The BoF-McKinsey State of Fashion 2024 Consumer Survey found that 65 percent of respondents rely less on fashion influencers compared to previous years.

 Consumers prefer increasingly entertaining and relatable personalities, with less-polished aesthetics, quirkiness, humour and vulnerability.

To capture and hold the attention of consumers online in 2024, fashion marketers should break free of the tried-and-tested and explore new ways of partnering with creators.