Preference, influence: the wonderful world of “it girls”

More than luxury, it is the image of luxury that has come to prevail today. Making luxury a possible horizon, an achievable dream, this is what is at stake in the images and the rhetoric that propagate with the same intensity as the goods. In this circulation of images, words and items, influencers play an essential role. For a long time, this role was entrusted to specialized media. Now the Internet has changed the rules of the game. In the case of fashion, it is not so much the specialists who set the tone, but bloggers who expose themselves and their preferences on a daily basis. The influencers, the “it girls”, have become the new channels staging the temptation of luxury. This analysis is conducted by comparing the world of “it girls” to the world of fashion in the 1950s.