UK fashion influencers redefining style

Whether it’s a try-on haul on YouTube, a styling video on TikTok or a #HighStreet fit check on Instagram, fashion influencers have an impact on how the world showcases their self-expression through clothing. Fashion influencers are indispensable partners for businesses because they influence purchase decisions, extend brand reach and connect with niche communities. Through influencer marketing, these digital trendsetters captivate the target audiences brands look to connect with.

They also embody what consumers seek most from brands on social media: authenticity, which is ranked as the number one thing consumers want to see from brands in The Sprout Social Index™.

In our Q1 2024 Pulse Survey, Sprout reached out to over 2,000 consumers and 300 influencers to get their take on what makes influencer marketing successful, and predict how the landscape will evolve in the future. Participants in the United Kingdom report following brands at a higher rate (51%) than in the United States (42%).

With that said, let’s walk through the current influencer landscape in the UK and what to consider when looking for the best partnerships. And to get you inspired for your next social media marketing campaign, we’ll share our list of some of the top UK influencers.

Understanding the influencer landscape in the UK

The power of influencer marketing extends into fashion and other global industries. For example, the 2023 Global Industry Report: QSR Index shows the UK is a global leader in influencing marketing for quick service restaurant brands.

Sprout’s data aligns with Instagram influencer marketing being one of the most popular avenues globally, especially on Instagram. Our Q1 Pulse Survey 2024 shows participants say they are most likely to engage on Instagram at a higher rate than participants in the US (38% UK vs. 27% US).

There’s no doubt that influencer marketing in the UK is ripe with opportunity, but social practitioners, marketers and influencers must comply with regulatory obligations. Brands working with UK influencers are required to follow Advertising Standards Authority (ASA) Guidelines. The Advertising Standards Authority is the UK’s media advertising regulator. The regulatory body offers a variety of resources including a 20-page guide.

The TLDR version? Influencers, brands and agencies must disclose when social media content is used as advertising through explicit labels such as #Ad. This includes any agreements that include payment or other incentives from a brand.

What to consider when choosing UK fashion influencers

Although we admire the massive awareness of the Rihanna’s and Kim K’s of the fashion space, brands shouldn’t limit themselves to only working with mega influencers. Nano and micro fashion influencer campaigns are just as impactful, especially for targeted campaigns trying to reach a niche audience. Sprout’s survey also confirms this trend as 40% of participants said they prefer to work with nano and micro influencers.

These subcategories of influencers tend to target niche audiences and have a more intimate relationship with their followers, leading to a higher engagement rate. A mega influencer may have millions of followers, but that doesn’t always translate to record sales or success.

That’s why it’s important to keep in mind three factors when choosing UK fashion influencers:

• Audience demographics and relevance to your brand
• Engagement metrics
• Authenticity and alignment with brand values

Let’s briefly review why these considerations matter if you’re looking to maximize your marketing efforts.

Audience demographics and brand relevance

Your target audience is your north star. The fashion influencer you collaborate with should have a connection with your target audience demographic to maximize brand relevance and resonance. The influencers you consider partnering with should also be active on the same channels as your audience.

Strong engagement metrics

High, consistent engagement metrics such as comments, shares and likes indicate a dedicated, active following. Influencers with strong engagement metrics are more likely to have a genuine relationship with their followers.

Authentic brand alignment

Genuine alignment between influencers and brands is especially important in the fashion world. Choosing influencers who’s personal style and values align with your brand values, image and ethos in an authentic way supports credibility and trust with your target audience.

Leading fashion influencers in the UK

Let’s explore 10 of the leading UK fashion influencers:

1. Nyane Lebajoa – @nyane

Instagram: 2.5 million

TikTok: 2 million

YouTube: 427K

Nyane Lebajoa is a beauty and fashion influencer known for her doll-like makeup and #LetsDressMeUp video series. #GetReadyWithMe videos are a staple content type for fashion influencers, but Lebajoa adds a unique twist. In these videos, she tries on different makeup looks and outfits, non-playable character (NPC) style. With mouse clicks, animated expressions and NPC-like talk tracks, she feels like she’s a video game character. Lebajoa is the founder of TEMPER ®, a human hair wig collection, and often models the wigs in her content.

