Influencers Are the Retailers of the 2020s

Creators will be the new big-box retailers. Your favorite YouTuber or TikToker might become your go-to store for everything from gadgets to groceries.

TikTok, Depop, and Instagram have created a new kind of fashion influencer: the vintage micro-curator. Their power lies not in designing clothes, but in storytelling — spinning historical context, designer lore, and aesthetic moodboards into content gold. This type of content is coming along leaps and bounds, and there’s real value in this narrativ... See more