UK Style Influencers Redefining Fashion


Whether or not it’s a try-on haul on YouTube, a styling video on TikTok or a #HighStreet match test on Instagram, trend influencers have an effect on how the world showcases their self-expression by clothes. Style influencers are indispensable companions for companies as a result of they affect buy selections, lengthen model attain and join with area of interest communities. By means of influencer advertising, these digital trendsetters captivate the goal audiences manufacturers look to attach with.

Additionally they embody what customers search most from manufacturers on social media: authenticity, which is ranked because the primary factor customers wish to see from manufacturers in The Sprout Social Index™.

In our Q1 2024 Pulse Survey, Sprout reached out to over 2,000 customers and 300 influencers to get their tackle what makes influencer advertising profitable, and predict how the panorama will evolve sooner or later. Members in the UK report following manufacturers at the next fee (51%) than in the US (42%).

With that stated, let’s stroll by the present influencer panorama within the UK and what to contemplate when searching for the very best partnerships. And to get you impressed to your subsequent social media advertising marketing campaign, we’ll share our listing of a few of the high UK influencers.

Understanding the influencer panorama within the UK

The facility of influencer advertising extends into trend and different world industries. For instance, the 2023 International Business Report: QSR Index exhibits the UK is a world chief in influencing advertising for fast service restaurant manufacturers.

Sprout’s knowledge aligns with Instagram influencer advertising being probably the most well-liked avenues globally, particularly on Instagram. Our Q1 Pulse Survey 2024 exhibits individuals say they’re almost definitely to interact on Instagram at the next fee than individuals within the US (38% UK vs. 27% US).

There’s little question that influencer advertising within the UK is ripe with alternative, however social practitioners, entrepreneurs and influencers should adjust to regulatory obligations. Manufacturers working with UK influencers are required to observe Promoting Requirements Authority (ASA) Pointers. The Promoting Requirements Authority is the UK’s media promoting regulator. The regulatory physique provides a wide range of sources together with a 20-page information.

The TLDR model? Influencers, manufacturers and businesses should disclose when social media content material is used as promoting by specific labels corresponding to #Advert. This consists of any agreements that embrace cost or different incentives from a model.

What to contemplate when selecting UK trend influencers

Though we admire the huge consciousness of the Rihanna’s and Kim Ok’s of the style area, manufacturers shouldn’t restrict themselves to solely working with mega influencers. Nano and micro trend influencer campaigns are simply as impactful, particularly for focused campaigns making an attempt to achieve a distinct segment viewers. Sprout’s survey additionally confirms this pattern as 40% of individuals stated they like to work with nano and micro influencers.

These subcategories of influencers have a tendency to focus on area of interest audiences and have a extra intimate relationship with their followers, resulting in the next engagement fee. A mega influencer might have thousands and thousands of followers, however that doesn’t at all times translate to file gross sales or success.

That’s why it’s vital to bear in mind three elements when selecting UK trend influencers:

  • Viewers demographics and relevance to your model
  • Engagement metrics
  • Authenticity and alignment with model values

Let’s briefly overview why these issues matter in the event you’re seeking to maximize your advertising efforts.

Viewers demographics and model relevance

Your audience is your north star. The style influencer you collaborate with ought to have a connection together with your audience demographic to maximise model relevance and resonance. The influencers you think about partnering with must also be energetic on the identical channels as your viewers.

Robust engagement metrics

Excessive, constant engagement metrics corresponding to feedback, shares and likes point out a devoted, energetic following. Influencers with robust engagement metrics usually tend to have a real relationship with their followers.

Genuine model alignment

Real alignment between influencers and types is very vital within the trend world. Selecting influencers who’s private model and values align together with your model values, picture and ethos in an genuine means helps credibility and belief together with your audience.

Main trend influencers within the UK

Let’s discover 10 of the main UK trend influencers:

1. Nyane Lebajoa – @nyane

Instagram: 2.5 million

TikTok: 2 million

YouTube: 427K

Nyane Lebajoa is a magnificence and trend influencer identified for her doll-like make-up and #LetsDressMeUp video sequence. #GetReadyWithMe movies are a staple content material sort for trend influencers, however Lebajoa provides a novel twist. In these movies, she tries on totally different make-up seems and outfits, non-playable character (NPC) model. With mouse clicks, animated expressions and NPC-like discuss tracks, she seems like she’s a online game character. Lebajoa is the founding father of TEMPER ®, a human hair wig assortment, and infrequently fashions the wigs in her content material.

