Celebrities have an undeniable influence on the ever-changing fashion world. From Hollywood’s golden age stars of Marilyn Monroe and Audrey Hepburn to today’s influence of Kylie Jenner and Rihanna, celebrities have immense power in determining what is in and what is out.

While celebrities have long been arbiters of style, their influence has grown tremendously in recent years, thanks to social media, instant digital communication, and celebrity endorsements.

In fashion, trends no longer stay confined to one region. In today’s climate, fashion lovers have a front-row seat in their favourite celebrity’s closet, watching how they showcase their style in real-time and reach audiences from every part of the globe, thanks to the internet.

Celebrities also strongly influence millions of buying decisions, from social media to brand collaborations and red-carpet events. According to a 2023 report by Statista, two out of every ten consumers bought products endorsed by influencers and celebrities. Gen Z showed the highest engagement, followed by Millennials, Gen X, and Boomers¹.

By acknowledging celebrities’ power in the fashion industry, designers and clothing brands can leverage those partnerships to inspire trends, amplify brand visibility, and create more inclusive and relatable styles that resonate with diverse audiences while still making a profit.

The Rise of Social Media
Social media has been a game-changer for the fashion industry and a driving force behind celebrity influence. Gone are the days when Fashion Weeks were the only dominator determining the latest fashion trends. In today’s society, social media has become the primary influence in fashion. Sites like Instagram, Pinterest, and TikTok have been especially powerful for celebrity-driven fashion. With TikTok, hashtags like #outfitinfo, #fashioninspo, and #fashiontrends, give consumers immediate access to millions of videos on what celebrity-inspired styles are trending.

Fashion brands and celebrities showcase their style through Instagram using high-quality photos. Consumers can also use Instagram to look at the latest styles using the app’s Discover page. With Pinterest, fashion lovers can curate virtual mood boards with outfit ideas and styling tips to their liking.

These social media platforms have turned celebrities into influencers, with millions of followers desiring to emulate their looks. A single post featuring a specific outfit or accessory can lead to a spike in sales and global demand for that item in minutes².

For instance, the ‘Meghan Markle Effect’ went viral in 2017 when she carried a bag from the Strathberry brand that sold out 11 minutes after the photos were posted online³. Similarly, celebrities like Zendaya, Beyonce, Kim Kardashian, and Kylie Jenner have a strong influence in determining the latest fashion trends, with their millions of followers on social media, which often lead to brand collaborations.

Rihanna also remains a key player in fashion. Fans admire her distinct streetwear and chic style which lead to 128.1K monthly searches online. Additionally, her innovative sense of style also generates 35 million mentions on social media and inspires 1,797 fashion-related pins on Pinterest. As the celebrity with the most emulated style, it is evident that Rihanna’s fashion house, Fenty Company, which includes Fenty Beauty by Rihanna and Savage X Fenty Lingerie, further cements her status as one of the most influential celebrities in the world⁴.

Overall, in the current digital age, consumers have immediate access to influence, allowing trends to rapidly spread and reach audiences worldwide in a matter of minutes. As social media evolves, its impact on fashion will intensify, pushing boundaries and reshaping the concept of style. The fashion industry can adapt to shifting consumer expectations and remain at the forefront of innovation by continuing to leverage social media as a platform for creativity and expression.

Streetwear
What was once a subculture, streetwear, has now emerged as a global phenomenon.

Celebrities and social media influencers have an undeniable impact on the rise and mainstream influence of streetwear. Megastars like Kanye West, Pharrell Williams, Rihanna, and Travis Scott have become icons in the streetwear industry and have even launched their own brands and clothing lines.

Early trailblazers like A Bathing Ape (BAPE), Supreme, and Stussy crafted clothing that captured the raw essence and authenticity of streetwear culture.

Originating from skateboarding and hip-hop from the youth, particularly in the fashion hub cities of Los Angeles and New York, streetwear underwent a transformation from subculture to mainstream, with luxury fashion brands taking note of its cultural impact in the 21st century⁵.

As clothing brands like Off-White and Vetements emerged, a new wave of street-inspired luxury fashion exploded on the scene. Luxury brands began to collaborate with street brands, amplifying the streetwear culture. Brands like Louis Vuitton’s partnering with Supreme or Off-White’s collaboration with Nike gained much global attention, bringing streetwear to the forefront of the fashion conversation⁶.

