Have Influencers Become Fashion’s New Art Directors?

LONDON —  Influencing via nothing but selfies and #OOTDs — or outfits of the day — is getting old, and the influencers that are now standing out in a saturated market are the ones offering a broader skill set. Art direction is proving to be the next big thing and more influencers are now getting behind the camera and art-directing digital campaigns for a host of luxury brands, leveraging the skills they’ve honed creating visuals for social platforms or building personal brands online. They’re using their Instagram feeds to showcase their skills, and going the extra mile to produce high-quality, editorial-style imagery, raising the bar on the quality of content shared. The Athens-based influencer Evangelie Smyrniotaki, also known as @styleheroine, is a prime example of an influencer turned art director, having produced campaigns for brands including The Attico, Reformation, Bulgari and Bergdorf Goodman, all in the last year. Interest from these brands came quickly, she said, as she was set on sharing editorial imagery that could compete with any professional publication from the get-go, even though that might have meant slower growth on Instagram. “I think the artistic approach on Instagram doesn’t always work, you grow a smaller following because people love to watch reality.

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