A #LetsDressMeUp video from Nyane on Instagram.

2. Koleen Diaz – @koleendz

Instagram: 721K

TikTok: 691K

YouTube: 1.58 million

Koleen Diaz merges masculine street-style apparel with female aesthetics. She’s an avid traveler identified for her #GRWM movies and vlogs the place she paperwork her seems and tales. On her YouTube, she paperwork her life residing alone in London, alongside along with her journeys internationally.

An Instagram post of Koleen Diaz wearing an oversize green top, feminine accessories and track pants.

3. Chioma Nnadi – @chiomannadi

Instagram: 100K

Chioma Nnadi is a longtime journalist and the way forward for trend within the UK. She was appointed as Head of Editorial Content material of British Vogue in October 2023. She has labored with British Vogue over the previous 14 years and interviewed a few of the most influential individuals in trend together with FKA Twigs, Rihanna and Cara Delevigne.

A sponsored Instagram post from Chioma Nnadi in collaboration with Vogue and Giorgio Armani.

4.  Agnes Pusztai – @whatgigiwears

Instagram: 395K

TikTok: 36.6K

Agnes Pusztai is understood for her excessive road aptitude, which includes oversize apparel, menswear, assertion outerwear and 70-inspired items. Pusztai evokes the ladies on the go who don’t wish to sacrifice trying fashionable for consolation.

A sponsored Instagram post from Agnes Pusztai. She's wearing an oversize suit with loafers from H&M.

5. Madame Joyce – @madamejoyce1

Instagram: 113K

TikTok: 868.5K

YouTube: 161K

Madame Joyce is finest identified for her podcast, Cocktails and Takeaways, however she’s additionally a trend girlie. She has labored with a wide range of manufacturers together with Spotify, Sony Music, Gymshark, Adidas and Gucci. Joyce’s model is simply as vibrant and signature as her voice. You’ll discover her rocking furs, customized robes, opulent materials and textile designs.

An Instagram post from Madame Joyce wearing an Adidas x Gucci ensemble.

6. Stephen Omotayo – @somotayo10

Instagram: 153K

TikTok: 1.3 million

YouTube: 223

Stephen Omotayo #OOTD and #aesthetic movies showcase his numerous sense of fashion. He exhibits menswear followers find out how to model all the things from enterprise apparel to #blockcore fundamentals to Y2K impressed seems. He’s additionally identified for his strategic colour placements and distinctive styling.

A styling video from Stephen Omotayo on TikTok.

7. Izzy Manuel – @izzy_manuel

Instagram: 17.1 Ok

TikTok: 1.5 Ok

Izzy Manuel is a sustainable trend and life-style influencer. How does she describe her model? Moral dopamine dressing, in fact. Her distinctive model is funky, textural and drenched in colour. Assume: sample mixing, vibrant stockings with chunky heels, and editorial posing. Primarily, Manuel makes sustainability enjoyable and thrilling.

Izzy Manuel posing in an Instagram post. Her caption talks about her sustainable shopping journey.

8. Lydia Rose – @fashioninflux

Instagram: 2.6 M

TikTok: 470.4K

YouTube: 154K

Fashionista Lydia Rose is likely one of the UK’s hottest trend influencers. She’s identified for her sensible informal sense of fashion, alongside along with her lookbooks, procuring hauls and wonder ideas. Not too long ago, she’s stepped within the momfluencing area, sharing cozy outfits for being pregnant and postpartum.

An outfit of the day video from Lydia Rose on Instagram.

9. Lydia Tomlinson – @lydiajanetomlinson

Instagram: 1.6 M

TikTok: 210.8K

YouTube: 856K

Lydia Tomlinson is an advocate for selecting model over trend. She creates academic model content material that teaches individuals find out how to maximize their wardrobe. She shares ideas for making knowledgeable purchases based mostly on consolation and longevity. She’s a contemporary basic aficionado that may present you find out how to model a trench coat and find out how to put on a high a number of methods.

