In recent years, the fashion YouTube landscape has seen an undeniable shift in demographics and content. Once a digital treasure trove for shopping, clothing reviews, DIY tutorials, and more, demand has since dropped significantly and most of its former creators have migrated to TikTok and Instagram. In their place, a new wave of passionate young creators with a strong sense of vision and critical perspective is emerging. Their approach is documentary-like, with a level of nuance and flair backed by meticulous research and years of experience in the field.
At the forefront of this is British YouTuber and fashion journalist Odunayo Ojo. He is best known by his online nickname “Fashion Roadman” on YouTube and Instagram. Featured in multiple publications such as The Business of Fashion (BOF) and Vogue Business in 2022, the channel sees Ojo bring in experts such as photographers, stylists, and critics to discuss the industry’s most pressing topics. will be discussed. “When I first started, there was a general lack of understanding that fashion journalism could be done through video platforms, so most brands and clients didn’t take it seriously,” said YouTube at the time. Ojo talks about how different the situation was.
Ojo said the rise in short-form content in this new digital media era is not only impacting how audiences consume media, but also how creators adjust their content to fit these new habits. I’m pointing it out. “TikTok clips, YouTube Shorts, and Instagram Reels have influenced and changed the YouTube landscape as we know it. Watch time and viewer retention are now extremely important metrics on YouTube. “Most content creators are choosing to remove additional content that they feel is unnecessary,” he said, adding that there is an increase in diverse perspectives within this space. He is quick to admit and believes that “these days, the range of content offered on the platform has simply expanded, catering to people of all interests and tastes.”
“This new era of short-form content has definitely changed the landscape of fashion YouTube, impacting the way viewers consume media.”
Despite the increase in new creators driving change on the platform, Ojo points out that there is still a way to go before the masses get started. “I still think YouTube has not yet been fully embraced by the fashion industry, at least like TikTok and Instagram. There are very few companies that have been able to successfully break out of this space, and YouTube content creators and the fashion industry I hope that further synergy will be created between us.”
There’s also a new wave of YouTubers, like Ojo, who are embracing long-form fashion content and navigating the platform’s waters through their unique perspective and expertise. Peruse Vogue Singapore’s shortlist of bookmarked creators below.
Bliss Foster
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For avid fashion history buffs, Bliss Foster’s anatomical approach to the subject is certainly second to none. Covering everything from recent news and trends to past shows and archives, Foster covers every corner of the fashion space. An ongoing series entitled ‘The Margiela Series’, which covers all of Maison Margiela’s runway shows from the iconic house’s conception to the present day, is the cornerstone of the channel and is the foundation for Foster’s work. It is a testament to the extraordinary effort and pride that goes into it.
tuba avalon
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From informative style guides to non-serious chats about various archetypes in the fashion world, Tuba Avalon’s content offers a more casual slant compared to the traditional journalistic approach taken by other channels in the field. Masu. Very concise yet informative, Avalon’s keen taste and understanding of her personal style creates highly considered and authentic content.
Luke Meagher (HauteLeMode)
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If you’re looking for red carpet reviews, Luke Meagher’s HauteLeMode is a great place to start. Fiercely harsh and sometimes painfully candid, Meagher watches and dissects all the best (and worst) looks of the top athletes who take part in these events. His unapologetic commentary combined with his masterful knowledge of fashion history makes this channel a highly entertaining watch that keeps you up to date with everything happening with the biggest names in the world of fashion.
Loïc Prigent
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The mystique and exclusivity of attending a runway show is often what gives them great appeal. It was there that Loïc Prigent made his mark and set himself apart from his peers. Offering a behind-the-scenes look at fashion’s biggest luxury brands such as Chanel, Saint Laurent and Dior, Prigent captures raw, unfiltered interactions with show attendees, including: includes A-list celebrities and respected designers.
Odunayo Ojo (Fashion Roadman)
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Perhaps one of the most respected names on this list, Odunayo Ojo provides thought-provoking and candid fashion critiques of the work of various designers through live discussions with industry experts . He is also the founder and author of Fashion Archive Magazine. Fashion Archive Magazine is a print book featuring style spreads and interviews with industry champions.
Vincenzo Borrelli
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A former client stylist at Farfetch and current head of sales at Dover Street Market London, Borrelli’s time in fashion retail and marketing has been varied, to say the least. His channel serves as a platform for analyzing fashion’s hottest topics, interspersed with occasional wardrobe tours and casual style content. The perfect blend of insightful content and witty remarks, this channel is perfect for anyone looking to improve their menswear skills.
