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Why shopping influencers are flocking to Substack
We used to look to magazines, store assistants and bloggers to help us decide what to buy. Now the publishing site has become the go-to spot for style advice
A big part of Substack’s appeal is that fashion content on social media platforms such as Instagram and TikTok has become saturated, homogeneous and often so glossy it’s hard to trust. Alongside unedited images showing themselves wearing pieces they’ve actually bought with their own money, it feels slightly more authentic than a polished Instagram post. As many consumers mark high street and luxury brands’ weekly marketing emails as spam, these shopping Substacks feel like a systematic shift in the future of retail.
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