2. Koleen Diaz – @koleendz

Instagram: 721K

TikTok: 691K

YouTube: 1.58 million

Koleen Diaz merges masculine street-style attire with feminine aesthetics. She’s an avid traveler known for her #GRWM videos and vlogs where she documents her looks and stories. On her YouTube, she documents her life living alone in London, along with her journeys across the world.

3. Chioma Nnadi – @chiomannadi

Instagram: 100K

Chioma Nnadi is an established journalist and the future of fashion in the UK. She was appointed as Head of Editorial Content of British Vogue in October 2023. She has worked with British Vogue over the past 14 years and interviewed some of the most influential people in fashion including FKA Twigs, Rihanna and Cara Delevigne.

4.  Agnes Pusztai – @whatgigiwears

Instagram: 395K

TikTok: 36.6K

Agnes Pusztai is known for her high street flair, which incorporates oversize attire, menswear, statement outerwear and 70-inspired pieces. Pusztai inspires the women on the go who don’t want to sacrifice looking stylish for comfort.

5. Madame Joyce – @madamejoyce1

Instagram: 113K

TikTok: 868.5K

YouTube: 161K

Madame Joyce is best known for her podcast, Cocktails and Takeaways, but she’s also a fashion girlie. She has worked with a variety of brands including Spotify, Sony Music, Gymshark, Adidas and Gucci. Joyce’s style is just as vibrant and signature as her voice. You’ll find her rocking furs, custom gowns, opulent fabrics and textile designs.

6. Stephen Omotayo – @somotayo10

Instagram: 153K

TikTok: 1.3 million

YouTube: 223

Stephen Omotayo #OOTD and #aesthetic videos showcase his diverse sense of style. He shows menswear fans how to style everything from business attire to #blockcore basics to Y2K inspired looks. He’s also known for his strategic color placements and unique styling.

7. Izzy Manuel – @izzy_manuel

Instagram: 17.1 K

TikTok: 1.5 K

Izzy Manuel is a sustainable fashion and lifestyle influencer. How does she describe her style? Ethical dopamine dressing, of course. Her distinctive style is funky, textural and drenched in color. Think: pattern mixing, vibrant stockings with chunky heels, and editorial posing. Essentially, Manuel makes sustainability fun and exciting.

8. Lydia Rose – @fashioninflux

Instagram: 2.6 M

TikTok: 470.4K

YouTube: 154K

Fashionista Lydia Rose is one of the UK’s most popular fashion influencers. She’s known for her smart casual sense of style, along with her lookbooks, shopping hauls and beauty tips. Recently, she’s stepped in the momfluencing space, sharing cozy outfits for pregnancy and postpartum.

9. Lydia Tomlinson – @lydiajanetomlinson

Instagram: 1.6 M

TikTok: 210.8K

YouTube: 856K

Lydia Tomlinson is an advocate for choosing style over fashion. She creates educational style content that teaches people how to maximize their wardrobe. She shares tips for making informed purchases based on comfort and longevity. She’s a modern classic aficionado that will show you how to style a trench coat and how to wear a top several ways.

10. Efe Efeturi – @efe.efeturi

Instagram: 388K

TikTok: 131.6K

YouTube: 1.28K

Efe Efeturi proves curating your sense of style is like fine wine–it simply gets better with time. Efeturi is an award-winning fashion influencer and model specializing in style for senior men. Along with his signature sense of style, he is known for his skincare and cologne recommendations.

UK micro-influencers: the hidden gems for targeted campaigns

Our favorite UK micro-influencers have a major impact. Let’s dive in:

1. Nicole Careri – @nicole_careri

Instagram: 39.5K

TikTok: 7,180

YouTube: 2.08K

Nicole Careri is a stylist and founder of DreamofJophiel, a jewelry brand. Her Instagram features sultry, flirty ensembles with edgy silhouettes and dramatic layering. Through editorial photography, she crafts stunning images that play around with architecture, scenery and posing. Her photos strike an impressive balance of feeling both effortless and intentional. Along with promoting her jewelry brand, Careri is a Savage x Fenty ambassador and has worked with several celebrities including rapper Gunna.

