There’s recently been a slew of movement in the influencer agency representation space, ramping up a notch this week with the launch of a new offering and closure of another. Glossy marie claire has welcomed The Style Set – a network of fashion-focused influencers who will create content for marieclaire.com.au, while The Remarkables Group is ceasing its influencer representation.
The Style Set includes bloggers Harper and Harley’s Sara Donaldson, We The People’s Jessie Bush, and Brooke Testoni among more, with the group utilised for lookbooks and shopping stories on marie claire as well as sister ecommerce platform StyledBymarieclaire.com.au.
General manager Jackie Frank explains: “The Style Set pairs the authority of the marie claire brand with the individuality and reach of some of Australia’s best-known influencers. This allows us to deliver our clients and brand partners authentic content that can be amplified across multiple platforms.”
marie claire editor Nicky Briger continues: “We’re delighted to launch the marie claire Style Set. These style powerhouses, together with the marie claire brand, will deliver the very best in fashion and style trends and I’m confident our readers will relish the regular contributions which will further transform the way consumers interact with brands.”
The Remarkables Group rejigged its business four months ago, with the agency repositioning itself as an influencer connections agency – focusing on creating strategic connections and ideation between influencers and brands. While this saw the group exploring scenarios in which to provide strategic advice to brands while also representing influencers, they ultimately "realised that in order to provide unbiased advice, we need to be unbiased," founder Lorraine Murphy tells Mumbrella.
“As a result, we have made the major and difficult decision to wind down the representation part of the business to focus on building what will be the first specialist influencer strategy agency in this market,” Murphy continues. The Remarkables Group's new direction will see it work directly with brands to manage their overall influencer activity.
Image: @wethepeoplestyle