A sponsored post from Lydia Tomlinson showing how to style a trench coat.

10. Efe Efeturi – @efe.efeturi

Instagram: 388K

TikTok: 131.6K

YouTube: 1.28K

Efe Efeturi proves curating your sense of fashion is like high quality wine–it merely will get higher with time. Efeturi is an award-winning trend influencer and mannequin specializing in model for senior males. Alongside along with his signature sense of fashion, he’s identified for his skincare and cologne suggestions.

A Reel from Efe Efeturi vlogging his experience at a fashion event.

UK micro-influencers: the hidden gems for focused campaigns

Our favourite UK micro-influencers have a serious influence. Let’s dive in:

1. Nicole Careri – @nicole_careri

Instagram: 39.5K

TikTok: 7,180

YouTube: 2.08K

Nicole Careri is a stylist and founding father of DreamofJophiel, a jewellery model. Her Instagram options sultry, flirty ensembles with edgy silhouettes and dramatic layering. By means of editorial images, she crafts gorgeous pictures that mess around with structure, surroundings and posing. Her photographs strike a formidable stability of feeling each easy and intentional. Together with selling her jewellery model, Careri is a Savage x Fenty ambassador and has labored with a number of celebrities together with rapper Gunna.

An Instagram post from Nicole Careri wearing a green fur coat and tights.

2. Zoe Llana Hill – @zoeilanahill

Instagram: 61.2K

TikTok: 64.7K

YouTube: 3.51 Ok

Zoe Lllana Hill is a self-proclaimed shopaholic. Like many trend aficionados, she blends inexpensive to mid-range clothes with luxurious equipment corresponding to Prada sun shades. Anybody could be impressed by her fashionable panache, however Hill considers herself a petite trend influencer since she’s 5’1. She works with a wide range of excessive road manufacturers together with White Fox Boutique, Miss Lola, Micas and Zara. Plus she’s an avid traveler so in fact she paperwork her outfits from her journeys overseas.

A sponsored post from Zoe Lllana Hill wearing an outfit from Miss Lola.

3. Jordan Grant – @jo.rdan

Instagram: 108k

Jordan Grant is certainly one of London’s rising it women. She’s presently content material director of Warmth, a luxurious thriller field model. Grant is an everyday at trend exhibits and occasions for top finish manufacturers like Miu Miu,  Jacquemus and Loewe. She additionally sports activities mid-tier manufacturers like Aritzia (she is presently a companion with the model). Grant’s model is eclectic but stylish as her wardrobe options putting silhouettes, wealthy textures and complicated patterns.

A sponsored Instagram post from Jordan Grant posing in clothing from Aritzia.

4. Olivia – @oliviasshoppingdiary

Instagram: 11.9 Ok

TikTok: 43.8 Ok

Olivia is understood for her detailed moodboards and minimalist, but posh model. As her @-name suggests, she makes use of social media to doc her trend adventures. If you wish to pursue her “interior trend monologue,” take a look at her Substack. She’s an advocate for buying items designed to final. Her followers look to her earlier than splurging on a designer buy or just elevate their wardrobe with high quality finds.

A moodboard from @oliviasshoppingdiary showing black and brown accessories and a navy Chanel clutch.

5. Liv Blankson – @livblankson

Instagram: 31.2K

TikTok: 590

If you happen to’re ever searching for charming equipment, the proper swimsuit for trip or simply styling ideas for informal on a regular basis seems, Liv Blankson is your woman. She’s nice for manufacturers seeking to attain very area of interest audiences since her content material typically options varied pursuits: cats, pure hair care and F1 racing. Within the video under, she types an outfit impressed by Scuderia Ferrari:

A Reel from Liv Blankson. In the video she styles an outfit inspired by Scuderia Ferrari.

Better of the high-street trend influencers within the UK

We’ve talked about a number of influencers who’re identified for his or her influence on luxurious trend, however let’s dive into a few of the finest excessive road trend influencers.

1. Eleftherios Vogiatzis – elefv

Instagram: 145K

TikTok: 98.1K

Eleftherios Vogiatzis is the epitome of somebody who has impeccable on a regular basis model. His Instagram options informal, but subtle outfits complemented by eye-catching surroundings. Head to his TikTok web page for vlogs the place he exhibits his procuring runs or showroom visits. He has labored with a wide range of excessive road manufacturers together with H&M, Cos and Zara.

