4 Ways Brands Can Activate Influencers During Fashion Week 2024

In recent years, it’s become increasingly common for brands to extend Fashion Week invitations to influencers — a practice that has not gone without its share of controversy. Traditionalists in the fashion world argue that these coveted invitations should be reserved for discerning fashion editors rather than social media influencers.

However, from our perspective, integrating influencers into Fashion Week offers brands numerous advantages, including heightened brand visibility, opportunities to drive online buzz, and more authentic partnerships with tastemakers (and their followers) in the long run. Plus, inviting influencers from a variety of backgrounds can significantly elevate your brand, particularly in an era where values such as diversity and authenticity are paramount. 

While Fashion Week is right around the corner — kicking off on September 6th — there’s still time to amplify your brand’s impact by activating influencers. As you prepare to debut your Spring-Summer 2025 collections, consider these 4 strategic approaches to seamlessly integrate influencers into your Fashion Week game plan, ensuring your brand makes a lasting impression.

Cast influencers as catwalk models.

Some may say that the highlight of any Fashion Week is the catwalk, where brands finally unveil their fresh new collections. Traditionally, professional models have graced these runways, but an exciting shift is taking place — brands are increasingly turning to social media influencers as their catwalk models. 

Why? These social-savvy creators can amplify your brand’s reach, creating content before, during, and after the show, driving viral buzz, and bringing your collection into the spotlight. If your influencer has a significant following, you might even capture national media attention, extending your brand's impact even further.

More importantly, casting a diverse group of influencers as runway models can help meet consumers’ growing demands for more diversity in the fashion industry. Sisterly Swim, for example, made waves at Miami Swim Week by casting a diverse range of influencers, including @meimonstaa (3.6M TikTok followers), @sampaigeeee (3.2M TikTok followers), @deannagiulietti (1.8M TikTok followers), and many more, to walk their runway. Their runway show celebrated diversity, showcasing how their swimwear flatters a variety of body types and skin tones, earning widespread praise online.

Dress influencers in your latest collection.

In the fiercely competitive world of fashion, standing out during Fashion Week requires more than just a great collection — it demands strategy. One powerful approach is to dress influencers in your latest pieces. 

These trendsetters aren't just fashion enthusiasts. They’re the pulse of the industry, constantly setting trends, sharing styling tips, and inspiring millions with their outfit ideas. Giving them your apparel or accessories to wear during Fashion Week can do wonders for raising brand awareness, as they post about it on social media via #OOTD posts or Get-Ready-With-Me videos. 

Plus, with street style photographers on the hunt for standout ensembles, your designs could easily capture the spotlight, landing features in top fashion publications. This exposure not only elevates your brand but also demonstrates how your runway pieces translate into real life, showing consumers how versatile and wearable your collection truly is.

Invite influencers to exclusive events and after parties.

Fashion Week attracts top celebrities and influencers from all over the world, meaning it’s the perfect time to host an event complete with an amazing attendee roster. Who wouldn’t want to be invited to an exclusive VIP event? Invite influencers to your catwalk shows, presentations, bespoke influencer events, and after parties. Or, go all out by turning Fashion Week into an unforgettable influencer trip experience. 

Whatever your event might entail, be sure to include Instagram-worthy moments that will inspire influencers to create and share content. Given their social media prowess, this is a surefire way to elevate your brand’s visibility.

These special events not only build positive brand sentiment, but also allow for influencers to meet those behind the brand — ultimately deepening your relationships with creators and paving the way for better partnerships in the long run.

Get creative with Fashion Week content.

One of the greatest strengths of influencer marketing is its versatility — you can engage creators both in-person and online to maximize your Fashion Week impact.

When working with influencers at live shows and events, collaborate with them to produce dynamic, real-time content like livestreams and channel takeovers. Partner with seasoned fashion influencers who can effortlessly discuss styles, industry shifts, and emerging trends, offering audiences an insider’s view of the exclusive happenings at Fashion Week.

But you don’t need to limit yourself to on-site content. You can also partner with influencers who create Fashion Week commentary without stepping foot at the events. Consider working with “lo-fi” content creators with dedicated followings, such as @GirlBossTown, Who typically create content around events such as Fashion Week, the Met Gala, and the like, from the comfort of their homes. This type of content will be more relatable and engaging to the everyday user scrolling through social media from their couch. 

Maximize your brand’s Fashion Week impact with influencers

Whether it’s by casting influencers as runway models or collaborating on creative Fashion Week content, these approaches can significantly enhance your brand’s visibility and appeal. This September, position influencers as central figures in your Fashion Week strategy to not only leverage their expansive reach and influence but also cultivate genuine connections with diverse, engaged audiences.

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