In recent years, the landscape of fashion YouTube has undergone a significant transformation, with a noticeable shift in both demographics and content. What was once a digital treasure trove of shopping hauls, garment reviews, and DIY tutorials has given way to a new era of critical and diverse perspectives. This shift has been driven by a new wave of passionate young creatives who possess a strong visual eye and a unique point of view, setting them apart from their predecessors.
These new creators have embraced a documentary-style approach, characterized by a level of nuance and flair that is backed by meticulous research and years of experience in the fashion industry. At the forefront of this movement is British YouTuber and fashion journalist Odunayo Ojo, better known as Fashion Roadman on YouTube and Instagram. Featured in 2022 by notable publications such as The Business of Fashion (BOF) and Vogue Business, Ojo’s channel brings together industry experts, including photographers, stylists, and critics, to engage in thought-provoking discussions on some of the most pressing topics in fashion. Reflecting on the evolution of the YouTube landscape, Ojo shares, ‘When I first started, there was a lack of general understanding that you could do fashion journalism via a video platform. As such, most brands and clients didn’t take it seriously.’
Ojo acknowledges the impact of the rise of short-form content in this new digital media era, which has not only influenced the way audiences consume media but also prompted creators to adapt their content to accommodate these new habits. ‘TikTok clips, YouTube Shorts, and Instagram Reels have influenced and changed the landscape on YouTube as we know it,’ Ojo explains. ‘Watch times and audience retention rates are really important metrics on YouTube now, and most content creators choose to cut out any additional content that feels like it might be beating around the bush.’ He also notes the increase in variety of perspectives within the fashion YouTube space, observing, ‘There is simply a broader range of content offered on the platform these days, catering to people of all interests and preferences.’
Despite the surge in new creators driving change on YouTube, Ojo points out that there is still room for growth and wider recognition within the fashion industry. ‘I still think YouTube has not been completely accepted by the fashion industry, at least in the way TikTok and Instagram have,’ Ojo remarks. ‘Very few names have been able to break out of the space successfully, and I wish to see more synergy between YouTube content creators and the fashion industry at large.’
Alongside Ojo, a new wave of YouTubers has emerged, each bringing their unique perspectives and expertise to the platform through long-form fashion content. Vogue Singapore presents a curated list of these creators who are reshaping the fashion YouTube landscape:
Bliss Foster:
For ardent fashion history enthusiasts, Bliss Foster’s in-depth approach is second to none. Covering everything from current news and trends to past shows and archival moments, Foster leaves no stone unturned in the fashion realm. Her ongoing series titled ‘The Margiela Series,’ which covers every runway show from the iconic house of Maison Margiela from its inception to the present day, stands as a testament to her dedication and meticulous research.Tuba Avalon:
Tuba Avalon offers a more casual take on fashion content, ranging from informative style guides to lighthearted discussions about various archetypes within the industry. With a concise yet informative approach, Avalon’s keen sense of style and authenticity shine through in her content.Luke Meagher (HauteLeMode):
If red carpet reviews are your forte, HauteLeMode by Luke Meagher is the perfect destination. With a critical eye and a sharp wit, Meagher analyzes the best and worst looks from A-listers attending these glamorous events. His incisive commentary, paired with his deep knowledge of fashion history, makes for an entertaining and informative watch.Loic Prigent:
The allure of attending a runway show often lies in its exclusivity and mystique, which is where Loic Prigent excels. Offering a backstage pass to some of fashion’s biggest luxury houses, such as Chanel, Saint Laurent, and Dior, Prigent captures raw and unfiltered interactions with show attendees, including A-list celebrities and esteemed designers.Odunayo Ojo (Fashion Roadman):
As mentioned earlier, Odunayo Ojo is a highly respected figure in the fashion YouTube landscape. His channel features thought-provoking and honest fashion critiques, often through live discussions with industry professionals. Ojo is also the founder and author of Fashion Archive Magazine, a print publication showcasing styled spreads and interviews with industry leaders.Vincenzo Borrelli:
With a background as a client stylist at Farfetch and current role as a sales executive at Dover Street Market London, Vincenzo Borrelli brings a wealth of experience to his fashion YouTube channel. His content delves into the hottest topics in the industry, occasionally interspersed with wardrobe tours and casual style inspiration. Blending insightful commentary with a touch of wit, his channel is a valuable resource for those seeking to elevate their menswear game.The evolving landscape of fashion YouTube is a testament to the ever-changing nature of the industry. The new wave of creators is pushing boundaries, offering diverse perspectives, and engaging audiences with thought-provoking content. As the platform continues to grow and adapt, it will be exciting to see how these talented individuals continue to shape the future of fashion on YouTube.