From celebrity ambassadors to online influencers, brands have long used outside partners to build loyalty and trust. But as tech destabilises traditional paths to audiences, some brands are leaning on creative directors to keep fans interested – sometimes at the cost of their original identity.
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Emma Firth is a London-based writer, editor, speaker, and consultant. She held the role of online fashion and beauty editor at HUNGER from 2017 to 2019, before freelancing at titles including CNN Style, Highsnobiety, and Elle, covering fashion, arts, lifestyle, and pop culture.
Natalie Michie is a multimedia journalist based in Toronto who specialises in writing about fashion, internet culture, and pop culture through an intersectional feminist lens.
Róisín Lanigan is a writer and editor based in London and Belfast. She works at i-D and has written for The Face, Vice, New Statesman, The Atlantic, NYMag, and Prospect, among other publications.
