The influence issue
ONE OF YOURfirst questions might be: why did we call this the “Influence” issue and not the “Influencer” issue? Did we make a mistake? No, this was intentional, because I believe the word “influencer” has become synonymous with the profession of gaining followers and likes on social media – and though we love online influencers and what they do for the fashion industry, you don't need to be a professional influencer to have influence.
In fact, influence is all around you and you also have influence, whether you realise it or not. From the way you decide to dress to the food you choose to eat, and even to the way you speak and think – all these actions have been influenced in one way or another by an external source. The monochromatic outfit you're carrying might have been inspired by that great street style photo you saw on Instagram, while that new Sino-Italian fusion place you've booked for Friday night could've been a recommendation from a colleague. My point is that we are subjected to a mass of information and stimuli each day and, subliminally or not, some of it sticks and affects the way we act – and more importantly, the way we shop!
This issue, we're diving into the topic of influence, online or otherwise. It's no secret that at #legend, we are big fans of influencers. In fact, we stand so confidently behind them that we're proud to have two of the internet's biggest It-girls in fashion and beauty, Camila Coelho and Aimee Song, on our cover, wearing face-to-toe Dior on the streets of Paris. The two are both online and offline BFFs, and Aimee speaks about internet-bullying, a topic that is near and dear to many of the millennials out there. On our Fashion Cover is Fashion Week regular and recent mother Yoyo Cao, taking some of the most eccentric styles and wearing them like it's a regular Monday at the office.
Have you ever had the feeling that the girls and guys you see on social media look impossibly groomed and polished, almost to the point that it seems artificial? Enter Bermuda, an online influencer who is actually a computer rendering with a very human personality. We spoke with her about her take on of the current state of social media, who her father is and how she sees us humans. But we had to be careful when interviewing this robot – she's got a bit of a nasty streak.
On the opposite end of the influencer spectrum, away from accounts with blue ticks and millions of followers, are micro- and nano-influencers. One digital marketing agency seems to think they are the future of social media and Marta Colombo explores why. And for the cherry on top, I present to you the new and updated #legend100hk, a list of the top 100 influencers in Hong Kong. Since last year, there have been a lot of new names added (and taken out). Some of the names might be a surprise to you – and who knows, you might even find yourself on the list!