In recent years, influencers have moved to the forefront as a prime focus for fashion, beauty, and luxury brands in their marketing efforts. Their aspirational content, sense of authenticity, and loyal followings can transform campaign results, as well as boost fashion brand performance and Media Impact Value™ (MIV®) generation.
Many major fashion and beauty labels leveraged influencers and their marketing potential throughout 2021 and there are particular names that are known for making a big impact. We have revealed some of the year’s best-performing influencers for 2021 that are collaborating with top luxury brands and driving the luxury fashion and beauty industry.
In this article you’ll learn…
Léna Mahfouf, also known as Léna Situations, is a French YouTuber, blogger and influencer of Algerian heritage. She first joined YouTube in 2013 and has now more than 2.14M subscribers. She expresses her interest in the fashion industry through her videos and daily life on social media. She has been working closely with the French Maison Dior, which collaborated with the French pâtissier Cédric Grolet to celebrate the arrival of their new St Honoré bag. Léna was featured also, recreating one of Cédric’s signature creations: the Saint-Honoré. As a close brand affiliate, throughout 2021 she generated an impressive $4.72M in MIV® for the Maison. This influencer is a rising star and clearly generates top value for brands, she was also named in the Forbes 30 Under 30 France in the Cinema & Entertainment category by Forbes magazine and is definitely one to watch.
Former model turned influencer and founder of La Semaine Paris, Gabrielle Caunesil is French, lives in Milan and shares her private life mainly on Instagram & YouTube where she has 1,3M followers and 98.7K subscribers respectively. Gabrielle works with many top fashion brands such as Prada and was a former ambassador for Armani, developing a personal relationship with the designer which allowed her to wear a custom Giorgio Armani Privé to her wedding in Tuscany in 2o19. This relationship has resulted in some top Media Impact Value™ generation as Gabrielle has amassed $388K in MIV® for the brand this year.
A former Strategy Consultant, Leonie Hanne from Hamburg, Germany has firmly secured her position as one of the top fashion influencers in the world. Leonie’s content is primarily focused on fashion, promoted across her channels where she has more than 5.3M followers on TikTok and YouTube combined. She works with a range of prestigious brands such as Chopard, Dior, Fendi, Givenchy, Louis Vuitton, Swarovski, Tommy Hilfiger, and Balenciaga. We named Leonie one of the most influential fashion trendsetters of 2020 in our partnership with Lyst. Leonie’s impact for high end brands can’t be denied as she generated an impressive $1.22M in MIV® for Balenciaga in 2021.
Tamara Kalinic is a Serbian influencer who launched her blog the Glam&Glitter 10 years ago whilst studying, and she is now one of the top influencers worldwide. Tamara showcases her daily fashion discoveries, her powerful looks du Jour, oh-so glamorous fashion week front row reports, as well as her personalised online shopping selections on her blog, as well as Instagram and YouTube where she has amassed more than 1.4M followers and subscribers. She is known as a style ambassador for top fashion brands such as Bottega Veneta, Louboutin, and Emporio Armani, and generated $681K in MIV® in 2021 for Bottega Veneta. On top of being an influencer and ambassador for top brands, she has launched her own premium eyewear brand called So Shady.
Chiara Ferragni, also known as the most powerful fashion influencer in the world, Chiara is the Chairman and CEO of TBS CREW Srl, her own company, and CEO of Chiara Ferragni Collection. Chiara was listed on Forbes 30 under 30, has a dedicated Case Study on her career at Harvard Business School and is the second most engaging Instagram profile in her category. Chiara started her personal blog in 2009 and is now followed by more than 25M users on Instagram. After the success of her documentary ‘Chiara Ferragni Unposted’, the entrepreneur has released a TV show showcasing her life with her husband Fedez and two children called ‘The Ferragnez’. Chiara has worked with most renowned brands in the industry including Fendi, and generated $457K in MIV® for the brand this year.
Based in Paris, this German Influencer boasts a big following on social media, particularly across Instagram, TikTok, and YouTube where she has over 3.5M followers combined. Xenia is also a businesswoman who launched her sustainable fashion line Attire The Studio in 2019. Her social media channels focus on fashion looks and interactive content where she speaks directly to followers and discusses her outfits, showcasing looks from many top brands including Gucci, Bulgari, and Prada. In 2021, Xenia’s influence generated $2.13M in Media Impact Value™ for Gucci alone, making her a favourite of the brand. For brands like Gucci, developing their own trend series called “Gucci Days” with this creator has proven to be successful with Xenia’s faithful and fashion-loving following.
Emma Chamberlain first became known as a young YouTube sensation, launching her channel in 2016, and has evolved into a high fashion star, representing Louis Vuitton at the 2021 Met Gala as a guest of the maison. The luxury brand also collaborated with Emma and leveraged her influential force in the fashion industry to help launch recent campaigns like its Fall-Winter 2021 Shoe Collection which Emma fronted. Her mentions of the top brand prove her ever-growing influence in Media Impact Value™ by generating $2.33M for the brand in 2021.
Venezuelan native Marialejandra Marrero, better known as Mariale, gained major popularity as a beauty vlogger with a Spanish language YouTube channel, as well as an English version, with both channels totaling over 15M million subscribers. Her Instagram following also minds her every move and mention, as she can generate top MIV® for a brand by sporting their products in a photo or showcasing them in a shopping haul post. Mariele has generated an impressive $878K in Media Impact Value™ for Saint Laurent in 2021.
French social media star Lea Elui is a Givenchy ambassador, whose 16.3M TikTok and 11.8M Instagram followers love to watch her dance and showcase her life full of fashion and global events. Lea was tapped by the luxury brand to be the new face of the IRRESISTIBLE Eau de Parfum by Givenchy Beauty. And as part of the ‘Irresistible Givenchy’ campaign, the French fashion house invited its audience to share their energy and creativity through dance, just like Lea famously does. Collaborating with a major influencer like Lea can result in top MIV®, as she has generated $1.76M in Media Impact Value™ for Givenchy in 2021.
Valeria Lipovetsky is a social media all-rounder, known across YouTube, Instagram, and TikTok as a beauty guru and promoter of healthy lifestyle and nutrition choices. The Russian model is also the creator of the blog The Modern Fox and the e-commerce fashion company Verie. With a combined following of 3M across Instagram and TikTok, and 1.6M YouTube subscribers, she makes an impact with her followings, and just a mention of a brand or the sporting of an item in one of her showcased fashion shoots helps generate Media Impact Value™ for many brands like Ouai and Calvin Klein. And for luxury labels like Emilio Pucci in particular, this has meant $69.1K in MIV® generated for the brand by Valeria throughout 2021.
To learn more about the influencers and the future of fashion and beauty from key industry leaders, make sure to register for our #Performance2022 virtual summit by clicking the banner below!