Fashion influencers often find themselves growing closer and closer to their job; spending so much time on one thing is bound to make anyone do the same, but the intrinsic way influencers and digital content creators are tied to the things or areas they specialize in is unique in itself, especially in today’s media landscape. When it comes to fashion, people often find inspiration to make clothes that they love completely, improving upon the flaws of the countless items they get to try on everyday; or they start making clothes first, then discover how beneficial influencer marketing is to their business and undertake the role themselves. It can be a bit of a chicken-or-egg situation where no one reason always comes first, but everyone has a journey of their own.
Regardless, some of the most sought-after and highly-bought-from online shopping malls in Korea are now helmed by influencers – many consumers claim that these influencers, being closer to and more knowledgeable about their target market, can reach them more effectively compared to typical fashion brands. Be it price, fit, color or size, these influencers are also invested in making their followers happy and taking their opinions into consideration, which has no doubt contributed to their success.
Helmed by Instagram personality Minhee @mlnhe, Pale Jade specializes in well-fitting basic pieces at an affordable price. Taking into direct consideration the wants of her followers, which are mostly younger teens and 20-somethings, Minhee taps directly into their wants and needs and delivers accordingly. Most of Pale Jade’s marketing is done on Instagram, and consists of the owner herself answering questions via direct messages or comments.
Pale Jade largely tries to challenge the difficulty young girls face when trying to buy good quality basic clothing in a flattering fit. As an additional bonus, most of Pale Jade’s product lineup comes in many different colors to satisfy a large range of tastes and demands – some of which would be hard to find anywhere else, such as striking blue-greens, pale canary yellows and lilac purple hues.
Due to the demand for products though, it’s notoriously hard to buy things from Pale Jade, especially on the day of the first drop – so set your timers and act fast.
Jihyeon, the director of niche streetwear brand Ragno, goes by the moniker @cherryquiri on Instagram, which has since become easily recognizable amongst Korean teenagers. While Ragno sells quite the range of colorful, easy-to-wear T-shirts and hoodies, it is much less sought after than the sub-brand she has opened to allow herself creative freedom with design: her namesake Cherryquiri.
Here, she dabbles in all manner of whimsical clothing, from pink knee-length leather boots, cutout satin shirts with crisscrossed string detailing and flouncy floral dresses. Most of the styles here at Cherryquiri are limited edition, and only sold for a short time period; nevertheless, they have found much popularity with her audience, which now faithfully buys each new drop and actively trades the old designs among themselves on secondhand shopping platforms. Cherryquiri is a breath of fresh air – an inimitable brand that expresses Jihyeon’s style and skills perfectly.