Streetwear’s influence has also spread to other parts of the world, such as Seoul, Tokyo, Paris, London, parts of Western Africa, and more.

In South Korea, the streetwear culture is vast, partly thanks to the influence of K-pop artists. Groups like BTS and Blackpink have incorporated streetwear into their performance and personal styles, bringing Korean street fashion to the forefront of global audiences.

In Japan, streetwear innovation has long been the cornerstone of the streetwear aesthetic. Known for their meticulous craftsmanship and unique approach to branding, the Japanese have made the island nation a driving force for streetwear’s global appeal. BAPE and Comme des Garcons have particularly pushed the boundaries of design, which influences trends globally.

African celebrities and designers are also growing in popularity on the global stage. Artists like Burna Boy and Wizkid have a significant influence, showcasing the continent’s rich cultural heritage by incorporating Africaninspired streetwear designs into their wardrobes. Off-White, founded by the late Ghanaian fashion designer Virgil Abloh, played a large part in streetwear. His designs inspired other African streetwear brands and creatives across the globe. His streetwear-inspired aesthetic and unconventional approach to fashion broke down barriers and created opportunities for other aspiring designers and creatives.

In the future of streetwear, celebrities will continue to have a global impact and influence on the culture. They will continue to have the power to introduce new styles and amplify their voice by promoting messages about sustainability and cultural pride to drive meaningful conversations and change. With celebrities leading the charge of the globalisation of streetwear, fashion will continue to be a powerful source of uniting the world.

Celebrity Brands and Endorsements
As previously mentioned, celebrity brand endorsements play an integral role in the globalisation of celebrities and fashion. Celebrity brands like Rihanna’s Fenty, Kanye West’s Yeezy, and Victoria Beckham’s eponymous label have transformed these icons into entrepreneurs, creating globally recognised brands that embody their personal styles.

Beyond their influence, these brands champion inclusivity and innovation. Fenty, for instance, revolutionised the beauty and fashion industries with its groundbreaking focus on diversity, offering products for a wide range of skin tones and body types. Victoria Beckham’s minimalist, high-fashion designs mirror her refined aesthetic and have garnered critical acclaim. Meanwhile, Kanye West’s Yeezy line merges streetwear and futuristic design, pushing creative boundaries while redefining contemporary fashion. These celebrity-driven brands also bridge the gap between high-end luxury and accessible style. These ventures help resonate with fans, making them authentic and relatable.

As celebrities continue to diversify their portfolios, their brands will remain at the forefront of shaping global fashion trends and consumer preferences.

Celebrity Economic Impact
Celebrity endorsements can also generate significant economic impact, pushing brands to compete for celebrity attention. Recent data shows that celebrities are important trendsetters, especially ones that are in the middle of a press tour or making more public appearances due to a new album or film release.

For instance, when Beyoncé mentioned ‘denim on denim’ in one of her songs on her Cowboy Carter album, the popularity of ‘double denim’ fashion increased by 14 per cent. Sales for cowboy hats also increased by 18 per cent. Moreover, Zendaya’s tennis outfits during the press tour for the new Challengers film have increased in popularity by 80 per cent⁷.

Before the ‘Meghan Markle Effect’, Kate Midleton gained popularity with the ‘Kate Effect’. Anything worn by Kate and her children flew off the shelves. In 2015, her influence brought more than $205 million to the British economy. Her children, Charlotte and George, contributed a combined over $239 million⁸. Subsequently, the ‘Meghan Markle Effect’ also contributed millions to the British economy.

High-profile collaborations, such as Zendaya’s work with Valentino or Harry Styles’ partnership with Gucci, underscore the commercial power of celebrity influence.

Celebrities and Fashion Sustainability
In recent years, sustainability has taken centre stage in the fashion world, and celebrities are now joining in the cause by championing eco-friendly initiatives through their personal style, brand collaborations, clothing lines, and public advocacy.

Stars like Leonardo DiCaprio have championed more ethical fashion manufacturing. He’s invested in and endorsed various vegan and cruelty-free fashion brands and initiatives, such as Allbirds, a footwear brand that uses natural and renewable materials, and VEGEA, which is a company that produces vegan leather from grape waste⁹.

Stars like Stella McCartney, Emma Watson, and Billie Eilish are leading the charge for eco-friendly practices, advocating for ethical sourcing and minimal waste in their clothing lines and red-carpet choices. McCartney’s dedication to sustainable luxury has set a benchmark, while Watson’s commitment to ethical brands underscores the importance of accountability in fashion.

