2025 Playbook: Top Influencer Trends You Need to Know

1.  Sports Meets Fashion: New Arenas for Connection

The blending of sports and fashion is evolving cultural storytelling that connects with new audiences. Once centered on endorsements, this relationship now thrives on deep collaborations that intertwine marketing, heritage, and identity. Accelerated by global events like the Paris Olympics and Euro 2024, this trend is set to define cultural and consumer landscapes into 2025, reflecting the growing influence of sports in shaping contemporary fashion narratives.

These partnerships appeal to younger, more diverse groups by focusing on lifestyle and heritage:

►  Arsenal x Labrum London 24/25 Away Kit: Unveiled during LFW SS25, this kit celebrates African heritage, merging sport, culture, and high fashion, and received overwhelmingly positive sentiment.

► LVMH-F1 Partnership: The partnership starting in 2025 has already sparked new sponsorship opportunities, beginning with Lewis Hamilton’s guest collection for Dior, which debuted in October has generated 2.2M in media value and widespread positive sentiment.

2. Redefining Fashion Through Diversity and Advocacy

Fashion has come to acknowledge the power of diverse narratives and the increasing demand for brands to reflect the broader spectrum of society. With audiences fatigued by repetitive content, creators who merge passions like advocacy, sports, and fashion are redefining what it means to stay relevant. This fusion speaks to a cultural shift, where brands and creators leverage authenticity and meaningful engagement to connect with broader, more inclusive audiences.

►Amy Stockwell x Disability Advocacy: Amy’s creative customisation of her walking aid with pieces from brands like Good Squish exemplifies how personal stories can amplify brand resonance while championing inclusivity.

► Imane Khelif and Jools Lebron’s presence at @BottegaVeneta SS25 signals a more direct involvement of influential voices who are not only breaking industry boundaries but also advocating for diversity and inclusion. Both are powerful examples of individuals using their platforms to challenge conventional norms.

3. Clout Is the New Luxury

Luxury brands are targeting Gen Z, where status means cultural relevance and exclusivity over price. The new wave of luxury is more affordable and attainable, with brands focusing on viral, experience-driven marketing. By prioritizing shareability, inclusivity, and experiences that resonate with Gen Z values, brands are capturing attention and building connections with a generation that seeks authenticity and cultural engagement over traditional luxury markers.

► Luxury supermarket Erewhon creates viral, limited-edition products through collaborations with trending celebrities like Kendall Jenner, Sofia Richie, and Hailey Bieber, promoting health and engaging Gen Z, leading to 73.3% positive sentiment.

4. Reshaping Identities

Creators are pushing past traditional limits, shaping identities that extend beyond fashion and driving cultural conversations across industries. These collaborations unlock powerful storytelling opportunities, positioning brands as innovative leaders that drive cultural conversations.

► Gabbriette: Collaborating with brands like Marc Jacobs, Prada, and Nike, she’s defined trends like “succubus chic” and dominated campaigns, runways, and front rows, she’s expanding her influence with a cookbook and product collaborations.

► Nara Smith: Gained momentum with her viral “tradwife” TikToks, mixing high fashion with domestic tasks. Collaborating with Marc Jacobs on a handbag, she blends luxury influence with real-life moments.