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Influencer marketing is bigger than ever, but it’s also become more complex as the number of creators multiplies, consumers grow more resistant to blatant ads, platforms like Substack gain traction and new tools for tracking performance appear. Fashion brands need to update their strategies.
This week on The Debrief, BoF’s senior news and features editor Diana Pearl explains why influencer marketing is entering a more mature, data-driven phase, and how trust, diversification and human creativity are reshaping the creator economy in 2026.
Influencer marketing represents a nearly $44 billion dollar industry that’s set to surpass traditional media, but a stigma around its personalities and economics still persists. Should it?
Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
Brands are breaking up with the romantic binary to monetise the full lifecycle of love, trading traditional narratives for a lucrative ‘autonomy economy.’
The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.
Influencer marketing represents a nearly $44 billion dollar industry that’s set to surpass traditional media, but a stigma around its personalities and economics still persists. Should it?
Shares declined in after-hours trading as the beauty retailer expressed a cautious outlook for 2026.
Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.
In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.
The German water filtration firm has acquired a minority stake in Hello Klean, which sells shower heads it claims mitigate the effects of hard water.