A vlog from Eleftherios Vogiatzis on TikTok. He shows his day visiting the H&M showroom.

2. Joel Mcloughlin – @gallucks

Instagram: 330K

YouTube: 159K

Joel Mcloughlin is a trend blogger and stylist identified for his edgy, classic wardrobe. Nearly all of his seems are all black, however you’ll discover him stepping exterior of his signature colour, too. He’s finest identified for his vlogs the place you’ll discover him sharing about his hair transplant journey or trend weeks.

An Instagram post from Joel Mcloughlin and friends posing under the Eiffel Tower during Paris Fashion Week.

3. Patricia Niamh O’Dwyer – @patriciaodwyer

Instagram: 15.2K

Three phrases to explain Patricia Niamh O’Dwyer’s model? Colourful, enjoyable and basic. She showcases her genuine day by day model by her #WaysToWear movies the place she types her favourite staple assertion items. Together with being a trend influencer, she’s a contributor to Sheer Luxe and the Wedding ceremony Version, two of the UK’s main digital publications.

A sponsored post from Patricia Niamh O’Dwyer in collaboration with Free People.

4.  Claudia Berresford – @claudia_berresford

Instagram: 29.9K

TikTok: 1.7K

Claudia Berresford is a content material creator and trend blogger that has labored with a wide range of excessive road manufacturers together with & Different Tales and Free Individuals. Together with speaking in regards to the panorama of trend on her Substack, she flocks to social media the place she takes styling recommendation to the following stage along with her seasonal temper board, outfit formulation and layer tutorials.

A sponsored post from Claudia Berresford wearing Really Wild Clothing.

5. Omer Elsarrag – @omerelsarrag

TikTok: 76.3K

Omer Elsarrag is a males’s trend influencer identified for his styling movies that function ideas for elevating excessive road apparel. His model is clear and stylish, incorporating important fundamentals, premium items and inexpensive equipment. He creates model guides for important fundamentals like corduroy shirts, polos and Chelsea boots. If you happen to’re searching for methods to model trousers or correctly tuck a polo, Elsarrag has you coated.

A TikTok video from Omer Elsarrag showing how to properly tuck a polo.

High plus dimension trend influencers within the UK redefining commonplace

If you happen to’re a model that focuses on inclusivity, physique positivity or health whereas refining magnificence requirements, think about these 5 plus dimension trend influencers:

1. Alexia – @curvylexie28

Instagram: 39.5K

TikTok: 7,180

YouTube: 2.08K

As she mentions in her bio, Alexia is a “physique assured plus dimension blogger breaking stereotypes and redefining magnificence.” She is presently a Fabletics ambassador and has labored for a wide range of excessive road manufacturers together with Boohoo, Savage x Fenty and Shein. Though numerous her content material options her outfits, she additionally works along with her husband, @nubianprincefashionstyle, who can also be an influencer.

As a rising micro-influencer, you’ll discover her social media stuffed with outfit inspiration, try-on hauls and health journey content material. For instance, within the Reel under, she shares stretches for individuals who do business from home or wish to enhance their mobility and posture whereas carrying a number of Fabletics units:

A sponsored post from @curvylexie28 wearing Fabletics sets. In the caption, she talks about the importance of exercising for better mobility and posture.

2. Talisha Jade – @talishajade

Instagram: 1,239

TikTok: 51.6K

Talisha Jade is a mannequin and rising micro-influencer with an ensemble for any event. Her TikTok web page is stuffed with outfit concepts and life-style vlogs that includes manufacturers like She Oath and Bravissimo. Whether or not it’s for a marriage, a day-to-night look or date night time, Talisha has an outfit for it. Within the TikTok video under, she exhibits off an evening search for individuals of their “comfortable woman period”:

An outfit inspiration video from Talisha Jade on TikTok.

3. Laura Ferry – @whatlauraloves

Instagram: 255K

TikTok: 13.9K

Laura Ferry is a former contestant on BBC’s I Can See Your Voice and journey blogger, however her content material isn’t nearly glitz and glam. She makes use of her social platforms to speak about points like confidence and psychological well being. She shares her expertise navigating ADHD after being identified at 34.

