There's an issue with influencers reselling their gifts After the latest controversy, nss magazine reached out to Andrea Batilla
Last weekend, Instagram hosted a very heated controversy that revolved around the Depop profile of an influencer with a large following, a small fact that reflects a larger universe. The so-called shitstorm was unleashed against Giulia Torelli aka @rockandfiocc, a very popular blogger and influencer based in Milan who made direct and honest dialogue with her followers one of the reasons for her success. With over 140,000 followers, Torelli, on the one hand, has always paid great attention to IG Stories in which she shows the gifts that brands send her, as well as the products she buys herself; on the other hand, also thanks to her work (she deals with decluttering and wardrobe organization), she invites her followers to get rid of what is not essential or that has not been worn for a long time, often advising to resell these products on platforms such as Depop. And that's exactly what Torelli did, but also selling several items given to her by some brands. As the person directly concerned pointed out, the products on sale consisted of simple gifts that the brands, often small and in search of notoriety, had sent her hoping for an IG Story. And so it was, but out of pure courtesy and kindness of Torelli, without commercial agreements or contracts.
Beyond this specific case, and the ethical implications in Torelli's actions, a practice common to many other influencers, don't get me wrong, right here lies the crux of the matter, which unfolds on two levels. First of all, transparency: as a follower, do I have the right to know if what an influencer proposes is the result of a commercial agreement or if it's a product in which this public figure really believes? And how can this affect my shopping habits? On the other hand, however, the story revealed the now absolute dependence on the part of small and medium brands towards influencers, seen as the only possible and imaginable marketing strategy, pouring all the responsibility for their success onto external figures.
To better understand how we got to this grey area within influencer marketing, nss magazine asked a few questions to Andrea Batilla, a great fashion expert, former director of IED Moda Milano, founder and co-director of one of the first Italian independent magazines, PIZZA, and that has been involved in creative direction, brand storytelling and product communication for about 10 years. Batilla is also an author, his latest work is called Instant moda. La moda dagli esordi a oggi, come non ve l'ha mai raccontata nessuno, as well as being very followed on Instagram, where his live streams have become a must-have.
Can fashion survive without influencers?
No. Influencers speak directly to the final customer, something that fashion can't do because it works on the aspirational. As there are basically no more magazines and printed editions, this type of content can only pass through social media and their protagonists.
