We’ve all heard of regular influencers and micro influencers, but it seems the ones making the biggest splash of all when it comes to fashion are ‘ultra influencers’ – and their reign is only just beginning.
In fact, a study of 80 million people by fashion platform Lyst has revealed that ultra-influencers are one of this year’s hottest trends. As defined by Lyst, these people are the most influential celebrities in fashion due to their cult-like social media followings. Their influence is measured by the number of followers they command and the spikes in demand their posts generate.
Unsurprisingly, 21-year-old Kylie Jenner has nabbed top spot. With a beauty brand set to become a billion-dollar empire before the end of the year, Jenner boasts 120 million Instagram followers and her fashion choices drove about two million searches on Lyst over the course of a year. In the 48 hours following her birthday party, for instance, the pink minidress she wore spiked by 107 per cent.
Coming in at number two is Jenner’s half-sister, Kim Kardashian, who also has a whopping 120 million Instagram followers and 59 million Twitter followers.
“Every time she wears, posts or talks about a fashion brand, there is an immediate and significant increase in both awareness and sales,” CFDA board member, Tommy Hilfiger said. This was evident after Kardashian posted an Instagram photo of herself in head-to-toe monogrammed Fendi and searches for the brand increased by 16 per cent the following month.
Just below the Kardashian-Jenner realm of influence is the Duchess of Sussex at number three. Although she no longer has a personal Instagram account, the duchess has fast become a high-profile ambassador for both British and American designers. Lyst’s study found that brands worn by her are likely to see instant lifts in demand – with her average searches increasing by 200 per cent in the week after she wears a designer’s clothes.
“We’re obsessed with mapping the virality of fashion trends,” Lyst communications director, Katy Lubin said. “Things can sell out in hours, and there can also be a halo effect of people searching for similar products or items by that brand. But sometimes we see a trend build slowly over time, with different sources of inspiration contributing along the way.”
Pop stars dominated the remaining top ten, including Cardi B (#4), Beyoncé (#5), Rihanna (#9) and Ariana Grande (#10). Blake Lively (#8) was the only actress to make the list, with Lubin speculating that popstars have a "powerful combination of authentic personality and individual style", that they "aren’t afraid to experiment when it comes to fashion" and that "it’s a more bold, fearless take than what we see from Hollywood stars.”
Similarly, Serena Williams (#6) is the only sportswoman on the list, and 31-year-old Italian Chiara Ferragni (#7) is the only non-American.
