All too often, they are compared to mere coat racks, sanitized puppets at the service of brands, sandwich makers...

Since the explosion of Instagram, they've had the wind in their sails thanks to their hundreds of thousands of followers, and are the stuff of dreams for a whole generation. Some have chosen to turn their fame into a tool for positive transformation.

Two backgrounds, two personalities.

Doina Ciabonu may only be 26, but she's the image of the millenials generation. Ultra-connected, nomadic, multi-tasking: a modern-day muse. The description could have ended there, but the London-based Moldavian beauty is also the emblem of a generation committed to the planet.

With spontaneity, and no fear of judgment, she tackles various topics around sustainability on her Instagram account. Whether denouncing single-use plastic (she is an ambassador for the NGO No More Plastic) or encouraging the fashion industry to rethink its economic model in favor of a circular economy (she speaks at the Circular Fashion Summitset up by the UN as part of the Sustainable Development Goals 2030 and the more specific issue of SDG12 Responsible Consumption and Production). 

Instagram @doina

As you can imagine, Doina doesn't mince her words. Followed by 560,000 followers, her feed is an artistic and sophisticated mix of fashion, travel and inspiration. Her stories are more eclectic, mixing thoughts, opinions and rants on sustainable development issues. She advocates a transparent, guilt-free approach, not only for individuals, but also for the private sector. Yes, it's difficult to change overnight. Yes, we need to take things one step at a time. But that shouldn't be an excuse for doing nothing. Because every gesture counts. And the brands that trust us have understood this. Millennials and Gen-Z are ready to take responsibility and expect brands to do the same. Clearly and transparently.

Another digital talent has understood how this need for transparency is changing our times. Xenia Adonts28 years old, blonde, German, 1.3M subscribers, always with a smile on her face. In November 2019, she surprised the entire blogosphere by unveiling her brand: Attire The Studio.

Instagram @attire

A project put together in just a few months, with an iron will and very clear commitments. Each collection will feature a limited number of pieces, in natural materials, and will be produced in small batches, even if it means reproducing on demand, to avoid unsold stock. 

There's also detailed information on the production plants in Portugal. No plastic in the packaging and a green service provider for transport. But the real novelty lies elsewhere. Attire The Studio communicates detailed production costs and margins for each piece. A revolution in the fashion industry, and a way for consumers to ensure that the entire production chain is properly remunerated.

This trend is not marginal. 

More and more Digital Content Creators - we no longer call them Influencers - are daring to speak out on the subject. And for some brands, choosing these personalities also means making a committed choice that supports a global CSR project.

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