A Reel from Laura Ferry. In the caption, she talks about confidence, anti-bullying and her sponsorship with Moet Chandon and Virgin Voyages.

4. Natasha Lee – @ceoofbbw

Instagram: 41.2K

TikTok: 4,292

YouTube: 29.3K

Natasha Lee is a stylist and confidence coach. By means of her vlogs, trend content material and personal consultations, she helps her “huge baddies” appear and feel fabulous. She’s a Style Nova Curve ambassador and gives styling ideas curated for plus dimension girls. Within the Reel under, she shares a trick for adjusting swimsuits she makes use of whereas on vacation:

A Reel from Natasha Lee. She shares a trick for adjusting swimsuits she uses while on vacation.

5. Diana Sirokai – @dianasirokai

Instagram: 1.3 million

TikTok: 341.7K

YouTube: 12.5K

Diana Sirokai is a plus dimension mannequin and Style Nova Curve ambassador. Alongside along with her confidence chats on TikTok and YouTube, you’ll discover her encouraging others to embrace their magnificence by daring, eye-catching ensembles from shiny bikinis and physique con jumpsuits to stylish two-piece units and flirty miniskirts.

Diana Sirokai wearing a jumpsuit from Fashion Nova Curve.

Male trend influencers within the UK

Let’s cowl 5 of our favourite male trend influencers within the UK:

1. D’nieccio Mitchell – @dnieccio

Instagram: 201k

TikTok: 280k

D’nieccio Mitchell is understood for his nostalgic sense of fashion. He blends trendy model with staples of the 90s and early 2000s streetwear staples. Assume American sports activities jerseys outsized denims, varsity jackets and a pleasant pair of sneakers to complete the look. He’s identified for his outfit of the day sequence, “Documenting My Suits.”

A sponsored Instagram post from D’nieccio Mitchell in collaboration with Vinted.

2. Artur Kramer – @arturkramer

Instagram: 1.8 million

TikTok: 3.1 million

Arthur Kramer is a excessive road influencer identified for his daring modifying and swift transitions. He’s a NovaMen and Boohoo ambassador. He additionally has enjoyable creating seems based mostly on themes and requests from the remark part.

An Instagram post from Arthur Kramer wearing a pink and white outfit for his Boohoo Man sponsorship.

3. Sam Grey – @samgraystyle

 Instagram: 19.4k

TikTok: 268

Sam Grey has a timeless model. He’s identified for displaying off basic ensembles corresponding to a white t-shirt and Wrangler jean jacket ensemble or a customized tailor-made go well with with cufflinks. He partakes in luxurious indulges like hand-crafted loafers, cashmere sweaters and watches.

A sponsored Instagram post from Sam Gray wearing a Wrangler outfit. 4.   Gurj Sohanpal – @gurjsohanpal

Instagram: 23.7K

Gurj Sohanpal is a London based mostly blogger and photographer centered on menswear and journey. His suave apparel is complemented by gorgeous, picturesque landscapes. Together with clothes strains, he collaborates with area of interest fragrances like Penhaligon and luxurious watch manufacturers corresponding to Tag Heuer.

An Instagram post from Gurj Sohanpal in Bolivia.

5. SM – @dapperclassic

Instagram: 120K

SM is understood for his subtle, timeless menswear model. He refers to his Instagram as his “day by day model diary.” He loves all the staples of basic menswear apparel: tailor-made fits, structured denims, knitwear and penny loafers. He’s a Correct Fabric companion and has a set on their web site the place prospects can view his customized clothes information.

An Instagram post from @dapperclassic. He shows every outfit he wore in February.

Make a long-lasting impression with British trend influencers

Our listing of UK trend influencers can encourage your subsequent collaborations and activations, however that is just the start. The fantastic thing about trend influencer advertising is that there are such a lot of partnerships ready to be created. Keep in mind to deal with discovering influencers who align together with your model, embody authenticity and preserve excessive engagement.

There are such a lot of influencers to select from, so we suggest utilizing influencer advertising instruments to slender down your search. These instruments might help you discover the appropriate partnerships, monitor progress of your influencer campaigns and extra.



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