State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
Conscious Fashion Finds Its Voice
This selection of sustainability-focused influencers reveals a spectrum of approaches, from viral thrift haul content and African designer advocacy to fashion activism and archive education. Engagement rates vary dramatically, with micro and mid-tier creators consistently outperforming mega-influencers on depth of connection. The most impactful content in this set is values-led rather than product-led, with creators who embed sustainability into their identity, rather than treating it as a campaign add-on, generating the strongest community response. Secondhand, slow fashion, and anti-fast-fashion narratives are driving significant organic reach, particularly on TikTok, where thrift and vintage content continues to outperform traditional fashion formats.
Key Insights
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Thrift and secondhand content is generating some of the highest organic engagement in the fashion space, with creators like Shay and Kit Yee demonstrating that authentic, values-led styling consistently outperforms polished brand content.
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Micro and mid-tier sustainability creators are delivering engagement rates that far exceed mega-influencers, signalling that audience trust and niche credibility matter more than reach in the conscious fashion space.
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African designer advocacy and fashion politics content is emerging as a distinct and highly engaged content category, with creators like Frilancy Hoyle building loyal global communities around cultural storytelling and slow fashion values.
Frilancy Hoyle
A dedicated champion of Black African designers with an exceptional 33%+ engagement rate driven by viral lookbook content. Every post centres on spotlighting independent African luxury brands including Kai Collective, Hertunba, Diarrablu, and The Anko Shop, paired with re-wear and restyling messaging that reinforces slow fashion values. Seattle-based with a global audience invested in African fashion, conscious consumption, and cultural storytelling.
Mahra Lufti
A mega-influencer and Virgio brand ambassador with reach spanning the UAE and international markets. Sustainable fashion content is brand-partnership-led, with Virgio appearing across all top posts at events including Cannes and brand ambassador activations. Low engagement rate relative to her scale, but unmatched awareness reach for sustainable fashion brands targeting a premium Middle Eastern and global lifestyle audience.
juniper !
A Gen Z thrifted and personal style creator with a colourful, nostalgic aesthetic spanning Y2K, pop culture references, and eclectic jewellery stacking. Content is thrift-first and personality-driven, with Free People, Urban Outfitters, Dr Martens, and Converse featuring alongside secondhand finds. Strong cultural crossover with music fandoms (Olivia Rodrigo, Chappell Roan), making her a natural fit for sustainable brands targeting a younger, values-led audience.
Shay
A thrift and vintage specialist with exceptional engagement, driven by viral TikTok content reaching 500%+ on top posts. Content spans thrifted fashion hauls and vintage furniture flips, with a strong “what I thrifted vs what I did with it” format that consistently goes viral. One of the most authentic secondhand lifestyle creators in the UK market, with a highly engaged community built around conscious consumption and creative upcycling.
Venetia Falconer
A leading slow fashion activist and educator with one of the highest engagement rates in this set. Content goes significantly beyond styling, combining fashion politics, anti-fast-fashion campaigning (notably the SayNoToShein movement), supply chain transparency, and garment worker advocacy. Substack-backed with deep credibility in the sustainable fashion space. Best fit for brands genuinely committed to ethical practices, not greenwashing.
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Callie Miller
A micro-creator whose single branded partnership with Hanna Andersson generated 8.4M engagements and a 6,631% engagement rate on TikTok, demonstrating extraordinary viral potential. Content spans sustainable kids fashion and personal thrift hauls. Small but explosive audience, ideal for sustainable children’s fashion brands seeking viral campaign moments rather than consistent reach.
The Vivienne Westwood Archives
A dedicated archive and education account for Vivienne Westwood, the designer synonymous with punk fashion and sustainability advocacy. Content covers runway archive pieces, iconic accessories, and Westwood’s sustainability legacy, with the heart-shaped heel Melissa collaboration driving the highest single-post engagement at 33%. A niche but highly engaged audience of fashion archive enthusiasts and conscious luxury consumers.
kit yee
An exceptional engagement rate of 87%+ driven by authentic thrifted and vintage personal style content. A Singapore-based university student whose fairycore, earth-tone, and shoujo-inspired outfits resonate strongly across Southeast Asian and global Gen Z audiences. All content is thrift and vintage-first, with vintage market appearances and secondhand hauls as recurring formats. Strong fit for sustainable fashion brands targeting the APAC Gen Z market.
Paula Fullerton
A Marbella-based luxury lifestyle creator with a strong shift toward slow fashion and quiet luxury positioning. Top content features emerging sustainable brands including Fattimiei and local Ibiza label Tomtom, with messaging centred on intentional dressing, quality over quantity, and conscious wardrobe building. A compelling voice for sustainable brands seeking access to an affluent European lifestyle audience.
Alex
A large-scale comedy and lifestyle creator whose thrift and secondhand content, spanning Facebook Marketplace furniture finds and Poshmark designer hauls, reaches a mainstream US audience. Sustainable fashion is a natural rather than activist part of her content, making her effective for normalising secondhand shopping to audiences who wouldn’t typically seek out sustainability-focused creators. Low engagement rate relative to follower count, but strong awareness potential.
