Why influencer brands are ditching their roots

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Why influencer-founded brands are ditching influencer status for long-term success

Influencer-founded brands are no rarity in the fashion and e-commerce space. Yet, it is rare to see an influencer found a successful, luxury brand that projects promise, status and a future beyond the influencer market. Instead, the most successful among them often choose to distance themselves from their influencer roots. 

TikToker Dulma recently posted a video brilliantly unpacking why Erin Kling’s Totême is such a brilliant example of an influencer founded brand who has prioritized brand authenticity and long-term growth over leveraging the founders' influencer status for immediate sales. Understanding this dynamic offers valuable insights into the brand-building strategies of today's most successful influencer-founded brands.

Totême: Building a brand independent of influencer status

Totême, co-founded by former influencer Elin Kling, stands as a prime example of a brand that has successfully established itself independently of its founder's influencer status. Kling recognized early on that her influence could be both an asset and a liability. In an interview with Business of Fashion entitled “How Three Influencers Built Legitimate Fashion Brands,” Kling articulated her strategy: “We could have started it with me showing off looks all the time [on my own social channels]. We know how to make shortcuts to generate sales, but in the long-run that’s not what we believe in. It was very important that I could prove Totême was a brand [in and of] itself.”

By shutting down her blog and reducing her social media presence, Kling was willing to sacrifice short-term sales for the long-term goal of building a brand with its own identity. This approach has paid off, with projected revenues for Totême reaching €21 million ($23.7 million) next year, and a 23 percent EBITDA of €4.8 million ($6.07 million)—margins that many businesses aspire to.

The Row: Letting the product speak for itself

Another exemplary case is The Row, founded by the Olsen twins. Despite their immense celebrity status, many people (including myself up until researching for this article!) are unaware that the Olsen sisters are behind the brand. This is a deliberate choice to allow their clothing to speak for itself, without the overshadowing influence of their celebrity.

The risks of celebrity association: Victoria Beckham

By contrast, Victoria Beckham’s luxury fashion brand has experienced significant financial volatility, often attributed to its inescapable association with Beckham’s celebrity status. By naming the brand after herself, Posh Spice may have inadvertently limited its potential to be perceived as a serious fashion house, rather than a celebrity brand.

The delicate balance: Totême's strategic social media presence

Totême occasionally appears on Kling’s social media, but it is not blatantly associated with her. This contrasts sharply with Chiara Ferragni’s namesake label, which prominently features the Italian influencer wearing her own designs, often using hashtags like #CFWorldTour. Totême has benefited from Kling's connections and her husband’s experience as the art director at Interview Magazine, but the brand has been carefully crafted to stand on its own merits.

A different approach to influencer marketing

Totême’s Instagram strategy also reflects its commitment to authenticity. Unlike many brands that rely heavily on influencer marketing, Totême steers clear of sponsored posts or e-commerce banners. Instead, the brand's social media serves as a moodboard, rarely featuring influencers who wear their products. As Kling notes, “We’ve never paid anyone to wear Totême.” Instead, they focus on micro-influencers who naturally align with the brand’s ethos, acting as authentic ambassadors rather than paid promoters.

Similarly, Midnight 00, a brand with a similar approach, uses its social media to create a brand "world" filled with artful product imagery and non-footwear related content. This approach avoids the pitfalls of traditional influencer marketing and instead fosters a deeper connection with the audience through genuine and organic engagement.

The decision for successful influencer-founded brands to distance themselves from their influencer status is a strategic move towards building lasting brand equity. By focusing on creating a strong, independent brand identity, these brands can avoid being pigeonholed as mere celebrity ventures. Totême and The Row exemplify how this strategy can lead to sustainable growth and long-term success. Meanwhile, the challenges faced by Victoria Beckham's brand highlight the potential drawbacks of closely associating a brand with its celebrity founder. Ultimately, the key to success lies in allowing the product to speak for itself and building a brand that resonates with consumers on its own merits.