Who are Tyler’s Fashion Influencers?

Though Tyler is far from the fashion capitals of the world like New York or Paris, you don’t have to look hard to find evidence of thriving fashion creatives making their mark in the city. Name brands, flashy jewelry, triple-digit price tags and vintage and thrift finds hold prominence in Tyler, despite a long-standing love for casual apparel (Racquet and Jog tee paired with leggings, anyone?).

With social media’s inspiration at the fingertips, anyone can be a fashion influencer, regardless of their style’s popularity or budget. Trends are widespread and offer a variety of looks, even where there is no precedent. Rather than being a means of simply getting dressed, Tyler’s fashion has evolved to include more expressive and even extravagant styles.

To get a scope of Tyler’s fashion scene over time, we spoke with four Tyler residents engaged in the sartorial world. Despite differing opinions on the state of fashion in Tyler, all four agreed: Tyler has room for improvement. 

Shelby Mallard, 24, is a fashion influencer living in Tyler. Mallard has trail-blazed Tyler’s fashion scene through her brand, Cowgirl Barbie.

Mallard began marketing Cowgirl Barbie in 2020 by opening an online retail business under the name. Though the business is out of commission, the Cowgirl Barbie aesthetic has become Mallard’s personal look.

Mallard spent a year in Dallas after college before moving back to Tyler. When comparing style in both cities, she noted Tyler’s lack of sartorial expression. In a region where t-shirts and gym shorts are standard errand-running fare, Mallard said living in a larger city gave her more fashion freedom.

“I definitely felt more comfortable wearing what I wanted in Dallas,” she said. “You don’t see people wearing fur coats to grocery shop here.” 

Mallard feels the aesthetics, resources and environment of bigger cities allow fashion

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The sudden dawn of the deinfluencer: can online superstars stop us shopping? | Life and style

I am watching people I have never met cry at the smell of a perfume I have never smelled. But I want it, and I am not alone. When influencers began posting videos of themselves reacting with tears and evocative descriptions of a scent called Missing Person by Phlur, likening it to the smell of someone you love and miss, it sold out in five hours and amassed a 200,000-strong waiting list.

Social media is now what markets and shopping centres once were – the place people go to spend their cash – full of such “must-haves” as heated eyelash curlers and “miracle” pink cleaning pastes. And when something goes viral online, it sells in real life. Influencers reportedly sold $3.6bn (£3bn) of goods in 2022, with the $700 Dyson Airwrap hair styler among the top sellers. In a recent study, 54% of people said they made a purchase either in the moment or after seeing a product or service on Instagram. According to another report, 55% of TikTok users have made a purchase after seeing a brand or product on the platform. On Twitter, that figure is 40%.

Influencers grease the system, sending people rushing to buy something in the hope it will do for them what it has apparently done for the influencer, be it giving them bouncier hair, curlier lashes or cleaner worktops.

“I just don’t think we talk about how impactful influencers truly are,” says Heidi Kaluza, a former fast-fashion influencer turned slow-fashion influencer who goes by @the_rogue_essentials on Instagram. While Facebook is the favoured social media platform for digital shoppers, TikTok is where gen Z goes to spend its money. Which makes it both the perfect and a paradoxical place for a new movement: deinfluencing.

If influencing is trying to convince people

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