess incredible power thanks to the rapid growth of digitalization, subsequently making the fashion industry an influencer-driven space.

The fashion business, which once defined trends and pushed things onto customers, has progressively changed into a "pull" sector where products are created according to the influencers’ liking. Influencers demand that their significance be acknowledged and that they be referred to as "talent" because they are aware that consumers now want to interact with people they respect and who add value.

Influencers identify that there is a shift occurring when discussing ethics and values, thus they adjust to consumers wants and needs in order to remain successful. Consumers are driving this change, therefore firms also need to adopt an influencer-following approach.

Consumers are in the driving seat, with Influencers being their passenger assistant.

More and more brands create collections in exclusive partnerships with influencers, with their creative inputs as well as promotional manoeuvres. The items are sometimes labelled as limited editions and are sold for only a stipulated time period.

Now, there’s an ongoing debate whether brands tend to create a false sense of scarcity, like the streetwear brand Supreme, through limited releases or does the industry really care about sustainability and is making moves to produce as per the demand.

Every fashion brand out there wants to be able to adapt to demand and tailor manufacturing. The key is to connect with customers and Influencers act as a direct link to them. They adjust to consumer needs, and can be a major asset in bringing sales from even the untapped target market.

Social media analyses, especially Instagram feeds, are being used to spot current and future trends to further anticipate which product prototypes consumers want and are willing to pay a certain price for, helping brands and stores be more acute in their production cycles, ultimately decreasing the amount of waste that’s put in the environment.

True concern or just a facade?

It appears that the luxury market is aware of the possibilities. The sustainability message has been spray-painted all over the brand image of Kering, the luxury conglomerate that owns names like Gucci and Yves Saint Laurent. At the Sustainable Fashion Summit, the CEO of Kering delivered a well-received, mediatized appeal urging the financial institutions of the world to consider environmental and sustainability.

Is this a genuine call to action or just marketing? However, there appears to be agreement on the approach. According to a recent statement made by Business of Fashion, "it can be riskier to not take a stance when marketing to consumers who prefer brands with a social purpose."

With the two biggest players in the fashion industry being influencers and sustainability at this point in time, the best bet for companies is to invest in sustainable fashion influencers to promote the right message for their brand.

Influencers: The key to real amplification

The rise of influencers, particularly social media influencers, has empowered everyday people like ourselves to create an image that we all can relate to on a personal level. These are the people we can relate to more than those in the mainstream media and on television.

Sustainable fashion is a cause which will have an impact not only on our wardrobes and pockets but also on the health of the entire planet and everything that lives on it. And influencers can be the key to drive participation in sustainability practices, bringing in real change.

The rise of sustainable fashion: How influencers are leading the way