In recent years, the landscape of fashion YouTube has seen an undeniable shift in demographic and content. What used to be a digital treasure trove of shopping hauls, garment reviews and DIY tutorials have since seen a notable fall in demand, with majority of these previous creators migrating over to TikTok and Instagram. In its place is a new wave of passionate young creatives, each possessing a strong visual eye and critical point of view. Documental in their approach, there is a certain level of nuance and flair that is backed by meticulous research and years of experience in the field.
At the forefront is British YouTuber and fashion journalist Odunayo Ojo, better known by his online moniker Fashion Roadman on YouTube and Instagram. Featured back in 2022 by several publications including The Business of Fashion (BOF) and Vogue Business, the channel sees Ojo bring on experts—photographers, stylists, critics etc.—to discuss some of the industry’s most impending topics. “When I first started, there was a lack of general understanding that you could do fashion journalism via a video platform. As such, most brands and clients didn’t take it seriously,” shares Ojo on how different the YouTube landscape was back then.
Ojo notes that the rise in short-form content in this new digital media era has affected not just the way audiences consume media, but also how creators have tweaked their content to accommodate these new habits. “TikTok clips, YouTube Shorts and Instagram Reels have influenced and changed the landscape on YouTube as we know it. Watch times and audience retention rates are really important metrics on YouTube now, and most content creators choose to cut out any additional content that feels like it might be beating around the bush.” He is also quick to acknowledge the increase in variety of perspectives within the space, musing: “There is simply a broader range of content offered on the platform these days, catering to people of all interests and preferences.”
“This new era of short-form content have influenced the way audiences consume media, and has certainly changed the landscape of fashion YouTube.”
Despite an upswing in new creators driving change on this platform, Ojo points out that there are still ways to go before the masses are initiated. “I still think YouTube has not been completely accepted by the fashion industry, at least in the way TikTok and Instagram have. Very few names have been able to break out of the space successfully, and I wish to see more synergy between YouTube content creators and the fashion industry at large.”
Like Ojo, there’s a new wave of YouTubers that have too, taken to long-form fashion content—navigating the waters of the platform through their own distinct perspectives and expertise. Below, peruse Vogue Singapore’s shortlist of creators to bookmark.
Bliss Foster
For the ardent fashion history lovers out there, Bliss Foster’s anatomical approach to subject matters is certainly second to none. Covering everything from recent news and trends to past shows and archival moments, Foster covers every nook and cranny within the fashion space. His ongoing series titled ‘The Margiela Series’ that covers every runway show from the emblematic house of Maison Margiela from its conception to present day is the cornerstone to the channel, and a testament to the herculean effort and pride Foster takes in his work.
Tuba Avalon
From informative style guides to unserious chats about various archetypes within fashion, Tuba Avalon’s content provides a more casual slant as compared to the conventional journalistic approach adopted by some of the other channels in this space. Highly concise yet still informative, Avalon’s acute sense of taste and understanding of her personal style makes for content that is highly-considered and authentic.
Luke Meagher (HauteLeMode)
If red carpet reviews are what you are looking for, HauteLeMode by Luke Meagher is the perfect place to start. Critically harsh and poignantly blunt at times, Meagher looks at and analyses all of the best (and worst) looks from the A-listers that attend these events. Pair his unmerciful remarks with an adept knowledge of fashion history, and the channel makes for a highly-entertaining watch that keeps you up to date with everything that is happening with celebrities in fashion.
Loic Prigent
The mystique and exclusivity of attending a runway show often lends a great allure to it, which is where Loic Prigent has made his mark and separated himself from his companions. Offering a backstage glimpse at some of fashion’s biggest luxury houses such as Chanel, Saint Laurent and Dior, Prigent captures raw and unfiltered interactions with the show attendees, some of which include A-list celebrities and esteemed designers.
Odunayo Ojo (Fashion Roadman)
Perhaps one of the most esteemed on this list, Odunayo Ojo provides thought-provoking and honest fashion critique on various designer’s works through live discussions with industry professionals. He is also the founder and author of Fashion Archive Magazine, a print book which sees styled spreads and feature interviews with industry movers.
Vincenzo Borrelli
A former client stylist at Farfetch and current sales executive at Dover Street Market London, Borelli’s tenure within the fashion retail and marketing space is extensive to say the least. His channel serves as a platform to dissect some of fashion’s hottest topics, with the occasional wardrobe tour and casual style content sprinkled in. A perfect blend of insightful content and witty remarks, this channel is perfect for anyone looking to up their menswear game.
