Podcast Summary: Examining 20 Years of Fashion’s Influencer Economy

The Business of Fashion Podcast
Host: The Business of Fashion (Imran Amed)
Guests: Susanna Lau (“Susie Bubble”), Bryan Yambao (“Bryanboy”), Camille Charrière, StadtGuy
Date: January 9, 2026

Episode Overview

This episode convenes four leading voices from fashion’s influencer landscape at BoF Voices 2025 for a frank and unfiltered discussion on the trajectory of the influencer economy over the past two decades. The conversation moves from the wild-west era of early blogging to today’s industrialized, multi-billion-dollar influencer economy. They debate the tension between authenticity and brand control, the impact of short-form video, the responsibilities of having a voice, and the existential questions facing luxury today.

Key Discussion Points and Insights

1. From Blogging’s Beginnings to Influencer Industry (02:02–06:29)

• Susanna Lau opens the conversation determined to skip the typical “be authentic” platitudes, wanting a real, behind-the-scenes dialogue reminiscent of private WhatsApp chats.
• Bryanboy details starting as an outsider blogger in Manila, before mobile internet, scanning magazine images and posting his commentary:
  • “I had that confidence to write whatever I feel like because I had this illusion that they’re not gonna read my comments… But somehow, because of the Internet, it did.” (03:32)
  • He describes the thrill—and shock—of industry insiders starting to read and reach out.
  • Bloggers had no roadmaps, agents, or expectation of monetization—just voice and passion.
• Camille Charrière reflects on the early sense of community and serendipity:
  • “When we first started out…a lot of us were doing it for the joy and building a community. There was such a sense of togetherness because it was such a small amount of people.” (06:29)

2. Monetization and the Evolving Relationship with Brands (06:29–11:27)

• Camille recounts how in the early days, creators were guiding brands (“do your thing” budgets vs. today’s 30-page briefs):
  • “The brands who would reach out to us didn’t know how to use us. It was us teaching them.” (06:29)
  • The influencer economy’s explosion (valued at $250B in 2024) brought layered intermediaries—agencies, representation—and a drastic loss of control for creators.
  • “We’ve effectively replaced the magazines because no one is reading them, sadly.” (09:24)
• Bryanboy shares his first big affiliate payout:
  • “My first paycheck was a $12,000 wire transfer because I sold [merchandise] on commission through Net-a-Porter... That was a year after I started my blog.” (10:06)
  • Notes how practices he pioneered are now institutionalized by legacy media.
  • “They’re co-opting basically all the things that they sneered at in the beginning.” (11:27)

3. The Rise of Short-form Video and Satirical Influence (11:27–14:53)

• The move to video—especially short-form—was another turning point.
• StadtGuy (satirical persona) describes using humor and satire as both critique and business:
  • “Having fun and communicating something serious through fun has always been a truth... Especially Gen Z, Gen Alpha—the most unserious generation to date... talking about serious topics, but they’re laughing.” (12:51)
  • Brands that thrive work with creators to authentically tell stories in new ways, not just using them as advertising tools.

4. Authenticity, Critique, and Responsibility in the Attention Economy (14:53–22:41)

• StadtGuy challenges brands: anticipate community reaction and don’t wait for backlash.
  • “If you take that pause with marketing teams… do you really think your audience is going to buy this?” (15:23)
• The panel tackles engagement via negativity:
  • Bryanboy: “Negativity sells online… I want to be more constructive and hold people to a higher standard. I have a responsibility.” (17:26)
  • Camille discusses weighing her platform use, engaging directly with brands, and facing pushback for political stands:
    • “Brands... want everyone to be neutral because then they can sell to everyone… Even that is a trend in itself.” (20:48)
    • She recounts LVMH trying to include a “neutrality clause” in her contract after political activism.
  • She emphasizes the importance of seeing her online self as an authentic extension of her offline self:
    • “I see my online self as an extension of my offline self... My voice is 360, I don’t just talk about fashion.” (21:36)

5. The State & Future of Luxury (22:41–27:32)

• Bryanboy distinguishes fashion from luxury, critiquing massification:
  • “There’s nothing luxurious when it’s just everywhere... Brands have aligned themselves to be Coca-Cola or Nike—so different from what luxury means.” (23:44)
  • “If everything’s accessible… why would I want that?” (24:13)
  • Praises Hermès for its focus on product, craft, and community, without celebrity-driven marketing.
    • “Hermès fans are like crack addicts… It’s not in your face but the fans are so loyal. No one else can be another Hermès.” (25:24)
• Camille echoes the importance of craft and authenticity; Hermès serves as a model for rarefied value and genuine storytelling (26:06).
• StadtGuy’s sharp closing:
  • “Consumers are getting smarter, products are getting dumber.” (26:39)
  • Suggests recalibration is needed: brands should improve their products as much as their storytelling.
• Susanna and Imran bring the discussion to a close: there is much more to uncover about the mechanics of luxury and influencer culture—expect deeper dives ahead.

Notable Quotes & Memorable Moments

• Bryanboy:
  • “I had no idea… how to monetize [the blog]... But what I do know is that I had an audience who responds…” (10:06)
  • “If everything’s accessible… why would I want that?” (24:13)
• Camille Charrière:
  • “We’ve effectively replaced the magazines because no one is reading them, sadly.” (09:24)
  • “I see my online self as an extension of my offline self... My voice is 360, I don’t just talk about fashion.” (21:36)
  • “Even [neutrality] is a trend in itself.” (20:48)
• StadtGuy:
  • “Consumers are getting smarter, products are getting dumber.” (26:39)
  • “If you can take that pause... and say, do you really think your audience is going to buy this?” (15:23)

Important Segment Timestamps

• 02:02 – Opening discussion: ditching influencer tropes, early days of blogging
• 03:32 – Bryanboy on outsider/insider status, industry recognition
• 06:29 – Camille on creator-brand relationships, rise of control and briefs
• 10:06 – Bryanboy recounts first major affiliate sale, early monetization
• 11:27 – Discussion shift: short-form video, co-opting by legacy media
• 12:16 – StadtGuy on humor, satire, and new audience engagement
• 15:23 – Satire as brand feedback and defense against backlash
• 17:26 – The burden and ethics of critique, negativity vs. constructive input
• 20:48 – Camille: neutrality, political activism, and industry fickleness
• 23:44 – Luxury’s existential crisis: massification vs. exclusivity
• 25:24 – Hermès as the rare outlier: craft, community, longevity
• 26:39 – StadtGuy’s closing reflection: “Consumers are getting smarter, products are getting dumber.”

Closing Remarks

The discussion ultimately calls for a reset in the influencer and luxury economy—towards craft, credibility, and genuine community. Brands and influencers alike must remember what made their connection with audiences powerful in the first place, resisting complacency, and seeking to realign storytelling with true value.

End of summary.