BBC Three has announced a new documentary titled Breaking Fashion which proves how influencers are collaborating with fast fashion.
The six-part series take us behind-the-scene of one of Britain’s young fast fashion brands called In The Style. This brand was created in 2013 and founded by Adam Frisby. The company is now rivaling the UK’s fast fashion giants such as Pretty Littles Things.
The documentary questions how influencers are vital to the brand’s success, but also how to create a winning line of clothes and sell them online.
“Social media, celebrity and fast fashion wasn’t really linking together, and I just thought, I really think I can link this up. People want to look like celebrities. They want to look like influencers and if you get the right influencer attached to your brand for the right reason, it can be massive″, Adam explains.
Most of the six episodes feature celebrity influencer including Love Island winner Dani Dyer, Emily Atack, and Lottie Tomlinson, but the most present one is Instagram influencer Lorna Luxe.
Indeed, she has created a collection in collaboration with the brand. She imagined the campaign by inviting seven influencers to the South of France, all wearing the new clothes while drinking rosé.
“Content produces sales. The more they post about it, the more they show the collection, the more people are interested and want to buy it“, said the In The Style founder about the success of his brand.
Breaking Fashion is an eye-opening that shows the reality of fast fashion, and it’s available on BBC Three from this Wednesday, September 18, with the documentary heading to BBC One on September 25.