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The Creator Economy’s Coming-of-Age Moment | Editor’s Letter

With influencer marketing sector expected to hit $44 billion this year, The Business of Fashion is looking deeper at this rapidly changing industry with a special package on the stakes it’s facing today.
Content creator with a ring light.
Creators are increasingly asserting themselves, whether by speaking out against brand partners, or steering followers to platforms whose followings are easier to monetise. (Shutterstock)
By
BoF PROFESSIONAL

Even before the word influencer had entered the lexicon, there were predictions that the vast economy built around social media creators was a bubble on the brink of bursting. Surely, the argument went, it wasn’t sustainable to hand huge pay cheques to nobodies for work that anyone with a smartphone could do.

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About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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