2. Zoe Llana Hill – @zoeilanahill

Instagram: 61.2K

TikTok: 64.7K

YouTube: 3.51 K

Zoe Lllana Hill is a self-proclaimed shopaholic. Like many fashion aficionados, she blends affordable to mid-range clothing with luxury accessories such as Prada sunglasses. Anyone can be inspired by her stylish panache, but Hill considers herself a petite fashion influencer since she’s 5’1. She works with a variety of high street brands including White Fox Boutique, Miss Lola, Micas and Zara. Plus she’s an avid traveler so of course she documents her outfits from her trips abroad.

3. Jordan Grant – @jo.rdan

Instagram: 108k

Jordan Grant is one of London’s rising it girls. She’s currently content director of Heat, a luxury mystery box brand. Grant is a regular at fashion shows and events for high end brands like Miu Miu,  Jacquemus and Loewe. She also sports mid-tier brands like Aritzia (she is currently a partner with the brand). Grant’s style is eclectic yet chic as her wardrobe features striking silhouettes, rich textures and intricate patterns.

4. Olivia – @oliviasshoppingdiary

Instagram: 11.9 K

TikTok: 43.8 K

Olivia is known for her detailed moodboards and minimalist, yet posh style. As her @-name suggests, she uses social media to document her fashion adventures. If you want to pursue her “inner fashion monologue,” check out her Substack. She’s an advocate for purchasing pieces designed to last. Her followers look to her before splurging on a designer purchase or simply elevate their wardrobe with quality finds.

5. Liv Blankson – @livblankson

Instagram: 31.2K

TikTok: 590

If you’re ever looking for charming accessories, the perfect swimsuit for vacation or just styling tips for casual everyday looks, Liv Blankson is your girl. She’s great for brands looking to reach very niche audiences since her content often features various interests: cats, natural hair care and F1 racing. In the video below, she styles an outfit inspired by Scuderia Ferrari:

Best of the high-street fashion influencers in the UK

We’ve talked about several influencers who are known for their impact on luxury fashion, but let’s dive into some of the best high street fashion influencers.

1. Eleftherios Vogiatzis – elefv

Instagram: 145K

TikTok: 98.1K

Eleftherios Vogiatzis is the epitome of someone who has impeccable everyday style. His Instagram features casual, yet sophisticated outfits complemented by eye-catching scenery. Head to his TikTok page for vlogs where he shows his shopping runs or showroom visits. He has worked with a variety of high street brands including H&M, Cos and Zara.

2. Joel Mcloughlin – @gallucks

Instagram: 330K

YouTube: 159K

Joel Mcloughlin is a fashion blogger and stylist known for his edgy, vintage wardrobe. Almost all of his looks are all black, but you’ll find him stepping outside of his signature color, too. He’s best known for his vlogs where you’ll find him sharing about his hair transplant journey or fashion weeks.

3. Patricia Niamh O’Dwyer – @patriciaodwyer

Instagram: 15.2K

Three words to describe Patricia Niamh O’Dwyer’s style? Colorful, fun and classic. She showcases her authentic daily style through her #WaysToWear videos where she styles her favorite staple statement pieces. Along with being a fashion influencer, she’s a contributor to Sheer Luxe and the Wedding Edition, two of the UK’s leading digital publications.

4.  Claudia Berresford – @claudia_berresford

Instagram: 29.9K

TikTok: 1.7K

Claudia Berresford is a content creator and fashion blogger that has worked with a variety of high street brands including & Other Stories and Free People. Along with talking about the landscape of fashion on her Substack, she flocks to social media where she takes styling advice to the next level with her seasonal mood board, outfit formulas and layer tutorials.

5. Omer Elsarrag – @omerelsarrag

TikTok: 76.3K

Omer Elsarrag is a men’s fashion influencer known for his styling videos that feature tips for elevating high street attire. His style is clean and classy, incorporating essential basics, premium pieces and affordable accessories. He creates style guides for essential basics like corduroy shirts, polos and Chelsea boots. If you’re looking for ways to style trousers or properly tuck a polo, Elsarrag has you covered.

Top plus size fashion influencers in the UK redefining standard

If you’re a brand that focuses on inclusivity, body positivity or fitness while refining beauty standards, consider these five plus size fashion influencers:

1. Alexia – @curvylexie28

Instagram: 39.5K

TikTok: 7,180

YouTube: 2.08K

As she mentions in her bio, Alexia is a “body confident plus size blogger breaking stereotypes and redefining beauty.” She is currently a Fabletics ambassador and has worked for a variety of high street brands including Boohoo, Savage x Fenty and Shein. Although a lot of her content features her outfits, she also works with her husband, @nubianprincefashionstyle, who is also an influencer.

