Fashion creators over 40 and beyond are redefining the industry by proving that style and creativity only gets better with age. The fashion world has historically leaned towards youth-focused representation, often leaving out the voices and talents of those who have years of experience and confidence under their belts.

Enter the #Over40Fashion movement.

This thriving community celebrates seasoned style, showcasing creators who provide inspiration, tips, and education for individuals embracing their fashion identity in their 40s, 50s, and beyond. These creators are breaking stereotypes, highlighting timeless elegance, and proving that personal style has no timeline. 

We are pleased to announce our new State of Influence: Fashion, which covers the first eight months of 2024! In this State of Influence report, you’ll get top fashion brand strategies, creator insights, and rising trends from an analysis of data covering 2024 so far. 

A few highlights include:

• Fashion creators are posting less content in the US, UK, and FR, but video views for their content continues to climb (hint: Instagram has a big part in that)

As more beauty and fashion brands and retailers adopt AI, industry leaders are leveraging these technologies to enhance customer experiences, optimize marketing campaigns and streamline operations.

Research shows that brands and retailers are seeing substantial financial benefits from AI integration. By powering customer-facing use cases — including personalized product recommendations, virtual shopping assistants, AR-enhanced shopping experiences and more — AI enables beauty and fashion brands to stay competitive in a tech-savvy market.

As a marketer, keeping up with the trends isn’t just a flex—it’s survival. And the world of Gen Z changes - fast. Have no fear, as the Gen Z experts, we’re here to bridge that gap with what’s going to be big next season. Combining the latest Google search data, social media listening, and a bespoke survey of 2,000 Gen Z-ers in the UK and US - these are predictions you can trust.

Learn how luxury fashion loyalty programs boost retention with exclusive experiences, personalized rewards, and VIP treatment. As a loyalty expert, I’m often being asked: “Do loyalty programs work in luxury fashion?” Well, let me tell you: luxury fashion loyalty programs aren’t just a myth. A reward system can indeed work in this industry without cheapening the brand image; you just need to take the right approach. Loyalty programs are no different from any other tool in your arsenal, as you can consistently reshape them to fit your needs.

More than half of shoppers would use generative AI for clothing purchases, according to Adobe new research. Nearly three-quarters of respondents said they think using the technology to try on products virtually would boost their buying confidence.

As more retailers experiment with AI, nearly six in 10 (58%) respondents to an Adobe survey said that generative artificial intelligence has already improved their online shopping experience. Two-thirds of respondents said they want brands to analyze their previous purchases and other customer information to tailor the shopping experience to their needs, according to the survey, which included 3,000 U.S. consumers.

With the rapid growth of online shopping and advancements in virtual reality, fashion technology is taking center stage. Brands are increasingly shifting towards digital solutions to create more interactive and immersive shopping experiences. Hautech.AI uses fashion technology to blend AI with fashion. This allows them to show clothes on realistic AI models. These models meet the changing needs of consumers.

The global fashion industry faces economic uncertainty, a dynamic market, and consumer behavior shifts. Finding pockets of growth means navigating a complex maze. Although hard to predict, even in the best of times, the fashion industry is in for a particularly tumultuous and uncertain 2025. A long-feared cyclical slowdown has arrived. Consumers, affected by the recent period of high inflation, are increasingly price sensitive. There is also the surprising rise of dupes, the acceleration of climate change, and the continued reshuffling of global trade. Regional differences, which came into focus in 2024, will become even starker in the coming year.