The rise of resale platforms and upcycled fashion also reflects a broader cultural shift influenced by celebrity advocacy. According to a report by ThredUp, the global resale market grew from $36 billion in 20121 to $77 billion in 2025, surpassing the fast fashion market¹⁰.

This data shows the increasing preference and potential for sustainable fashion among consumers, especially the younger generations, who are greatly influenced by celebrities and social media.

For instance, Zendaya’s partnership with Valentino included collections highlighting sustainable materials, while Harry Styles often opts for vintage pieces, encouraging fans to embrace second-hand shopping.

Celebrities are leading the charge for sustainability in fashion, inspiring consumers to demand greater transparency and hold brands accountable for change.

Red Carpet Moments
Red carpet events like the Met Gala, Academy Awards, and Cannes Film Festival are some of the biggest nights in fashion. These extravagant shows are a chance for top designers to showcase their most elaborate designs. Red carpet moments are also a chance for celebrities to set trends and influence consumer buying purchases with the help of designers.

Iconic looks like Lady Gaga’s 2019 Met Gala ensemble, changing outfits three times sent social media into a frenzy and sparked global conversations. Lady Gaga also helped set a trend when she wore a rare, bold necklace from Tiffany’s on the red carpet at the 2019 Academy Awards. Lady Gaga’s necklace garnered attention, inspiring audiences to wear statement jewellery.

The red carpet also serves as a platform for emerging designers, boosting their visibility and appeal. Billie Eilish has supported smaller emerging brands like Gucci Ghost and Feng Chen Wang during red carpet appearances. Timothée Chalamet wore a daring backless outfit designed by Haider Ackermann, a lesser-known brand with a cult following, to the 2022 Venice Film Festival.

When celebrities with such a large following sport lesserknown brands, it highlights how they can use their influence to elevate emerging designers, helping them give a platform to reach global audiences.

Red carpet looks also generate buzz on social media, tell a story, inspire audiences, and increase brand visibility. In recent years, celebrities and their stylists have increasingly embraced themed outfits on the red carpet to create buzz and enhance the visibility of their projects. Think of Margo Robbie promoting the Barbie movie by wearing ultra-chic pink gowns to fit the film’s theme.

Fashion and Music Collide
Fashion and music go hand in hand, helping to elevate the fashion world globally. With music videos, artists can amplify trends with their unique fashion styles. Artists like Doja Cat, Billie Eilish, Blackpik’s Lisa, and Olivia Rodrigo have become major trend-setters, driving growing demand for fashion pieces like platform boots, latex pants, and rhinestone shirts. Their styles have influenced fans to embrace creativity while being bold.

Additionally, Kanye West’s ‘Donda’ album launch boosted Yeezy’s demand by 128 per cent, showcasing the power of visual storytelling to drive consumer interest¹¹. Harry Styles non-conforming fashion and concert attire have also elevated fashion while making a statement. His style inspired by Prince, David Bowie, and Elvis Presley has brought a unique blend of androgynous fashion and musical innovation to the forefront. Harry has also been credited for trends like wearing pearl necklaces, wide-leg trousers, ruffled blouses, and crochet garments.

As music evolves, its influence on fashion will deepen, with artists serving as conduits for cultural exchange and bold innovation. Together, music and fashion amplify voices, ignite creativity, and inspire movements across the globe.

Bridging Cultures Worldwide
Fashion, driven by celebrity influence, has become a global unifying experience. With the help of social media, celebrities and fashion influence have evolved, bridging cultural divides and fostering global understanding.

Celebrities like Priyanka Chopra, Lupita Nyong’o, and BTS have worn styles that celebrate their rich cultural heritage on a global stage. The blending of traditional and modern clothing highlights the richness of cultural diversity in fashion, fostering a deeper sense of cultural appreciation and understanding.

Cultural fusion in fashion is also seen in collaborations that blend global influences. For instance, Beyoncé’s Ivy Park collection combines African-inspired designs with modern athletic wear, celebrating heritage while staying trendy. BTS also incorporates Korean traditional hanbok elements in their costumes while performing on stage. They also sport oversized clothing with unique accessories, which is a popular style in South Korea. Through their clothing, they are honouring their Korean roots while showcasing them to a global audience.