As a growing micro-influencer, you’ll find her social media filled with outfit inspiration, try-on hauls and fitness journey content. For example, in the Reel below, she shares stretches for people who work from home or want to improve their mobility and posture while wearing several Fabletics sets:

2. Talisha Jade – @talishajade

Instagram: 1,239

TikTok: 51.6K

Talisha Jade is a model and rising micro-influencer with an ensemble for any occasion. Her TikTok page is filled with outfit ideas and lifestyle vlogs featuring brands like She Oath and Bravissimo. Whether it’s for a wedding, a day-to-night look or date night, Talisha has an outfit for it. In the TikTok video below, she shows off a night look for people in their “comfy girl era”:

3. Laura Ferry – @whatlauraloves

Instagram: 255K

TikTok: 13.9K

Laura Ferry is a former contestant on BBC’s I Can See Your Voice and travel blogger, but her content isn’t just about glitz and glam. She uses her social platforms to talk about issues like confidence and mental health. She shares her experience navigating ADHD after being diagnosed at 34.

4. Natasha Lee – @ceoofbbw

Instagram: 41.2K

TikTok: 4,292

YouTube: 29.3K

Natasha Lee is a stylist and confidence coach. Through her vlogs, fashion content and private consultations, she helps her “big baddies” look and feel fabulous. She’s a Fashion Nova Curve ambassador and provides styling tips curated for plus size women. In the Reel below, she shares a trick for adjusting swimsuits she uses while on holiday:

5. Diana Sirokai – @dianasirokai

Instagram: 1.3 million

TikTok: 341.7K

YouTube: 12.5K

Diana Sirokai is a plus size model and Fashion Nova Curve ambassador. Along with her confidence chats on TikTok and YouTube, you’ll find her encouraging others to embrace their beauty through bold, eye-catching ensembles from bright bikinis and body con jumpsuits to chic two-piece sets and flirty miniskirts.

Male fashion influencers in the UK

Let’s cover five of our favorite male fashion influencers in the UK:

1. D’nieccio Mitchell – @dnieccio

Instagram: 201k

TikTok: 280k

D’nieccio Mitchell is known for his nostalgic sense of style. He blends modern style with staples of the 90s and early 2000s streetwear staples. Think American sports jerseys oversized jeans, varsity jackets and a nice pair of sneakers to finish the look. He’s known for his outfit of the day series, “Documenting My Fits.”

2. Artur Kramer – @arturkramer

Instagram: 1.8 million

TikTok: 3.1 million

Arthur Kramer is a high street influencer known for his bold editing and swift transitions. He is a NovaMen and Boohoo ambassador. He also has fun creating looks based on themes and requests from the comment section.

3. Sam Gray – @samgraystyle

 Instagram: 19.4k

TikTok: 268

Sam Gray has a timeless style. He’s known for showing off classic ensembles such as a white t-shirt and Wrangler jean jacket ensemble or a custom tailored suit with cufflinks. He partakes in luxury indulges like hand-crafted loafers, cashmere sweaters and watches.

4.   Gurj Sohanpal – @gurjsohanpal

Instagram: 23.7K

Gurj Sohanpal is a London based blogger and photographer focused on menswear and travel. His suave attire is complemented by stunning, picturesque landscapes. Along with clothing lines, he collaborates with niche fragrances like Penhaligon and luxury watch brands such as Tag Heuer.

5. SM – @dapperclassic

Instagram: 120K

SM is known for his sophisticated, timeless menswear style. He refers to his Instagram as his “daily style diary.” He loves all of the staples of classic menswear attire: tailored suits, structured jeans, knitwear and penny loafers. He’s a Proper Cloth partner and has a collection on their website where customers can view his custom clothing guide.

Make a lasting impression with UK fashion influencers

Our list of UK fashion influencers can inspire your next collaborations and activations, but this is just the beginning. The beauty of fashion influencer marketing is that there are so many partnerships waiting to be created. Remember to focus on finding influencers who align with your brand, embody authenticity and maintain high engagement.

There are so many influencers to choose from, so we recommend using influencer marketing tools to narrow down your search. These tools can help you find the right partnerships, track progress of your influencer campaigns and more.