The fashion landscape on YouTube has undergone a significant transformation in recent years, reflecting broader shifts in digital content consumption. The platform, once dominated by fashion hauls, clothing reviews, and DIY fashion tutorials, has seen a decline in the popularity of these formats. Many creators who previously focused on this type of content have migrated to platforms like TikTok and Instagram, where short-form video reigns supreme. In their place, a fresh generation of Fashion Youtubers has emerged, characterized by their strong visual aesthetics, critical perspectives, and a documentary-style approach to fashion content. These creators distinguish themselves through meticulous research, in-depth analysis, and a genuine passion for the fashion industry.
Leading this new wave is British YouTuber and fashion journalist Odunayo Ojo, known online as Fashion Roadman on both YouTube and Instagram. Recognized by publications like The Business of Fashion (BOF) and Vogue Business in 2022, Ojo’s YouTube channel features discussions with industry experts – photographers, stylists, and critics – tackling crucial topics within the fashion world. Ojo recalls the early days of his channel, noting the initial skepticism towards fashion journalism on video platforms. “When I first started, there was a lack of general understanding that you could do fashion journalism via a video platform. As such, most brands and clients didn’t take it seriously,” he explains, highlighting the evolution of YouTube’s perception within the fashion industry.
Ojo observes that the surge in short-form content across digital media has not only altered audience consumption habits but also influenced how creators tailor their content for YouTube. “TikTok clips, YouTube Shorts and Instagram Reels have influenced and changed the landscape on YouTube as we know it. Watch times and audience retention rates are really important metrics on YouTube now, and most content creators choose to cut out any additional content that feels like it might be beating around the bush.” He also acknowledges the increased diversity of viewpoints within the fashion YouTube sphere, stating, “There is simply a broader range of content offered on the platform these days, catering to people of all interests and preferences.” This diversification reflects a maturing platform catering to a wider array of fashion interests.
Despite the positive influx of innovative creators, Ojo believes that YouTube’s full integration into the fashion mainstream is still underway. “I still think YouTube has not been completely accepted by the fashion industry, at least in the way TikTok and Instagram have. Very few names have been able to break out of the space successfully, and I wish to see more synergy between YouTube content creators and the fashion industry at large.” He advocates for greater collaboration and recognition of YouTube as a vital platform for fashion discourse.
Joining Ojo in shaping the landscape of long-form fashion content are other YouTubers who navigate the platform with unique perspectives and specialized knowledge. Vogue Singapore has curated a list of noteworthy creators to follow for anyone interested in in-depth fashion content.
Top Fashion Youtubers to Watch
Bliss Foster
For those captivated by fashion history, Bliss Foster offers an unparalleled analytical approach to the subject. His channel delves into a wide spectrum of topics, from current fashion news and emerging trends to historical runway shows and significant archival moments. Foster’s commitment to detail is evident in his ongoing ‘The Margiela Series,’ a comprehensive exploration of every Maison Margiela runway show from the house’s inception to the present day. This series exemplifies the meticulous effort and dedication Foster brings to his work, making his channel a valuable resource for fashion history enthusiasts.
Tuba Avalon
Tuba Avalon’s channel presents a more relaxed and conversational approach to fashion content compared to the journalistic style adopted by some of her peers. Her content ranges from informative style guides to lighthearted discussions about fashion archetypes and personal style. Avalon’s content is characterized by its conciseness, informativeness, and authentic voice, reflecting her keen sense of style and understanding of personal aesthetics. This makes her channel relatable and engaging for viewers seeking practical style advice and casual fashion commentary.
Luke Meagher (HauteLeMode)
If red carpet fashion analysis is your interest, HauteLeMode, hosted by Luke Meagher, is an essential channel. Meagher is known for his critical, often blunt, assessments of celebrity red carpet looks, covering both the best and worst fashion choices made by A-listers at high-profile events. His sharp critiques are combined with a deep knowledge of fashion history and trends, resulting in highly entertaining and informative content that keeps viewers updated on celebrity fashion and red carpet moments.
Loic Prigent
Loic Prigent distinguishes himself by offering viewers a rare backstage pass to the exclusive world of high fashion runway shows. Focusing on major luxury houses such as Chanel, Saint Laurent, and Dior, Prigent captures candid and unfiltered interactions with show attendees, including A-list celebrities, renowned designers, and fashion industry insiders. His videos provide a unique glimpse behind the curated facade of runway shows, revealing the raw energy and behind-the-scenes dynamics of these prestigious events.
Odunayo Ojo (Fashion Roadman)
Odunayo Ojo, already mentioned as a leading figure, continues to be a prominent voice in fashion YouTube. His channel is highly regarded for its thought-provoking and honest critiques of designers’ work, often presented through live discussions with industry professionals. Beyond YouTube, Ojo is also the founder and author of Fashion Archive Magazine, a print publication featuring styled editorials and in-depth interviews with key figures in the fashion industry, further establishing his influence and expertise in fashion media.
Vincenzo Borrelli
Vincenzo Borrelli brings extensive experience in fashion retail and marketing to his YouTube channel. As a former client stylist at Farfetch and currently a sales executive at Dover Street Market London, Borrelli offers unique insights into the fashion industry. His channel dissects current fashion trends and industry topics, interspersed with wardrobe tours and casual style content, primarily focused on menswear. Borrelli’s content is a balanced mix of insightful analysis and engaging personality, making his channel a valuable resource for those looking to elevate their menswear style and understand the fashion business.
