State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
GRWM Fashion Drives Global Engagement
Across this selection of top global fashion influencers, a clear content formula emerges: occasion-led GRWM videos, affiliate-driven shopping mechanics, and everyday styling that bridges accessible and aspirational fashion. Engagement rates vary dramatically by market and format, from sub-1% for large US lifestyle accounts to 172% for niche ASMR beauty creators, reflecting the growing importance of community depth over follower size. Amazon, LTK, and Fashion Nova dominate as conversion platforms, while independent South Asian and Latin American creators are punching well above their weight on engagement.
Key Insights
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GRWM is the dominant content format across all markets, consistently outperforming static outfit posts in both reach and engagement.
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Micro and mid-tier influencers in emerging markets (India, Mexico, Brazil) are delivering significantly higher engagement rates than their US counterparts at larger follower counts.
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Amazon and LTK affiliate mechanics are driving strong conversion behaviour in the US market, particularly in the petite and over-40 fashion segments.
Alexis Tucker
A petite fashion specialist (5’2″) with an exceptional ~50% average engagement rate across top posts. Content centres on accessible Amazon fashion finds styled for the over-40 woman, two-piece sets, jumpsuits, and workwear, with a strong “designer look for less” angle. LTK affiliate-driven with consistent comment-to-shop mechanics that clearly convert.
Katie Anne Fang
A mega-influencer whose GRWM format consistently pulls 2M–8M engagements per post, extraordinary at her scale. Fashion content skews aspirational, with brand partnerships spanning high street to luxury (Prada noted). Primarily TikTok-native with broad appeal across beauty and fashion audiences.
Melly Sanchez
A going-out and occasion-wear specialist, with Fashion Nova as her anchor brand. Content is consistently occasion-led, date night, dinner, parties, with strong colour-forward styling (plum, chartreuse, red). TikTok-first with high single-post spikes (up to 114% engagement). Best fit for brands targeting evening and going-out fashion.
Lizzy Wong
Fashion content leans into festival and event dressing (Coachella a recurring anchor), with strong hair and outfit styling combined. Her most viral fashion posts are occasion-specific rather than everyday styling. Asian-American audience crossover makes her strong for culturally diverse fashion campaigns.
Armelle Badalian
A standout for engagement rate, 40%+ is exceptional for her follower size. Fashion sits alongside beauty in a GRWM format with strong storytelling. Brand partnerships include L’Oréal Paris (Cannes activation), signalling premium fashion and beauty brand affinity. French/Brazilian audience crossover with strong European fashion relevance.
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Becky Hillyard
A Zara-loyal, over-40 mom style specialist with LTK as her primary conversion channel. Top posts repeatedly feature denim, resort wear, and seasonal transitional outfits. Engagement rate is low but follower base is large and loyal, better suited to awareness campaigns than high-conversion activations.
月姫
The highest engagement rate in this set by a significant margin, driven by ASMR-style makeup and beauty content. Fashion presence is lighter, appearing mainly as outfit context within beauty GRWMs. Best fit for beauty-adjacent fashion brands targeting the Japanese marke
NEHA BHANDARI
A strong Indian occasion-wear and bridal fashion specialist, with consistent styling of lehengas, anarkalis, sarees, and festive suits from independent Indian designers. Engagement on top posts reaches 57%+, indicating a highly invested community. Well-positioned for South Asian fashion brands and wedding-adjacent campaigns.
ELAINA MICHELLE
An everyday neutral-aesthetic lifestyle and fashion creator, with recurring styling of Aritzia, Zara, H&M, and Amazon across ASMR-format night and morning routine vlogs. Fashion is woven into lifestyle content rather than front-and-centre, better suited to brands wanting ambient product placement within a clean, aspirational everyday aesthetic.
Maria Castaneda
Exceptionally high engagement for her audience size. Fashion content is university and everyday casual-led, with occasion dressing (birthdays, dinners, events) performing particularly well. Spanish-language content with strong Mexican and LATAM reach. Brands like Carolina Herrera and Chiara Ferragni referenced, signalling aspirational fashion positioning.
